Euronics Drops Jung von Matt and Hands Its Online Marketing to a New Agency
TL;DR: German electronics retailer Euronics has appointed a new agency for its online marketing after a pitch, ending its relationship with Jung von Matt — a sign of where retailers are shifting creative and media investment.
What happened
Euronics, one of Germany's largest electronics retail cooperatives, ran a pitch for its online-marketing account and has handed it to a new partner, moving the work away from Jung von Matt.
Account switches like this rarely grab headlines, but they are the clearest signal of where a brand thinks its growth will come from next — in this case, digital and performance channels rather than traditional brand advertising.
Why retailers keep reshuffling agencies
Retail is under relentless margin pressure, and electronics especially so, where price comparison is a click away. That pushes retailers toward agencies that can prove efficiency: lower cost per acquisition, sharper audience targeting, better measurement.
A pitch is also a reset. Even a strong incumbent can lose an account simply because the brief has changed — from building fame to squeezing the funnel — and a different shop is better shaped for the new job.
The Marketing Minute read
For businesses watching from the sidelines, the takeaway is about fit, not loyalty. The best agency for your brand-building phase is often not the best agency for your performance phase, and pretending otherwise costs money.
Review your marketing partners against what you actually need next year, not what you needed when you hired them. A pitch, run fairly, isn't disloyalty — it's good governance. The brands that revisit the brief regularly tend to spend smarter than those that renew on autopilot.
Quick FAQ
Which agency has Euronics left?
Euronics has moved its online-marketing account away from Jung von Matt, appointing a new partner following a pitch.
Why do brands run agency pitches?
A pitch lets a brand match its agency to its current priorities — often shifting from brand-building to performance and efficiency — and acts as a periodic reset even when the incumbent is strong.
Agency switches are the market's honest signal of where a brand thinks its next growth will come from. Euronics moving its online account says 'we're buying efficiency now.' The lesson for everyone else: match your agency to the job in front of you, not the one you hired them for. — Daniel Nikolla, Founder of Merx Marketing
The right agency for building fame is rarely the right one for squeezing the funnel — review your partners against next year's brief, not last year's.
When did you last pressure-test whether your marketing partners still fit your goals?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
