AKQA Berlin Wins Gaggenau Global Creative AOR

AKQA Berlin landed the global creative agency of record mandate for Gaggenau, the German luxury appliance brand. The appointment establishes Berlin as the creative hub for Gaggenau's worldwide advertising.

Gaggenau operates in the ultra-premium kitchen appliance category: ovens starting at $10,000, refrigerators exceeding $20,000. The brand targets architects, interior designers, and high-net-worth homeowners. BSH Home Appliances, which owns Gaggenau alongside Bosch and Siemens, generated €16.5 billion in revenue in 2023.

AKQA Berlin joins WPP's network of 2,200 people across 17 studios globally. The Berlin office opened in 2019 and has grown to approximately 50 people. The shop's client roster includes Mercedes-Benz, Audi, and Porsche: a pattern of German premium brand work.

The win positions AKQA as Gaggenau's lead creative partner across markets. Previous Gaggenau advertising centered on product craftsmanship and architectural integration. The brand's marketing typically runs in shelter publications, design magazines, and architect-focused media rather than mass channels.

No pitch details or competing agencies were disclosed. The appointment was announced March 22 through AKQA Berlin leadership. Gaggenau's previous agency relationships were not specified in the announcement.

AKQA's luxury portfolio now spans automotive (Mercedes-Benz, Audi, Porsche), hospitality (Marriott), and home appliances (Gaggenau). The Berlin office handles creative for premium German brands while AKQA's other European studios service different client categories and markets.