Draftfcb, the lead global creative agency for Beiersdorf, have launched a new multi-channel campaign to re-launch the NIVEA Baby range in 29 countries across Europe, Middle East, Latin America and Asia Pacific.

"With more than 100 years of baby skin care experience, NIVEA offers a range of products that deliver mildest care and mildest protection especially for baby skin. The entire NIVEA Baby range is now re-launching with a new packaging and communication strategy," commented Katarzyna Gola, Corporate Marketing Director at Beiersdorf. "NIVEA’s skin care expertise and brand values such as trust, family and quality are strong assets to create trust among parents and parents-to-be."

The campaign is predominantly aimed at first time mums, emphasising what matters most to them: their baby’s happiness. It shows the special mother-child bond that is heightened by caring rituals of loving words, happy smiles and a gentle touch. It is these rites which NIVEA Baby is committed to support by protecting delicate skin.

Bernd Bender-Asbeck, creative director at Draftfcb in Hamburg, said, “Our campaign conveys that baby care goes far beyond the functional – it’s intense, emotional and can be great fun for mother and child.”

The concept runs across print, POS and digital. Materials including brochures and baby massage instruction cards will also be distributed in countries where endorsements by professional target groups, such as doctors, nurses and midwives, are planned. The online and website component of the campaign was created by Blast Radius.

About Beiersdorf AG
Cosmetics company Beiersdorf AG is based in Hamburg, Germany, and has around 17,000 employees worldwide. Its sales in 2011 amounted to €5.633 billion. The company has been listed on the DAX since December 2008 and holds NIVEA, World’s No.1 Skin Care Brand*. Other names in its successful international brand portfolio include Eucerin, La Prairie, Labello, 8x4, and Hansaplast. Subsidiary tesa SE is one of the world’s leading producers of self-adhesive products and system solutions for industry, craft businesses, and consumers. Beiersdorf has 130 years of skin care experience and is known for its innovative and high-quality products.

*Source: Euromonitor International Limited; NIVEA by global brand name in the categories Body Care, Face Care and Hand Care; in retail value terms, 2011

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

Global marketing communications agency Draftfcb has issued its 2012 digital holiday card to employees, clients and friends worldwide, in which the agency has once again expressed its intent to make a donation to the New York City-based Coalition for the Homeless on behalf of all recipients.

“To personalize the charitable gift, we employed a drawing machine, developed by Chicago digital artist Harvey Moon, to recreate signatures. Called the ‘Auto-Graph,’ it’s a robotic pen that allows recipients to virtually sign the card with their first name and location over the internet, using either a computer mouse or finger,” said Robin Heisey, chief creative officer of Draftfcb Toronto, who led the team that created this year’s card concept. “We wanted to get as close to providing real signatures as possible, so the Auto-Graph replicates not just the image of the signature, but the actual strokes the user makes. It’s a physical card that people can sign from anywhere in our network, or anywhere on the planet.”

The idea behind the Auto-Graph robot is simple. Since the donation is made on behalf of many individuals, as many of those people’s names as possible should be on the card. A giant, 10 feet by 12 feet holiday card is now physically on display in the Toronto agency, where the robotic arm is currently hard at work transcribing names with, naturally, a Sharpie marker. Draftfcb handles the Sharpie account in the U.S. and Brazil.

Draftfcb Toronto has also set up a webcam so that once someone signs the card he or she can view the Auto-Graph bot in action in real time up until 5 p.m. GMT on Friday, Dec. 7.

“Giving back to those in need is part of our agency’s DNA,” said Laurence Boschetto, global CEO and president of Draftfcb and a board member of Coalition for the Homeless. “The Coalition does so much for so many people. In the wake of Hurricane Sandy, the need is especially great. I look forward to personally delivering our holiday card, along with our donation, in the days before the holiday break – though I likely will need help carrying it.”

