Golin launches in Germany in joint venture with GGH MullenLowe

New York-listed Interpublic Group has announced the launch of Golin Germany, a PR, digital, content and advertising firm formed as a joint venture between its agencies Golin and GGH MullenLowe.

Partnership: (L-R) Matt Neale, Uta Behnke, Benedikt Holtappels
Partnership: (L-R) Matt Neale, Uta Behnke, Benedikt Holtappels

Golin Germany is based in Hamburg and led by Uta Behnke, newly appointed managing director of Golin Germany. She was previously a managing director in the same city with Edelman, a role she has held since 2009 having joined the firm in 1999.

One of Behnke's tasks is to prepare for the opening of a second office in Munich in the summer.

She will report to Matt Neale, president international, Golin and Benedikt Holtappels, CEO GGH MullenLowe.

A Golin media release said that its "new integrated model" was a response to "traditional, isolated PR and advertising solutions", saying: "The most successful campaigns integrate the support of paid media to ensure reach and scale."

Neale said: "Launching Golin in Europe’s biggest economy is an important step in our ambition to be the defining agency of this decade."

Holtappels said: "Our understanding has always been that traditional advertising can be only one element in the communications process. To tackle this, we’ve designed CRM and digital concepts for our clients and have been thinking about relevant PR services for quite some time. We are very happy to now, in partnership with Golin, be able to offer a model that is tailored to the German market. Here, PR is not just another building block – but represents an equally entitled part in brand consulting."

GGH MullenLowe has 100 people in offices in Hamburg and Frankfurt. Key clients include E.ON, IKEA, Seat and Unilever. It is the German agency in Interpublic's 90-agency MullenLowe network.

Behnke's old employer Edelman is also expanding its German operation, having acquired local firm Ergo in December.

Golin predecessor GolinHarris previously counted German consumer lifestyle agency Nicole Weber Communications in its network following a 2012 acquisition, but this agency was sold to WPP in July 2015.

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