Mediaedge:cia bags the media duties for Nivea India

Group M’s Mediaedge:cia (MEC) has bagged the media duties for Nivea India’s range of skin care products. There was no formal pitch for the business. This is the first time Nivea’s media buying and planning will be handled out of India.

Both the agency and the client declined to comment on the size of the estimated media spends for the business.

Commenting on why MEC, India, was chosen, Kai Boris Bendix, managing director, Nivea India, says, “We have a very strong association with MEC in Europe. Now that we are operating directly from India, it was obvious to look at MEC, India, as an agency. We did ask for a presentation from the agency before assigning it the business and it showed a very good understanding of our products.”

Shubha George, managing director, Mediaedge:cia, India, says, “We were very well aware of the client’s requirements. Because MEC has a great relationship with buyers worldwide, we feel proud that we were able strike the right chord in our presentations.”

The creatives for Nivea as a whole are being handled by TBWA, internationally and in India.

For the record, Nivea belongs to the German skin care giant, Beiersdorf, which focuses on meeting consumers’ skin and beauty care needs throughout the world.

Early last week, Mediaedge:cia, India, also won the media buying and planning duties for Singapore Airlines.

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