Originally published on Campaign.
Beiersdorf has selected Omnicom Media Group’s OMD as its global media agency of record across North America and Europe, it announced on Friday.
In a press release posted to its website, the German multinational skincare giant revealed that OMD will operate as a “single bespoke media agency” across both continents, effective January 2024.
OMD will operate a “framework” for all Beiersdorf brands, which include Nivea, Eucerin, Coppertone. It will also be the corporation’s partner for media strategy globally.
Beiersdorf describes the relationship as “a new media operating model” that will include “best-in-class tech and automation.”
“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,” the release continued. “Some parts of the media work will be bundled in hubs and lay the foundation for increased speed, transparency and automation.”
The decision completes a global media review process that kicked off in June.
It expands on Beiersdorf’s relationship with OMD in Asia-Pacific, where the brand selected OMD as its media agency of record across Australia, China, Taiwan and India in January.
It also expands on OMD’s existing relationship with Beiersdorf in the U.S., which it snagged from Dentsu’s Carat in 2018.
The news is another blow to Carat, which has slowly been losing pieces of Beiersdorf’s estimated $800 million global media account, per Comvergence. Carat was also the incumbent on the account in Asia and Europe.
Carat still has the business in Latin America and Africa.
Beiersdorf netted €4.9 billion ($5.28 billion) in sales in the first half of 2023, a 12.3% YOY organic increase.
