Elastoplast has appointed integrated creative agency CMW as the healthcare brand’s new digital and social partner.

CMW’s strategic remit will begin with the development of the brand’s overall digital strategy, including defining the role that the digital channel can best play in its future marketing communications.

CMW will develop the overarching creative idea that drives website, online and social media activity as well as individual, specific e-crm and engagement campaigns.

The win follows CMW’s appointment earlier this year as the digital agency for NIVEA FOR MEN, another Beiersdorf brand.

Matt Marlow, Beiersdorf’s digital communications manager, says: “CMW has demonstrated real value every time we’ve worked with the team. Its plans and proposals for Elastoplast showed the same level of commitment and excellence as we saw with NIVEA FOR MEN.”

Simon Edwards, brand manager for Elastoplast, added : “We are really excited to be working with CMW to help move Elastoplast forward in digital spaces in 2012.”