Beiersdorf names OMD as its single media agency in North America and Europe

Beiersdorf has appointed OMD as its single media agency for Europe and North America following a competitive pitch for the German skin care marketer’s account. The new remit is set to start in January 2024.

“The new agency and the new media operating model will lead to a more efficient setup, and put digital expertise, data and technology at the core,” Beiersdorf announced. “Some parts of the media work will be bundled in hubs and lay the foundation for increased speed, transparency and automation.”

OMD had already been handling media for Beiersdorf in the U.S. and several markets in Africa, Australia and Europe and is likely to take on more business in Europe that was handled by Dentsu and WPP.

Look back: Beiersdorf launches global media review

Beiersdorf, which markets products under brands including Nivea, Eucerin and Coppertone, reported sales last year of $9.6 billion, up 15%, with advertising and “trade marketing” expenses of nearly $2 billion.

Prior to the review, Dentsu’s Carat handled part of the Beiersdorf business in Latin America, much of central and southern Africa and key European markets including France, Italy, Germany, Portugal, Switzerland, Turkey and the U.K. OMD has media business in Argentina, Chile, Peru, Paraguay, Uruguay, and Bolivia. WPP's Wavemaker handled global strategic planning for Beiersdorf as well as the company's media in Canada and most of Eastern Europe. Information on all assignments prior to the review was gathered by Ad Age’s Datacenter.

It’s unclear if Dentsu or WPP are retaining any business in North America and Europe. The two holding companies were not immediately available for comment.

Earlier this year Beiersdorf completed a review in Asia that moved some countries’ work from Dentsu to Omnicom's OMD.

This is significant for OMD which won media business with Vans and Under Armour earlier this year.