What Storymaker does

Storymaker is an owner-managed communications agency founded in 2001 in Tübingen, Germany, by Heidrun Haug. The firm delivers integrated PR and communications services to technology-driven clients, structured around three core service pillars: Story-Entwicklung (story development), Technologie-Kommunikation (technology communication spanning IT, mechanical engineering, mobility, robotics, AI, and space), and Ostasien-Brücken (East Asia bridges connecting German companies with Chinese audiences and Japanese companies with European markets). Operations run across four offices in Tübingen (headquarters), Munich, Berlin (opened 2022), and Shanghai (established 2007), with a Managing Director, Stefan Justl, leading the China business from Shanghai. Named enterprise clients include Zeiss, Lapp, NTT Data, and Mitsui & Co.

The agency has been ranked among the Top-50 PR agencies in Germany for over ten consecutive years and was recognized as an "Arbeitgeber der Zukunft" (Employer of the Future) in 2024. Storymaker monetizes through professional-services fees on project-based engagements; no pricing is publicly disclosed and no marketplace, reseller, or self-serve channel is used. Beyond client work, the firm operates four specialized newsletters (Storymaker News, China Digital News, i-Tüpfele, and J-BIG) that function as both thought-leadership assets and lead-generation engines, and runs an 18-month DAPR-aligned trainee program for corporate communications recruits. Legal entity is Storymaker Agentur für Public Relations GmbH, registered in Germany (commercial register court: AG Stuttgart).

The ownership structure is founder- and management-led, with three Managing Partners (Katja Schabert, Björn Eichstädt, Theresa Stewart) alongside founder Heidrun Haug. No external institutional investment, parent holding company, or public market listing is indicated in the source material. Headcount is reported at 51-100 employees, and the firm maintains multilingual capabilities in German, English, Chinese, and Japanese. Strategic intent is to remain a focused, boutique technology-and-cross-cultural communications specialist rather than a scaled generalist agency.

Name

Storymaker

Legal name

Storymaker Agentur für Public Relations GmbH

Website

https://storymaker.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Storymaker is an owner-managed German communications agency, founded in 2001 in Tübingen, providing story-based PR and technology communications to enterprise and Mittelstand clients across Germany, China, and Japan via offices in Tübingen, Munich, Berlin, and Shanghai.

Ownership category

akta.pro rank

Product category

Public Relations & Corporate Communications Services

NAICS

Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

akta.pro secondary industries

Newsletters & Email-Based News Publishers (B2B/B2C) (MPAJADAJ), Event Production & Theming (Décor, Creative, Entertainment Booking) (THAHADAH)

Keywords

• Public relations services
• Corporate communications
• Technology public relations
• Story development
• Cross-cultural communications

Headquarters

HQ city

Tübingen

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Communications Services: Storymaker provides integrated communications and PR services to technology-driven companies, including story development, media relations, social media strategy, trade show communications, and delegation travel management. Revenue is generated through consulting fees and project-based engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Storymaker is an owner-managed B2B communications agency that provides integrated PR and communication services for technology-driven companies. Its three core service areas are Story-Entwicklung (story development), Technologie-Kommunikation (technology communication for IT, engineering, mobility, robotics, AI, and space sectors), and Ostasien-Brücken (East Asia bridges connecting German companies with Chinese audiences and Japanese companies with European markets). Engagements are project-based and delivered by intercultural teams.

Product overview

Storymaker is an owner-managed communications agency providing integrated PR and communication services through three core service areas: Story-Entwicklung (story development), Technologie-Kommunikation (technology communication), and Ostasien-Brücken (East Asia bridges). The agency specializes in story-based communication for technology-driven companies, spanning IT, engineering, mobility, robotics, AI, and space sectors, with additional expertise in cross-cultural German-Chinese and German-Japanese market communication. Supporting the core services, Storymaker publishes four specialized newsletters (Storymaker News, China Digital News, i-TÜpfele, and J-BIG) and operates a trainee program for corporate communications and PR professionals. The company operates across four locations in Germany (Tübingen, Munich, Berlin) and Shanghai, China.

Differentiator

Problem solved

Functional benefit

Products and services

• Story-Entwicklung (Story Development) Strategic story development service that positions and shapes a company's unique narrative for communication purposes; serves as the strategic foundation of all client work, informing both communication strategy and operational execution for technology-driven and Mittelstand clients.
• Technologie-Kommunikation (Technology Communication) Specialized communication services for technology-driven companies spanning IT, mechanical engineering, mobility, robotics, artificial intelligence, and space sectors; focused on making innovative technology topics accessible and compelling to target audiences.
• Ostasien-Brücken (East Asia Bridges) Cross-cultural communication services bridging German companies with Chinese audiences and Japanese companies with European markets; delivered by intercultural teams with deep expertise in East Asian markets and supported by the Shanghai office established in 2007.
• PR & Communications Consulting Strategic and operational PR consulting including account management, story development, media relations, social media strategy, trade show communication, and delegation travel management for technology and innovation clients.

Named customers4 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

One partnership is on record.

• J-BIG (Japan Business in Germany)minorGTM or Marketing PartnerJ-BIG is a newsletter initiative run by Storymaker focusing on Japanese companies doing business in Germany. Storymaker publishes content and organizes engagement around Japan-Germany business topics.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• HBI Helga Bailey GmbH: Munich-based PR and communications consultancy with strong B2B and technology sector focus. Comparable in positioning as a specialized German tech communications firm.
• Schwartz Public Relations: Munich-based B2B tech PR agency serving enterprise clients in IT, industrial, and digital sectors. Direct competitor for German Mittelstand and enterprise technology communications budgets.
• cometis AG: German investor relations and corporate communications agency serving technology and growth companies. Comparable in serving B2B tech clients with integrated communications mandates.
• navos – Public Dialogue Consultants GmbH: Munich-based communications consultancy focused on B2B technology and corporate communications. Overlaps with Storymaker in Mittelstand and enterprise tech client base.
• Faktor 3 AG: Hamburg-based German communications agency specializing in B2B and technology PR. Closely comparable to Storymaker in size, owner-managed structure, and focus on technology/innovation clients.

Regional players

• Serviceplan Group: Largest independent agency group in Europe with significant German roots and integrated communications/PR capabilities. Competes with Storymaker for German Mittelstand marketing communications budgets, though Serviceplan operates a much broader full-service model including advertising.

Broad incumbents

• Hotwire: Global tech and B2B communications agency with European presence. Comparable in technology sector positioning but operates at materially larger scale across multiple markets.
• Edelman Germany: German operations of Edelman, the world's largest independent PR firm. Overlaps with Storymaker in B2B technology and corporate communications but serves much larger multinational clients.
• FleishmanHillard Germany: German arm of global PR network Omnicom. Competes with Storymaker for enterprise B2B/tech mandates but offers broader multi-market capabilities and global account teams.
• Ketchum Publico (formerly Publico): German PR/networked consultancy now part of Ketchum (Omnicom). Comparable in B2B and technology sector work but with substantially greater scale and network reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/storymaker
• YouTubeyoutube.com/user/Storymakertube
• Facebookfacebook.com/StorymakerPR
• LinkedInlinkedin.com/company/storymaker-agentur-für-public-relations-gmbh
• Instagraminstagram.com/storymakerde

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Storymaker