Salomaa

What Salomaa does

Salomaa Group (Salomaa Yhtiöt Oy) is Finland's largest family-owned marketing and communications group, operating five wholly-owned subsidiaries — Dagmar, SEK, Quru, Kaski Creative Agency, and RADLY — under a holding structure dating to 1935. The group delivers a comprehensive suite of marketing and communications professional services spanning strategic marketing, market research, media planning and buying, creative brand design, advertising, public relations, content production, digital marketing, data analytics, and customer experience design. Its client base spans Finnish enterprises, international brands entering the Nordic market, Finnish brands seeking international growth, and mid-market companies, with named engagements across energy (Helen), cosmetics (Lumene), tourism (Visit Finland), insurance, retail, real estate, construction, and nonprofit sectors.

The group's operating technology stack includes data analytics, digital marketing, programmatic media, AI-driven marketing optimization, and customer experience platforms. Differentiated technical assets include Quru's proprietary "Share of AI Voice" service for AI visibility optimization (SEO and GEO analysis with continuous monitoring), Dagmar's status as the only Nordic holder of the EMEA YouTube Video Masters certification (2025), and proprietary research streams such as the Monikanavainen haku multi-channel search study and Dagmar's annual analysis of 150+ marketing campaigns for effectiveness. International reach is delivered through global partner networks — Grey Group (since 1987), Starcom (since 2001), Publicis Media (since 2017), WPP, and AKQA — combined with domestic offices in Helsinki, Turku, and Tampere.

Salomaa operates a professional services revenue model, generating €211M in group revenue for FY2024/2025 (September 1, 2024 – August 31, 2025) with a €36.6M gross margin and a workforce of 392 employees. Revenue is earned primarily through project-based and retainer engagements with multi-year contract cadences typical, and pricing is bespoke per client and project scope with no publicly disclosed standard tiers. The go-to-market is sales-led, with each subsidiary CEO driving direct enterprise sales while cross-subsidiary collaboration and centralized HR, IT, finance, and market intelligence services are provided by parent Salomaa Yhtiöt Oy. Family ownership (third generation under the Salomaa family) supports long-horizon strategic thinking and cross-generational capital stewardship rather than external growth pressure.

Name

Salomaa

Legal name

Salomaa Yhtiöt Oy

Website

https://salomaa.fi

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

Salomaa Group is Finland's largest family-owned marketing and communications group, operating five subsidiaries (Dagmar, SEK, Quru, Kaski, RADLY) that deliver full-service marketing, creative brand design, data analytics, and digital marketing to Finnish enterprises, international brands entering the Nordic market, and Finnish brands seeking international growth.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing and Communications Professional Services: Salomaa Group generates revenue through a portfolio of marketing and communications professional services delivered by its subsidiaries: Dagmar (marketing, media, market research, strategy, brand, content, customer experience), SEK (creative brand design, advertising, PR, communications), Quru (digital marketing, analytics, data intelligence), Kaski (brand design, marketing, commercial communications, content production), and RADLY (digital marketing, media, strategy). Revenue is primarily project-based and retainer-based professional services. Group revenue €211M (FY 2024/25).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Salomaa Group is a Finnish family-owned marketing and communications group that delivers comprehensive marketing, advertising, communications, brand design, and data-driven digital marketing services through five specialized subsidiaries. The group provides full-service marketing strategy, market research, brand development, media planning and buying, content creation, customer experience design, public relations, creative brand design, analytics, and performance marketing to Finnish enterprises and international brands. Services are sold on a project and retainer basis tailored to each client's specific needs.

Product overview

Salomaa Group is a Finnish family-owned marketing and communications group comprising five distinct subsidiary companies plus a parent holding company. The offering is a portfolio of specialized agencies rather than a unified software platform. Dagmar provides full-service strategic marketing, market research, strategy, brand, media, content, and customer experience services. SEK serves as the group's creative brand design powerhouse covering advertising, communications, motion, and B2B social media. Quru delivers data-driven marketing and analytics turning client data into measurable results. Kaski Creative Agency handles brand design and marketing communications across three cities. RADLY focuses on digital marketing, media, strategy, and technologies. Salomaa Yhtiöt serves as the parent company providing centralized HR, IT, finance, and market intelligence services across the group. The companies operate independently while sharing core values (enthusiasm, courage, responsibility, insightfulness) and accelerating the international growth of Finland's iconic brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Dagmar Full-service marketing agency providing the industry's broadest range of marketing expert services, combining data, technology, and skilled professionals to discover growth opportunities and build impactful customer experiences. Services include marketing, market research, strategy, brand, media, content, and customer experience for enterprise clients.
• SEK Finland's most comprehensive creative brand house shaping brand impact across all modern formats creatively, insightfully, and systematically. Services include brand design, experience, advertising, communications, design, motion, B2B, and social media. Celebrated 90th anniversary in 2025.
• Quru Data-driven marketing and analytics firm that turns client data into competitive advantage and measurable business results. Provides dedicated teams of top experts in analytics and digital marketing with offices in Helsinki and Turku.
• Kaski Creative Agency Creative agency helping clients find and communicate what truly matters in resonant ways. Operates across Tampere, Turku, and Helsinki serving all brand design, marketing, commercial communications, and content production needs with an efficient approach suited for marketers of all sizes.
• RADLY Digital marketing agency providing impact through digital marketing, media, strategy, and technologies for clients seeking performance-driven digital marketing outcomes.
• Salomaa Yhtiöt (Parent Company Services) Parent company of Salomaa Group providing centralized group administration, internal HR services, IT services, financial services, and market intelligence to all group companies.

