THE GOODWINS
THE GOODWINS Berlin GmbH is a Berlin-based creative agency and sustainability consultancy combining integrated communications with ESG, CSRD, SDG, and certified green production services for sustainability-focused enterprises, NGOs, and political organizations.
- Company typePrivate
- Founded2018
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What THE GOODWINS does
THE GOODWINS Berlin GmbH is a Berlin-based creative agency and sustainability consultancy that combines full-service creative production with sustainability strategy and consulting under a single brand. Operating as THE GOODWINS Berlin GmbH (HRB 198527 B), the firm serves sustainability-focused brands, NGOs, and political organizations with two integrated service pillars: Communication Services (brand strategy, integrated campaigns, content strategy, digital/display advertising, PR, activations, and green media consulting) and Sustainability Consulting (ESG analyses, SDG implementation, CSRD reporting, Green Claims verification, Sustainable Marketing Operations). A distinctive productized offering is Green Productions, a certified sustainable film and photo production consulting service covering concept through monitoring with emissions avoidance, reduction, and compensation, backed by Green Motion, AdGreen, GreenTheBid, and GreenBit certifications.
The firm uses a data- and insight-driven creative approach with a digital focus and typically acts as lead agency on integrated campaigns. Client work spans integrated campaigns across the customer journey, often delivered internationally and across multiple markets. Notable engagements include SMA international solar product campaigns, the Telekom "Green & Good Magenta" platform, Kleinanzeigen brand relaunch and Green Sunday initiatives (1.16 billion media impressions), Rossmann recycling campaigns, LichtBlick German-wide renewable energy launches, Qonto pan-European PR stunts, SumUp campaigns across five European markets, a KWS global agriculture campaign across four continents, WWF's Earth Hour 2026, and the Bündnis 90/Die Grünen 2026 Rhineland-Palatinate state election. More than 300 clients have been served across sectors including energy, telecommunications, retail, e-commerce, financial services, e-mobility, food, agriculture, environmental NGOs, and political organizations.
The business operates as a B2B professional services firm with quote-based project fees and retainer arrangements, secured via direct enterprise engagement, pitches, and referrals. It sells principally as lead agency or integrated partner within client marketing teams and pursues a horizontal segmentation strategy addressing use cases across multiple buyer types. The firm functions as part of the "Good Choice Holding" corporate structure alongside sister company The Goodforces (political communication). Five managing directors — Tim Stübane, Franka Mai, Bernd Meyer (MBA Sustainability Management, Leuphana), Maurice Pfleiderer, and Mirko Stolz — bring prior leadership experience from Ogilvy, DDB, BBDO, Jung von Matt, Scholz & Friends, Saatchi & Saatchi, Crispin Porter + Bogusky, and Territory, and won the 2025 Deutscher Nachhaltigkeitspreis as the only agency selected from 100 industries.
THE GOODWINS firmographics
Firmographics- Name
- THE GOODWINS
- Legal name
- THE GOODWINS Berlin GmbH
- Website
- https://thegoodwins.de
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- THE GOODWINS Berlin GmbH is a Berlin-based creative agency and sustainability consultancy combining integrated communications with ESG, CSRD, SDG, and certified green production services for sustainability-focused enterprises, NGOs, and political organizations.
- Ownership category
- akta.pro rank
THE GOODWINS industry classification
Industry- Product category
- Creative Agency & Sustainability Consulting Services
- SIC
- Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Sustainability & ESG Consulting (BPAHACAK)
Keywords
Where THE GOODWINS is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
THE GOODWINS business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Creative Agency Services: Full-service creative agency providing brand strategy, integrated campaigns, content creation, digital advertising, PR, and activation services to enterprise and mid-market clients. Revenue is generated through project fees and retainer arrangements for ongoing client work.
- Sustainability Consulting: Consulting services including sustainability strategy, ESG analysis, SDG implementation, CSRD reporting, and green claims validation. Delivered as standalone consulting engagements or integrated with creative services.
