Agency Opps: Beiersdorf puts media account into review (Score 46)

Sales Lead: Beiersdorf just kicked off a global media review.

• This move will consolidate the company's media account under a single holding company.
• Omnicom's OMD currently handles Beiersdorf's US media.
• The company will likely:
  • Launch a new campaign once this review concludes
  • Shift strategy
  • Return to higher spend
  • Conduct additional agency reviews
• Target demographic: 
  • ​​​​​​​Millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend); digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • View recent national TV and digital spend for Beiersdorf's top brands, Eucerin, Nivea, and Aquaphor, here.  
• Additional channel insights  
  • The company utilizes Google Ads along with print (magazines), OOH, digital, local broadcast, Facebook, TikTok, and online video (primarily via Youtube.com) ads.
  • Beisersdorf sponsors podcasts such as MMA Fighting, DW Deutsch lernen, The Frank Skinner Show, You Beauty, and the Lanterne Rouge Cycling Podcast.

Additional agency insights:

• Opportunity: Get in touch to participate in the media review, and keep Beiersdorf on your radar for additional reviews once it concludes.
• Current agency roster:
  • OMD: Media AOR
  • M Booth & Associates​​​​​​​: Creative, social, and PR AOR
  • Huge: Creative AOR
  • AMP Agency: Creative AOR
  • FCB New York: Creative agency partner
  • Cheil New York: Digital and social agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.