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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Who are the competitors of TBWA Germany? See ranking of Leading Agencies in Germany

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 22nd Mar 2018: Ads of the Week: "Sweat It Out". No other agency in Germany makes ads as extraordinary, as inventive, as consistently excellent as those from TBWA-owned hotshop Heimat for DIY store Hornbach. It has to be one of the strongest creative partnerships in that country's marketing industry, with a string of superb films under their collective belt, almost all of which we have featured among our Ads of the Week over the years. This latest is even more bizarre than usual. But stick with it. It all makes sense - of a sort - at the end. There's only one really effective way, say Heimat and Hornbach, of exorcising all those daily frustrations: "Sweat It Out". Fabulous. 

Adbrands Weekly Update 22nd Feb 2018: Ads of the Week: "And You? What Have You Done Today?". TBWA's German creative hotshop Heimat unveiled the latest in a series of witty and offbeat films for Das Handwerk, the association that represents Germany's professional crafts men and women. That may not sound like the most promising of clients; yet as usual Heimat manages to elevate the mundane to another level altogether, with subtle nods towards multiple iconic movies about epic confrontations between good and evil, including Deliverance, High Noon and even The Exorcist. All by way of illustration of the life or death struggle between a heating engineer and a badly behaved boiler. Fine work. 

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.

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