Beiersdorf Appoints Iris Worldwide and Cheil Agencies as Lead Search Partners for Emerging Markets

Beiersdorf, the global consumer goods company behind iconic skincare brands including NIVEA and Eucerin, has appointed integrated creative agency Iris Worldwide, in collaboration with Cheil Brazil, Cheil Chile, and Cheil UAE, as its lead search agency for emerging markets. The appointment follows a five-way competitive pitch.

The new engagement sees Iris Worldwide, which already holds the Beiersdorf search business in Europe and North America, expand its remit with the brand. Iris London, which led the pitch process, will also lead the business and will collaborate with Cheil to enhance Beiersdorf’s search presence in key emerging markets, including LATAM, Brazil, and MENAT. Together, they will develop SEO, and PPC strategies to strengthen Beiersdorf’s authority in the skincare sector.

The appointment underscores Beiersdorf's dedication to enhancing its search capabilities, streamlining operations, and maintaining consistency across markets for greater efficiency. This latest step follows the successful centralisation of the company’s European search operations in 2021.

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, regional search lead EMEA, Beiersdorf, commented, “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.”

​​Lucy Carter, managing partner, Iris Worldwide, added, “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.”