Beiersdorf appoints new agency of record

NEW YORK Beiersdorf has appointed Carat as its new agency for media planning and buying services.

"We were extremely impressed by Carat's strategic vision and thorough understanding of our consumers' media mindset. Through insightful targeting of our consumers, Carat will help us maximize our media investment and increase efficiencies. The full integration of our media planning efforts will build larger, even more breakthrough programs," stated Nicolas Maurer, Beiersdorf VP marketing.

The appointment follows a four-month review process that select agencies, including incumbent OMD, took part in.

As its new agency of record, Carat, an Aegis Media Group company, will provide media strategy, planning and buying services for Beiersdorf's Nivea, Nivea for Men, Eucerin and Aquaphor brands within the United States. Beiersdorf will continue to work with OMD's Green Room Entertainment for its branded entertainment initiatives.

Beiersdorf partners with creative agencies TBWA and Draft FCB for its creative work.

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