Prosperous shopper marketing

For over 50 years, the company Gardena has stood for innovation in the field of intelligent and sustainable garden solutions with a portfolio of over 1600 products. Since 2018, Gardena has been evolving from a sales-driven company into a shopper-focused company. Gardena needed to find a suitable partner for the development of its new shopper marketing department.
We held a workshop with the client to work out what such an agency might look like and which countries are home to the best agencies in this specific field. During the subsequent Europe-wide selection process, we screened the market for suitable shopper marketing agencies and also integrated specialised consultant partners from the cherrypicker network. The agencies were scrutinised for their strategic qualities in particular and at a very early stage of the project began to deal with the question of how Gardena can globally position itself as the premium lifestyle brand in the highly competitive DIY market. In the decisive workshop, the agency TracyLocke from London, part of the DDB network, ultimately prevailed over the strong international competition and has since been working on the future of shopper marketing for Gardena.