Miele Names Barker as U.S. Agency of Record

By Erik Oster 

German luxury appliance company Miele appointed New York-based independent agency Barker as its AOR in the U.S., tasking Barker with handling traditional and digital tactical advertising, social media marketing, and promotional support for the brand.

Miele formerly worked with Barker on a project basis.

“Barker truly understands the Miele Brand, particularly for the American consumer, and they bring the optimal level of strategy and creativity toward boosting sales and supporting our dealers,” Miele vice president, marketing Christian Schwarz said in a statement. “They are also highly collaborative in coordinating with our central brand team in Germany as well as our other agency partners.”


“Miele has achieved the pinnacle position in home appliances through a philosophy of ‘Immer Besser,’ which translates to ‘Forever Better.’ It’s that constant drive to improve that inspires us as their agency,” added Barker CEO John Barker. “It’s genuinely an honor when you get to work with the best in the world in any category, and we’re grateful and excited to help Miele reach new levels of growth here in the U.S.”

The appointment follows Barker being named lead agency for Big Brothers Big Sisters of New York City (BBBS NYC) in October, following a review. Last August, the agency also retained AOR duties for SlimFast, following a review which included CP+B, Doner and VaynerMedia. Barker originally won the account in May of 2015.