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Five agencies in the new NIVEA agency network will pitch against
each other to generate innovative ideas for global NIVEA projects
- DraftFCB will steer the roll-out of international NIVEA campaigns
- NIVEA focuses on its core competency with a new Visage campaign
Hamburg, October 22, 2012 – Beiersdorf has introduced a
new and innovative model for its collaboration with creative agencies.
In addition to the lead agency, DRAFTFCB, there will be a pool of
international agencies including Hamburg-based JUNGvonMATT plus three
further agencies in North and South America and Asia. Within this pool,
each global project will be awarded to the agency that comes up with the
best pitch, and this agency then develops the international campaign
master. Lead agency DRAFTFCB and its global network will continue to
steer the international roll-out and execution of the international
campaigns to ensure continuity and consistent brand management across
countries and brands.
“The new agency model will optimize executions worldwide, improving the
effectiveness and enhancing the attractiveness of our communications to
drive our core brand NIVEA’s success,“ said Ralph Gusko, Executive Board
Member for Brands & Supply Chain at Beiersdorf.
The new NIVEA Visage Essentials campaign which has been launched on
October 15 is the first project to be implemented in the framework of
this new agency model. It was developed by JUNGvonMATT after the agency
successfully pitched its idea against the other agencies in the pool. A
further NIVEA campaign is currently being developed by DRAFTFCB. This
new partnership approach forms the basis for the company’s future
cooperation with creative agencies.