Draftfcb lands $700 million Nivea ad business

Beiersdorf, the German healthcare company that owns the Nivea brand, has appointed Draftfcb as the global lead agency on its estimated $700 million ad account.

Nivea: draftfcb lead agency
Nivea: draftfcb lead agency
The appointment ends TBWA’s 25-year status as Beiersdorf’s lead agency on Nivea but the network will continue to work with Beiersdorf on its smaller brands in Germany.

Draftfcb, which was previously the incumbent on the account in 51 markets, will now expand this remit to nearly 90 countries and take lead status. It pitched for the global account against TBWA and the Hamburg-based agency Zum Goldenen Hirschen.

The Interpublic-owned agency will work across Nivea’s key product categories globally and locally and will also lead all third party agencies to ensure a consistent brand message across markets.

The review was led Beiersdorf’s executive board member for brands and supply chain, Markus Pinger, who is also responsible for the company’s marketing and procurement. The pitch was divided into three phases that included strategic, creative ideas and operational implementation.

This week, a Beiersdorf UK ad that claimed one its Nivea Visage Anti-Wrinkle products made a large percentage of women feel younger was banned by advertising watchdog the ASA.

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Brexit reaction: Ad industry rocked by UK vote to leave EU
Shares0
Share

1 Brexit reaction: Ad industry rocked by UK vote to leave EU

Senior figures from across the UK's advertising industry have reacted with shock and dismay after the country voted to leave the European Union.

Just published