Chinese appliance maker Haier has appointed Stagwell as its lead creative agency in Europe for the Haier brand, the company announced today. 

The award followed a competitive pitch lead by search consultant Ingenuity+. 

The account will be handled by a client team in Italy, Stagwell said. Its remit includes strategy and campaign development. 

Stagwell’s digital agency, Assembly Digital Commerce, will support with content for online and ecommerce channels. 

Silvia Gregorio, Brand and Digital Activation Director at Haier Europe, said: “The next growth phase for the Haier brand in Europe requires a strategic partner capable of fully understanding our brand values and working alongside the team to deliver inspiring content, consistent across teams and markets. Stagwell's international DNA, digital marketing expertise and collaborative approach will allow us to develop a strong, scalable communication strategy, focused on the real possibilities that the Haier ecosystem offers our consumers every day.” 

Last year Haier was named the top global major appliance brand by sales volume by research company Euromonitor International. The Haier Group had close to $60 billion in revenue in 2025.