Hornbach overhauls agency partnerships to fuel global growth ambitions

Hornbach is reshaping its agency partnerships to match its growing international business. The company will end its long-standing collaboration with Heimat/TBWA by February next year. A new alliance with Serviceplan Group has now been announced alongside its existing partner, Heffels. Hornbach and Guido Heffels have worked together for over 25 years, creating award-winning campaigns. The company has now decided to expand this partnership to include the Serviceplan Group. Serviceplan will introduce its 'House of Communication' model, offering a fresh creative framework for Hornbach’s marketing needs.

The shift follows changes in the communications landscape and Hornbach’s international expansion. More than half of the company’s revenue comes from abroad, according to board member Karsten Kühn. Hornbach also prefers working with owner-managed agencies, aligning with its own family-run business structure.

Hornbach will coordinate the transition with Heimat/TBWA while developing its future agency model with the new partner. Meanwhile, Heimat/TBWA is also losing other major clients, including Henkel and Zurich Insurance, which recently ran a campaign without their involvement. The new partnership with Serviceplan Group begins as Hornbach prepares to end its contract with Heimat/TBWA. Florian Haller, CEO of Serviceplan, has expressed enthusiasm for the collaboration. The company aims to strengthen its marketing approach as it continues to grow internationally.