"[PMK/HBH] will take care of all the product publicity, brand visibility, [and] all activities that we're doing, sponsorships, and integrations," said Nicolas Maurer, CMO of Beiersdorf North America. The company previously worked on partnerships with entertainment properties like the Sundance Film Festival, the Grammy Awards, and the Ellen DeGeneres Show.
"They will also be in charge of our corporate communications, with a focus on business and trade media relations," he added.
PMK/HBH's experience in entertainment, particularly branded entertainment, and the firm's presence on the West Coast were both important for the company, but Maurer said, it was "the overall profile that seduced us." The agency's New York office will lead the account.
Outgoing agency Hill & Knowlton and Ogilvy-subsidiary BWR PR pitched for the account, the agencies confirmed, and Maurer said the other finalist was BNC, though the agency declined to confirm or deny.