Frankfurt Book Fair on an Expansion Course: Scholz & Friends to Become New Lead Agency
Neuer Partner für wachsende Aufgaben
The Frankfurt Book Fair is revamping its brand communication. Following a multi-stage pitch, Scholz & Friends emerged as the winner. Starting in November, the agency group’s Berlin office will take over the Book Fair’s creative communication. The focus will be on further developing its international marketing strategy.
Expansion in Three Directions
With this move, the Frankfurt Book Fair is continuing its expansion strategy—in three directions:
Regional: A stronger presence in new markets, particularly in Southeast Asia and Eastern Europe.
Cross-media: Expansion of the adaptation business with book-to-screen, book-to-streaming, and book-to-game.
Digital: Further development of all digital services on the industry platform Frankfurt Connect as well as its social media presence.
Comments on the Partnership
“Scholz & Friends brings international experience, creative excellence, and a strong network to the table. Together, we can expand the reach of the Book Fair—and position our brand in new markets and creative industries,” said Dr. Christian Ebert, Head of Marketing and Sales at the Frankfurt Book Fair.
“We thank Vier für Texas for 13 years of successful collaboration. Together, we have achieved remarkable milestones: from a focus on digital marketing and creative annual campaigns to brand expansion on social media. This shared journey laid the foundation for the next steps,” says Ann-Kristin Oestreicher, Head of Marketing at the Frankfurt Book Fair.
“The Frankfurt Book Fair is one of Germany’s strongest cultural brands with global reach. It represents an industry steeped in tradition that is in the midst of transformation. Further developing this brand strategically and creatively is an exciting challenge,” comments Stefan Wegner, Partner and Managing Director of Scholz & Friends, on winning the pitch.
For the past 13 years, the Frankfurt Book Fair has worked with the Frankfurt-based agency Vier für Texas. With this change, the Book Fair is setting the stage for growth: in new regional markets, in the creative industries, and on digital platforms.