Appliance firm Miele hands Kindred two-year b2b account

German appliance giant Miele has brought in Kindred to build the profile of its UK b2b arm.

Miele: Working with Kindred
Miele: Working with Kindred

Kindred has landed a two-year retained brief across the company’s b2b business after a pitch. It focuses on helping Miele Professional, which covers the company's laundry and medical products, to increase brand resonance.

Miele Professional is viewed as an important driver of innovation within the group and now has plans to further strengthen its dealer network.

Les Marshall, UK sales and marketing director at Miele Professional, said: ‘In such an innovative market, we wanted an agency which could help us tell our story, demonstrate our leadership and communicate our offer to our business customers. Kindred's inventive approach – while ensuring robust and effective trade communications – will also allow us to deliver our brand messages far more creatively.’

The account will be led by Ruth Kieran, deputy MD at Kindred. She said: ‘Our role will be to ensure that its trade and corporate media engagement obtains the profile it deserves, while actively engaging with its customers and dealer network in new ways to bring the brand to life.’

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