Wak

What Wak does

WAK Full-Service Agentur GmbH is a privately held German full-service advertising and marketing agency founded in 1999 by Markus-Sven Knappik and headquartered in Hagen, North Rhine-Westphalia. The company operates as an integrated service provider covering consulting and concept development, corporate design, web design and programming, promotion marketing, shop concepts, trade show design, event management, and corporate incentive travel. WAK functions as an outsourced marketing department for enterprise B2B clients, with Huawei (partnership since 2010, recognized with the Outstanding Collaboration Award at Huawei Connect 2022) and Vodafone (including the proprietary Legends reward portal) as flagship accounts, supplemented by regional clients such as Phoenix Hagen, Badenova, DEW21, and Hagen City Marketing.

The agency's technology stack consists of conventional web development, web hosting, domain services, database applications, programming, and SEO, with custom-developed client platforms such as the Vodafone Legends portal and Huawei Cashback website. A distinguishing structural feature is the in-house carpentry workshop (Schreinerwerkstatt), which enables vertical integration for shop builds, trade show construction, and POS material production — a capability atypical for agencies of its size. The team comprises approximately 14-15 specialists spanning project management, art direction, graphic design, web development, software engineering, marketing communications, and carpentry.

WAK generates revenue through project-based agency fees and ongoing service contracts on a quote-based, customized pricing model with no public pricing. The go-to-market is sales-led and relationship-driven, relying on direct client engagement, industry event participation (Huawei Connect, Delta CloudCongress, IZB), and referrals from long-tenured accounts. The company serves clients primarily across Western Europe (Germany, France, Monaco, Austria) and is founder-owned with no external investors, parent company, or disclosed M&A activity.

Name

Wak

Legal name

WAK Full-Service Agentur GmbH

Website

https://wak-online.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

WAK Full-Service Agentur GmbH is a privately held German full-service advertising agency founded in 1999 in Hagen, offering integrated marketing, branding, web development, event management, and shop concept services to enterprise B2B clients such as Huawei and Vodafone across Western Europe.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ)

akta.pro secondary industry

Brand Ambassadors & Promotional Event Staff (HSACAEAE)

Keywords

• Advertising agency services
• Brand marketing
• Event management
• Trade show design
• Web design development

Headquarters

HQ city

Hagen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agency Services (Professional Services): Project-based agency fees for comprehensive marketing and communication services including consulting, conception, design, web development, event management, and promotion marketing. Revenue generated through client projects and ongoing service contracts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

WAK Full-Service Agentur GmbH is a B2B full-service advertising agency that delivers end-to-end marketing and communication services for enterprise clients. Its offering spans consulting and conception, corporate design and creative production, web design and programming (including hosting, domains, databases and SEO), promotion marketing, retail shop concepts, trade show design and event management, and corporate incentive travel. Named client deliverables include the Vodafone Legends reward portal and Huawei cashback promotional websites.

Product overview

WAK Full-Service Agentur GmbH is a full-service advertising and marketing agency founded in 1999 in Hagen, Germany. The company operates as a unified portfolio of service modules rather than a single software product, offering Beratung & Konzeption (consulting), Corporate Design & Kreation (brand design), Webdesign & Programmierung (web development), Promotion-Marketing, Shop-Konzepte (retail concepts), Messedesign & Eventmanagement (trade show and event management), and Incentives für Unternehmen (corporate incentives). Named client-specific offerings include the Vodafone Legends reward portal. All services are delivered through the agency's own team of specialists covering project management, art direction, web development, graphic design, and event production.

Differentiator

Problem solved

Functional benefit

Products and services

• Beratung & Konzeption

Quantifiable outcome

• Organized approximately 50 events in 2022 with 80% held in-person
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• HuaweiflagshipStrategic or Co-development Partner · 17 October 2022Longstanding strategic partnership since 2010 covering Western European markets. WAK provides marketing, events, and digital content services (Digital Solutions and Social Media). WAK is Huawei's exclusive agency partner in the region, recognized with the Outstanding Collaboration Award at Huawei Connect 2022 in Paris. Partnership spans over 12 years of collaborative growth.
• VodafonecoreStrategic or Co-development PartnerLong-term partnership involving multiple projects including the 'Legends' employee reward portal, sales promotion programs, and the Vodafone Partneragentur Convention. WAK handles design, programming, prize management, data maintenance, and complete event organization.
• Phoenix HagencoreGTM or Marketing PartnerSports marketing partnership with the Basketball Bundesliga club. WAK provides comprehensive marketing support including annual calendar, game day posters, flyers, charity events, and exclusive jersey design for the team.
• BadenovaminorGTM or Marketing PartnerShop concept partnership involving interior design, material handling, and installation coordination for retail space development.
• Hagen City Marketing AgencyminorStrategic or Co-development PartnerCooperation with the city's own marketing agency to create a modern city guide for Hagen, featuring emotional photography and insider tips for citizens and tourists.
• DEW21minorChannel Partner/ Reseller/ DistributorLocal energy company partnership with dedicated sales representative Elke Kadatz representing WAK services.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• kempertrautmann: Hamburg-based independent creative agency offering full-service advertising, brand design, and digital services. Comparable to WAK in being a mid-sized German creative shop with multi-channel capabilities.
• Scholz & Friends: Hamburg-based German full-service creative agency offering advertising, brand consulting, and digital services. Comparable to WAK as a German independent full-service agency serving enterprise clients with integrated campaign capabilities.
• Philipp und Keuntje: Hamburg-based independent agency offering brand strategy, advertising, and digital services. Comparable to WAK as a mid-sized German independent full-service agency serving enterprise clients across traditional and digital channels.
• Kolle Rebbe: Hamburg-based creative agency now part of the Ströer Group. Comparable to WAK as a mid-sized German full-service agency with strong brand and creative capabilities serving enterprise clients.
• Antoni: Berlin-based creative agency part of the Omnicom network (TBWA\Chiat\Day). Comparable to WAK as a German full-service creative agency, though Antoni operates at larger scale and with network backing.
• denkwerk: Cologne-based independent digital agency with strong technical and creative capabilities. Comparable to WAK as a German independent full-service agency combining digital development with creative and brand work for enterprise clients.
• Grabarz & Partner: Hamburg-based creative agency with full-service capabilities across brand, digital, and activation. Comparable to WAK in offering integrated services from strategy through execution for German enterprise clients.

Broad incumbents

• Serviceplan Group: Europe's largest independent agency group headquartered in Munich. Comparable as a German full-service agency offering integrated communications, but operating at substantially larger scale with multiple specialized houses.
• Jung von Matt: One of Germany's largest independent creative agencies headquartered in Hamburg. Comparable to WAK in providing full-service advertising and brand strategy, but with significantly greater scale and international footprint.
• Ogilvy Germany: German operations of WPP-owned Ogilvy network. Comparable to WAK in offering integrated advertising and brand services, though Ogilvy operates at significantly larger scale with global network capabilities and enterprise-grade technology platforms.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/waksports-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Wak