COLOGNE — Zeno has become Peloton’s agency of record in Germany, building on the work it already does for the connected fitness brand in the US.
The agency’s brief is to raise consumer awareness and consideration in the German market through media relations and brand storytelling for Peloton’s range of products, which include stationery bikes, treadmills and rowing machines with touchscreens that stream live or on-demand exercise classes.
Zeno’s team in Germany will also support Peloton with media training. The agency’s work for the brand is integrated with the US team but focused on distinct market needs in Germany, rather than amplifying campaigns from a central hub.
The agency’s managing director in Germany, Sarah Jüttner – who was hired into the newly-created role from Ogilvy last year – said: “We are absolutely thrilled to be working with Peloton Interactive here in Germany, and in close collaboration with the US via our Zeno US team. Not only is Peloton a leader in connected fitness and an inspiring brand to work with, but we especially value the partnership and close collaboration in our everyday exchange. This enables us to truly use our Zeno expertise in the German market to strengthen Peloton’s brand visibility and a footprint”.
Peloton has had a number of communications challenges over the past year, including thousands of layoffs, falling share prices and a new leadership team, after a pandemic boom in its sales and value. In May last year, the brand appointed former Lowe’s communications lead Ben Boyd – previously BCW’s global chief strategy and operations officer – as its SVP global communications.
