Cheil Worldwide Recruits Global Company 'Beiersdorf' as Advertiser in Latin America

[Asia Economy Reporter Seungjin Lee] Cheil Worldwide announced on the 20th that it has acquired global skincare company Beiersdorf as a new advertiser in the Latin American market.

Founded in Germany in 1882 with a history of 138 years, Beiersdorf is a multinational company owning brands such as Nivea, Eucerin, Hansaplast, and La Prairie. It is a major advertiser ranked 61st in the 2018 global market advertising expenditure list published by the global advertising media Ad Age, with an annual spending of $1.81 billion.

Cheil Worldwide was selected as Beiersdorf's digital marketing communication partner after winning the Latin American regional digital agency selection presentation hosted by Beiersdorf, surpassing prominent global advertising companies.

With this contract, Cheil Worldwide will carry out various digital marketing activities including digital marketing strategy planning, social network service (SNS) and other digital platform operations, CRM, and data analysis for Beiersdorf's brands across nine Latin American regions including Chile, Argentina, and Mexico over the next three years (2020?2022).

This contract is particularly significant as it is the first large-scale regional contract secured in the Latin American market and represents an achievement in Cheil Worldwide's core business area of digital marketing. Last year, digital business accounted for 39% of Cheil Worldwide's total performance, nearly twice that of traditional media advertising (ATL), and this proportion expanded to 41% in the first quarter of this year.

Cheil Worldwide analyzes that the key to winning this contract was Beiersdorf's active digital transformation efforts and its high evaluation of Cheil Worldwide's proven digital business capabilities worldwide.

In fact, Cheil Worldwide has successfully executed digital marketing campaigns, social media channel operations, and O2O marketing operations for various advertisers in the Latin American market, including Samsung Electronics, Epic Games, Nissan Credit, and Office Depot. Additionally, in the UK and Thailand, it has led digital campaigns for Beiersdorf's brands, contributing to sales growth.

In line with this contract, Cheil Worldwide has established a dedicated Beiersdorf digital team in the Latin American region and officially started operations earlier this month.

Jin Wooyoung, Executive Director of Cheil Worldwide Latin America, said, “Cheil Worldwide is recognized for its global-level digital business capabilities through data-driven digital campaigns and platform operations in the Latin American market. Along with continuous investment in the digital field, we plan to lead digital business in the Latin American region through digital transformation optimized for the new normal lifestyle after the COVID-19 pandemic.”

This content was produced with the assistance of AI translation services.