REWE Group (Germany)

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Selected REWE Gruppe advertising

REWE Group is one of Europe's biggest grocery retailers, with around 15,000 owned or affiliated cooperative outlets in Germany and seven other markets across the region, including Austria and several Central & Eastern European countries. The group is involved in multiple different retail sectors. Its retail chains include discount giant Penny - a keen rival to Aldi and Lidl - as well as several full-range supermarket banners including REWE itself in Germany, Billa and Merkur in Austria. Toom is its main hypermarket brand. It is Germany's second largest food retailer after Edeka with around 15% local share. Specialist segments include DIY (under the Toom Baumarkt brand) and consumer electronics (as ProMarkt). It also has a major presence in the travel & tourism market through package holiday operators including DER Touristik, ITS and Tjaereborg and agencies such as Atlas Reisen and Kuoni, acquired during 2015. Combined revenues reached topped €52bn for the first time in 2015, including over €38bn in Germany. Lionel Souque succeeded Alain Caparros as CEO in 2017. The group was formed in 1927 from the merger of 17 separate grocery cooperatives across Germany. Additional co-ops joined the group over the following years and after 1990 REWE began to expand into international markets, mainly through acquisitions such as Austria's Billa supermarket chain. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 10th May 2016

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 19th Jul 2018: Ads of the Week "Good For You. And For Your Region". When it comes to supermarket advertising, the simple approach often works best. Here's a fine spot from WPP-owned Thjnk for REWE, one of Germany's biggest grocery chains: 'Good For You. And Your Region'. Lovely photography is enhanced by some very clever digital effects to blend the different shots into one another. That sweater-to-forest wipe is especially good. The idea is to give a special push to Germany's regional producers; that's an approach that has long been productive for France's Leclerc, and has recently been adopted by Morrisons of the UK as well. 

Adbrands Weekly Update 9th Nov 2017: Ads of the Week "The Long Path". Trust the Germans to come up with a completely different approach to Christmas ads. Serviceplan's excellent new film for discount retailer Penny will have you gripped, we guarantee. Despite its moody tone and the lack of tinsel, it has a powerful and compelling message to make about the forthcoming holiday season. And you may be surprised by the wholly unexpected laugh out loud punchline.  

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