Top Story

e4m_logo.png

Home >> Advertising >> Article

Mediaedge:cia wins media business of Nivea India

08-August-2006
Font Size   16
Share
Mediaedge:cia wins media business of Nivea India

Nivea India Pvt. Ltd., the newly set-up Indian arm of German skin care major Beiersdorf AG, has awarded the media duties of its entire range of products to Mediaedge:cia (MEC). It may be pointed out, Beiersdorf AG shares a global relation with MEC in European markets.

This win comes close on the heels of MEC winning the Singapore Airlines media business early last week.

Details about the Nivea account size weren’t available as it involves quite a few product launches by the Indian arm of Beiersdorf. The Singapore Airlines account is estimated to be around Rs 10 crore.

MEC is excited over the Nivea win. The portfolio spans skin and body care, hair care, deodorants and Nieva’s men’s range of toiletries. Said MEC India’s Managing Director, Shubha George, “We are very happy to partner such a prestigious brand in India. India is the first country in Asia Pacific to cement the global relationship that Mediaedge:cia enjoys with Beiersdorf. We are indeed very proud that India is setting the tone and taking the lead in the region.”

Said Nivea India’s Managing Director Kai Boris Bendix, “Beiersdorf has a successful long-term relationship with Mediaedge:cia in many European countries. We are determined to replicate this success in the Indian context in order to bring the values of our core brand Nivea closer to the Indian consumer.”

The Nivea Crème campaign currently on air is the starting point for Nivea’s continuous on-air presence in India. For the time being, international creatives would be used for Nivea’s communication in India.

These are two substantial wins for MEC following the businesses that the agency added last year. George sees Singapore Airline as an important addition to its current client portfolio. Speaking on the overall scene, she said, “We have added good businesses and this can be attributed to the agency’s well differentiated offering of ‘Active Engagement’ which is rooted in consumer insight and in finding communication solutions that enable brands to actively engage with their customers.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...