Skincare Giant Beiersdorf Sends Its U.S. Media Account to OMD

Incumbent Carat and GroupM also pitched

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German skincare brand Beiersdorf, whose products include Aquaphor, Eucerin and, most prominently, Nivea, has awarded its U.S. media planning and buying account to OMD after a competitive review that lasted several months.

The Omnicom network effectively won the business back from Dentsu’s Carat, which picked it up in a 2010 review.

“We were immediately impressed with OMD. As one of the world’s largest agencies, their capabilities and insight, along with their holistic approach to communications planning, are completely in line with our agenda to advance our brand presence in the US,” said the client’s general manager for North America Alvaro Alonso.

According to several sources who spoke to Adweek, the incumbent unsuccessfully defended its account in a review that also included both OMD and a GroupM “solution” consisting of experts from multiple agencies within the WPP network.

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