Relationmedia

What Relationmedia does

Relationmedia A/S (legal name Relation Media A/S) is a Denmark-based, privately held full-service shopper marketing and brand activation agency operating primarily in the Danish market with stated Nordic ambitions. Founded in 2004 (with operating history referencing 1999 in some sources) and headquartered at Godthåbsvej 79 in Skanderborg, the company is organized into three wholly owned operating divisions: Relevant Agency (a creative Below-the-Line bureau handling shopper marketing, POSM development, content creation, and brand platform building), Brand Activators (a nationwide demo, sampling, event, and guerrilla raid activation arm), and SalesForce (a sales force and merchandising platform mobilizing nationwide teams of merchandisers and brand ambassadors via the proprietary booking.relationmedia.dk system).

The firm sells B2B professional and managed services to FMCG brands and Nordic retailers under a sales-led go-to-market motion, with pricing quoted on a per-engagement basis. It executes work through its own landsdækkende (nationwide) field teams rather than third-party distribution, which is the central operational differentiator versus traditional creative agencies. The website lists contact via phone (+45 8793 0303) and email ([email protected]), supported by a content marketing layer of case studies (e.g., the Valsølille Road Tour for Rynkeby) and prominent display of three awards: EY Entrepreneur of the Year 2020, Børsens Gazelle 2021, and the Trade Excellence Award 2023.

The company reports a headcount band of 11–50 employees, has no disclosed funding rounds or institutional investors, and is registered in Denmark (CVR: 31620899) under a public limited company structure (A/S). There is no disclosed revenue, no app or API offering, no patents or trademarks, and no publicly documented M&A or partnership activity beyond its three internal subsidiary brands. Its self-described positioning is as Denmark's largest full-service bureau within FMCG and shopper marketing, with a vision of 'Skabe Morgendagens Retail' (Creating Tomorrow's Retail).

Name

Relationmedia

Legal name

Relation Media A/S

Website

https://relationmedia.dk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Relationmedia is a Denmark-based, privately held full-service shopper marketing and brand activation agency serving FMCG brands and retailers through three divisions: creative (Relevant Agency), field activation (Brand Activators), and merchandising (SalesForce).

Ownership category

akta.pro rank

Product category

Shopper Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Shopper marketing
• Brand activation
• FMCG marketing
• Retail merchandising
• Sales force services

Headquarters

HQ city

Skanderborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Shopper Marketing Services: Full-service shopper marketing agency providing strategy, creative design, and execution services to FMCG brands. Revenue generated through professional services engagements including shopper marketing campaigns, POSM development, content creation, and brand platform building.
2. Brand Activation & Events: Demo, sampling, events, and guerrilla marketing activations delivered through Brand Activators division. Revenue from executing brand activation campaigns for clients.
3. Sales Force & Merchandising: Nationwide merchandising and sales force services provided through SalesForce platform, including deployment of brand ambassadors and merchandisers to retail locations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Relationmedia A/S is a full-service shopper marketing and brand activation agency operating three specialized divisions: Relevant Agency (creative BTL bureau for shopper marketing, POSM and content creation), Brand Activators (nationwide demo, sampling and event teams), and SalesForce (sales force mobilization and retail merchandising platform). The company delivers integrated brand experiences, in-store activations, and field execution services primarily to FMCG brands and retailers in Denmark.

Product overview

RelationMedia operates as a unified organization comprising three specialized sub-brands: Relevant Agency (brand design and content creation), Brand Activators (demo sampling, events, and activation), and SalesForce Platform (sales force and merchandising). Together, these divisions form a full-service FMCG and shopper marketing organization focused on creating tomorrow's retail through integrated brand experiences, shopper journeys, and sales activation.

Differentiator

Problem solved

Functional benefit

Products and services

• Relevant Agency Creative Below-the-Line (BTL) bureau that develops shopper marketing strategy, POSM materials, content, shopper journeys, and brand platforms for FMCG clients. Helps brands engage shoppers, build relationships, and communicate across cultures and media.
• Brand Activators Demonstration, sampling, event and guerrilla activation division that creates loyalty-driven, engaging, and immersive brand experiences for FMCG brands through in-person activations at retail and outdoor locations across Denmark.
• SalesForce Platform Sales force and merchandising service offering mobilization of sales teams, targeted retail raids, mobile sales optimization, and activation of nationwide merch and sampling teams to deliver customized sales solutions for FMCG brands at retail.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Relevant AgencycoreOthersRelevant Agency is a subsidiary creative BTL (Below-the-Line) bureau specializing in shopper marketing, POSM development, content creation, and brand platform building. It is one of the three core business units within the Relation Media organization.
• Brand ActivatorscoreOthersBrand Activators is a subsidiary division focused on demo sampling, events, guerrilla raids, and brand activation campaigns. Manages nationwide field teams for in-person brand engagement activities.
• SalesForcecoreOthersSalesForce is a subsidiary sales platform division providing sales force mobilization, mobile sales optimization, targeted raids, and nationwide merchandising team activation services.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Saatchi & Saatchi X (Publicis Groupe): Global shopper and experiential marketing network within Publicis Groupe. Directly comparable because both compete for FMCG shopper marketing briefs combining creative, in-store activation, and merchandising, but Saatchi & Saatchi X operates at global scale versus Relation Media's Danish focus.
• Geometry Global (WPP): WPP's global shopper marketing and brand activation network. Comparable to Relation Media's combined creative + activation + merchandising offering, but with significantly larger geographic and client footprint.
• Acosta Group: Global sales and marketing agency providing retail merchandising, brand activation, and shopper marketing services to CPG/FMCG clients. Comparable in merchandising and activation capabilities, but operates across North America, Europe, and Asia at much larger scale.
• Crossmark: Global retail services agency delivering merchandising, sampling, and shopper marketing for FMCG brands. Comparable to Relation Media's field execution services, but with broader international footprint.
• Ogilvy Activation (WPP): WPP's shopper, retail, and brand activation practice. Overlaps with Relation Media's BTL creative, POSM, and shopper journey work, but operates as part of a global network across many markets.
• Momentum Worldwide (IPG Mediabrands): Global experiential and shopper marketing agency within IPG. Comparable because it delivers brand activation, sampling, and live events for major FMCG brands, but at significantly larger scale than Relation Media.

Direct peers

• PSM Nordic (Professional Sales & Marketing): Nordic provider of field sales, merchandising, and activation services to FMCG and retail clients. Closely comparable in service mix to Relation Media's Brand Activators and SalesForce divisions, primarily serving the same Nordic geography.
• Advantage Smollan: International retail and shopper marketing services group with strong presence in Europe. Directly comparable to Relation Media's full-service shopper marketing and field execution model, serving FMCG and retail clients across multiple European markets.
• MARS (Marketing & Retail Solutions) Nordic: Nordic field marketing and retail merchandising specialist operating across Sweden and Denmark. Directly competes with Relation Media's SalesForce and Brand Activators divisions for in-store merchandising, sampling, and field sales force briefs in the Nordic region.

Regional players

• Promo Norway (Field Marketing Group): Norwegian field marketing and brand activation agency. Comparable in service mix to Relation Media's Brand Activators division (sampling, events, merchandising) but focused on the Norwegian market rather than Denmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RelationMediaDK

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Relationmedia