Heimat

What Heimat does

HeimatTBWA is a Berlin-based German advertising agency founded in 1999 and operating as the German affiliate of the global TBWA network, which is itself part of Omnicom Group (NYSE: OMC). The agency employs between 251 and 500 people and specializes in what it terms "Disruption®" — a systematic creative methodology, registered as a trademark, aimed at activating brand cores through complete customer experiences rather than incremental brand messaging. Its commercial offering is project-based and retainer-based creative services — campaign development, brand experience design, and strategic brand consulting — delivered directly to enterprise clients through a sales-led motion, with new-business inquiries routed via a dedicated email channel and inbound referrals flowing from the TBWA/Omnicom network.

HeimatTBWA's client base spans large enterprise brands across multiple verticals, including home improvement (HORNBACH), consumer electronics/healthcare (PHILIPS), power tools (Bosch Professional), detergent (Persil, Perwoll), retail/drogerie (dm-drogerie markt), haircare (Schwarzkopf), insurance (Zurich), banking (Consorsbank), automotive (Smart), consulting (BCG), and quick commerce (Gorillas). HORNBACH appears as a particularly deep anchor relationship with multiple recurring campaigns. The agency also serves political parties (FDP) and charities (Stiftung Deutsche Krebshilfe, Regenbogenland, CORRECTIV), broadening its vertical exposure. Recognition at ADC Deutschland 2025 — 4th place with 28 nominations and 14 awards — anchors its creative reputation in the German market.

The agency's organizational structure extends beyond HeimatTBWA itself to the wider Heimat Collective, which integrates specialist units including Accelerator, DOIT, RTS, Integer, and The Richards Group under a single brand umbrella, supported by an Omnicom ecosystem media partner (OMD). Pricing is not publicly disclosed and is quote-based, tailored to project scope. No AI/ML capabilities, technology products, or proprietary software platforms are disclosed; the core offering is human-driven creative services built around the Disruption® methodology.

Name

Heimat

Legal name

HeimatTBWA

Website

https://heimat-berlin.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

HeimatTBWA is a Berlin-based German creative advertising agency and part of the TBWA/Omnicom global network, specializing in disruptive brand campaigns for enterprise clients across FMCG, retail, automotive, insurance, and other verticals.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

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

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industry

Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations) (BPAFALAI)

Keywords

• Creative advertising agency
• Brand experience design
• Disruptive brand campaigns
• Advertising creative services
• Brand strategy consulting

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, Others

Revenue model

1. Creative and Advertising Services: Agency generates revenue through project-based creative services, brand campaigns, and ongoing client engagements. Revenue is derived from creative development, campaign production, and strategic brand consulting for enterprise and mid-market clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

HeimatTBWA is a German advertising agency that creates disruptive advertising campaigns and brand experiences for enterprise clients. The agency applies TBWA's Disruption® methodology to activate a brand's core across the complete customer experience across channels such as video, OOH, and digital, delivering creative development, campaign production, and strategic brand consulting on a project and retainer basis.

Product overview

HeimatTBWA is a creative advertising agency and part of the TBWA network, specializing in disruptive brand experiences rather than a traditional product platform. The agency does not offer a modular SaaS product but rather provides creative services centered on its proprietary 'Disruption®' methodology, creating advertising campaigns and brand experiences for clients including HORNBACH, PHILIPS, Bosch Professional, Persil, dm-drogerie markt, Schwarzkopf, FDP, Zurich, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Disruptive Brand Experience Campaigns End-to-end advertising campaign creation that activates a brand's core across the full customer experience using TBWA's Disruption® methodology, delivered across video, OOH, digital, and other channels for enterprise clients seeking to break through incremental growth patterns.
• Strategic Brand Consulting Strategic brand consulting to position and reposition enterprise brands, providing the strategic foundation for creative campaign development and brand experience design.
• Campaign Production and Activation Production and activation of multi-channel advertising campaigns, executing creative across video, OOH, digital, and additional touchpoints for enterprise and political/non-profit clients.

Quantifiable outcome

• 28 nominations and 14 awards at ADC Deutschland 2025, ranking 4th overall

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• TBWAcoreStrategic or Co-development PartnerHeimatTBWA operates as the German agency of the TBWA global advertising network. TBWA provides global network resources, the Disruption® methodology, and international client referrals. HeimatTBWA is fully integrated into the TBWA brand and trademark system.
• Omnicom GroupcoreStrategic or Co-development PartnerTBWA is a subsidiary of Omnicom Group, one of the world's largest advertising and marketing holding companies. HeimatTBWA benefits from Omnicom's global resources, data capabilities, and cross-network collaboration opportunities.
• OMDminorGTM or Marketing PartnerMedia agency partner within the Omnicom ecosystem, featured in agency logos section indicating collaborative working relationship.
• Heimat CollectivecoreStrategic or Co-development PartnerThe Heimat Collective refers to the integrated agency offerings including HeimatTBWA, The Richards Group, and other specialist units (Accelerator, DOIT, RTS, Integer) working collaboratively under the Heimat brand umbrella.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jung von Matt: One of Germany's largest independent creative agencies, headquartered in Hamburg. Directly comparable to HeimatTBWA in scale, German market focus, enterprise brand clientele, and award-winning creative work (multiple Cannes Lions, ADC awards).
• Scholz & Friends: Major Hamburg-based creative agency with comparable enterprise client roster and disruptive creative positioning. Closest direct competitor for German enterprise brand campaigns and ADC recognition.
• Thjnk: Berlin-based creative agency of similar mid-size, founded on a strong creative philosophy. Direct peer in the German market with comparable enterprise brand work and creative award pedigree.
• Serviceplan Group: Largest independent agency group in Europe, headquartered in Munich. Comparable in size, full-service creative offering, and enterprise brand client base across German-speaking markets.
• Kolle Rebbe: Hamburg-based creative agency (now part of AKQA/Publicis) with comparable size and disruptive creative positioning. Direct competitor in the German enterprise brand campaign space.
• Grabarz & Partner: Hamburg-based independent creative agency of comparable size and creative reputation. Direct competitor for German enterprise brand creative mandates and ADC recognition.
• Antoni Advertising: Berlin-based creative agency (sister agency to Scholz & Friends within the Jens Hilbert network). Similar mid-size, German-market creative peer with strong enterprise brand work and German creative award pedigree.

Emerging players

• Gut (GUT Agency): Independently held creative agency with global offices, recognized for bold creative work. Comparable in positioning (disruption, cultural relevance) and award-winning output but operates from Buenos Aires/Miami rather than Germany.

Broad incumbents

• DDB Germany: German arm of DDB Worldwide, also part of Omnicom Group like HeimatTBWA. Competes for the same enterprise clients within the holding company portfolio; offers broader capabilities but less disruptive specialization.
• BBDO Germany: German operation of BBDO Worldwide, competing network agency for enterprise creative mandates. Comparable enterprise client roster but with broader full-service positioning versus HeimatTBWA's disruption focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/heimatberlin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heimat