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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.
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