Bahlsen Appoints MullenLowe Group as Agency of Record for International Business

Bahlsen, the leading international sweet biscuit manufacturer, has appointed MullenLowe Group as the creative agency partner for their international business on the Bahlsen brand. The appointment follows a competitive review process and is effective immediately.

The network will collaborate with Bahlsen as a global hyperbundled unit to provide best-in-class strategy, brand advertising and communications solutions. Activity will be hubbed from GGH MullenLowe in Germany and MullenLowe London in the UK, with MullenLowe Milan providing additional local service in Italy.

Bahlsen Global Brand Officer Willem de Bruijn says he’s looking forward to working with MullenLowe Group. “MullenLowe Group’s strong roots in local culture and ability to work on the global stage was a key factor in their successful appointment, as it’s critical for us to have an international agency partner with such local strength in our key markets. I am very much looking forward to working with the network, and am excited to communicate the brand and its future innovations on an international scale”.  

GGH MullenLowe CEO Benedikt Holtappels says he relishes the opportunity to work with Bahlsen, especially given the strong heritage of the brand in the German market. ”Bahlsen is one of Germany’s strongest brands with a lot of history and tradition. Working with such a great company to develop the brand on an international level is one of the most strategically and creatively exciting tasks for an agency”.

MullenLowe London Executive Partner Phil Rumbol, who has extensive expertise in this category from his time as Marketing Director at Cadbury, says he’s thrilled to be working with the Bahlsen brand. “We’re looking forward to putting our challenger thinking and creativity behind a brand with great products and strong international growth potential. They have big ambitions for the brand and it’s a privilege to be appointed their creative agency partner”.

This announcement follows recent success for MullenLowe Group in Germany and the UK including being named the UK Effie Agency of the Year for the second year running, and winning a slew of new business including Rossman and Deutsche Bahn CRM in Germany, and AkzoNobel professional and Eurosport from the UK office.