Frankfurter Buchmesse on course for expansion: Scholz & Friends becomes new lead agency

New partner for growing tasks

Frankfurter Buchmesse is revamping its brand communication. Following a multi-stage pitch, Scholz & Friends came out on top. From November, the agency group's Berlin office will take over creative communication for the book fair. The focus will be on further developing its international marketing strategy.

Expansion in three directions

With this step, Frankfurter Buchmesse is continuing on its expansion course – in three directions:

• Regional: stronger presence in new markets, especially 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 Frankfurt Connect industry platform and a stronger, more impactful social media presence.

Comments on the collaboration

‘Scholz & Friends brings international experience, creative excellence and a strong network to the table. Together, we can increase the reach of the book fair – and position our brand in new markets and other creative industries,’ said Dr Christian Ebert, Vice President Marketing and Sales at Frankfurter Buchmesse.

‘We would like to thank Vier für Texas for 13 years of successful collaboration. Together, we have achieved remarkable milestones: from focusing on digital marketing and creative annual campaigns to brand expansion in social media. This joint journey has laid the foundation for the next steps,’ said Ann-Kristin Oestreicher, Head of Marketing at Frankfurter Buchmesse.

Commenting on winning the pitch, Stefan Wegner, partner and managing director of Scholz & Friends, says: ‘Frankfurter Buchmesse is one of Germany's strongest cultural brands with global appeal. It represents an industry with tradition that is in the midst of transformation. Developing this brand strategically and creatively is an exciting challenge.’ 

Frankfurter Buchmesse had worked with the Frankfurt agency Vier für Texas for the past 13 years. With this change, the book fair is setting the course for growth: in new regional markets, in the creative industries and on digital platforms.