Kaufland's new creative agency is VMLY&R

VMLY&R agency succeeded in a multi-round tender for the provision of creative services, above and below the line communication and partnership activities, which the retail chain announced in June. Both parties have experience with working together in the past –VMLY&R, then still as Young & Rubicam, was Kaufland's main creative agency four years ago.


“The final decision about new creative agency that can take our brand and communications forward was not an easy one. During the selection process, we evaluated not only the originality of creative concepts, but also comprehensive view in their development, emphasis on differentiation from the competition and innovative approach. We have chosen a strong partner for cooperation with our marketing team and company management, and this partner is VMLY&R agency,” explains Petra Kalužíková, Chief Marketing Officer, Kaufland Czech Republic.

The main objective of the cooperation, which began in December, will be building the brand and strengthening Kaufland's position as the retail market leader with an emphasis on understanding customer needs in economically difficult times.

“Winning back Kaufland as a client represents significant achievement for VMLY&R. Winning the tender shows that less than a year after full completion of the merger we are able to effectively combine our strong expertise in classic advertising (former Young & Rubicam) and our rich know-how in retail, activation and sports marketing (former Geometry),” says Iva Welker, Managing Director of VMLY&R.

Kaufland belongs among agency’s top five clients. The team on the agency side will be led by Patricia Jelínková as Account Director, with more than 15 years’ experience in preparing and managing campaigns for retail clients. She has already led the agency team working for Kaufland in the previous period of cooperation. As Creative Director, Štěpán Kouba will cover the new client and Tereza Košťálková will be responsible for strategy development.

...Read More