ASDA'A Burson-Marsteller to spearhead Beiersdorf's PR in Middle East

In addition to handling the corporate brand, the consumer PR brief covers NIVEA Skincare, NIVEA Face Care, NIVEA Men and NIVEA Sun in addition to the Labello, Eucerin and Hansaplast brand portfolios.

The appointment is indicative of Beiersdorf's increased focus on PR as an integral part of its advertising and marketing strategy.

Jean Manuel Canga-Valles, Marketing Director, Beiersdorf Middle East & North Africa, said, "At Beiersdorf we aim to get closer to consumers in our key markets - and this is especially true here in the region, where our brands have been known and loved for generations. We believe that PR has a significant and growing role to play within our overall marketing strategy in the Middle East and are confident that this new partnership will drive our business forward. We are delighted to welcome the ASDA'A B-M team onboard."

ASDA'A Burson-Marsteller, the largest public relations agency in the Middle East, was appointed following a competitive pitch in which eight agencies were invited to respond and three were shortlisted. The new PR agency will work closely with Beiersdorf's retained advertising agency, Horizon Draftfcb and media agency, OMD.

Commenting on the appointment, Sunil John, Chief Executive Officer, ASDA'A Burson-Marsteller, said, "Beiersdorf and its brands are known and trusted across the globe and its commitment to innovation and research and development is second to none. Here in the Middle East, the Beiersdorf team is focused on identifying the needs of the region's consumers and investing in its relationships with them. We look forward to working with the team to develop and deliver PR strategies and programmes that help to foster even stronger ties."