Beiersdorf taps Hill & Knowlton

Share this article:

Cosmetics giant Beiersdorf Inc. has tapped Hill & Knowlton Inc. as its agency of record to create awareness in the media and with key target audiences for products including Nivea Body, Nivea Visage, Nivea for Men, Eucerin and Aquaphor.

Blue Sky, New York, was the incumbent agency. The number of agencies pitching for the business and the fees were not disclosed.

"The mandate basically is to elevate their profile in terms of what they're doing with their brands," said MaryLee Sachs, U.S. chairman of Hill & Knowlton, New York.

The plan calls for targeting beauty and lifestyle media, blogger outreach, rich media experiences online and experiential marketing.

About the importance of online promotion, "we're joined at the hip," Ms. Sachs said. "It's a critical piece."

Hill & Knowlton has already begun work on supporting the Nivea Body and Nivea for Men lines with online pushes integrated with media coverage, influencers and testimonials.

"The challenge for us is getting into new places, for example, broadcast media and basically just in the face of the consumers," Ms. Sachs said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.