What is different this time, however, is that Beiersdorf is considering consolidating its media buying and planning with a single media specialist Europewide. All media agencies currently working for Beiersdorf on a country-by -country basis will be making presentations.
"A change will only be made if one of the media agencies comes up with an entirely new or different approach. A decision is not expected this year," says Mr. Nebel.
The largest account by far is Germany, where Beiersdorf spends $168 million. The German media account is handled by Hamburg-based G.F.M.O., which BBDO bought last year and will be integrated into Omnicom's Optimum Media Direction. Carat handles the account in the U.K. and several Scandinavian markets, while CIA Medianetwork handles in Italy.
Beiersdorf's creative ad business is split between TBWA and FCB/Wilkens, both based in Hamburg.
Copyright October 1998, Crain Communications Inc.