follow red

What follow red does

follow red is a privately held German event and communications agency (follow red GmbH) headquartered in Stuttgart, with additional offices in Berlin and Munich, operating since approximately 1986. The agency delivers integrated brand experiences for B2B and B2C clients, including live events, roadshows and promotions, sponsorship activations, brand and communication strategy, social media, and digital services. It serves a roster of named enterprise customers such as Robert Bosch Power Tools GmbH, Mercedes-Benz, Coca-Cola, Continental, Linde Material Handling, Daimler Truck, SAP, and Porsche, alongside consumer brands such as Schwarzwaldmilch, FRITT, and Seeberger. Documented engagements include a Europe-wide Bosch PRO Tour across 22+ countries and the Bosch PRO Experience 2025 covering 26,000 m² with 800+ guests from 25 countries, demonstrating capability for large-scale, multi-country physical executions.

The business model is project-based professional services: revenue is generated through event conception, production, and management; roadshow and promotion services; brand communication consulting; social media management; digital experiences; sponsorship activation; and event staffing. Pricing is not publicly disclosed and operates as bespoke project engagements rather than standardized tiers. Distribution is direct enterprise sales with project managers and consultants engaged with corporate clients. The agency is part of an integrated group comprising follow red (core agency), follow red people (wholly-owned staffing subsidiary supplying promoters, hosts, and brand ambassadors), and smart7 (wholly-owned digital UI/UX subsidiary developing websites, mobile applications, and digital brand identities). The company is managed by Sebastian Wiese (Managing Director/CEO) and Cornelia Moor (CSO/Partner), with Antonis Carl Iliadis joining as a shareholder in June 2026. AI tooling (ChatGPT, Perplexity, DeepL, Midjourney, Adobe Creative Cloud, and others) is used internally for creative production under a published AI usage policy; there is no proprietary AI product or data platform. The agency has won industry recognition including four 2026 German Brand Awards for Bosch projects and a 2022 German Brand Award for Bertrandt.

Name

follow red

Legal name

follow red GmbH

Website

https://followred.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

follow red is a German event and communications agency operating from Stuttgart, Munich, and Berlin that designs and delivers integrated brand experiences, roadshows, live events, and communications for B2B and B2C enterprise clients including Bosch, Mercedes-Benz, Coca-Cola, and Continental.

Ownership category

akta.pro rank

Product category

Event Marketing and Brand Experience Services

NAICS

Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (54189), Convention and Trade Show Organizers (56192)

SIC

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

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industry

Event Staffing & Brand Ambassadors (Hosts, Greeters, Promoters) (THAHALAA)

Keywords

• Event marketing services
• Brand experience agency
• Live event production
• Brand activation services
• Integrated communications agency

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event and Communications Services: Professional services revenue generated through event conception, production, and management; brand communication consulting; roadshow and promotion services; social media management; digital experiences; sponsorship activation; and staffing services for events and brand activations. Services are provided to B2B and B2C clients including corporations, medium-sized companies, and international brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

follow red is an event and communications agency that creates "Authentic Brand Experiences" for B2B and B2C clients through integrated live events, roadshows and promotions, brand and communications strategy, sponsoring activation, social media campaigns, and digital experiences. Services are delivered directly to enterprise and consumer brand clients including Bosch, Mercedes-Benz, Coca-Cola, SAP, Continental, and Porsche, primarily across DACH and EMEA markets. The core offering is supplemented by two wholly-owned subsidiaries: smart7 (digital UI/UX, websites, mobile apps) and follow red people (event staffing and brand ambassadors).

