Beiersdorf has appointed CMW as its retained digital agency for Nivea for Men to work across the full range of the brand’s grooming products.
As well as online strategy, a key element of CMW’s remit will be to continue to support the brand’s England Football Team sponsorship in the year ahead and in the run up to Euro 2012.
CMW worked with Nivea for Men last year on a one-off initiative to amplify the brand’s association with the England Team in the run up to the World Cup. In March 2010, The Football Association agreed a four-year deal with Nivea for Men to become the Official Men’s Grooming Supplier to the England football team.
Commenting on the appointment, Beiersdorf’s Matt Marlow, digital communications manager said: “CMW proved its worth last year when it picked up a project at short notice and really delivered the goods. We were so impressed with the value it provided that it was an easy decision to appoint it as our retained digital agency.”
Gayle While, CMW head of digital, added: “Male grooming is a category that is enjoying healthy growth. There is massive scope to use digital communications to target consumers with product benefits and information as well as to entertain with relevant content. Nivea for Men’s association with the England Team is a superb asset and allows it to truly engage with its target audience.”
