Beiersdorf Middle East appoints TRACCS as PR agency for the Middle East and North Africa

Following a closely run final pitch, Beiersdorf Middle East decided not to retain their existing partners, Weber Shandwick. Beiersdorf Middle East Managing Director Robert Taylor-Hughes said, "Weber Shandwick has been very supportive and I would like to publicly thank them for their sterling work over the previous years".

In bringing TRACCS on board as its PR partner in the Middle East, he cited the regional agency's in-depth understanding of the company's portfolio of leading skin care and beauty products as one of the reasons. "TRACCS won the final pitch through being highly creative and very passionate about taking our brand to the next level and by having a very strong integrated regional capability, particularly in Saudi Arabia" Robert Taylor-Hughes added.

TRACCS Deputy Managing Director Majdi Al-Ayed welcomed the new account and said: "This is an excellent win, and further demonstrates the creative and strategic depth of our agency, and underscores the capabilities of our regional network in the Middle East. We are looking forward to rolling out programs across the region on behalf of Beiersdorf, which houses some of the world's most reputed skin and beauty care brands."

Promoseven / MCN group retains the Beiersdorf BTL and online business, while creative remains with TBWA. OMD handles the regional media buying.