While details of the competing agencies were not disclosed, it’s believed that the brief includes developing a new Chinese-language portal for the brand by January next year, before launching a widespread communications platform to link with the brand’s ATL strategy, which is handled by TBWA China.
Jason Kuperman, managing director of Agency.com China, said: ”There is an extremely vibrant online landscape for personal care products in China, so really our mission is to support the overall development of the brand online, and make sure we give them a voice online.”
Nivea competes with both foreign and local players in China, notably Olay, Neutrogena and L’Oreal.