What Antoni does

Antoni (legal entity: antoni Holding GmbH) is a Berlin-headquartered creative advertising agency founded in 2015 that operates a network of tailor-made, bespoke agencies for enterprise clients. Its core service is end-to-end campaign development across TV, film, OOH, print, social, digital, and branded content, with celebrity and cultural-moment integration. The firm operates nine specialized sub-brands under its holding structure — agency, garage, jellyhouse, boost, giga, heaven, 99, soap, and glow — each functioning as a dedicated client team or creative discipline unit. Antoni is a wholly-owned subsidiary of Omnicom Holding Germany GmbH, which provides global network infrastructure enabling campaigns across 50+ international markets.

The company's revenue model is professional services based, with project and retainer-based engagements for campaign development, brand strategy, and multi-channel execution. Pricing is custom-quoted per engagement and not publicly disclosed. Client acquisition is relationship-driven through senior leadership (e.g., Nico Buchholz for new business), industry events, and award-circuit visibility. Named enterprise clients include Mercedes-Benz (anchor; multi-year global brand campaigns including EV launches), ALDI SÜD, Katjes (dedicated tailor-made agency), Vodafone Germany, Kärcher, BILD (Axel Springer), Theramed, WICK (P&G), and bett1.

Antoni's technology posture is that of a traditional services firm: no proprietary platform, no public APIs or SDKs, and no disclosed AI/ML capabilities. Its competitive position rests on creative reputation (Cannes Lions Entertainment Lion, Campaign of the Year from new business magazine, 2025 Nacht der Löwen award), bespoke client-team architecture, and Omnicom network distribution. The firm employs 101–250 people and is governed by three Managing Directors (Geschäftsführer): Marcell Francke, Matthias Schmidt, and Stefanie Wurst. No external funding rounds are disclosed; the business is financed through its parent corporate structure.

Name

Antoni

Legal name

antoni Holding GmbH

Website

https://antoni.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Antoni is a Berlin-based creative advertising agency, founded in 2015 and owned by Omnicom Holding Germany GmbH, that builds bespoke agencies and campaign teams for enterprise clients led by Mercedes-Benz, ALDI SÜD, Katjes, Vodafone, and Kärcher.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Brand Activations & Experiential Campaign Design (MPAAAGAA), Social Media & Community Management (BPAFAAAE), Creative Concepting & Campaign Development (BPAFAEAD)

Keywords

• Creative advertising agency
• Brand campaign development
• Integrated marketing communications
• Digital content production
• Multi-channel campaign strategy

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising and creative services: antoni generates revenue by developing and executing advertising campaigns and marketing activities for clients, including commercials, film/print/music productions, online advertising, and merchandise. Revenue is project or retainer-based for agency services.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Antoni is a full-service creative advertising agency that develops and executes integrated brand campaigns for major enterprise clients across TV, film, print, digital, social media, and out-of-home channels. The agency operates a tailor-made agency model, building bespoke dedicated teams or sub-agencies for individual clients such as Mercedes-Benz, ALDI, Katjes, Vodafone, and Kärcher. Services span from strategy and creative concept development through production and cross-market campaign rollout.

Product overview

Antoni is a German advertising agency (antoni Holding GmbH) that operates as a network of bespoke, tailor-made agencies serving major brands since 2015. The core agency provides full-service creative advertising including campaign development, brand strategy, digital content, social media, and multi-channel communications. The network includes specialized sub-brands: garage, jellyhouse, boost, giga, heaven, 99, soap, and glow — each focused on specific client needs or creative disciplines. The agency is known for campaigns for Mercedes-Benz, ALDI, Katjes, Vodafone, Kärcher, BILD, and others, spanning brand campaigns, product launches, cause marketing, and digital activations.

Differentiator

Problem solved

Functional benefit

Brands

• antoni_: Sub-brand used for campaign 'buyahoj!' and Ahoj-Brause campaigns.
• antoni garage
• antoni jellyhouse
• antoni boost
• antoni giga
• antoni heaven
• antoni 99
• antoni soap
• antoni glow

Products and services

• Full-Service Creative Advertising Campaigns
• Tailor-Made Dedicated Agency Model
• Social Media and Digital Content Campaigns

Quantifiable outcome

• The 'Grow up' campaign (Mercedes-Benz with A$AP Rocky) was named 'Campaign of the Year' by marketing magazine 'new business' and recognized at Cannes Lions with an entertainment lion.
• +3 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and notable.

