Beiersdorf on pan-Euro hunt for digital agency

LONDON: Beiersdorf, the owner of Nivea, is looking for a digital agency to work across Northern Europe after restructuring its business in the region last year.

LONDON: Beiersdorf, the owner of Nivea, is looking for a digital agency to work across Northern Europe after restructuring its business in the region last year.

The winning firm will work with the skincare brands Nivea, Nivea Men, and Eucerin, as well as Elastoplast in the UK, Ireland, Iceland, Denmark, Norway, Finland, Holland, and Sweden.

The UK incumbents, Agency Republic, which works with the female Nivea brand, and CMW, which collaborates on projects for Nivea Men, have been invited to re-pitch.

Beiersdorf appointed MEC as its media agency across the region in October 2012. DraftFCB's position as the company's creative agency is not affected by the review, although one source suggested it could pick up some digital work.

“We have enjoyed a successful relationship with our existing agencies, but are now looking for the right agency partner to take us to the next level of digital activation,” said a spokeswoman for Beiersdorf.

The spokeswoman said Nivea's recent multiplatform campaign, Dare to Dip, which tackled women's fears about getting into their bikinis, is an example of Beiersdorf's pan-regional approach to marketing.

Dare to Dip included a huge glass tank being taken from London's Convent Gardens across Denmark and Sweden. As part of the campaign, Nivea will also host a pool party at a UK town or city based on Facebook votes.

Spokespeople for CMW and Agency Republic declined to comment.

This story originally appeared on the website of Campaign.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.