What Dagmar does

Dagmar (legal entity Oy Dagmar Ab) is a Helsinki-based full-service B2B marketing agency founded in 1973 and operating as the Finnish representative of Publicis Groupe. The firm employs 200+ marketing professionals and delivers end-to-end marketing services organized around nine integrated service lines: Marketing Communications, Digital Marketing, Market Research and Insight, Strategic Consulting, Marketing Technologies, Growth Marketing, Creative Content Services, Marketing Optimization, and B2B Services. Its core differentiation rests on proprietary quantitative methodologies rather than pure creative output — most notably ROMI-mallinnus, an econometric modeling framework that separates baseline from marketing-attributed sales over 24-month windows, and the CX-kaava formula that links customer experience metrics to revenue probability.

Underlying technology includes Datacron for marketing technology data automation, AI-in-marketing services (including the Ruskavahti AI innovation co-developed with Visit Finland), dynamic advertising for AI-personalized ad delivery, and sales/data science modeling for forecasting and optimization. Integration footprint comprises HubSpot for marketing automation, Google and Facebook for analytics, and Lookback for qualitative research. The agency maintains multi-channel search research covering Google, AI tools, and major social platforms to inform client strategy on the shifting discovery layer.

Dagmar's business model is a professional services model billed on project or multi-year retainer basis with custom pricing tied to scope and complexity. The go-to-market is enterprise field sales combined with sales-led outreach through the website quote request function, supported by an extensive content marketing engine (blog, research reports, webinars, podcasts, case studies). Primary customer segments are large Finnish enterprises across insurance (Fennia), retail (Kesko, NCC), food and beverage (Valio, Pirkka, Nespresso), energy (Helen, Vattenfall), financial services (OP), industrial (ABB Motion, LP Group), aviation (Finnair), transportation (HSL), real estate (Asuntosäätiö, ACRE), education (Aalto EE), and nonprofit (Suomalainen työ ry). International capability is delivered through the Publicis Groupe network rather than direct geographic expansion.

Name

Dagmar

Legal name

Oy Dagmar Ab

Website

https://dagmar.fi

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Dagmar is a Helsinki-based full-service B2B marketing agency and the Finnish representative of Publicis Groupe, employing 200+ professionals to deliver marketing communications, digital marketing, research, strategic consulting, and marketing technologies to large Finnish enterprises across multiple industries.

Ownership category

akta.pro rank

Product category

Marketing Agency Services

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Pricing, Revenue & Commercial Analytics (BPAHALAM), Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN)

Keywords

• Marketing agency services
• Digital marketing
• Brand development
• Market research
• Marketing consulting

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Agency Services: Dagmar generates revenue through professional marketing services billed on project or retainer basis. Services include strategic consulting, digital marketing, marketing communications, market research, marketing technologies, growth marketing, creative content services, and marketing optimization. As a B2B agency, engagements are typically customized, long-term partnerships with enterprise and mid-market clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Dagmar is a Helsinki-based full-service marketing agency (Oy Dagmar Ab) and the Finnish representative of Publicis Groupe, delivering marketing communications, digital marketing, market research, strategic consulting, marketing technologies, growth marketing, creative content, and marketing optimization services through 200+ experts. The agency combines data science, AI, and human expertise to deliver measurable marketing outcomes for enterprise and mid-market clients. Specialized offerings include proprietary ROMI econometric modeling, customer experience (CX) formula, Datacron data automation, and AI-powered marketing services.

