Beiersdorf has named Draftfcb as its lead global creative agency, confirming what sources described as the consolidation of most of the client’s business at the Interpublic Group shop. The move came after a roster-shop “shootout” against TBWA, according to sources.
Previously, Omnicom Group’s TBWA had been lead agency on Nivea —
Beiersdorf’s marquee brand — though Draftfcb worked on sub-brands such as Nivea for Men. Other company brands include Eucerin, La Prairie and Florena.
Client executives tasked each agency with creating a new global platform for Nivea and met several times with both agencies during the course of months, said sources. The consolidation is the end result of that process.
TBWA declined to comment, and Draftfcb referred calls to the Hamburg, Germany-based client, which confirmed the move.
“We believe that Draftfcb is the right strategic partner for us and that [the agency’s] experience and expertise will help us to achieve our targets,” a client representative said, in a statement. “Furthermore, Draftfcb’s global network will support fast executions worldwide, thus scaling effectiveness in the local markets.”
TBWA will remain on Beiersdorf’s roster, with its office in Hamburg working on regional assignments. The rep declined to elaborate on the nature of the assignments.
Global media spending on Beiersdorf brands was not available. In the U.S alone last year, the total was nearly $100 million, according to Nielsen. In the first eight months of 2010, U.S spending totaled $49 million.
The global creative consolidation comes after the client conducted a series of regional media reviews, including a U.S contest that Aegis Group’s Carat won in March.
This story updates an earlier item with client confirmation and additional details.