Campaign Imminent: Beiersdorf concludes media review (Score 49)

Sales Lead: Beiersdorf recently appointed media AOR OMD, effective January 2024.

• Effective January 2024, the agency will operate a "framework" for all of Beiersdorf's brands and serve as the company's global media strategy partner.
• The hire concluded the review that kicked off in June 2022.
• This move expands OMD's relationship with Beiersdorf; the agency originally picked up its media account from Carat in 2018 but will now handle all of NA along with Europe.
• The shift is part of a larger effort to focus on digital expertise, data, and technology.
• Carat has gradually lost more and more of Beiersdorf's ~$800m global media account, having also been the incumbent on the account in Europe and Asia.
• Over the past several years, Beiersdorf has worked with at least four holding company agencies such as Omnicom, WPP and Publicis, Dentsu.
• The company will likely:
  • Launch a new campaign
  • Shift strategy
  • Return to higher digital spend
    • ​​​​​​​​​​​​​Beiersdorf's digital spend will likely pick back up soon since it earmarked about 75% of its its2022 NA spend (total of $70m) to digital.
  • ​​​​​​​Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance); digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: View recent national TV and digital spend for 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: Additional agency reviews could easily follow this one, so reach out soon to remain top-of-mind.
• Current agency roster:
  • OMD: Media AOR (established 2018; expanded January 2024)
  • ​​​​​​​​​​​​​​M Booth & Associates​​​​​​​: Creative, social, and PR AOR
  • Huge: Creative AOR
  • AMP Agency: Creative AOR
  • FCB NY: Creative agency partner
  • Cheil NY: 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.​​​​​​​