To view and sign the digital holiday card visit http://ourgiftfromyou.com/

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com

About Coalition for the Homeless
Coalition for the Homeless is the nation's oldest advocacy and direct service organization helping homeless men, women, and children. We are dedicated to the principle that affordable housing, sufficient food, and the chance to work for a living wage are fundamental rights in a civilized society. Since our inception in 1981, the Coalition has worked through litigation, public education, and direct services to ensure that these goals are realized. For more information, visit www.coalitionforthehomeless.org

The principal lead creative behind Volkswagen’s wildly popular mini-Darth Vader phenomenon is bringing his force to Draftfcb in Southern California.

Eric Springer, most recently chief creative officer of Santa Monica-based Pitch, and who spent much of the past decade growing Deutsch/LA from a 15-person start-up to a highly regarded machine, is joining the Draftfcb Orange County office as EVP, Chief Creative Officer on Jan. 2, 2013. In his new role, he will also establish a creative beachhead for Draftfcb in Los Angeles, while overseeing the creative output of both locations.

Springer will assume primary creative responsibility for Draftfcb’s Taco Bell account, which the agency has handled since 2000. He joins as the agency’s “Live Más” campaign, launched earlier this year and which includes wildly successful work for Doritos Locos Tacos and the Cantina Bell menu line, has received industry accolades for going above and beyond for customers and driving strong sales. It has also earned praise for crossing cultures and speaking to the diverse consumers who make up the changing landscape of The New America.

“Eric makes brands famous,” said Tom O’Keefe, ECD of Draftfcb North America. “He will help take Taco Bell and all of the agency’s clients to even greater heights – and work his magic on new brands he undoubtedly will bring into the network. He is a gifted storyteller who creates campaigns that resonate with consumers, and he’s a proven leader. With our new satellite office in L.A. supporting Orange County, we know Eric will help infuse our agency with a deeper bench strength of creative talent in both locations."

"We are very excited that Draftfcb is hiring a person of Eric's creative caliber to lead Draftfcb’s operations in Southern California,” said Brian Niccol, Chief Marketing and Innovation Officer at Taco Bell. “We have been very pleased with the work from Draftfcb Orange County this year, and now with Eric's creative leadership we are even more excited to see the work get better and better."

Other clients on Draftfcb’s roster in Orange County include Petco and the Ad Council’s Wildfire Prevention/Smokey Bear accounts.

Springer, a 20-year industry veteran, led Deutsch’s transition into digital media, building fully integrated accounts, and producing digital and viral campaigns for clients including Volkswagen, Coors Light and General Motors. He was lead creative on countless new business pitches resulting in millions in increased billings and revenue. In addition to VW, Springer’s other notable campaigns include: “Happy Cows” for California Cheese, “Rethink” for Saturn, and the Blockbuster/Pay-Per-View campaign for Direct TV. He has worked for creative hot shops including TBWA\Chiat\Day, DDB, and Hal Riney & Partners.

“This is an exciting next step in my career,” said Springer. “I’m excited about joining the team and continuing to reinforce Taco Bell as an iconic brand and the envy of the industry. I’m also looking forward to helping strengthen Draftfcb’s creative reputation in Southern California and adding to the creative community within Los Angeles.”

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

Draftfcb Auckland, has been acknowledged as one of the best places to work in a national survey appraising employee happiness and engagement.

For the second year in a row, Draftfcb, which employs 220 full time staff, has placed in the top ten in the Medium – Large Workplace Category in the Kenexa Best Workplaces Survey (previously JRA Best Places to Work).

Draftfcb Australia and New Zealand Chairman & Group CEO, Bryan Crawford, says making the top ten again is a result of the agency’s commitment to offering a positive workplace for employees.

“The creativity, energy and passion our people bring to Draftfcbis at the core of the success of our agency, and we are continually working to attract and retain the best and brightest talent through building a positive working environment for our team.

“It is rewarding to see our ongoing efforts to provide a stimulating and enjoyable workplace represented through our top ten placing in the Kenexa Best Workplaces Survey for the second year running.”

The Kenexa Best Workplaces Survey is New Zealand’s most definitive assessment of employers, with participating organisations being judged by their own employees through a confidential workplace engagement survey.

“The predominant response from our employees was that the people and culture here at DraftFCB are what makes our organisation a great place to work, and that this forms a strong sense of community which fosters creativity and collaboration,” says Crawford.

