Publicis Groupe has been appointed the global agency and marketing transformation partner for NIVEA, the world’s largest skin care brand.
The partnership will start in January with a bespoke agency called ONE TOUCH across 40 markets, with major hubs in New York, Sao Paulo, Cape Town, Dubai, Mumbai, Shanghai, Bangkok, Moscow and Hamburg.
Asim Naseer, chief marketing officer of NIVEA, says the decision marks an important milestone in global brand building.
“Publicis Groupe has demonstrated very strong skills in strategy development and in leading inspiring, persuasive creative ideas,” says Naseer.
“We are convinced that we have found the right partner to jointly accelerate NIVEA’s growth through consumer-centric marketing excellence.”
Justin Billingsley, CEO of Publicis Groupe DACH, who led the pitch for Publicis, says: “The partnership marks a new phase in NIVEA’s marketing transformation journey and we are excited to be a part of it. Our ‘Power of One’ model integrates data, creativity and technology and is designed to focus on business growth for our client.”
The pitch review was conducted at a holding company level, with the brief requiring more than an agency network. Publicis was up against WPP, Omnicom and Accenture.
NIVEA’s parent company, Beiersdorf, reportedly spent EUR1.53 billion last year on marketing and advertising.
The global management consultancies The Observatory and The Alchemists managed the pitch process. It did not include a media review.
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