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Bosch Siemens Brings In MSL For Global Assignment

Home appliance giant Bosch Siemens has tapped MSL to lead global PR and influencer relations duties for its small appliances, after earlier consolidating global creative duties with Publicis sibling Saatchi & Saatchi.

MSL’s consumer marketing team in Germany landed the remit after a competitive review. The assignment includes Bosch’s beverage, indoor cleaning and kitchen appliances along with Siemens’ coffee machines.

Led by MSL Germany consumer lead Adriane Krizek, MSL teams in Frankfurt and Munich will oversee global toolkit development for PR and influencer marketing, includes conception and strategy development. In 2019, there will be a specific communication
focus on the IFA consumer electronics and appliance trade show, which takes place in Berlin in September.

“MSL has convinced us with their deep expertise in influencer marketing,” said Khanh Huynh-Kürzinger, director of global brand communications for consumer products at BSH
Hausgeräte. “In addition, the team showed us at the pitch that it is able to work connected across borders. This international set-up and strategic mindset is essential for global toolkit development.”

As Europe’s largest home appliance manufacturer, BSH reported revenues of €13.8bn in 2017.

“The BSH win proves the success of our collaborative “Power of One” principle which we apply within Publicis Groupe,” said MSL Germany CEO Wigan Salazar. “We benefit from seamless access to the network and work closely with our colleagues at Saatchi & Saatchi, who just recently took on a global role at BSH.”―The Holmes

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