HAMBURG--German FMCG giant Beiersdorf has handed global PR and event duties for its Nivea for Men range to Splendid, following a competitive review.

The UK-based consumer agency prevailed over two other firms in the pitch, and becomes Nivea for Men’s first global PR agency.

Splendid is tasked with creating “standout, engaging global communications for Nivea for Men” according to Splendid managing partner Alec Samways. The firm will lead the six-figure account from its London office, reporting into Nivea for Men’s global brand team in Hamburg.

Splendid has been brought aboard to work alongside DraftFCB, Nivea's existing advertising agency.

Nivea for Men is the global market leader in men’s facial care, but faces increasing competition from such brands as Gillette and Neutrogena in a male grooming category that is growing at a rapid clip. Samways said that Splendid will aim to develop communications that “local markets can activate to affirm Nivea for Men’s position as category innovator and leader.”

The brand relaunched its presence in 2008, a move that, together with its sponsorship and digital marketing efforts, has helped it increase market share in the years since. Splendid has been charged with overseeing the full range of the brand’s global PR activities, and is expected to tap its agency network in New York and Sydney.

The win follows Splendid’s high-profile global work on behalf of Smirnoff, for whom it developed the successful Smirnoff Nightlife Exchange project.