AKQA Wins Global Creative AOR for Gaggenau

AKQA has been appointed Global Creative Agency of Record for Gaggenau, the luxury home appliance manufacturer. The appointment positions AKQA to lead brand strategy and creative development across Gaggenau's global operations.

The scope includes building an integrated system connecting brand, product, and communications worldwide. Gaggenau operates in the high-end appliance category: built-in ovens, cooktops, and refrigeration that sell at premium price points to design-focused consumers.

AKQA, part of WPP, operates studios in 23 cities globally. The agency's client roster includes Audi, Nike, and Lufthansa. Gaggenau is owned by BSH Home Appliances, which also operates Bosch and Thermador.

The appointment comes as luxury appliance brands face pressure to differentiate beyond product features. Gaggenau competes with Miele, Sub-Zero, and Wolf: all brands where creative and communications strategy increasingly drive purchase consideration alongside engineering specs.

No details on the review process, incumbent agency, or whether other shops pitched for the business. AKQA announced the win March 22 via LinkedIn.