- Green Production Services: Certified green production consulting for film and photo shoots, providing measurement and optimization services along production value chains with carbon compensation.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
THE GOODWINS product offering
Product offeringCore offering
THE GOODWINS is a Berlin-based creative agency and sustainability consultancy that delivers integrated brand communication (brand strategy, integrated campaigns, content, activations) alongside sustainability consulting (ESG analyses, SDG implementation, CSRD reporting, Green Claims verification, sustainable marketing operations). It also operates a certified Green Productions service that makes film and photo shoots measurably sustainable by optimizing processes along the entire production chain, with emissions avoided, reduced, and unavoidable emissions compensated.
Product overview
THE GOODWINS is a Berlin-based creative agency and sustainability consultancy operating as a unified offering under one brand. Its core portfolio consists of two integrated service pillars: (1) Communication Services — encompassing brand strategy, integrated campaigns, content strategy, digital/display advertising, PR, activations, UX/UI, performance marketing, social & content strategy, and green media consulting; and (2) Sustainability Consulting — covering ESG and sustainability analyses, SDG implementation, CSRD reporting, Green Claims verification, and Sustainable Marketing Operations. A distinctive productized service is Green Productions: certified sustainable film and photo production consulting that covers the full production lifecycle from concept through tendering to monitoring, with emissions avoided, reduced, and compensated. The consulting practice feeds directly into the communication work, enabling The Goodwins to both shape sustainability strategy for clients and execute the creative communication that brings it to market.
Differentiator
Problem solved
Functional benefit
Products and services
- THE GOODWINS Communication Services Data-driven and insight-based integrated communication services including brand strategy, brand planning, integrated campaigns, content strategies, cross-media activations, and digital-focused creative work for enterprise and mid-market brands.
- THE GOODWINS Sustainability Consulting Holistic sustainability consulting covering sustainability strategy, ESG analyses, sustainability reporting (CSRD), change management, sustainability communication strategy, brand positioning, and green marketing operations delivered as standalone consulting engagements or integrated with creative services.
- Green Productions Certified sustainable film and photo production consulting service that optimizes productions along the entire development chain—from concept and tendering to monitoring—making sustainability measurable with avoided emissions reduced and unavoidable emissions compensated, certified under Green Motion and AdGreen standards.
Quantifiable outcome
- 37% increase in Kleinanzeigen listings during 'Lasst uns handeln' campaign period
- +4 more outcomes
Companies that use THE GOODWINS
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
THE GOODWINS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
THE GOODWINS partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- The GoodforcescorePart of The Good Choice Holding ecosystem, The Goodforces specializes in political communication and is a sister company to THE GOODWINS, enabling comprehensive service offerings including political campaign work (e.g., Bündnis 90/Die Grünen campaigns).
- UN Global CompactcoreTHE GOODWINS is an active member of the UN Global Compact, aligning their sustainability approach with its principles and Sustainable Development Goals (SDGs).
- GWA (German Association of Sustainability Agencies)coreActive member of GWA, Germany's association of sustainability-focused agencies, promoting sustainable practices in the communications industry.
- Leaders for Climate ActioncoreActive member of Leaders for Climate Action network, demonstrating commitment to climate action and sustainable business practices.
- Green MotioncoreCertified green production partner providing standards and certification for sustainable film and photo productions. THE GOODWINS holds Green Motion certification for green production consulting.
- AdGreencorePartnership with AdGreen for advertising production sustainability standards, enabling THE GOODWINS to measure and reduce emissions from creative productions.
- GreenTheBidcorePartnership with GreenTheBid platform for sustainable production bidding and tracking environmental impact of advertising productions.
- EnkelfähigminorPartnership with Enkelfähig, an initiative focused on intergenerational business practices and sustainable development.
- SchröderSchombsminorSelected partner agency with shared sustainability mindset for complementary skills when needed.
- Point BlankminorTrusted partner agency from the network that shares similar creative and sustainability standards.
- FarnerminorPartner agency with complementary capabilities in communication and stakeholder engagement.
- eBay Kleinanzeigen / KleinanzeigencoreMajor client relationship where THE GOODWINS serves as lead agency for ongoing brand campaigns including relaunch, Green Sunday, and various integrated marketing initiatives.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
THE GOODWINS competitors and assessment
Company assessmentBroad incumbents
- Serviceplan Group: Munich-headquartered, largest independent agency group in Europe. Overlaps THE GOODWINS across brand strategy, integrated campaigns, and increasingly sustainability communications, but operates at much greater scale and across many non-sustainability categories.
