fischerAppelt

Germany

The authoritative PR Journal ranking of German public relations agencies ranks fischerAppelt as the largest public relations firm in the market. It is also one of the most innovative, having constantly sought out new creative services over the years, from an early acquisition that came about after one of the firm’s largest clients, Daimler-Chrysler, began to divest itself of some non-core businesses, including its own television production studio, to the 2019 purchase of advertising agency Philipp und Keuntje, to last year’s acquisition of sports agency Apollo 18. The vision to acquire outside of the PR mainstream, and the ability to integrate those acquisitions efficiently has helped to create an agency group with eight core functions: strategic advisory, PR and content, online marketing, and event management offers operate under the fischerAppelt brand, supported by Ligalux (branding and design); Fork (digital); Apollo (sports and gaming); and PUK (advertising and film).

Over the past year, fischerAppelt has been evolving to help clients navigate the modern communications landscape. That means helping them deal with the tensions, divisions, and polarization that characterize many democratic nations, including Germany. In addition to the rise of the far-right and the onslaught of disinformation, the firm has been strengthening its capabilities to advise on the growth of AI, the challenge of climate change, and various forms of consumer activism. In the face of these issues, the firm continues to create experiences that bring people together, forge connections, and turn moments of joy into lasting relationships.

After a challenging 2023, ficherAppelt saw its revenues grow by 12% — considerably outperforming the German market, where fewer than a third of firms achieved any growth at all. One factor in that success was the firm’s first foray into the political arena, working with the CDU, supporting the election campaign that saw the center-right party pick up the most seats after a campaign “Wieder nach vorn” (“Back on track”), emphasizing stability. 

Beyond the signature accomplishment, the firm supported the Euro 2024 tournament, orchestrating the Fan Zone in Berlin, which attracted 2.5 million fans over 31 days. It now serves as lead global sports marketing agency for Mercedes-Benz and manages social media for Mercedes-AMG Motorsport. It has been amplifying the New York Giants' presence in Germany and supporting the Kings League's German market entry, while growing its expertise in e-sports through clients like Jägermeister Gaming, Deutsche Bahn Gaming, and the Deutscher Computerspielpreis.

Finally, the firm has been embracing AI as an opportunity to enhance value for clients and empower employees. New tools and applications have been implemented company-wide, with training for all 600-plus employees. For Audi Driving Experience, the firm used generative AI to create hyper-realistic car visuals in custom landscapes — eliminating the need for costly physical shoots. For popular bread brand Golden Toast, it developed an AI song generator that allowed users to create personalized earworms. And the Homeless Gallery campaign for Hinz&Kunzt earned 47 international awards and recognitions, including silver at Cannes Lions.—PH