Karl Anders Wins Renewed Pitch for Munich Philharmonic

Celebrating the renewed pitch win: Claudia Fischer-Appelt, Marcel Häusler and Kim
Leverberg (Photo: Karl Anders)

Since 2022, Karl Anders has served as the lead agency for the Munich Philharmonic, supporting the orchestra from both Hamburg and Paris. Together, they have reached numerous milestones and continuously evolved the brand’s visibility and identity. Now, this successful partnership enters its next phase: the studio for Contemporary Branding will remain responsible for the brand strategy of the renowned orchestra – shaping its future with fresh energy and cultural-strategic expertise.

The move into the new concert hall – the iconic Isarphilharmonie – marked more than just a change of venue for the Munich Philharmonic. It was also a pivotal moment for the brand's realignment. The objective: to reach new audiences, translate the orchestra’s core values into a contemporary visual language, and give the institution’s self-image a powerful and modern expression.

To this end, Karl Anders developed a flexible and distinctive design system, led high-impact season campaigns and communication initiatives, and conceptualised a comprehensive relaunch of the website – now the digital heart of the brand’s new presence.

“We’re truly grateful for the trust placed in us and excited to continue this exceptional collaboration,” says Claudia Fischer-Appelt, executive creative director, Karl Anders. “Especially during times of transition, when new artistic leadership steps in and established brands seek to reposition themselves, a renewed mandate is far from guaranteed. We value the continued confidence in our approach – particularly as such transitions open up creative scope and invite fresh perspectives. This is where classical meets contemporary – and that’s exactly what drives us.”

The 2026/27 season heralds a new era for the Munich Philharmonic, as incoming chief conductor Lahav Shani brings a fresh approach to classical music – as a world-class soloist, chamber musician and musical storyteller who meets his orchestra at eye level. A multifaceted artist between all podiums – sensitive, versatile, energetic – capable of inspiring both orchestra and audience alike.

“For us, this constellation is an opportunity to rethink the narrative foundation of the brand and to open up new realms of experience,” says Marcel Häusler, creative director, Karl Anders. “We create beyond expectations, in the space where artistic excellence and social relevance intersect. Our storytelling for the Munich Philharmonic focuses on classical music that seeks dialogue – and on a brand that takes a clear stance.”

“Karl Anders consistently succeeds in translating classical music into contemporary contexts – with great respect for its artistic depth and a keen understanding of the unique dynamics of the cultural sector,” says Suzana Borozan, head of marketing and media, Munich Philharmonic. “You can feel the team’s passion for high culture – as well as their deep grasp of the communication challenges and target groups a brand like the Munich Philharmonic must navigate.”

Looking ahead, the team around Claudia Fischer-Appelt will continue to accompany the orchestra’s many voices with strategic brand leadership, cross-media campaigns and innovative activation formats. The goal remains: to engage new audiences, increase international visibility, and position the Munich Philharmonic as a progressive force within the global concert landscape.