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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.
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