EE owner Deutsche Telekom has parted company with Saatchi & Saatchi London as its lead European creative agency, in favour of Stockholm-based Ingo.

The move will see the Swedish firm assume responsibilities for producing the German brand’s Europe-wide marketing content. The review process was handled by Cherrypicker.

Having worked with the London agency on developing its appeal with younger audiences in recent years, Deutsche Telekom will continue to target Gen Z with Ingo.

“We work with over 15 agencies across Europe, which are responsible for specific regions and topics in our marketing matrix. In addition, we have a creative lead agency. It has a kind of flagship function and is supposed to set the tone in terms of creative excellence,” Deutsche Telekom chief brand officer, Ulrich Klenke told Campaign.

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“The successful collaboration with Saatchi & Saatchi London has taken us to a new level in recent years. I would like to thank our colleagues for this. Now it is time to take the next step with new impulses.”

The telecoms business currently works with a roster of 15 European agencies, including London’s Adam&EveDDB. Saatchi & Saatchi will continue to work with Deutsche Telekom in five European markets.

Klenke added: “We want to push the boundaries of creativity even further. Our excellent agency partners in Europe should be able to take their lead from our lead agency.

“They are usually involved in the day-to-day business of our national companies. This always results in good ideas, no question about it. But I also need global creative excellence that only thinks in terms of brands and is not caught up in tactical infighting.”