Beiersdorf launches new collaboration model for creative agencies

Beiersdorf is launching a new creative agency collaboration model that aims to drive up standards in its international communications campaigns.

Under this new model, five companies in the Nivea agency network will pitch against each other to generate innovative ideas, with each project being handed to the firm with the best concept.

This company will be tasked with developing the international campaign master, while lead agency Draftfcb will steer the global rollout of the projects in order to ensure consistent brand management.

The new Nivea Visage Essentials campaign that launched earlier this month – which was developed by Jung von Matt through a competitive pitching process – is the first project to be implemented under this framework.

Ralph Gusko, executive board member for brands and supply chain at Beiersdorf, said: "The new agency model will optimise executions worldwide, improving the effectiveness and enhancing the attractiveness of our communications to drive our core brand Nivea's success."

The firm is looking to continue to build on the momentum of the Nivea brand following the extensive marketing push that surrounded its 100th anniversary last year.