LONDON — FleishmanHillard and sister agency Adam&eveDDB have been appointed as Dr. Oetker’s lead global agencies after a competitive pitch, with a brief to revitalise its international brands.

German multinational Dr. Oetker began an international pitch in February this year for marketing agency partners. FleishmanHillard pitched with sister Omnicom advertising agencies Adam&eveDDB and DDB Dusseldorf; Dr. Oetker has also appointed WPP design consultancy Design Bridge to develop master brand and product design.

The PR account will be led by the FleishmanHillard UK brand team, led by Lauren Winter, global managing director of consumer culture.

Alongside Adam&eveDDB, the agency has been tasked with developing a “powerful and distinctive” master brand strategy for Dr. Oetker, as well as work on its international sub-brands. The business covers more than 40 markets including Germany, Spain, the Netherlands, Poland, Italy, Canada and the UK, where the brand has sponsored ‘The Great British Bake Off’.

Dr. Oetker brand and innovation manager Claudia Willvonseder said: “With these agency appointments, we are getting experienced international partners on board. They will help us to position our Dr. Oetker master brand and the internationally managed sub-brands even more clearly in the international and digital context.”

FleishmanHillard UK director Anthea Flint added: “Dr. Oetker is one of those rare clients with a story just waiting to be told and we’re thrilled to be partnering with them to share their vision with people all around the world. Their ambitions to drive innovative business and sustainable food choices is inspiring and we can’t wait to get started and take a brand that people already love into new and more meaningful places.”