Bosch hires Droga5 and Carat in US creative and media overhaul

Bosch, the German engineering and electronics company, has selected Droga5 as its U.S. creative agency of record following a competitive seven-month review that was handled internally. Additionally, the brand is hiring Dentsu’s Carat to handle U.S. media, Bosch Chief Marketing Officer Boris Dolkhani said. Droga5, which takes over the creative account from several shops, is tasked with expanding Bosch’s stateside presence. The focus will be on Bosch’s home appliance and power tool divisions, which the company is marketing together following a successful campaign in Germany that brought together four of its many verticals. Ad Age Small Agency Conference & Awards Join us July 23 & 24 in Boston Learn more here “This is really something new we’re doing. We have never done this before in the U.S.,” said Dolkhani, adding that coupling different business verticals together creates a “halo effect” on brand awareness. “We want to put … all the budgets in one basket, and we think we can be much more effective when we do this.” Dolkhani said that, as Bosch moves different business units closer together, it made sense to consolidate the brand’s U.S. creative efforts under one agency. Droga5, which was recently named Ad Age’s A-List Agency to Watch, will also look to build upon Bosch’s “Like a Bosch” brand campaign (below), which German agency Jung von Matt created in 2019. “Both the home appliances and power tools already have a great reputation,” said Scott Bell, chief creative officer at Droga5 New York. “This is mostly about us putting our spin on the ‘Like a Bosch’ campaign to make it famous here in the States.” Accenture Song’s Droga5, which was signed to a five-year deal, will work across various channels, including TV, digital, social media and trade shows. Its first Bosch campaign is set to launch in early 2025. In 2023, Bosch spent $10 million in U.S. measured media, according to Vivvix, which includes paid social data from Pathmatics, slightly higher than the $7 million it spent in 2022. Details surrounding the U.S. media review were not disclosed. Mike Law, CEO of Carat North America, said in a statement the agency will aim to drive to growth across Bosch's “breadth of business and products in the U.S. market, while building a portfolio management strategy.” Agency Review Tracker Stay up to date with the latest account reviews Click here

Bosch hires Droga5 and Carat in US creative and media overhaul

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