Product overview

Dagmar is a Finnish marketing agency ('markkinointitoimisto') representing Publicis Groupe in Finland, offering a comprehensive portfolio of marketing services across 200+ experts. The offering is organized as a full-service agency with multiple integrated service lines: Marketing Communications (media planning, brand development, responsible marketing), Digital Marketing (social media, dynamic advertising, search engine marketing, influencer marketing), Market Research and Insight, Strategic Consulting, Marketing Technologies (including Datacron and AI-powered services), Growth Marketing (including e-commerce development), Creative Content Services, Marketing Optimization (including Sales Modeling and Data Science), B2B Services, and International Business. Key specialized offerings include ROMI-mallinnus for media investment ROI modeling, customer journey mapping and experience development, multi-channel search research, and AI-powered marketing solutions. The services are delivered through expert teams combining data, technology, and human expertise to drive 'intelligent growth' for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Communications (Markkinointiviestintä) Marketing communication services including media planning, brand development services, and responsible marketing services for enterprise and mid-market clients.
• Digital Marketing (Digitaalinen markkinointi)
• Market Research and Insight (Markkinatutkimus ja insight)
• Strategic Consulting (Strateginen konsultointi)
• Marketing Technologies (Markkinointiteknologiat)
• Datacron
• AI in Marketing (Tekoäly markkinoinnissa)
• Growth Marketing (Kasvumarkkinointi)
• Creative Content Services (Luovien sisältöjen palvelut)
• Marketing Optimization (Markkinoinnin tehostaminen)
• Sales Modeling (Myynnin mallinnus)
• Data Science Services (Data Science -palvelut)
• B2B Services (B2B-palvelut)
• International Business (Kansainvälinen liiketoiminta)
• Customer Experience Development (Asiakaskokemuksen kehittäminen)
• Brand Development (Brändin kehittäminen)

Quantifiable outcome

• ROMI modeling achieved over 20% additional sales and +36% media advertising impact on total sales (HSL case)
• +3 more outcomes

Named customers18 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

Integration4 records

AI capability8 records

Feature4 records

Partnerships

One partnership is on record.

• Publicis GroupeflagshipStrategic or Co-development PartnerDagmar represents Publicis Groupe in Finland, operating as part of the global marketing and communications network. This partnership provides Dagmar access to global resources, methodologies, and international client opportunities while maintaining local market expertise.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Accenture Song: Global experience and marketing services arm of Accenture, offering strategy, creative, technology, and consulting at a much larger scale. Competes with Dagmar on large enterprise digital transformation mandates where data, AI, and customer experience converge.

Regional players

• N2 (Norden): Nordic performance marketing and growth agency operating across Finland, Sweden, Norway, and Denmark. Comparable in digital, performance, and growth marketing offerings; broader geographic reach makes it a relevant competitor for Finnish clients seeking regional scale.
• Jung von Matt: European creative agency network with strong presence in Germany and the Nordics. Comparable in creative ambition and digital capabilities, competing for pan-European mandates and Finnish clients seeking cross-border creative work.

Direct peers

• Bob Helsinki: Independent Finnish creative and brand agency of comparable size serving Finnish enterprise clients. Direct head-to-head competitor for brand development, creative, and integrated marketing mandates that Dagmar pursues in the Helsinki market.
• Folk Finland: Independent Finnish marketing and communications agency with integrated service offerings. Comparable in scale and positioning, competing for mid-market and enterprise brand, creative, and digital mandates in the Finnish market.
• TBWA Finland: Omnicom-owned advertising agency operating in Finland with full-service creative, media, and digital capabilities. Competes directly with Dagmar for enterprise creative and media planning RFPs from the same Nordic enterprise client base.
• Ogilvy Finland: WPP-owned global network agency operating locally in Finland, offering advertising, PR, consulting, and customer experience services. Competes with Dagmar across the full enterprise marketing services stack, with the added distribution advantage of WPP's global client base.
• McCann Finland: IPG-owned advertising agency serving Finnish enterprise clients with creative, media, and digital marketing services. Direct competitor on integrated marketing engagements and brand strategy work targeting the same enterprise buyer personas.
• hasan & partners: Nordic creative agency with strong Finnish presence, offering strategy, creative, and digital services. Directly comparable offering overlap and competes for the same brand-development and integrated campaign engagements as Dagmar.
• BBDO Perfect Storm: Omnicom-owned creative agency operating in Finland. Competes with Dagmar on creative-led campaigns and brand work for Finnish enterprise clients, particularly in retail and consumer-facing sectors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dagmar_fi
• Facebookfacebook.com/mediatoimistodagmar
• LinkedInlinkedin.com/company/dagmar
• Instagraminstagram.com/dagmar_fi

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Dagmar