Beiersdorf brand Elastoplast has appointed CMW to handle its digital and social media strategy following a four-way pitch – the first time the brand has worked with a retained digital and CRM agency.
The appointment will be a welcome win, following the news that CMW owner Media Square has suspended trading on the stockmarket after failing to negotiate urgent funds from its bank. Earlier this week it was revealed that the company is being forced to sell one of its offices, for £3.25m, to slash its debt.
On Elastoplast, CMW’s strategic remit will begin with the development of the brand’s overall digital strategy, including defining the role that the digital channel can best play in its future marketing communications.
The agency will develop the overarching creative idea that drives website, online and social media activity as well as individual, specific e-CRM and engagement campaigns.
The win follows CMW’s appointment earlier this year as the digital agency for Beiersdorf sister brand Nivea for Men.
Commenting on the appointment, Matt Marlow, Beiersdorf’s digital communications manager, said: “CMW has demonstrated real value every time we’ve worked with the team. Its plans and proposals for Elastoplast showed the same level of commitment and excellence as we saw with Nivea for Men.”
CMW chief executive Liz Wilson, who joined in the summer to succeed Martin Nieri, added: “Elastoplast is a time-honoured household name; we’re delighted to be entrusted with the brand’s digital future and we’re especially proud to be building on our success with Nivea for Men and growing our relationship with Beiersdorf.”
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