TCM Group Appoints WPP Media as Strategic Marketing Partner

Publicly listed kitchen manufacturer TCM Group, which includes Svane Køkkenet, Tvis Køkken, Nettoline, and AUBO, has entered into a strategic partnership with WPP Media.

TCM Group was a client of WPP Media (then GroupM) from 2011 to 2023. After a two-year period with another agency, this marks their return to WPP Media.

WPP Media will be tasked with consolidating and optimizing marketing synergies for the four brands, so they are stronger going forward, both as a group and individually.

The collaboration will be 360-degree, meaning WPP Media will assist TCM Group with traditional media agency tasks such as media strategy, planning, and media buying. Additionally, WPP Media will help with more strategic and business-related consulting tasks that support marketing.

The partnership officially began on December 1, 2025.

Regarding the background for the collaboration, Torben Paulin, CEO, TCM Group, states:

“TCM Group has grown in recent years, partly due to the acquisition of AUBO about a year and a half ago. It is therefore natural to look closer at the strategic and marketing synergies we can achieve with four kitchen brands united in one group.

WPP Media reached out some time ago, and through a series of constructive dialogues, it became clear that they possessed an approach and an experienced team that could help transform us on several different levels. Therefore, we have chosen to initiate the collaboration with WPP Media.”

At WPP Media, there is great enthusiasm about the partnership with TCM Group:

“It is a very exciting task to create marketing synergy and growth for four kitchen brands with a total of approx. 140 retailers. Strategy, data, AI, tech, and positioning are some of the keywords in this new collaboration with TCM Group,” says Peter Juul Ottesen, Executive Strategy Director, WPP Media.

“It is with great pleasure that we welcome TCM Group to WPP Media. As a natural extension of our new 'one-company structure,' we have assembled a strong team across our competencies and offices in Aarhus and Copenhagen, which will ensure that together we create growth for TCM in the future,” adds Christian Fuglholt, Senior Strategy Director, WPP Media.

Finally, Torben Paulin states:

“The switch to WPP Media is an investment in the future for TCM Group. We need to work smarter together within TCM Group to get more out of the same investment. Through this, we can create further growth for our kitchen brands.”