LHLK Gruppe

Germany

Having previously articulated its acquisition strategy as focusing on “national champions”—the first two such being Geelmuyden Kiese in the Nordics and Brands2Life in the UK—Paritee’s third acquisition was LHLK Gruppe, which comprises two brands: LHLK (focused on brand and corporate affairs work, including crisis management) and and PRpetuum (a specialist in public sector communications, public affairs, and infrastructure). Between them, the two brands had combined net sales in 2023 of more than €11 million, with around 100 employees across operations in Berlin, Frankfurt and Munich.

The acquisition was a significant milestone on a transformation journey that began in 2020, when—after 15 years of successful but mostly modest growth—LHLK went through a leadership transition under CEO Dirk Loesch and embarked on a mission to grow in size, scope and relevance, Since then, it has been one of Germany’s fastest-growing agencies, forcing its way into the top 20 in the German market. Since 2020 the firm have averaged 9% growth each year (improving margins along the way). Clients include NTT, Autodesk, Osram and more in the tech sector; energy company Tennet and Vattenfall; financial services brands Hiscox and Munich Re; BMW, Trainline, Haribo and Red Bull, and German government ministries.

The firm’s work ranges from sending the iconic Haribo Golden Bears to a heavy metal festival in Wacken to celebrate their 100th anniversary, to promoting sustainability in the packaging sector with the “echt wellpappe” campaign, which showcased the sector’s 95% recycling rate. PRP, meanwhile, partnered with longtime client Deutsche Bahn for infrastructure projects. The firm has also been adopting artificial intelligence with “precision and purpose,” focusing on efficiency and quality. Almost 80% of employees now use AI in their daily work, and the firm has plans to expand its AI consulting work, roll out an AI dashboard to simplify use, and expand its AI training. 

In addition to Loesch, the leadership team includes managing director and CFO Kathrin Fiegl; Paitee CEO Jonas Palmqvist, who became a managing director at LHLK after the acquisition; Jan Manz, who leads corporate and brand communications; and digital practice leader Susanna Lang. The open culture has a good gender balance at all levels, and has attracted a diverse workforce that includes people with disabilities and migrant backgrounds. There’s a structured professional development program, and transparent internal communications.—PH