- New FCB management duo at top of NIVEA creative team
- Co-creation with international “Creative Rumbles” revolutionizes classic client-agency understanding
- Intensive collaboration between partners is the focus
Beiersdorf and its worldwide lead agency FCB are taking their collaboration in communications for brand icon NIVEA to the next level: the long-time partner is also intensifying the direct exchange between agency and company. With Stuart Stobbs as Chief Inspiration Officer and Mikki Brunner as Global Executive Creative Director NIVEA, FCB is also appointing a new “Creative Leadership Team” for its key client, NIVEA.
Change as an opportunity
NIVEA has been continuously changing since it was brought onto the market in 1911. While the positioning and values of the brand are preserved with great discipline, product innovations and creativity in marketing regularly provide new purchase-motivations and ensure the brand always remains young. Among the currently largest changes and therefore among the greatest opportunities for NIVEA are the globalization of markets and the changing consumer behavior and competitive environment resulting from digitalization.
In order to take advantage of this opportunity Beiersdorf and FCB have thrown over board the classic creative process with centralized teams and a separation between customer and ad agency. “We took inspiration from small, entrepreneurial startups,” says Dagmar Janke, Global Advertising Manager for NIVEA. “We ensure that just a few, but first-class creative minds from diverse cultures and creative disciplines creatively complement each other with passion and fun.”
Breaking down centralized structures with co-creation
FCB has reorganized and re-staffed its creative department. Instead of large centralized teams, now the so-called “Creative Rumbles” work in a decentralized way. Moreover, the most diverse creative talents from FCB’s country agencies and creative minds from Beiersdorf Marketing will be brought together for 1-2 week for global campaign development.
New creative management team at FCB for NIVEA
In order to manage this new approach, with Stuart “Stu” Stobbs as Chief Inspiration Officer and Mikki Brunner as Global Executive Creative Director NIVEA, two new faces have been brought to the top of the global FCB creative team for the brand NIVEA. “Both are leaders with international experience who are highly innovative,” says Global Chief Creative Officer (CCO) Susan Credle, “with the ability to inspire our best talent around the world and develop value-increasing and long-term communications for this great brand.”
Trusted collaboration remains
“For over 100 years FCB has been an important and reliable partner of our core brand NIVEA,” says Beiersdorf Board Member for Brands, Ralph Gusko. “We want to open NIVEA to additional target groups with innovative and efficient impulses worldwide, with FCB at our side.”
The century team
The “Central-Annoncen-Bureau William Wilkens,” the nucleus of today’s agency FCB Hamburg, developed and put out the first NIVEA ads in 1911. Currently, agencies of the FCB network are working in the markets of 66 countries on connecting local consumers with NIVEA and building enthusiasm for the brand among new consumer groups. In addition to NIVEA, FCB continues to lead communications for Labello, Eucerin, Hansaplast, Florena and Aquaphor.