FCB depart its tie-up with Nivea account amid rising tensions

29-Jun-2019

AD Agency FCB wishes to resign from an account customer; "Nivea" because of the policy of Nivea is not consistent with FCB's concept of sexual diversity. An allegation is around the corner that the brand rejected an image that the agency pitched showing two men's hands touching, according to people familiar with the matter. A person on the client team allegedly remarked, "We don't do gay at Nivea" on a call with FCB creative, one of which is gay, the people said.

According to trade publication Ad Age, FCB CEO Carter Murray sent an internal memo to employees, saying that the agency will resign its global Nivea account when the contract expires at the end of the year. The memo reportedly fails to address the alleged remark.

According to Murray’s memo, other Beiersdorf brands, including Eucerin and Hansaplast, will remain under FCB. Murray stated in the memo, quoted in Ad Age “There comes a point in every long-term relationship when you reflect on what you've accomplished together and set your sails for where your journey will take you next. Sometimes that journey ahead demands tough choices that lead down different paths”.

Talking about the depart, a spokesperson for Beiersdorf AG told Campaign US this is "the right time for a new beginning in Nivea’s brand management and creative work." While it did not directly address the allegations, Nivea stressed such behaviour will not be tolerated. The spokesperson continued: "We understand that emotions and news interest are intensified when a longtime business relationship comes to an end – however, we ask for understanding that we don’t comment on unsubstantiated speculations around this matter. Nonetheless, we wish to express our concern on the reported allegations as they do not reflect the values of Beiersdorf, Nivea and our employees worldwide. No form of discrimination, direct and indirect, is or will be tolerated. We are strongly committed to diversity, mutual respect, equal opportunity and tolerance-this stance and belief is shared and lived throughout Beiersdorf.  

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