The company and its agency partner, FCB, have stated that they are implementing three new strategic moves to ramp up the skin care company’s communication:
Firstly, there will be a new FCB management duo at top of the Nivea creative team
Secondly, the company says that using a model of co-creation with international “Creative Rumbles” - a decentralised FCB creative team - will ‘revolutionize’ the classic client-agency understanding
Finally, intensive collaboration between partners is the focus, according to FCB.
Change with the shifting markets
The companies note that keeping up with the globalized nature of the personal care market is now a key focus for the brand, and the shift in strategy aims to meet this.
“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,” FCB says in a statement.
Dagmar Janke, Global Advertising Manager for Nivea, explains that - following in the footsteps of more responsive business models - the creative approach for Nivea will be decentralised, allowing for local insights to come through.
“We took inspiration from small, entrepreneurial startups,” says Dagmar. “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.”
As part of the shift, FCB has appointed a new leadership team to head up the decentralised approach.
Stuart Stobbs as Chief Inspiration Officer and Mikki Brunner as Global Executive Creative Director will be taking up the top spots for the Nivea team.
“Both are leaders with international experience who are highly innovative with the ability to inspire our best talent around the world and develop value-increasing and long-term communications for this great brand,” says Global Chief Creative Officer (CCO) Susan Credle.