A global personal care brand has lost an advertising contract after one of its executives was alleged to have told colleagues "we don't do gay".
The comments are believed to have been made by an executive working for Nivea, leading to global advertising agency Foote, Cone & Belding (FCB) announcing it will resign its account with the brand at the end of the year.
Allegations have been made that Nivea, which partners Liverpool FC , rejected a pitched image of two men's hands touching during a conference call with FCB.
According to marketing trade publication Ad Age, it's understood an executive for the personal care brand, which is an official partner of the club, said "we don't do gay at Nivea".
A spokeswoman for Beiersdorf, the German firm that owns Nivea, called the allegations "unsubstantiated speculation", but said it took the matter "seriously" and was investigating.
She told the ECHO that the firm had "zero tolerance for discrimination of any kind".
A confidential memo sent to staff by FCB global CEO Carter Murray and published in full by Ad Age said: "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."
He added that the decision came after "much reflection and discussion on our creative ambitions", and that Nivea represented 1% of its global revenues.
The new Nivea Men advert released in March:
The statement continued: "It is my hope that in reflecting on the incredible journey we've had with Nivea around the world and in your markets, you take pride in what we accomplished together and come to respect the many difficult factors we had to carefully weigh to take this step."
A statement made by a Beiersdorf spokeswoman to the ECHO said: "The reported allegation, coming from an anonymous source, is absolutely against the values of Beiersdorf, our brands, and our employees worldwide.
"We are strongly committed to diversity, mutual respect, and equal opportunity – this stance and belief is shared and lived throughout Beiersdorf.
"There is and will be zero tolerance for discrimination of any kind at Beiersdorf. We are an international company with more than 20,000 employees in over 100 countries worldwide.
"Appreciating and respecting individuality and inclusion has a long tradition at our organization.
"We take the matter seriously and are investigating it but ask for understanding that we don’t comment further on unsubstantiated speculations."
She also said Nivea had, at the start of the year, launched its new corporate care strategy, adding: "This is now the right time also for a new beginning in NIVEA’s brand management and creative work."
LFC was asked if the news would affect its relationship with Nivea.
FCB was also contacted for further comment.
