OMD nets global Beiersdorf digital, data and tech brief

Beiersdorf, the €8.8bn turnover company behind global brands Nivea, Elastoplast, Coppertone and Eucerin, has appointed OMD as its single media agency for Europe and North America and as the partner for global media strategy consultancy.

The appointment will usher in a new media operating model, designed to lead to a more efficient set-up, and put digital expertise, data and technology at the core.

Some parts of the media work will be bundled in hubs and lay the foundation for increased speed, transparency and automation.

OMD Worldwide has already been working with Beiersdorf in several markets across the world but the new brief means it will now cover all Beiersdorf AG brands to the exclusion of all previous agencies.

Beiersdorf’s core business is in skin care products as well as skin research. According to Euromonitor, Nivea is the world’s number one skin brand. Digitas UK handles the advertising and marketing account in the UK.

Other brands in the Beiersdorf portfolio include Eucerin (dermocosmetics), La Prairie (cosmetics), and Hansaplast (plasters and wound care), while Aquaphor, Coppertone, Chantecaille, Labello, 8×4, atrix, Hidrofugal, Maestro, and Florena round off the full line-up in the consumer business segment.

Beiersdorf is also a leading global manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers through the wholly owned affiliate Tesa SE.

The Hamburg-based company generated sales of €8.8bn (£7.52bn) as well as an operating result (EBIT) of €1.2bn (£1bn) in the fiscal year 2022 and has more than 20,000 employees worldwide.

Omnicom’s data offering is spearheaded by the agency group’s cloud-based insight platform Omni.

Launched in 2018, Omni pools creative, media and data-driven marketing functions into one dashboard. It already has deals with “clean room” specialist InfoSum and incorporates data provided by LiveRamp, Experian and Neustar, among others.