UGW

What UGW does

UGW AG is a German full-service marketing and sales agency headquartered in Wiesbaden, operating for over 30 years since its 1993 founding as 'Unternehmensgruppe Wiesbaden'. The company combines strategic consulting with operational execution across a 360-degree service portfolio organized under three wholly-owned subsidiaries: UGW Communication GmbH (communication services), UGW Sales GmbH (field sales and sales services), and UGW Promotion GmbH (sales promotion). Core service lines include Marketing & Communication (including POS/shopper marketing via POSABILITIES), Web Development & Digital Solutions (featuring the proprietary UGW PROTO digital promotions tool), Field Sales Outsourcing (Contract Salesforce), Personnel-supported Sales Promotion, and Strategy/Consulting. UGW serves enterprise B2B clients with a horizontal segmentation across consumer goods, logistics, dental care, and beauty — visible customers include Deutsche Post, Nestlé YES!, Froneri Schöller, Sopro, and Colibri/Delisea.

The business operates on a professional services and managed services revenue model, primarily through direct client engagement and field sales deployment. Headcount stands at 250+ employees from over 10 nations, making it one of the few marketing agencies in Germany to combine strategic and operative marketing measures at scale; it is consistently ranked in the Top 20 of owner-operated German advertising agencies. Technology stack is supported by Official Partner status with Google and Microsoft for advertising solutions, and the firm maintains formal ESG and industry affiliations including EcoVadis Bronze sustainability ratings (2023, 2024), UN Global Compact membership (2025), and memberships in GWA, GVP, and ESI. The supervisory board is chaired by Christian Wagner; the management board comprises Peter Daube von Mach, Torsten Kiesslich, and Thomas Otte. UGW AG is a privately held German stock corporation (Aktiengesellschaft) with no public listing, no disclosed funding rounds, and no M&A activity in the available record.

Name

UGW

Legal name

UGW AG

Website

https://ugw.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

UGW AG is a 30+ year-old German full-service marketing and sales agency headquartered in Wiesbaden, combining strategic consulting with operational execution across communication, digital, field sales, and sales promotion for enterprise B2B clients.

Ownership category

akta.pro rank

Product category

Full-Service Marketing Agency Services

NAICS

Advertising Agencies (541810), Management Consulting Services (54161)

SIC

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

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

akta.pro secondary industry

Retailer-Vendor Collaboration, Joint Business Planning (JBP) & Trade Terms Services (CRAOAOAJ)

Keywords

• Marketing communication services
• POS shopper marketing
• Field sales outsourcing
• Sales promotion agency
• Web development solutions

Headquarters

HQ city

Wiesbaden

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing & Communication Services: Strategic and operative marketing measures including digital marketing, trade/POS marketing, and shopper marketing
2. Web Development & Digital Solutions: Website creation, web solutions, and digital product development
3. Field Sales & Sales Services: Field sales outsourcing, contract sales force, and sales service operations
4. Personnel-supported Sales Promotion: Personal sales promotion activities including sampling concepts and promotional campaigns
5. Strategy / Consulting: Strategic consulting services for marketing and sales optimization

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

UGW is a full-service B2B marketing and sales agency that delivers integrated strategic consulting and operational execution across five areas: Marketing & Communication (including trade, POS, and shopper marketing), Web Development & Digital Solutions (websites, webshops, and the UGW PROTO digital promotions tool), Field Sales & Sales Services (Contract Salesforce outsourcing), Personnel-supported Sales Promotion (sampling and promotional campaigns), and Strategy/Consulting. The agency serves enterprise consumer-goods and brand clients with both office-based advisory work and field-deployed sales and promotion teams.