• Mercedes-BenzcoreStrategic or Co-development Partnerantoni serves as Mercedes-Benz's primary creative agency for major brand campaigns, including the 'Grow up' campaign with A$AP Rocky, 'The rise of the G-Class' with Bradley Cooper, 'Defining Class since 1886' with Roger Federer, 'Because it's Mercedes-Benz', 'In Her Shoes' with Antonio Banderas, and the electric G-Class and electric CLA launches. The partnership spans multiple years and dozens of campaigns.
• ALDI SÜDcoreStrategic or Co-development Partnerantoni has an ongoing partnership with ALDI SÜD spanning multiple years and campaigns including #ALDIstory, 'Fest versprochen!', 'The next chapter #ALDIstory', 'The holidays after the holidays.', and 'Diet of Love.' social campaigns. The relationship has produced multi-phase campaign series.
• KatjescoreStrategic or Co-development Partnerantoni opened a dedicated, tailor-made agency specifically for Katjes (Europe's No. 1 vegan fruit gum brand). Campaigns include 'Born to be Veggie', 'Red List Edition' (IUCN partnership), 'Cool ohne Kuh', and the foundational 'Jes! All veggie' campaign.
• VodafonemajorStrategic or Co-development Partnerantoni handles creative campaigns for Vodafone Germany, producing '#ZusammenFürDemokratie', 'Bye Bye Buffering', and 'Nothing is faster than NOW.' campaigns.
• KärchermajorStrategic or Co-development Partnerantoni creates campaigns for Kärcher including 'Built for Life.', 'Unstoppable WOW' (Wet&Dry), and 'The obviously good VC'. The partnership has produced multiple award-quality creative campaigns.
• BILD (Axel Springer)majorStrategic or Co-development Partnerantoni partnered with BILD (Germany's most circulated newspaper) for the BILD-Kaufberater campaign, and BILD featured the 'Brands against Corona' initiative on pages 2 and 3, web banners, and social media free of charge.
• IUCN (International Union for Conservation of Nature)notableStrategic or Co-development Partnerantoni partnered with IUCN for the Katjes 'Red List Edition' campaign, turning endangered species into vegan fruit gums. Each pack supports the IUCN Red List. The campaign was developed in partnership with IUCN and is an ongoing (non-limited) product line.
• Omnicom Holding Germany GmbHcoreOthersantoni Holding GmbH is a subsidiary of Omnicom Holding Germany GmbH. Omnicom provides the global network infrastructure, resources, and shared services including sustainability policy (ISO 14001, ISO 50001 aligned), human rights commitments, and whistleblower systems.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jung von Matt: Hamburg-headquartered independent German creative agency of comparable scale (multiple offices, ~1,000+ staff) known for integrated brand work for marquee clients. Directly comparable on full-service creative campaigns, German enterprise client roster, and award-driven creative culture.
• Scholz & Friends: Major German creative agency group also part of the Omnicom network (WPP/J. Walter Thompson legacy). Direct sibling peer inside the holding-company universe with overlapping German enterprise clients and integrated creative capabilities.
• Serviceplan Group: Largest independent owner-operated agency group in Europe, headquartered in Munich. Comparable on full-service integrated campaigns, German enterprise client base, and cross-disciplinary agency-house model across creative, media, and digital.
• Grabarz & Partner: Hamburg-based independent creative agency with similar size and creative reputation. Directly comparable on creative-led campaigns for German enterprise brands and award-driven positioning in the DACH market.
• Kolle Rebbe: Hamburg-headquartered creative agency known for bold integrated campaigns (e.g., for Mercedes-Benz, Tesla). Closely comparable on mid-sized German creative agency dynamics and enterprise brand work.
• Thjnk: Hamburg-headquartered creative agency of comparable scale, known for award-winning integrated campaigns for German enterprise brands. Directly comparable on creative ambition, mid-tier size, and enterprise client work.

Broad incumbents

• DDB Germany: German arm of DDB Worldwide (Omnicom global network). Sibling peer inside Omnicom Holding Germany with broader service portfolio (creative + media + CRM) and larger multinational client base.
• BBDO Germany: German arm of BBDO Worldwide (Omnicom global network). Sibling peer offering full-service advertising within the same holding structure as antoni, with broad enterprise client relationships.
• TBWA Germany: German arm of TBWA Worldwide (Omnicom global network). Comparable as a sibling Omnicom-owned creative agency operating in the same DACH market with similar enterprise client targets.
• Wieden+Kennedy: Portland/globally operating independent creative agency known for Nike and culturally-led brand work. Comparable as an award-driven creative agency focused on iconic brand storytelling at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInde.linkedin.com/company/antoni-gmbh
• Instagraminstagram.com/antoniberlin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 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 Antoni