Beiersdorf, the marketer of Nivea and other skin-care products, has shifted media chores on its $100 million ad account to Aegis Group’s Carat after a review, according to sources. Omnicom’s OMD was the incumbent.
The U.S. review started as a “pricing exercise” back in November, the company confirmed at the time.
The Hamburg, Germany-based company had earlier conducted reviews of its media assignments in several European countries including its home market. Sources said the German review also started as a pricing exercise that blossomed into a full-blown pitch with outside contenders.
In September, Beiersdorf awarded Carat media chores in Germany, where OMD had been the incumbent for more than two decades. That switch took effect on Jan. 1, per Beiersdorf.
In 2008, Carat successfully defended several Beiersdorf brands that it handles in China.
It was unclear whether Beiersdorf would retain OMD for branded content services. The Nivea Good-bye Cellulite product line won a Media Lion at Cannes for a sponsorship campaign coordinated by OMD.
OMD declined comment, referring calls to Beiersdorf. Carat officials couldn’t immediately be reached. A client rep did not immediately respond to queries.