Quantifiable outcome

• Dagmar studies over 150 marketing campaigns annually to identify what drives effectiveness, providing data-backed optimization guidance for clients.
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature3 records

Partnerships

Five partnerships are on record, tiered major.

• WPPmajorTechnology or IntegrationWPP is one of Salomaa Group's global partner networks referenced as part of the group's international network ecosystem, enabling access to global best practices and multi-market campaign capabilities for serving international clients and Finnish brands going global.
• AKQAmajorTechnology or IntegrationAKQA is listed as one of Salomaa Group's global partner networks, providing technology and digital experience integration capabilities across the international network.
• Grey GroupmajorTechnology or IntegrationSEK partnered with global Grey Group beginning in 1987, making it one of the longest-standing international partnerships. Grey provides global creative network access and brand expertise.
• Publicis MediamajorTechnology or IntegrationDagmar signed an agreement with international Publicis Media network in 2017, gaining clients from both Starcom and Zenith networks. Publicis Media is one of the world's largest media and marketing communications companies.
• StarcommajorTechnology or IntegrationDagmar signed a cooperation agreement with the international Starcom media agency network in 2001, establishing its international media capabilities. Starcom is part of Publicis Media.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• WPP plc: World's largest advertising holding company and a strategic partner of Salomaa Group. Operates a vast portfolio of agencies globally (Ogilvy, VMLY&R, GroupM, etc.) and competes with Salomaa for international and Finnish enterprise clients while also serving as a referral and capability partner.
• Accenture Song (formerly Accenture Interactive): Global digital, creative, and technology services arm of Accenture. Competes with Quru and RADLY on data-driven marketing, technology integration, and large-scale digital transformation engagements, increasingly pitching Finnish and Nordic enterprises for integrated marketing-and-tech mandates.
• Omnicom Group: Global marketing services holding company (BBDO, DDB, TBWA Worldwide, Omnicom Media Group). Operates in Finland through TBWA\Helsinki and other networks; competes with Salomaa for integrated marketing engagements and global client relationships.
• Dentsu International: Global advertising and media services holding company with presence in Finland through Dentsu Creative, Dentsu Media, and Merkle. Competes with Salomaa Group for Finnish enterprise clients and provides an alternative global-network pitch option.
• Publicis Groupe: Global marketing and communications holding company (Publicis Media, Publicis Communications, Leo Burnett, Saatchi & Saatchi, etc.). Partner of Dagmar since 2017 and a direct competitor for integrated marketing services across Finland and globally.

Direct peers

• hasan & partners: Finnish creative advertising agency and a direct competitor to SEK and Kaski Creative Agency. Another prior employer of Kaski CEO Sari Heinilä, with comparable client base across Finnish enterprise brands.
• TBWA\Helsinki: One of Finland's leading creative advertising agencies within the global TBWA network. Directly comparable to SEK and Kaski as a Finnish full-service creative competitor, and notably the prior employer of Kaski's new CEO Sari Heinilä, indicating direct talent overlap.
• Bob the Robot (Bob Helsinki): Independent Finnish creative and brand agency serving major Nordic clients. Directly comparable to SEK and Kaski in creative brand design and advertising, competing for similar mid-to-large Finnish enterprise accounts.
• KMG Partners (formerly Kitchen): Finnish integrated marketing agency with strong creative and content capabilities. Competes with Salomaa subsidiaries (especially SEK and Dagmar) for Finnish enterprise marketing budgets across brand strategy, content, and campaigns.
• Avidly (formerly Avaus): Finnish marketing and digital agency offering strategy, creative, content, and technology services. Directly comparable to Quru and RADLY on the digital/data-driven marketing side; former employer of Dagmar board member Jesse Maula.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/salomaa-group
• Xx.com/salomaayhtiot

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries5 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 Salomaa