Win win for Rufus Leonard!

20 May 2008

Beiersdorf appoints Rufus Leonard to work on two new projects

Leading global skin and beauty care company Beiersdorf – owners of NIVEA, the worlds number 1 beauty brand announced the appointment of brand and digital consultancy Rufus Leonard to work on two major new projects. The first will involve creation of a new employer brand campaign to be rolled out worldwide; and the second the set-up of Beiersdorf Online Relations which includes an evaluation and refresh of the corporate websites.

Rufus Leonard won the pitch against three other international advertising and digital agencies. The process took around two months in total and involved the Rufus Leonard team making several visits to Beiersdorf headquarters in Hamburg. Rufus Leonard came out on top because of its ability to deliver an integrated solution, which works equally well online and offline.

Beiersdorf whose skin and beauty care brands include, NIVEA, la prairie, and Eucerin, is looking to start both projects straightaway.  The employer branding project will focus on creating a strong and compelling positioning for the organisation as a leading employer of top talent – both graduate and experienced. This will be converted into a communications toolkit that will be implemented in markets around the world including Germany, the UK, Russia and China.

The Online Relations project is the next step in an ongoing development programme, which will see Beiersdorf raising the profile of its corporate brand, targeting investors, journalists, prospective recruits and the wider public. Aiming to strengthen Beiersdorf’s reputation and raising its profile as a skin and beauty care company online the project focuses on the Company’s overall presence on the internet, e.g. the development of strategic cooperations with platforms, portals, social media etc. A key element will be covering the review of the main Beiersdorf.com site as well as local country sites.

A spokesperson from Beiersdorf said “This is a very exciting time for everyone at Beiersdorf. Due to our successful strategy “Passion for Success” and after several years of continuous growth, we are ready to raise our profile as one of the few global leading skin and beauty care companies, and also to communicate our unique culture and attractiveness as an employer. We are delighted to be working with Rufus Leonard on these two important initiatives. ”

Andrew Pinkess, Strategy Director at Rufus Leonard said: “This is a great win for us.  Beiersdorf is a major international business, but does not perhaps have the profile and reputation it deserves. It already has a great portfolio of globally leading brands, but we are really looking forward to telling the company’s story in a credible and compelling way. ”