Beiersdorf, the German-based multinational giant behind brands such as Nivea, has appointed Iris and its parent company Cheil as lead search agencies for emerging markets.
The agencies won the account following a five-way competitive pitch.
Iris Worldwide will work with sister agencies Cheil Brazil, Cheil Chile, and Cheil UAE on the brief for Beiersdorf.
As well as Nivea, Beiersdorf’s brands include Eucerin, Hansaplast, La Prairie Chantecaille, Coppertone, Labello, 8X4, Hidrofugal, Tesa, Florena, Skin Stories and Gammon.
Iris London, which led the agency’s pitch process, will work with Cheil to enhance Beiersdorf’s search presence in key emerging markets, including LATAM, Brazil, and the Middle East, North Africa and Turkey.
Iris already holds the Beiersdorf search business in Europe and North America and will now expand its remit to include the SEO and PPC strategies for emerging markets.
The appointment of the agencies comes as Beiersdorf looks to enhance its search capabilities and follows its move to centralise its European search operations in 2021.
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The new search strategy, launching in January 2025, will align SEO and PPC channels for the first time in these regions to engage with prospective NIVEA and Eucerin customers while also targeting people with a general interest in skincare.
Serena Cestra, Beiersdorf regional search Lead EMEA, said: “We are delighted to be working with Iris in this expanded capacity. They have demonstrated an impressive ability to drive innovation at scale and have shown expertise in combining automation and creativity to deliver outstanding results.
“Their track record of delivering impactful work for our brand made them the ideal partner to support our global ambitions. This collaboration will ensure a seamless and strategic approach across designated regions.”
Iris Worldwide managing partner Lucy Carter said: “After a successful seven-year partnership with Beiersdorf, this win is an important step.
“It reflects our proven ability to drive results through search, and also highlights the strength of the Iris and Cheil network, leveraging our collective expertise to deliver at a global scale. We’re thrilled to continue building on our longstanding and excellent relationship with Beiersdorf, shaping the future of their search strategy together.”
In October this year, Iris appointed Zoe Eagle as the new CEO of its London offices, with Katy Hopkins joining her as an executive creative director.
In 2022, Adidas and Iris won a ‘Grand for Public Relations’ at the Clio Sport awards for their anti-knife crime campaign.
