Depend

What Depend does

Depend Ltd is a Greek private sales and marketing services company headquartered in Metamorfosi, Athens, that delivers below-the-line (BTL) marketing services to enterprise clients across the Greek market. The company organizes its offering into three core service lines: Sales & Merchandising (field sales team setup and training, distribution channel management, point-of-sale checks, category management, and logistics for POP materials), Event Marketing (trade marketing, sales promotion, conferences, exhibitions, samplings, leaflet distribution, CRM and direct marketing, and green marketing initiatives), and Sport Marketing (press office services, media promotion, and partnerships with Olympic sports federations, clubs, and athletes). Its client base spans FMCG, dairy, cosmetics, retail, automotive, banking, and telecommunications — including Nestle, P&G, Henkel, Lurpak, Fage, SKLAVENITIS, Volvo, Olympos, National Bank of Greece, OTE Academy, Nuxe Paris, and Papadopoulou. The firm operates with an in-house creative department, in-house production capability, and an in-house press office staffed with experienced journalists, supported by a proprietary Android-based electronic reporting platform called Day to Day Report that transmits real-time field data from points of sale to client systems via internet connection.

The business model is professional services revenue generated from project-based and retainer engagements with consumer goods companies and brands; pricing is quote-based and not publicly disclosed. The go-to-market is enterprise field sales, with direct engagement of consumer goods companies in Greece and nationwide coverage across multiple distribution channels including pharmacies, supermarkets, kiosks, hair salons, bars, bookstores, cosmetic stores, electronic stores, and mobile telephony stores. There is no evidence of external investment, venture capital, or parent company ownership; the company is independently held and has operated for approximately 25 years. The firm markets itself through organic social channels (Facebook, Instagram, Twitter, LinkedIn) plus a website contact form.

Depend's technology stack is modest: a single proprietary Android application for real-time POS data capture constitutes the entirety of disclosed differentiated technology, with no API, SDK, or AI/ML capabilities disclosed. The company's competitive positioning rests on accumulated experience, established enterprise relationships, and the operational density of its nationwide field force rather than on technology differentiation.

Name

Depend

Legal name

DEPEND LTD

Website

https://depend.gr

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Depend Ltd is a Greek B2B sales and marketing services firm headquartered in Athens that delivers field sales, merchandising, event marketing, and sport marketing services to enterprise FMCG, retail, banking, and consumer brand clients across Greece.

Ownership category

akta.pro rank

Product category

Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Advertising Agencies (541810)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH)

akta.pro secondary industry

Full-Service Catering (Off-Premise) (HSACAGAA)

Keywords

• Field sales services
• Merchandising services
• Event marketing
• Sports marketing
• BTL marketing

Headquarters

HQ city

Metamórfosis

HQ country

Greece

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Sales & Merchandising Services: Professional services revenue generated from providing sales and merchandising teams, training, reporting, and distribution channel management to consumer goods companies operating in the Greek market.
2. Event Marketing Services: Revenue from planning, implementing, and evaluating trade marketing projects, promotions, samplings, leaflet distribution, event management, conferences, exhibitions, and sponsorships.
3. Sport Marketing Services: Revenue from press office services, media promotion, and sports marketing partnerships with sports federations, clubs, and athletes.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Depend Ltd is a Greek sales and marketing services company delivering below-the-line (BTL) marketing services. Its core offering consists of three service lines: Sales & Merchandising (field sales teams, merchandising programs, point-of-sale checks, category management, and POP logistics), Event Marketing (trade marketing, sales promotion, event management, creative and production, CRM and direct marketing), and Sport Marketing (press office services and sports federation partnerships). Clients are primarily FMCG companies, consumer brands, and sports federations served across Greece.

Product overview

Depend is a sales and marketing services company offering a unified suite of below-the-line (BTL) marketing services. The company's portfolio consists of three core service offerings: Sales & Merchandising (field sales teams, merchandising programs, point-of-sale checks, category management, logistics), Event Marketing (trade marketing, sales promotion, event management, creative and production, CRM and direct marketing, green marketing), and Sport Marketing (press office services, sports federation partnerships). These services are delivered through an in-house press office, creative department, production department, and an Android-based electronic reporting platform (Day to Day Report) for real-time sales and merchandising data collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales & Merchandising Service
• Event Marketing Service
• Sport Marketing Service

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Sports Federations (Olympic Sports)coreStrategic or Co-development PartnerStrategic partnerships with selected Olympic sports federations, enabling Depend to guide sports marketing initiatives and support federations, clubs, and athletes. The company maintains an in-house press office with experienced journalists to provide targeted media promotion for sports partners.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Focus Advertising: Greek BTL and advertising agency offering integrated marketing, event, and field services to FMCG and consumer brands in Greece. Directly comparable to Depend given similar service portfolio and domestic market focus.
• Spotlight Communications: Greece-based event marketing, sponsorship, and brand activation agency serving enterprise clients. Directly comparable in event management and BTL activation services for Greek enterprise brands.

Broad incumbents

• Adel Saatchi & Saatchi Greece: Greek office of Saatchi & Saatchi (Publicis Groupe network) offering integrated advertising and brand activation services to enterprise FMCG and consumer clients in Greece. Comparable in serving enterprise FMCG clients with marketing services, though operating within a global network.
• Ogilvy Greece (WPP): WPP-owned creative and marketing agency with Greek operations serving multinational FMCG and consumer brands. Comparable enterprise client base and BTL/activation services, though as part of a global network.
• McCann Worldgroup Greece: Greek operations of McCann Worldgroup (IPG) providing advertising, brand activation, and event marketing to major FMCG and consumer brands. Comparable in serving enterprise clients with integrated marketing services.
• Publicis Groupe Greece: Greek presence of Publicis Groupe offering advertising, media, digital, and event marketing services to enterprise FMCG clients. Comparable enterprise client overlap and BTL activation capabilities.
• Advantage Solutions: US-headquartered sales, marketing, and merchandising services company providing field sales, retail merchandising, and shopper marketing to global CPG brands. Comparable service lines and enterprise FMCG client focus, though at vastly larger scale.
• Acosta Sales & Marketing: North American sales and marketing agency providing retail merchandising, field sales, and brand activation services to consumer goods clients. Comparable field-sales-and-merchandising service model and FMCG client base.
• Crossmark: Global field marketing and retail services agency providing merchandising, in-store execution, and shopper marketing to CPG manufacturers and retailers. Directly comparable field marketing and retail execution services.
• News America Marketing: Retail marketing services subsidiary of News Corp providing in-store advertising, sampling, and shopper marketing solutions to consumer brands. Comparable in-store activation and retail-channel focus for FMCG clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DEPENDmarketing
• Facebookfacebook.com/DependLtd
• LinkedInlinkedin.com/in/depend-marketing-040065a3
• Instagraminstagram.com/depend_marketing_services

Revenue estimate

Valuation estimate

Number of profiles

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 Depend