Kärcher, the world’s leading cleaning and care solutions provider, has chosen Publicis Groupe as its global agency partner after a multi-stage pitch against several well-known competitors. As part of a power-of-one approach by Publicis Groupe, the partners will reposition Kärcher’s global marketing. Kärcher is one of the first German family-owned companies to establish a customised global agency concept. At the heart of the collaboration is the new customised agency Publicis Boost. The agency’s global steering unit in Hamburg will coordinate all communication measures for more than 70 markets worldwide.
In parallel, the client and the agency are setting up regional hubs with the aim of bundling the marketing measures in the countries. The Publicis Boost team includes experts from content, commerce, PR, performance, production as well as media planning and buying and will work exclusively for Kärcher. The antoni creatives came up with the addition of “Boost” back in 2018 when they founded antoni boost, a bespoke agency that has been successfully working for Kärcher ever since. Antoni boost will be part of the new global set-up and will continue to contribute creative campaign development in the B2C sector. The agencies work closely together in the new customised model. Throughout the selection process, Kärcher was advised on all aspects of media by the audit firm Ebiquity.
Christian May, Deputy Chief Executive Officer and Chief Sales Officer at Alfred Kärcher SE & Co. KG:“By choosing Publicis Groupe as our agency partner, we are setting the course for our further growth. To this end, we will reorganise our global marketing – data-based communication and personalisation play an important role in this – and thus optimally support our national companies in their marketing activities.”
Bernd Rützler, Executive Vice President Corporate Marketing & Brand Management at Kärcher:“Publicis convinced us that their tailor-made agency approach is also the forward-looking model for large, globally active family-owned companies. We are delighted to be leading the way into the future of marketing with this partner.”
Arne Brekenfeld, Chief Strategy Officer Publicis Groupe Germany:“Kärcher has made an absolutely remarkable development in the past years – as a company and as a brand. With its iconic products and the highly emotional brand presence of the world market leader, Kärcher has risen to the top league of brands ‘Made in Germany’. We are proud to have been able to support Kärcher in the past with MetaDesign in the area of brand consulting and brand design, and grateful for the trust placed in us to follow a forward-looking path in the future with Publicis Boost in ‘The Power of One’ alliance. “
In 2020, Kärcher was once again able to significantly increase its sales with 2.721 billion euros compared to the previous record year: The cleaning specialist’s growth was 5.6 per cent, or 8.5 per cent when adjusted for currency effects. With its continuous brand development, the company cleared many German marketing awards, including the German Brand Award, the golden Brandeisen and in 2018 even the Oscar of marketing in this country, the German Marketing Award.
The collaboration has already begun. A pilot project in the area of performance marketing and commerce for the “Home & Garden” rechargeable devices has already been successfully completed.