Product overview

follow red is an event and communication agency (not a software product company) providing 'Authentic Brand Experiences' for brands. The offering consists of the core follow red agency services and two sub-brands: smart7 (digital-UI/UX unit developing websites and mobile applications) and follow red people (staffing for events and promotions). The core agency offers integrated service modules including Live Experience, Roadshow & Promotion, Brand & Communication, Social Media, Sponsoring, and Digital services. The company operates from offices in Stuttgart, Munich, and Berlin with approximately 90 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• follow red Core Agency Services End-to-end event and communications agency offering authentic brand experiences for B2B and B2C clients. Services span Live Experience, Roadshow & Promotion, Staffing, Sponsoring, Brand & Communication, Social Media, and Digital. Delivered through direct, project-based engagements with corporations and international brands across DACH and EMEA.
• smart7 Digital unit of the follow red group. UI/UX agency that develops digital brand identities, user-centered interfaces, websites, and mobile applications, providing clear design, technical precision, and strategic advice to make brands digitally visible and intuitive.
• follow red people Staffing subsidiary providing trained personnel for events, promotions, roadshows, brand worlds, museums, and experience spaces. Supplies promoters, hosts, guides, brand ambassadors, and event logistics teams to deliver professional, credible brand experiences.

Quantifiable outcome

• 4 German Brand Awards 2026 for Bosch projects including 'Brand Impact of the Year', 'Brand Experience of the Year', and 'Brand Communication – Brand Events' (twice)
• +3 more outcomes

Named customers13 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

Three partnerships are on record, tiered core and flagship.

• smart7coreStrategic or Co-development Partner · 1 June 2026Digital unit of follow red group. UI/UX agency from Stuttgart developing digital brand identities, user-centered interfaces, websites and mobile applications. Provides clear design, technical precision and strategic advice to make brands digitally visible, intuitive and tangible.
• follow red peoplecoreStrategic or Co-development Partner · 12 February 2026Subsidiary company specializing in staffing for events, promotions, roadshows, brand worlds, museums and experience spaces. Provides promoters, hosts, guides, brand ambassadors and event logistics teams. Core part of the follow red group structure.
• Robert Bosch Power Tools GmbHflagshipStrategic or Co-development PartnerLong-standing client partnership for brand experiences including Europe-wide PRO Tour roadshow (4+ years, 22 countries) and international PRO Experience events. Award-winning collaboration resulting in 4 German Brand Awards 2026.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• fischerAppelt: Independent German agency group combining live communication, brand experience, PR and digital. Comparable on integrated live + digital services targeting German-speaking enterprise clients.
• Antoni: Berlin- and Stuttgart-based creative and brand experience agency spun out of Kolle Rebbe. Directly comparable on integrated live and digital brand work for German enterprise brands.
• Jung von Matt: Large independent German creative and brand experience agency with offices across Germany and Europe. Direct comparable on integrated live, digital and brand communication work for enterprise B2B and B2C clients.
• Serviceplan Group: Europe's largest independent agency group, headquartered in Munich with full-service live, digital, and communications capabilities. Comparable on integrated brand experience offering and German enterprise client base.
• Scholz & Friends: Germany-based creative agency group with strong automotive sector pedigree and integrated communications offering. Comparable on enterprise B2B brand experience work and German-headquartered mid-size agency positioning.

Broad incumbents

• Ketchum (Omnicom): Global communications and brand experience network within Omnicom. Comparable on enterprise brand experience and integrated communications but operates at much larger scale as part of a global holdco portfolio.
• Razorfish (Publicis): Global digital experience agency within Publicis. Adjacent comparable on digital brand experience layer that overlaps with follow red's smart7 digital unit, but operates at significantly larger global scale.
• MCI Group: Global meetings, events, and association management group with strong European presence. Comparable on enterprise event, conference and brand experience mandates at larger international scale.
• Jack Morton Worldwide (IPG): Global brand experience agency within IPG, focused on experiential marketing and live events for enterprise brands. Direct adjacency on live experience work but part of a global holdco with international infrastructure.

Emerging players

• Circus Marketing: Germany-based experiential marketing agency focused on live brand activations, events, and roadshows. Closely comparable mid-size experiential peer with overlapping service offering and German enterprise client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/followred
• LinkedInlinkedin.com/company/followred-gmbh
• Instagraminstagram.com/followred_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 follow red