Beiersdorf Launches $800M Global Media Review

Multinational skincare company Beiersdorf has launched a global media agency review according to sources.  

The firm spent an estimated $800 on measured media globally last year according to agency research firm COMvergence. 

In recent years portions of the business have been served by at least four holding company agencies including shops at Omnicom, WPP and Publicis, Dentsu and others.  



Omnicom’s OMD won the U.S. business in 2018. The incumbent was Dentsu’s Carat, which won the assignment in 2010. OMD handled it before that.  

Per the COMvergence figures, spending in North America last year by the client totaled $70 million, about three-quarters of which was earmarked for digital.  

The firm’s biggest region is Europe, The Middle East & Africa where expenditures totaled about $490 million last year with 40% allocated to digital. Spending in the Asia Pacific region was around $190 million and in Latin America approximately $40 million.  

It wasn’t' immediately clear which incumbents are participating in the review, although it is likely that most will, given the size of the account and the opportunity to potentially win a greater share of the global assignment.  

Beiersdorf has held several regional media reviews in recent years but is believed not to have launched a global review in the last decade.  

Agencies couldn’t be immediately reached or declined comment. A representative from Beiersdorf had not returned an email query about the review by deadline.  

Beiersdorf brands include Nivea, Eucerin, Coppertone, La Prairie and others. 


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