{"id":5228,"date":"2019-07-01T02:35:57","date_gmt":"2019-06-30T23:35:57","guid":{"rendered":"https:\/\/super-news.info\/es\/fcb-y-nivea-ponen-punto-y-final-a-su-matrimonio-de-mas-de-100-anos\/"},"modified":"2019-07-01T02:35:58","modified_gmt":"2019-06-30T23:35:58","slug":"fcb-y-nivea-ponen-punto-y-final-a-su-matrimonio-de-mas-de-100-anos","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/fcb-y-nivea-ponen-punto-y-final-a-su-matrimonio-de-mas-de-100-anos\/","title":{"rendered":"FCB y Nivea ponen punto y final a su “matrimonio” de m\u00e1s de 100 a\u00f1os"},"content":{"rendered":"

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Tal y como recoge AdAge, la agencia FCB se ha “divorciado” de Nivea, una marca a la que lleva prestando sus servicios desde hace m\u00e1s de 100 a\u00f1os.<\/p>\n

Una de las relaciones m\u00e1s duraderas de la (habitualmente veleidosa) industria publicitaria toca a su fin. Tal y como publica AdAge<\/em>, la agencia FCB (adscrita al holding Interpublic) se ha “divorciado” de Nivea, una marca a la que lleva prestando sus servicios desde hace m\u00e1s de 100 a\u00f1os.<\/strong><\/p>\n

AdAge<\/em> hace referencia en su art\u00edculo a un memorando interno en el que Carter Murray<\/strong>, CEO de FCB, explica a los empleados de la agencia los motivos del cacareado \u201cdivorcio\u201d.<\/p>\n

En el escrito Murray argumenta que FCB dejar\u00e1 de prestar servicio a Nivea porque sus elevad\u00edsimos est\u00e1ndares creativos<\/strong> no le permitir\u00e1n lamentablemente seguir atendiendo satisfactoriamente las necesidades de la filial de la multinacional cosm\u00e9tica alemana Beiersdorf.<\/p>\n

Aun as\u00ed, y siempre seg\u00fan AdAge<\/em>, parece que el detonante definitivo de la ruptura podr\u00eda haber sido un comentario hom\u00f3fobo por parte de Nivea<\/strong>. Al parecer FCB le habr\u00eda propuesto a la marca germana un anuncio en el que aparec\u00edan dos hombres cogidos de la mano y \u00e9sta lo habr\u00eda rechazado con estas palabras (supuestamente textuales): \u201cWe don\u2019t do gay at Nivea\u201d.<\/strong><\/p>\n

En FCB no han querido hacer ninguna declaraci\u00f3n al respecto y se remiten en \u00faltimo t\u00e9rmino a Nivea. En declaraciones a Horizont<\/em> Beiersdorf, la matriz de Nivea, asegura que la compa\u00f1\u00eda ya hab\u00eda tomado a principios de a\u00f1o la decisi\u00f3n de convocar un \u201cpitch\u201d para revisar la cuenta de publicidad de Nivea.<\/strong><\/p>\n

\n

El “divorcio” de FCB y Nivea, \u00bfuna ruptura te\u00f1ida de pol\u00e9mica?<\/strong><\/p>\n<\/blockquote>\n

El estreno el pasado mes de febrero de la nueva estrategia empresarial C.A.R.E + es el momento id\u00f3neo para iniciar una nueva direcci\u00f3n creativa en la marca Nivea<\/strong>, asegura la portavoz de Beiersdorf consultada por Horizont<\/em>.<\/p>\n

En cuando a las especulaciones (de naturaleza hom\u00f3foba) sobre los motivos que habr\u00edan propiciado la disoluci\u00f3n de la uni\u00f3n de Nivea y FCB, Beiersdorf subraya que la diversidad y la tolerancia tienen much\u00edsima importancia dentro de su organizaci\u00f3n<\/strong>. \u201cCondenamos expresamente toda forma de discriminaci\u00f3n directa e indirecta en todos los \u00e1mbitos de nuestra empresa\u201d, dice la portavoz de la compa\u00f1\u00eda teutona.<\/p>\n

Independientemente del origen de su separaci\u00f3n de Nivea, FCB no tomar\u00e1 parte en el \u201cpitch\u201d convocado por la marca cosm\u00e9tica alemana<\/strong>. Aun as\u00ed, la agencia s\u00ed continuar\u00e1 colaborando con otras marcas de la \u00f3rbita de Beiersdorf como Eucerin y Hansaplast.<\/p>\n

Que Nivea deje de formar parte del porfolio de FCB no tendr\u00e1 a priori demasiado impacto econ\u00f3mico en la facturaci\u00f3n de la agencia de Interpublic. Al fin y al cabo, la cuenta de Nivea representa \u00fanicamente el 1% de la facturaci\u00f3n global de FCB.<\/strong><\/p>\n

Central Annoncen Bureau William Wilkens<\/strong>, la antecesora de FCB, lleva trabajando con Nivea desde el a\u00f1o 1911.<\/strong><\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n

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[ad_1] Tal y como recoge AdAge, la agencia FCB se ha “divorciado” de Nivea, una marca a la que lleva prestando sus servicios desde hace m\u00e1s de 100 a\u00f1os. Una de las relaciones m\u00e1s duraderas de la (habitualmente veleidosa) industria publicitaria toca a su fin. Tal y como publica AdAge, la agencia FCB (adscrita al […]<\/p>\n","protected":false},"author":2,"featured_media":5229,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-5228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"\nFCB y Nivea ponen punto y final a su "matrimonio" de m\u00e1s de 100 a\u00f1os - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/es\/fcb-y-nivea-ponen-punto-y-final-a-su-matrimonio-de-mas-de-100-anos\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FCB y Nivea ponen punto y final a su "matrimonio" de m\u00e1s de 100 a\u00f1os - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Tal y como recoge AdAge, la agencia FCB se ha “divorciado” de Nivea, una marca a la que lleva prestando sus servicios desde hace m\u00e1s de 100 a\u00f1os. Una de las relaciones m\u00e1s duraderas de la (habitualmente veleidosa) industria publicitaria toca a su fin. 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