- BBDO Germany: German operation of BBDO Worldwide network. Overlaps THE GOODWINS on creative campaigns for enterprise clients (e.g., Telekom-adjacent work) and is a key competitor for premium brand mandates; Partner Creation Mirko Stolz previously led BBDO Berlin.
- DDB Germany: German arm of DDB Worldwide network (DDB Berlin, DDB Düsseldorf). Multiple THE GOODWINS partners previously led DDB offices; DDB competes for the same enterprise creative mandates and is actively scaling its sustainability practice, making it both a hiring pipeline and primary competitor.
Direct peers
- Purpose: New York-based social impact creative agency that builds campaigns, movements, and brands around sustainability and progressive causes. Comparable because it sells creative work anchored in purpose/sustainability to enterprise and NGO clients.
- Salterbaxter: Global sustainability communications consultancy (part of MSL/Publicis) offering ESG strategy, reporting, and sustainability marketing — closely mirroring THE GOODWINS' combined consulting-plus-creative model, but operating inside a large network.
- Antoni: Berlin-based independent creative agency founded by Karl Heine. Comparable as a similarly sized Berlin creative boutique competing for the same DACH enterprise pitch market as THE GOODWINS, with strong campaign pedigree.
- Brandpie: UK-based specialist consultancy helping purpose-led and sustainability-focused brands with positioning, identity, and communications. Closely comparable boutique positioning to THE GOODWINS, though more brand-strategy than full-service creative.
- Futerra: London-based creative agency and consultancy exclusively focused on sustainability, climate, and social-impact communications. Closest conceptual peer to THE GOODWINS — both combine creative campaigns with sustainability strategy and have built category leadership in their respective home markets (UK vs DACH).
- Scholz & Friends: Major independent German creative agency (Hamburg/Berlin) sharing multiple Managing Directors' alumni lineage with THE GOODWINS. Comparable on creative credibility, scale, and DACH enterprise footprint, but broader portfolio without sustainability specialism.
- Jung von Matt: Independent Hamburg-rooted creative network in Germany and Switzerland. Comparable to THE GOODWINS as a major DACH creative agency where multiple founders previously led, but operates at much larger scale and without the same sustainability-only positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
THE GOODWINS social profiles
Digital presenceTHE GOODWINS financial estimates
Financial estimateRevenue estimate
Valuation estimate
THE GOODWINS leadership team
Management profileNumber of profiles
Profiles5 records
THE GOODWINS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THE GOODWINS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THE GOODWINS
What does THE GOODWINS do?
THE GOODWINS is a Berlin-based creative agency and sustainability consultancy that delivers integrated brand communication (brand strategy, integrated campaigns, content, activations) alongside sustainability consulting (ESG analyses, SDG implementation, CSRD reporting, Green Claims verification, sustainable marketing operations). It also operates a certified Green Productions service that makes film and photo shoots measurably sustainable by optimizing processes along the entire production chain, with emissions avoided, reduced, and unavoidable emissions compensated.
Is THE GOODWINS a public or private company?
THE GOODWINS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was THE GOODWINS founded?
THE GOODWINS was founded in 2018. It employs 11 to 50 people.
Where is THE GOODWINS based?
THE GOODWINS is headquartered in Berlin, Germany, in the Europe region.
How does THE GOODWINS make money?
Three revenue lines are on record. Creative Agency Services are the primary driver. The others are sustainability Consulting and green Production Services.
Who are THE GOODWINS's main competitors?
Broad incumbents on record are Serviceplan Group, BBDO Germany and DDB Germany. Direct peers are Purpose, Salterbaxter, Antoni, Brandpie, Futerra, Scholz & Friends and Jung von Matt.
Does THE GOODWINS have an API?
No public API is recorded for THE GOODWINS.
What industry is THE GOODWINS in?
THE GOODWINS's product category is Creative Agency & Sustainability Consulting Services. Its primary akta.pro industry code is BPAHACAK, Sustainability & ESG Consulting. Its SIC code is 8700.