Panama

What Panama does

Panama Werbeagentur GmbH is an independent, owner-managed (inhabergeführte) full-service advertising agency headquartered in Stuttgart, Germany, with over 90 employees operating from two Stuttgart offices (Panama Uptown and Panama Downtown). Founded in 1990, the firm has built its positioning around creative independence and integrated communication strategy, positioning itself as a "Lead Agency" to enterprise B2B and B2C clients across automotive, retail, optics, technology, energy, banking, public transit, and consumer goods sectors. Client logos include Lidl, Daimler/Mercedes-Benz (including Daimler Buses and Mercedes-Benz Trucks), ZEISS, Bosch, WMF, Audi, Dekra, EnBW, Netze BW, TransnetBW, Festool, GEMÜ, Sparkassen-Finanzgruppe Hessen-Thüringen, VVS, bwegt, Speidel, and GEZE.

The agency's service portfolio spans the full campaign lifecycle: strategic brand consultancy, integrated campaign creation across single/multi/omnichannel environments, corporate design systems, motion design and film production, website development, employer branding and internal communications, social media management, print/brochure production, and point-of-sale / sales support materials. Underlying delivery relies on a proprietary "Brand Systematics" methodology for strategic planning, supported by an in-house team of strategists, creative directors, account managers, and producers. International scale is enabled via membership in thenetworkone (the world's largest independent-agency network), and German industry positioning was reinforced in April 2025 with membership in the GWA industry association.

The commercial model is professional-services based: project fees, hourly rates (per current price list, per the AGB), and retainer arrangements, with monthly billing cycles and net-14 payment terms. New-business origination runs directly through managing director Robert Kurr, with dedicated HR intake via Sina Bitzer. The firm is privately held as a German GmbH with three named managing directors (Robert Kurr, Sebastian Maurer, Thomas Schatton) plus Sandra Schreiber as MD for the Uptown location; there is no parent company, PE/VC involvement, or public listing. Pricing is not publicly disclosed, and revenue figures are not reported.

Name

Panama

Legal name

Panama Werbeagentur GmbH

Website

https://panama.de

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Panama Werbeagentur GmbH is an independent, owner-managed full-service advertising agency in Stuttgart, Germany, with over 90 employees serving enterprise B2B and B2C clients across automotive, retail, optics, energy, and transit with integrated brand strategy, campaign creation, design, film, and employer-branding services.

Ownership category

akta.pro rank

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Agency Services Revenue: Fees for advertising and communications services including strategy, brand development, campaign creation, and execution across multiple media channels. Services billed via project fees, hourly rates, and retainer arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Panama Werbeagentur GmbH is an independent, owner-managed full-service advertising agency delivering end-to-end brand and communications services for enterprise B2B and B2C clients. Core offerings span strategic brand consultancy, integrated multi- and omnichannel campaign execution, corporate design, motion design and film production, website development, employer branding, internal communications, social media, print, and sales/point-of-sale support, orchestrated from Stuttgart with global reach through thenetworkone.

Product overview

Panama is a full-service advertising agency (Lead Agency) headquartered in Stuttgart, Germany, with approximately 90 employees. The company operates as a unified service offering rather than a platform-plus-modules architecture. Its core portfolio encompasses strategic brand consultancy, integrated campaign development and execution, corporate design systems, motion design and film production, website development, employer branding, internal communications, social media management, print production, and sales support services. The agency delivers both B2B and B2C solutions across all relevant media channels—single, multi, and omnichannel—serving notable clients such as Lidl, Daimler/Mercedes-Benz, ZEISS, WMF, Bosch, and Dekra. Panama positions itself as a 'Lead Agency' emphasizing creative independence and strategic brand guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic, Brand and Communications Consultancy
• Integrated Campaign Execution
• Corporate Design Services
• Motion Design and Film Production
• Website Development
• Employer Branding and Internal Communications
• Social Media Services
• Print and Broadsheet Production
• Sales Support and Point-of-Sale Materials

