Starcom nabs ANZ media accounts for Miele

Starcom has won the Australian and New Zealand media accounts for domestic appliance brand Miele following a competitive pitch with a number of undisclosed agencies. The Ross Partnership (TRP) was previously used by Miele for Australia and New Zealand media.

The appointment will include media strategy, planning, buying and the deployment of a Data Management Platform. Additionally, Publicis Groupe’s marketing and technology agency Digitas, has been brought in to build and manage Miele’s Customer Data Platform; while Publicis Content will provide social media and SEO support.

The new partnership comes as Miele looks to leverage new innovations including the launch of a number of kitchen, flooring and laundry products. Earlier this year the brand launched the ‘Life beyond ordinary’ global campaign, to support the debut of the German manufacturer’s Generation 7000 kitchen range. The campaign was described at the time as Miele’s largest brand campaign in Australia in 120 years.

Imagery from the Miele ‘Life beyond ordinary’ campaign launched in February 2020.

Miele Australia and New Zealand marketing director, Michele Laghezza, said: “The Starcom team really stood out in their ability to deliver on this objective, and drive our business forward in Australia and New Zealand.”

Starcom Melbourne managing director, Stuart Jaffray, added: “Miele has strong growth aspirations in this region, and we’re looking forward to realising these ambitions with Michele and his team to deliver people-powered growth for the brand. This is a significant new engagement for Starcom, and one that has enabled us to bring together a bespoke end-to-end media, data and technology Publicis Groupe solution, with specialist talent from Digitas and Publicis Content.”

Starcom will start working with Miele immediately for 2021 activities.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.