Beiersdorf launches global media review

German skin care marketer Beiersdorf has launched a global media review in a push to consolidate its media account under a single holding company, according to five people familiar with the situation. A spokesperson for Beiersdorf declined to comment. The marketer of brands including Nivea, Eucerin and Coppertone reported sales last year of $9.6 billion, up 15%, with advertising and “trade marketing” expenses of nearly $2 billion, according to the company's financial filings. See all of the Healthcare Marketing Impact Awards winners here While the review is global in scope, Beiersdorf completed a review in Asia earlier this year that moved some countries from Dentsu to Omnicom's OMD, which handles the company’s media in the U.S. and several markets in Europe, Africa, and Australia. Dentsu’s Carat handles the Beiersdorf business in Latin America, much of central and southern Africa and key European markets including France, Italy, Germany, Portugal, Switzerland, Turkey and the U.K. WPP's Wavemaker does global strategic planning for Beiersdorf and handles the company's media in Canada and most of Eastern Europe. All current assignment information was gathered from Ad Age’s Datacenter. Ad Age Leading National Advertisers 2023 Ad spending, rankings and analysis for the biggest marketers and brands Enter here OMD, Dentsu and Wavemaker are believed to be participating in the review, according to multiple people close to the situation. None of the agencies responded to calls for comment. As part of parent company Maxingvest, Beiersdorf was the No. 69 global advertising spender in 2021, according to Ad Age Datacenter, with the bulk of its spending coming from Europe. Measured media spending in 2021 was $1.4 billion, of which $1.2 billion was in Europe, $85 million in Asia Pacific, $46 million in Africa, $39 million in the U.S., and $29 million in Latin America.

Beiersdorf launches global media review

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