THE WHAT? Beiersdorf has awarded its central communications strategy to WPP, according to a report published by Campaign.
THE DETAILS WPP prevailed against competitors Publicis Groupe and Dentsu, and will run the account our of Beiersdorf’s Hamburg HQ.
The owner of Nivea and La Prairie will continue to work with incumbent agencies Wavemaker, Omnicom-owned OMD and Carat (Dentsu) for its media planning and buying needs in local markets.
“The assignment does not affect our local cooperation with our three media agencies, which are responsible for Beiersdorf’s entire media volume via their respective local assignments,” the company said in a statement, per Campaign.
THE WHY? A spokesperson for Beiersdorf told Campaign that the goal was to centralize communications.
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