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Beiersdorf retains OMD as media AOR for 5 SEA markets

Beiersdorf has reappointed OMD as its media agency of record in five markets (Thailand, Malaysia, Singapore, Indonesia and the Philippines) across Southeast Asia, while also adding Vietnam and Cambodia to its remit. As such, the marketing performance company will continue managing the CPG conglomerate’s full media brief, covering online and offline media strategy, planning and buying, while extending its successful formula for Beiersdorf’s brands into Vietnam and Cambodia as well.

The appointment follows a regional market review initiated in 2018 by the skin and personal-care company behind brands such as NIVEA, Eucerin and La Prarie. In Southeast Asia, this statutory review lasted nine months. Throughout the process, Beiersdorf evaluated the market’s offerings for future-facing solutions that will drive continuous growth for its brands in every market they operate in. OMD’s solid understanding of its client’s business, and proven track-record of driving tangible business results for its brands, once again placed the network on top.

Speaking on the appointment, Cornelius Becker, General Manager – SE Asia at Beiersdorf, commented: “Throughout the review process, OMD demonstrated a superior understanding of our business and the clearest vision of our future, presenting how we can maximise effectiveness across some of Southeast Asia’s most challenging markets.

Natica Tansukranunt, Marketing Director – SE Asia at Beiersdorf, added: “It has been an absolute pleasure working with OMD over the past three years and following a comprehensive review, the decision was unanimous across the seven markets to continue with the network, with Vietnam and Cambodia also being added to the remit. We are confident that the teams will continue to deliver future-facing solutions for our brands.”

Commenting on the win, Stephen Li, CEO of OMD Asia Pacific, said: “Throughout the review, OMD welcomed the challenge our partner Beiersdorf placed on us to clearly demonstrate our leadership in our craft. Our proven ability in empowering them to make Better Decisions, Faster when it comes to their marketing investments spoke for itself in the markets we have already partnered in. It has also resulted in the expansion of their partnership with OMD into new markets where they trust our approach in securing future success for their brands. We look forward to raising the bar even further still for their communications in Southeast Asia.”

The regional wins contribute to OMD’s successful retention of the Beiersdorf business in 14 global markets, with the USA, Spain, Greece, Austria, Slovenia, Croatia and Bosnia also reappointing the network for their media duties.