TBWA Germany / Heimat

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The local office of TBWA is among Germany's leading agencies, but performance has flagged since 2010. TBWA Deutschland has a strong portfolio of international accounts, as well as local giants Henkel and Adidas. However another major local client Beiersdorf consolidated most of the responsibility for Nivea and other accounts into what was then Draftfcb in 2010. The group strengthened its position considerably in 2014 with the acquisition of admired independent Heimat, whose directors were also given management control of the local TBWA office. The combined group was Germany's most awarded in 2017.

Selected TBWA Germany & Heimat advertising

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 1st Feb 2018: Star manager Andreas Geyr - ex-Havas, ex-Axel Springer - was abruptly and unexpectedly ousted as CEO of TBWA Germany, despite reports that the agency is about to secure the account of insurance giant Allianz. According to German trade press, the departure was prompted by tensions between Geyr and local chairman Mathias von Bechtolstein, co-founder of Heimat, the former independent agency now controlled by the TBWA network but currently operating separately from the local agency. The appointment of Heimat executive Tobias Jung as Geyr's successor heightened speculation that the two agencies are becoming more closely integrated.

Adbrands Weekly Update 23rd November 2017: Ads of the Week: "Together It's Christmas". Perhaps it's the general Christmas fatigue, but several retailers have taken the opportunity this year to try something completely different with their seasonal ads. Here's another such example, from German online and catalogue retailer Otto, who let agency Heimat and filmmaker Danile Mulloy tell a very different sort of tale. Christmas, and especially the Christmas spirit, are still the underlying themes but in a setting far away from wintry Europe or America, or even an Australian beach. Probably best not to think of this as a TV commercial, but instead as a cinematic short story inspired by the theme of Christmas fellowship. 

Adbrands Weekly Update 16th Mar 2017: Ads of the Week: "Regret Nothing". This week sees one of the most eagerly anticipated events in the German advertising calendar: release of the new campaign for DIY chain Hornbach from longtime agency Heimat. We can't think of a more fruitful long-term relationship in the German industry between agency and client: every one of Heimat's ads over the past 17 years has been a stand-out in what can otherwise be, creatively speaking, a rather uninspiring ad market. Usually the Hornbach ads celebrate achievement; this one takes a different tack. "Regret nothing. True greatness comes only from failure." Marvellous.

Adbrands Weekly Update 17th Nov 2016: Ads Of The Week: "The Most Precious Gift". For a very different sort of Christmas spot, have a look at this excellent film for German catalogue retailer Otto, from TBWA's Heimat, an agency that can always be relied upon to forge its own path. BBH used to like to claim it zagged where others zig. Hmm. Well, that's always been the case with Heimat. This is not like any other Christmas ad you're likely to see, featuring some extraordinary design and animation. (Not sure about those long necks, though). Yet the underlying message is the same as Sainsbury's and one we can all understand: this year, give the most precious gift you have: time. Merry Christmas everyone.

Adbrands Weekly Update 20th Oct 2016: GM's European Opel division announced the results of its protracted creative review. WPP-owned Scholz & Friends remains on the roster, and will continue to oversee international operations across the rest of continental Europe. However, it loses lead agency status to TBWA Germany's creative hotshop Heimat. That decision came as something of a surprise, since the German trade media were anticipating the appointment of Jung von Matt. Heimat will also take over lead digital duties from MRM/McCann, though the latter remains on the roster for technology development. In the UK, Mother joins McCann Birmingham on the creative roster for Vauxhall. It's a marked change of focus for Opel from more straightforward Scholz and McCann towards agencies known for their edgy creativity.

Adbrands Weekly Update 29th Sep 2016: TBWA strengthened its toehold in the P&G Germany roster, adding a new assignment to promote cough sweets under the Vicks brand (known as Wick in Germany). That follows the surprise addition of TBWA's Heimat creative boutique to the Pampers creative roster last month. The twin wins are TBWA's first assignments anywhere for P&G, and mark Omnicom's return to the wider roster following the loss of Gillette by BBDO. P&G's main global agencies are Publicis Groupe's three creative networks and WPP's Grey. The assignments have raised eyebrows in Germany because TBWA also has a long-term relationship with P&G's detergents and personal care rival Henkel.

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