Quantifiable outcome

• 31st ranking among largest owner-operated agencies in Germany
• +4 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• GWA (Gesamtverband Kommunikationsagenturen)coreStrategic or Co-development Partner · 29 April 2025Member of GWA, the association of leading communication agencies in Germany. Joined to actively participate in industry dialogue and speak with a strong voice on current challenges in the communications industry.
• thenetworkonecoreStrategic or Co-development PartnerMember of the world's largest network of independent agencies, enabling management of complex campaigns on a global scale.
• ifok GmbHmajorStrategic or Co-development PartnerJoint partnership with ifok for TransnetBW communication account. ifok is a strategy and communication consultancy with nearly 300 employees nationwide. Combined creative power for energy transition communications.
• Stiftung StayminorGTM or Marketing PartnerCSR partnership supporting social entrepreneurs in Africa developing long-term local solutions. Preparing crowdfunding campaign for broader public awareness.
• C_SR (Creative Social Responsibility Initiative)minorGTM or Marketing PartnerFunding partner of Creative Social Responsibility Initiative connecting creative industry with non-profit organisations promoting democracy and social cohesion.
• TVB StuttgartminorGTM or Marketing PartnerSports sponsorship partnership with TVB Stuttgart (handball Bundesliga team, the WILD BOYS). Extended partnership for 2024/25 season.
• Stuttgarter KickersminorGTM or Marketing PartnerSports sponsorship partnership with Stuttgarter Kickers football club in Regionalliga Südwest. Partnership continued into 2025/26 season.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• kempertrautmann: Hamburg-based independent creative agency with similar full-service scope including brand strategy, campaign work, and corporate design. Comparable mid-size German independent competing for the same enterprise accounts.
• Jung von Matt: Independently owned German creative agency headquartered in Hamburg with comparable full-service scope spanning strategy, brand, content, and digital. Both firms compete for the same enterprise clients (e.g., Mercedes-Benz, automotive and retail majors) and both position around creative independence versus holding-company groups.
• Grabarz & Partner: Hamburg-based independent creative agency with comparable brand-strategy and integrated campaign service portfolio. Both are mid-size owner-managed German agencies serving enterprise clients.
• HEIMAT (TBWA\HEIMAT): Berlin-based independent creative agency within the TBWA network that delivers brand strategy and integrated campaigns, comparable to Panama's proposition. Both compete on creative-led enterprise pitches for German DACH brands.
• Thjnk Berlin: Independently owned German agency with strategy, brand, and integrated communications capabilities comparable to Panama. Compete directly for similar German enterprise clients and pitches.
• Scholz & Friends: One of Germany's leading independent full-service advertising agencies, offering brand strategy, creative, and integrated campaign execution comparable to Panama's core offering. Both compete for major German enterprise accounts across automotive, retail, and industrial verticals.

Broad incumbents

• Serviceplan Group: Large Munich-headquartered owner-managed multi-brand agency group offering strategy, creative, media, and digital. Serves as a much larger enterprise competitor pursuing the same brand-led accounts as Panama.
• DDB Germany (DDB Group): Germany branch of the global Omnicom-owned DDB network, providing creative, digital, and integrated communications for major brands. Competes with Panama for large enterprise pitches but as part of a global holding structure.
• Saatchi & Saatchi Germany: German office of the global Publicis-owned Saatchi network, delivering brand strategy and integrated campaigns comparable in scope to Panama, though within a global holding-company structure.

Emerging players

• Saint Elmo's Germany: German independent agency network with expertise spanning brand, content and employer communications — overlapping Panama's employer-branding specialism. Comparable in size and target client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/panama_werbeagentur
• Xx.com/PanamaAgency
• Facebookfacebook.com/PanamaWerbeagentur
• LinkedInlinkedin.com/company/panama-werbeagentur

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Panama