“There is no greater measure of a workplace than the thoughts and experiences of the people that work there, and it is fantastic that our people regard the culture at Draftfcbas highly as we regard their contribution to our organisation.”

The Kenexa Best Workplaces Survey 2012 attracted entries from 289 companies throughout New Zealand.

About DraftFCB Australia/New Zealand
• DraftFCB creates change.
• Whether through tactical campaigns, long-term brand strategies or social change projects, DraftFCB has extensive experience in helping organisations change brand perceptions, achieve significant commercial success, or dramatically shifted social norms.
• As a full service integrated agency our clients enjoy the benefit of open and active collaboration across multiple disciplines to deliver better communications solutions.
• DraftFCB ANZ is one of the region’s top marketing and communications agencies, and is part of the DraftFCB Worldwide network. With offices in Sydney, Auckland and Wellington the agency has an extensive list of clients in the automotive, retail, government, media and FMCG sectors.
• DraftFCB is a subsidiary of the Interpublic Group of Companies, a US public listed company that also owns Lowe Worldwide and McCann Erickson Worldwide.
• 2009 & 2011 CAANZ Media Agency of the Year
• 2010 Agency of the Year
• Most awarded Agency at 2011 RSVP awards and EFFIES awards

What do you want to change?

Draftfcb South Africa was one of the agencies in the spotlight last week at the prestigious Financial Mail AdFocus 2012 Awards.

Published annually by the South African business weekly, Financial Mail, AdFocus tracks the progress of the industry and its players, and awards those who have achieved greatness during the year at its awards show.

This year, AdFocus 2012 named Draftfcb South Africa CEO John Dixon as its Agency Leader of the Year and awarded Draftfcb Johannesburg ECD Neo Mashigo its New Broom Award.

Before calling Dixon to the podium, editor David Furlonger said that it takes strong leadership to steer a diverse group like Draftfcb South Africa. He asked what makes a real leader in an organisation? Is it the people who make the day-to-day decisions that determine business success or failure? Or is it the person at the very top of the chain, creating the environment that allows executives to flourish?

Furlonger said he believed Dixon fits firmly in the second category and that, in the four years since becoming CEO (he was previously MD of the Johannesburg ad agency), he has done a remarkable job of building on the foundations created by his predecessor.

“It's no coincidence that Draftfcb's agencies are flourishing. But it is the success of clients — the measure by which Dixon says any agency must be measured — that gives the greatest cause for group satisfaction. In the 2012 Sunday Times brands survey, Draftfcb Group clients Toyota, Engen, Koo, Panado, Coca-Cola, Old Mutual, Momentum and Vodacom were all ranked top in their categories. Draftfcb itself was recognised as the Brand Agency of the year.

“The group has a reputation of producing advertising that resonates with the full spectrum of South Africa’s population – a fact that’s evidenced by their perennial dominance of the Pendoring Awards which recognise communication produced in indigenous languages. ’This reputation has helped the Group land some handy new accounts last year, including Wimpy, Clicks and Beiersdorf. In total, the group added R35m in new business, while shedding R4,2m with the loss of Spur, Hollard and Emirates Airlines.”

In his 12 years in the advertising industry, Draftfcb Johannesburg's 35-year-old executive creative director and AdFocus 2012 New Broom Award recipient, Neo Mashigo, has been driven by the need to raise the profile and quality of vernacular advertising as well as transformation of the industry at ground level. His aim, he says, has been to "influence the conversation around SA-style work and black work in particular."

AdFocus journalist Zweli Mokgata praised the fact that Mashigo and his creative team have consistently produced cutting-edge work in indigenous languages as well as campaigns that are distinctly South African. They have been a consistent top performer at the Loerie Awards in the New Voice category, which awards excellence in non-English radio advertising, and have also dominated in the Pendoring Awards' Truly SA category.

Mashigo also strives to see the advertising industry output more representative of SA. As a member of the Creative Circle's executive committee and a Loerie Awards committee member he strives to bring young black talent into the industry.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.