Beiersdorf consolidates China digital business under SapientNitro

As Beiersdorf’s lead digital agency across Mainland China, SapientNitro will be responsible for digital marketing across all interactive platforms; web, mobile and social as well as digital creative and technical execution for skincare brands Nivea, Nivea Men and hair care brands, Slek, Slek Herb Expert and Maestro.

Florian Pihs, the agency’s senior planning director, explained to Campaign Asia-Pacific that the client previously worked with seven different agencies on their five brands for digital creative, social media and search marketing.

It is the first time SapientNitro has worked with Beiersdorf, though the agency has extensive integrated digital and branding experiences with other international FMCG clients such as Ferrero Rocher and Unilever.

Nivea’s direct competitors in skincare and haircare include international brands L’Oreal, Olay and local Chinese names like Dabao.