New York-based ad agency Barker has been appointed Miele’s Agency of Record for U.S. marketing, advertising and sales support, the agency confirmed today. The independent shop will handle traditional and digital advertising, social media marketing and promotional support for the high-end appliance company.
There was no formal review and no incumbent AOR. The brand previously worked with U.S. agencies on a project basis.
In the U.S. the brand's spending is on the rise. The firm spent $8.6 million on ads in 2015, according to Kantar Media. From January through November of last year spending totaled $11.3 million.
“Barker understands the Miele Brand, particularly for the American consumer, and they bring the optimal level of strategy and creativity toward boosting sales and supporting our dealers,” stated Miele VP of marketing, Christian Schwarz. “They are also highly collaborative in coordinating with our central brand team in Germany, as well as our other agency partners.”
Miele products include dishwashers, wall ovens, built-in espresso centers, ranges, washers and dryers, and vacuum cleaners. The company reported sales of 3.71 billion euros (about $3.92 billion at today's exchange rate) in its 2015-16 business year which ended June 30, 2016.
For Barker, the appointment is the latest in a string of recent wins, including Bennigan’s, Steak & Ale, Petro Home Services, Big Brothers Big Sisters of New York City, cult fitness studio Physique 57 and SlimFast.