Product overview

UGW is a full-service marketing and sales agency offering a portfolio of interconnected services organized under five core areas: Marketing & Communication (including POS/shopper marketing via POSABILITIES), Web Development & Digital Solutions (including the UGW PROTO digital promotions tool), Field Sales & Sales Services (including Contract Salesforce outsourcing), Personnel-supported Sales Promotion, and Strategy/Consulting. The company combines strategic consulting with operational execution across the complete 360-degree marketing spectrum from field sales leasing to creative services and sales optimization. UGW serves major clients including Deutsche Post, Nestlé, Froneri Schöller, and Sopro, offering both office-based consulting and field sales operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing & Communication Services Strategic and operative marketing and communication services for enterprise clients, including trade marketing, POS marketing, shopper marketing (POSABILITIES), and digital marketing such as SEA and Social Media.
• Web Development & Digital Solutions Creation of corporate websites and webshops (e.g., the Delisea webshop) plus digital solutions such as the proprietary UGW PROTO tool for digital promotions, delivered to B2B enterprise clients.
• Field Sales & Sales Services Field sales outsourcing and managed sales services, including the Contract Salesforce offering that deploys contract sales teams at retail and POS venues for enterprise consumer-goods clients.
• Personnel-supported Sales Promotion Personal, personnel-supported sales promotion including sampling concepts, promotional campaigns, and brand activation at retail for B2B brand owners.
• Strategy / Beratung / Consulting Strategic consulting for marketing and sales optimization, paired with proprietary market research studies produced in cooperation with leading German trade publications, advising enterprise clients on strategy and tactics.

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• ESI PartnersminorStrategic or Co-development PartnerMember of ESI (European Services Group), a European partnership network for service companies
• GooglecoreTechnology or IntegrationOfficial Google Partner with certified expertise in Google Ads and digital marketing solutions
• MicrosoftcoreTechnology or IntegrationOfficial Microsoft Advertising Partner with Microsoft Partner Program certification
• EcoVadisminorStrategic or Co-development PartnerSustainability rating partner for environmental and social responsibility assessment
• GWA (Gesamtverband Kommunikationsagenturen)minorStrategic or Co-development PartnerMembership in German communications agencies trade association
• UN Global CompactminorStrategic or Co-development PartnerCorporate sustainability initiative membership committing to UN principles on human rights, labor, environment and anti-corruption
• GVPminorStrategic or Co-development PartnerTrade marketing association membership for industry networking and standards

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jung von Matt: Leading independent German creative agency group headquartered in Hamburg with multiple specialized brands. Comparable to UGW as an owner-operated full-service German agency serving B2B enterprise clients with integrated creative and digital offerings.
• Serviceplan Group: Largest owner-managed German marketing and communications agency group, headquartered in Munich. Directly comparable to UGW on owner-operated status, full-service portfolio (strategy, creative, digital, media), and enterprise B2B client mix, but significantly larger in scale and global footprint.
• Antoni Advertising: Berlin-based German creative agency and Mercedes-Benz lead agency. Comparable to UGW on owner-operated German full-service positioning, although Antoni skews more toward premium creative and digital production rather than field sales/trade marketing.
• Kolle Rebbe (TBWA): Hamburg-based creative agency within the TBWA network, serving German enterprise clients with integrated brand and digital work. Comparable to UGW on German enterprise client focus and integrated campaign execution, though network-affiliated.
• Territory: Gütersloh-based German agency for brand, content, and commerce solutions, part of the Bertelsmann-owned Territory network. Comparable to UGW on integrated B2B marketing services and German enterprise client base, with stronger commerce/retail activation capabilities.
• Scholz & Friends: Owner-managed German creative agency network headquartered in Hamburg, part of the WPP-affiliated chain. Comparable to UGW on owner-operated heritage, integrated creative-and-strategy model, and German enterprise client base.

Broad incumbents

• GroupM Germany: WPP-owned media investment and marketing services group operating across Germany. Overlaps with UGW's digital media buying and strategy consulting but operates at significantly larger scale and as a network-owned incumbent rather than owner-managed specialist.
• Publicis Groupe Germany: German operations of global advertising holding company Publicis Groupe, encompassing Leo Burnett, Saatchi & Saatchi, and other agency brands. Competes with UGW for enterprise marketing budgets but at vastly greater scale and with a network model.
• Dentsu Germany: German operations of global advertising holding company Dentsu, including Dentsu Creative and Dentsu Media. Competes for the same enterprise marketing budgets as UGW but operates a global network model with no DACH-only focus.

Regional players

• Ströer SE & Co. KGaA: German outdoor advertising and digital media sales group with significant field sales and out-of-home marketing operations. Comparable to UGW on DACH focus and sales-force-driven revenue model, though primarily media-owner rather than services agency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/UGW-AG-228102924066058
• LinkedInlinkedin.com/company/56461025
• Instagraminstagram.com/ugw_ag
• Xx.com/ugw_ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 UGW