Beiersdorf reviews dollars 200m media

Beiersdorf, the German-based toiletries and cosmetics giant, is planning a review of its entire dollars 200 million-plus European media arrangements and is considering a centralisation of its media business.

Beiersdorf, the German-based toiletries and cosmetics giant, is

planning a review of its entire dollars 200 million-plus European media

arrangements and is considering a centralisation of its media

business.



Beiersdorf, whose main UK brands include the Nivea skincare and

cosmetics ranges and Atrixo, as well as specialist medical preparations,

uses more than ten media agencies around Europe.



In the UK, the business - worth about pounds 6 million - is handled by

Carat, while in the home market of Germany, media for the Nivea Beaute

range is handled by GFMO, which was acquired by Omnicom last year.



CIA Medianetwork has the business in Italy, while Carat also has the

bulk of the account in Scandinavia.



Carat, Omnicom’s Optimum Media Direction network and CIA Medianetwork

are now all talking to Beiersdorf about streamlining the company’s media

planning and buying arrangements.



Beiersdorf is understood to be keen to rationalise its media suppliers

into a more coherent line-up and work to a central strategy.



A full centralisation is being considered, which would increase cost

savings and drive a unified media vision across all its markets.

However, a country-by-country overhaul is also an option, with local

marketing directors responsible for local market media suppliers but

working to a new, rationalised media strategy.



The idea is to bring the same sort of uniformity to media as Beiersdorf

has with its creative agencies. Creative work, through TBWA and FCB, is

heavily centralised, with treatments running across all European

markets.



The media rethink is still in its early stages and no pitches have yet

been made. However, the review is now expected to speed up and a

decision is likely to be made before the end of the year.



A spokeswoman for Nivea denied the review and refused to comment

further.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).