Beiersdorf appoints Publicis Groupe as global agency and marketing transformation partner for NIVEA

  • Publicis Groupe creates ‘Power of One’ model for the world’s largest skin care brand NIVEA*, integrating data, creativity and technology.
  • New bespoke agency ONE TOUCH to drive NIVEA’s marketing transformation journey.
  • Beiersdorf and Publicis Groupe to officially start new partnership in January 2020.

Hamburg, November 8, 2019 – Beiersdorf, a leading provider of innovative, high-quality skin care products, has appointed Publicis Groupe as the global agency and marketing transformation partner for the world’s largest skin care brand NIVEA. The partnership will officially start in January 2020.

Publicis Groupe is known for its world-renowned creativity, best in class technology, digital and consulting expertise. To perfectly serve NIVEA and manage both digital and creative services, Publicis Groupe has created a ‘Power of One’-model. It is designed to increase the effectiveness, efficiency and consistency of NIVEA’s marketing activities. Its bespoke agency will be called ‘ONE TOUCH’. ONE TOUCH will be present 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, stated: “This decision marks an important milestone for our global brand building efforts, driving the transformation of our iconic NIVEA brand. Publicis Groupe has demonstrated very strong skills in strategy development and in leading inspiring, persuasive creative ideas. 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 Groupe, added: “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. The global management consultancies The Observatory and The Alchemists managed the pitch process. It did not include a media review.

* Source: Euromonitor International Limited; NIVEA by umbrella brand name in the categories Body Care, Face Care, and Hand Care; in retail valueterms, 2018.


Beiersdorf AG

Inken Hollmann-Peters
Vice President Corporate Communications & Sustainability

Beiersdorf AG
Unnastrasse 48
20245 Hamburg, Germany

Phone: +49 (0) 40 - 4909 2001

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Publicis Groupe

Delphine Stricker
Global Groupe Communications Director


Lizzie Dewhurst
Head of Communications, Publicis Communications

Phone: +44(0)7949918194