Uniplan New Brand Experience Lighthouse In GWA

• The globally operating brand experience agency strengthens its expertise in strategic communications consulting
• With Hermsen’s arrival, Uniplan establishes a further consulting and implementation unit for holistic communication solutions and brand staging.

Uniplan GmbH & Co. KG has now been accepted into the Gesamtverband Kommunikationsagenturen GWA e.V.. With around 450 employees at locations in China, Germany and Switzerland, the agency for brand experience is one of the world’s leading agencies for target group-focused brand staging in physical, hybrid and digital spaces. Even the usual losses in turnover due to the Corona pandemic have not changed this. The owner-managed agency with Cologne headquarters has recorded a significant increase in hybrid and virtual projects in the past months and benefits from expanding creative and conceptual capacities already pushed ahead before Corona.

"Joining the GWA was a consistent, almost overdue step for us," explains Maeßen, alluding to developments in the Brand Experience segment. "We develop holistic, integrated and strategically shaped communication solutions with our clients to stage companies and brands sustainably and measurably. Driven by a deep understanding of the brand, a passion for communication and creative enthusiasm, we develop integrated concepts that change, connect and have a lasting effect. Joining the GWA is the visible expression of this development and positioning."

In light of the current member agencies in the GWA, the Uniplan managing director has also taken it upon himself to clearly represent and sustainably strengthen the topic of ‚brand experience‘ in the association’s work. Addressing target groups along the customer journey, the need for a more emotional approach to achieve relevance, and the challenge of dovetailing physical, hybrid and digital formats challenge brands in a whole new way. "Brands need to establish a lasting relationship with their customers. That takes more than newsletters and social media. It takes moments that move and places of interaction and encounter. When the Corona pandemic makes real-world implementation significantly more difficult, the strategic conception of brand experience becomes even more important. I think the work of the GWA should better represent this development."