Nivea-owner hires Publicis and WPP as it begins marketing transformation drive

Nivea hires Publicis and WPP as it begins marketing transformation drive

Beiersdorf is believed to have appointed Publicis Groupe and WPP to handle advertising duties for its Nivea brands following a pitch at holding company level that also involved Omnicom and Accenture Interactive.

The Drum understands that Publicis Groupe has been awarded the bulk of the Nivea portfolio, which includes a variety of women and men's shower, skincare and deodorant ranges, while WPP will work on face cream Eucerin and plaster product Hansaplast.

Publicis will now set up a dedicated business unit called One Touch, a name inspired by Nivea's brand vision, to service the account across eight creative hubs including one based in New York. Led out of Nivea's HQ in Hamburg, marketing will run across 40 markets.

According to Statista and Beiserdorf’s annual report, the company spent €1.53bn on advertising and trade marketing in 2018. It is said to be embarking on a marketing transformation drive across all of its brands globally and wants to integrate data, creativity and technology within its processes.

Longstanding incumbent DraftFCB will continue to service the business until the end of the year. Media duties were not reviewed as part of the process.

Asim Naseer, chief marketing officer of Nivea, stated: “This decision marks an important milestone for our global brand building efforts, driving the transformation of our iconic NIVEA brand. Publicis Groupe has demonstrated very strong skills in strategy development and in leading inspiring, persuasive creative ideas. We are convinced that we have found the right partner to jointly accelerate NIVEA’s growth through consumer-centric marketing excellence.”

Justin Billingsley, CEO of Publicis Groupe DACH, who led the pitch for Publicis Groupe, added: “The partnership marks a new phase in NIVEA’s marketing transformation journey and we are excited to be a part of it. Our ‘Power of One’ model integrates data, creativity and technology and is designed to focus on business growth for our client.”

Earlier this week, both Publicis Group and WPP were appointed to handle media duties globally for AXA, with Publicis also leading creative duties for the company.

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