Primetime Kommunikation Forpagtningsselskab

What Primetime Kommunikation Forpagtningsselskab does

Primetime Kommunikation Forpagtningsselskab is a privately held, Copenhagen-based full-service communication agency founded in 2001 with 60+ employees, operating as Edelman's Danish affiliate and serving both public-sector clients (government agencies, ministries, municipalities) and private enterprise clients in technology, finance, food & beverage, healthcare, automotive and aviation. Its service portfolio spans ten core disciplines — campaigns, PR and crisis management, branding and marketing, public affairs, concept and design, financial communication, insights and behavioral research, media training, specialized recruitment (Primetime People), and in-house film/video production (Primetime Productions) — delivered through partner-led account teams on project and retainer bases. The firm is unusual among Danish agencies for owning two annual longitudinal research publications, the Tillidsbarometer (since 2021) and the LinkedIn CEO Barometer (since 2023), plus a proprietary Youth Panel (Ungepanel), which together function as content marketing and client advisory assets.

The business model is professional services-led: revenue is generated through project-based fees, multi-year retainer contracts and partnership-driven client engagements, with no public disclosure of revenue. Service delivery combines human strategic insight with proprietary research IP and — increasingly — internal AI tooling, including RAG-based knowledge systems, prompt pipelines and integrations with third-party large language models, as well as generative AI used to produce campaign visuals in-house. The agency markets itself primarily through thought-leadership content, industry events (notably four central locations at the Folkemødet political festival on Bornholm), and earned media, while acquiring clients via direct enterprise sales and standard public-sector procurement.

Customer segmentation is vertical, with primary revenue coming from public-sector/government communication and from large private enterprises, and secondary segments in foundations/NGOs, construction and real estate, healthcare & life sciences, and finance & banking. Pricing is custom per project, scope and team composition; specific rates are not publicly disclosed. The firm has no subsidiaries, no disclosed external ownership or funding, and is presented as partner/management-owned.

Name

Primetime Kommunikation Forpagtningsselskab

Legal name

Primetime Kommunikation Forpagtningsselskab

Website

https://primetime.dk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Primetime Kommunikation is a Danish full-service communication agency offering strategic advisory, campaigns, PR, public affairs, branding, and media production to government agencies and enterprises. Edelman's Danish affiliate, serving clients across Denmark, the Nordics, and Baltics with 60+ specialists since 2001.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

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, Infrastructure, Others

Revenue model

1. Strategic Communication Advisory: Ongoing strategic communication consulting and advisory services to government agencies, organizations, and private companies.
2. Campaign Services: Project-based campaign work including attitude and behavioral campaigns, PR campaigns, brand campaigns, and recruitment campaigns.
3. Media Training: One-on-one media training and spokesperson coaching services.
4. Primetime People Recruitment: Specialized recruitment services for communication profiles in partnership with Christiansen & Co.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Primetime is a full-service communication agency delivering strategic communication advisory, campaigns, PR and crisis management, public affairs, branding and marketing, financial communication, media training, and in-house film and content production. It serves government agencies, large enterprises, and NGOs in Denmark and the wider Nordic/Baltic region, helping clients set agendas, shape conversations, influence behaviour, and build trust with stakeholders.

Product overview

Primetime Kommunikation is a full-service communication agency offering a comprehensive suite of services centered on strategic communication, PR, public affairs, campaigns, branding, and creative production. The core service portfolio includes Kampagner (campaigns), PR & Krisehåndtering (PR and crisis management), Branding & Marketing, Public Affairs, Koncept & Design (concept and design), Finansiel Kommunikation (financial communication), Indsigt & Adfærd (insights and behavior), Medietræning (media training), Primetime People (recruitment), Productions (film/video), and Folkemødet (event management). The agency also produces proprietary research products including the LinkedIn CEO-Barometeret and Tillidsbarometeret, and operates the Primetime Accelerate internship program. The agency has evolved from a classic PR and PA agency to offer all communication disciplines in-house, with over 60 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Kampagner (Campaigns)

Quantifiable outcome

• Campaigns reaching millions of Danish citizens for behavioral change
• +1 more outcomes

Named customers25 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature4 records

Partnerships

One partnership is on record.

• EdelmancoreStrategic or Co-development PartnerEdelman is the world's largest PR agency with approximately 5,000 employees in 67 countries. Primetime is Edelman's Danish affiliate and representative in the Danish market. Through this partnership, Primetime has developed deep understanding of how trust influences people's perception, contributing to their own Trust Barometer initiative.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Edelman: World's largest PR firm and Primetime's global affiliate partner. While not a direct competitor in Denmark, Edelman sets the strategic, research, and tooling agenda that Primetime executes locally, and is the implicit benchmark for global account wins.
• FleishmanHillard: Global PR and integrated communications agency with a strong public-sector and healthcare practice. Overlaps with Primetime on enterprise healthcare, tech, and public-affairs RFPs across the Nordics.
• Hill & Knowlton (now Burson): Legacy global PR network with deep public-affairs heritage. Competes for multinational mandates and policy-driven campaigns similar to Primetime's Sundhedsstyrelsen and Digitaliseringsstyrelsen engagements.
• Burson: Global communications and public affairs network formed from the merger of BCW and Hill & Knowlton. Competes for the same multinational enterprise PR/PA mandates that Primetime targets through its Edelman affiliation.
• MSL (Publicis Groupe): Global PR and influencer arm of Publicis Groupe. Competes with Primetime for integrated brand-and-PR enterprise accounts and is part of the broader holding-company competitive set targeting Danish enterprise budgets.

Direct peers

• Kreab: Nordic-origin public affairs and financial communications consultancy with strong presence across the Nordics and Baltics. Comparable in financial communications, ESG advisory, and public affairs specialisation.
• Geelmuyden.Kiese: Norway's largest independent communications and public affairs agency with a similar full-service model covering PR, public affairs, branding, and crisis communications. Closest Nordic counterpart in scale, scope, and government-sector exposure.
• Kunde & Co: Danish brand and advertising agency with comparable full-service capabilities in brand strategy, campaigns, and creative production. Direct competitor for B2C/retail and employer-branding mandates.
• Rud Pedersen Public Affairs: Nordic public affairs firm with offices in Copenhagen, Stockholm, Oslo, Helsinki, and Brussels. Directly comparable in public-affairs and government-stakeholder engagements, and a competitor for the same Danish public-sector RFPs.
• Advice A/S: Large Danish communications agency offering PR, public affairs, branding, and digital services. Direct domestic competitor with overlapping public-sector and enterprise client base in Denmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedIndk.linkedin.com/company/primetime-kommunikation
• Instagraminstagram.com/primetime.dk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 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 Primetime Kommunikation Forpagtningsselskab