{"id":177638,"date":"2023-09-01T18:34:41","date_gmt":"2023-09-01T16:34:41","guid":{"rendered":"https:\/\/ipmark.com\/?p=177638"},"modified":"2023-09-02T18:01:02","modified_gmt":"2023-09-02T16:01:02","slug":"beiersdorf-elige-a-omd-como-agencia-de-medios-unica-y-socio-de-transformacion-para-europa-y-norteamerica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=177638","title":{"rendered":"Beiersdorf elige a OMD como agencia de medios \u00fanica y socio de transformaci\u00f3n para Europa y Norteam\u00e9rica"},"content":{"rendered":"

El anuncio ha sido realizado por la central de Beiersdorf (Hamburgo) dos meses despu\u00e9s de iniciar una revisi\u00f3n global de su cuenta de medios<\/strong>, que en los \u00faltimos a\u00f1os hab\u00eda sido gestionada por Dentsu, Wavemaker y la propia OMD en diferentes regiones del mundo.<\/p>\n

Seg\u00fan el comunicado emitido por la compa\u00f1\u00eda, el trabajo conjunto de Beiersdorf<\/a> y OMD\u00a0 crear\u00e1 \u00abun\u00a0 nuevo modelo operativo de medios que conducir\u00e1 a una configuraci\u00f3n m\u00e1s eficiente<\/strong> y pondr\u00e1 la experiencia, los datos y la tecnolog\u00eda digitales en el centro. Algunas partes del trabajo con los medios se agrupar\u00e1n en centros y sentar\u00e1n las bases para una mayor velocidad, transparencia y automatizaci\u00f3n\u00bb.<\/p>\n

La decisi\u00f3n del gigante alem\u00e1n de la cosm\u00e9tica de consolidar sus medios en un solo grupo<\/strong> no era un secreto puesto que a principios de 2023 ya hab\u00eda convocado un concurso en Asia, donde la cuenta era manejada por Dentsu, en el que la agencia OMD (Omnicom) sali\u00f3 vencedora.<\/p>\n

Dentsu, a trav\u00e9s de Carat, tambi\u00e9n gestiona la presencia en medios de las marcas de Beiersdorf en Latinoam\u00e9rica, as\u00ed como en algunos mercados africanos y, hasta ahora, tambi\u00e9n en Reino Unido, Francia, Italia, Portugal, Suiza, Alemania y Turqu\u00eda.<\/p>\n

As\u00ed mismo, Wavemaker (WPP) hab\u00eda gestionado la cuenta en Europa del Este y en Canad\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"

OMD ser\u00e1 el socio para la estrategia global de medios de Beiersdorf, matriz de marcas como Nivea, Eucerin o Coppertone, y cuyas ventas alcanzaron en 2022 la cifra de 9.600 millones de d\u00f3lares. La inversi\u00f3n en marketing y publicidad de la multinacional alemana supera los 1.000 millones de d\u00f3lares. <\/p>\n","protected":false},"author":14,"featured_media":177639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158],"class_list":["post-177638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios"],"acf":[],"yoast_head":"\nBeiersdorf elige a OMD como agencia de medios \u00fanica y socio de transformaci\u00f3n para Europa y Norteam\u00e9rica - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"OMD se convierte en la agencia de medios \u00fanica de Beiersdorf (Nivea, Eucerin, Coppertone...) tras un concurso global.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=177638\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beiersdorf elige a OMD como agencia de medios \u00fanica y socio de transformaci\u00f3n para Europa y Norteam\u00e9rica - 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