Multinational skincare company Beiersdorf has consolidated its media agency assignments in North America and Europe with Omnicom’s OMD after a review that began in June, the company confirmed today. The remit covers all of the client's brands and globally, OMD will serve as the company’s media strategy consultancy. 

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

Beiersdorf said the new setup would be more efficient “and put digital expertise, data and technology at the core.”  

The firm said that some parts of the media work would be bundled in hubs and “lay the foundation for increased speed, transparency and automation.” 

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.    

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.   

Separately, the client held a review earlier this year for Asia, where OMD prevailed in a number of countries. RECMA reported in June that OMD had won Beiersdorf business in Latin America as well, including Argentina, Chile, Peru, Paraguay, Uruguay, Bolivia.  

Spending in the Asia Pacific region was around $190 million and in Latin America approximately $40 million, per the COMvergence figures.  

Beiersdorf brands include Nivea, Eucerin and Coppertone.