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Publicis launches new agency for German CPG firm Kärcher

Kärcher is a major producer of cleaning equipment in Germany. It also makes chainsaws / Kärcher

Publicis has launched a new agency solely to serve new client Kärcher, dubbed Publicis Boost.

Kärcher chose Publicis Groupe as its global agency partner after a multi-stage competitive pitch. Ebiquity advised on the process.

Publicis Boost will handle content, commerce, PR, performance, production and media planning and buying exclusively for Kärcher in 70 markets worldwide.

Christian May, deputy chief executive officer and chief sales officer at Kärcher, said: ”By choosing Publicis Groupe as our agency partner, we are setting the course for our further growth. To this end, we will reorganize our global marketing – data-based communication and personalization play an important role in this – and thus optimally support our national companies in their marketing activities.”

The new agency unit will be headquartered in Hamburg and will work extensively with another Kärcher agency, Antoni.

Arne Brekenfeld, chief strategy officer Publicis Groupe Germany, said: ”Kärcher has made an absolutely remarkable development in 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.”

According to Publicis, work at Boost has already begun, with a performance marketing pilot project for the client’s home and garden line. Family-owned Kärcher, a major producer of cleaning products, saw sales increase 5.6% last year.

Bernd Rützler, executive vice-president corporate marketing and brand management at Kärcher, said: ”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.”

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