Independent agency Joan is making strides in its global expansion by launching a new office in Berlin, marking its second international initiative after establishing a presence in London. This move aligns with Joan’s objective to enhance its global footprint, driven by significant client acquisitions, including an expansion of responsibilities with eBay. The Berlin office will initially focus on localizing eBay’s campaign, “Things.People.Love,” alongside new consumer-to-consumer initiatives targeted at the German audience.
Currently staffed by twelve employees, the agency plans to scale operations in 2024, building on its current trajectory of rapid growth. Co-founder and CEO Lisa Clunie articulated that the agency aims to compete with traditional holding companies by showcasing the advantages of an independent model capable of fulfilling global brand needs. Berlin, recognized for its vibrant creative scene, provides a fertile environment for talent.
In addition, Joan’s expansion strategy includes introducing its influencer and social media services to the European market. These offerings consist of talent management, creative development, and performance analytics aimed at integrating influencers as core brand allies. Recent campaigns for eBay feature prominent creators like Emma Chamberlain highlighting the brand’s fashion and lifestyle categories.
The establishment of the Berlin office underscores Joan’s vertically integrated model which combines Joan Studios and JoanMedia to provide comprehensive solutions across creative development, media planning, and digital production. This collaborative structure allows for immediate capability enhancements, including new design services. Clunie emphasized that as the agency positions itself as a viable alternative for global branding, the Berlin office will be instrumental in executing partnerships, cultural branding, and activation strategies across Europe.
Joan’s recent office opening in Berlin represents a significant step in its international growth strategy, enhancing its service offerings and client base in Europe. By expanding its global capabilities, particularly in influencer marketing, and combining creative resources under one roof, Joan aims to redefine the independent agency model. As the Berlin office develops, it is poised to become a critical hub in Joan’s commitment to delivering innovative brand solutions in the competitive European market.
