OMD continues 18-year partnership with Beiersdorf

OMD will continue its 18-year partnership with German personal-care company Beiersdorf as its media agency in Australia and New Zealand.

The company, which includes brand Nivea and Elastoplast, took its media planning and buying needs to market via multi-agency pitch, but ultimately remained for OMD.

Beiersdorf managing director, Australia and New Zealand, Clynton Bartholomeusz, said: “As we strive to place Beiersdorf’s loved and respected brand’s Nivea and Elastoplast at the forefront of consumers’ minds, we needed a strong partner to navigate this complexity and ensure our brands are present at the right time, place and with the most effective messaging.

“We have that with OMD, a longstanding partnership, that will help us to continue to connect with consumers and deliver our future growth plans.”

Co-CEO of OMD Australia, Laura Nice, said: “OMD is incredibly proud to be continuing our longstanding partnership with Beiersdorf. Our focus on delivering partnerships of value will see us collaborate and evolve our capability together, delivering growth for Beiersdorf and achieving their future business goals.

“The team are thrilled to have the opportunity to continue such a strong relationship of delivering innovative and effective work for the Nivea and Elastoplast brands.”

The account is run out of OMD’s Sydney office.

OMD has on its roster retailer Coles, and the NSW Government which consolidated its media account with the agency last year. The agency, however, lost the Bank of Queensland  account to Performics and Initiative in July 2022.

The agency’s chief investment officer, Melissa Hey, recently joined former colleague Aimee Buchanan at GroupM, as the replacement for Seb Rennie, who is set to join LiSTNR.


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