Miele appoints AMPR
Following a competitive tender process, premium domestic appliance brand Miele has appointed AMPR to lead its press communications, lifestyle events, and tactical talent engagement across key categories including floorcare, laundry, and dishwasher.
AMPR will also provide strategic counsel across internal communications, ensuring a 360-degree communication plan across the initial 12-month partnership.
AMPR’s newly established and dedicated content division Created by AMPR has also been appointed to deliver bespoke campaign content to further amplify the brands core messaging, innovation and premium positioning across owned channels.
Says Emily Eaton, Brand Communications and Media Manager at Miele Australia: “Our new partnership with AMPR marks an exciting step for the brand across Australia and New Zealand. As we continue to evolve the way we connect with consumers, we are placing a stronger focus on an earned-led communications approach, prioritising thoughtful storytelling, cultural relevance and meaningful engagement.
“It was important to find a partner who understands the balance of innovation, design and emotional storytelling that sits at the heart of Miele.
We look forward to working closely with the team to bring our Laundry, Floorcare, and Dishwasher categories to life through premium experiences, strategic communications and compelling content over the next twelve months and beyond.”
Says Jannah Flockhart, Managing Director, AMPR: “We are honoured to partner with such an iconic brand and support the continued growth of Miele across Australia and New Zealand. The Miele promise of ‘Immer Besser’, striving for ‘Forever Better’, greatly resonates and support’s AMPR’s own values and approach to communications, creating a natural foundation for a successful partnership.
“Whilst leading the brand’s communication strategy, AMPR looks forward to working collaboratively across Miele’s broader agency village to ensure deliver cohesive full-funnel campaigns and alignment across paid media, retail, point of sale digital and SEO activity.
Miele’s appointment follows a strong start to the year that saw AMPR lead communication strategies for major campaigns including Glamour on the Grid, presented by American Express, PayPal Melbourne Fashion Festival, Le Club Lacoste, and the Witchery White Shirt campaign. Other recent appointments, UbyKate, and Daily Blooms, join a suite of established and industry leading clients including Australian retailer David Jones, renowned vitamin and wellness brand Swisse, and French skincare brand Bioderma.
This new partnership solidifies the agencies strong reputation as a long term and valued partner for leading brands.
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