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"Please don't let yourself be distracted": How Beiersdorf boss Stefan De Loecker struggles with freedom of the press

2020-12-02T06:07:41.602Z


How does a CEO communicate when things get uncomfortable? The CEO of the Nivea Group tries to swear in his executives via email - without addressing the questions everyone is talking about.


Icon: enlarge

It is difficult to straighten things out

: Beiersdorf boss

Stefan De Loecker

, here at one of his few public appearances at the annual

press conference

in February 2019

Photo: Christian Charisius / picture alliance / dpa

Beiersdorf boss

Stefan De Loecker

(53) can safely be described as an exception among the CEOs of the top German stock market league.

Unlike the leading wolves of most DAX companies, De Loecker does not attach any importance to publicity.

The Belgian acts largely in secret.

He doesn't give interviews.

Only at the general meeting and the annual press conference does the Nivea man prove that he is not a mere phantom.

De Loecker is now also documenting his idiosyncratic attitude in internal communication.

The occasion is an article in manager magazin, which

addresses

the upcoming departure of CFO

Dessi Temperley

(47) and the likely departure of Marketing

Director

Asim Naseer

(51).

Not a nice topic for De Loecker, after all, changes in the board of directors are usually evidence of the dissatisfaction of the supervisory board and cause internal unrest.

And De Loecker doesn't like that.

Temperley's contract will formally expire in the summer, while that of Naseer - who is also responsible for the Nivea core brand - ends at the end of 2021.

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Source: spiegel

All news articles on 2020-12-02

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