Beiersdorf introduces a new international agency model

  • 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.

Press Contact

Cora von Meysenbug
Head of Corporate Communications
Brands & Supply Chain

Beiersdorf AG
Unnastrasse 48
20245 Hamburg, Germany  

Phone: +49 (0) 40 - 4909 2001