Beiersdorf, the personal care company that owns Nivea, has appointed digital and brand agency Rufus Leonard to handle two major online projects. It pitched against DDB London, Publicis and an undisclosed international agency to win the business.
The account was previously handled by a undisclosed local agency in Hamburg. It is unclear if this agency repitched for the business.
The agency will now work with the company to review its online relations, including an overhaul of its corporate websites. It will also develop an internal worldwide brand campaign that will target its staff.
The branding project will focus on creating a positioning for the company as a “leading employer of talented people”. It will then be rolled out across all of its markets.
The Online Relations project is part of a programme to raise Beiersdorf’s corporate brand with consumers, prospective recruits, investors and journalists. The project will raise Beiersdorf’s profile as a personal care company online through the development of strategic deals with platforms, portals and through social media. The main Beiersdorf.com site, as well as local country sites, will also be reviewed.