Brandlocal

What Brandlocal does

Brandlocal GmbH is a Düsseldorf-based, full-service media agency founded in 2016 as a specialized entity within the CROSSMEDIA Worknet, focusing on hyperlocal media strategy, planning, and buying for retailers and brands operating physical store networks in Germany and Austria. The company's core proposition is 'Geo Intelligence' — a proprietary methodology that combines Big Data analytics with spatial/GIS processing to project mobile device movement data (~20 million devices, ~4 meter GPS accuracy) into actionable, store-level marketing recommendations. It packages this capability into three primary service lines (BestCom for foot traffic uplift, BestScan for full-service communication orchestration, BestPlace for location/competitive/media screenings) and supports them with proprietary tooling including the Local-Planning-Matrix platform, Impactmonitor-Tool for spatial media spend analysis, Regio BrandIndex for location-level brand status, and a Data-Management-Plattform that translates smartphone and website signal data into spatial analytics.

The firm's go-to-market is enterprise field sales, acquiring clients through pitches and direct outreach to mid-market and enterprise retailers, with a secondary channel through the CROSSMEDIA Worknet partner agency network. Documented enterprise clients include Woolworth, Globetrotter, HELLWEG (95 stores), BioMarkt Verbund (530+ stores), porta Möbel, Aral/Rewe To Go, ATU, and the Ministry of Justice of North Rhine-Westphalia. Revenue is generated through professional service fees and media buying commissions on a quote-based, negotiated engagement model; no pricing is publicly disclosed. Brandlocal is wholly owned by CROSSMEDIA GmbH, and its leadership transitioned in late 2022 to Managing Partner Katrin Floß, with prior founders Jens Schnückel and Raffael Weber moving to over-arching CROSSMEDIA roles. As of 2024 the team comprises approximately 20 people.

Name

Brandlocal

Legal name

Brandlocal GmbH

Website

https://brandlocal.de

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Brandlocal is a Düsseldorf-based full-service media agency and CROSSMEDIA subsidiary that applies proprietary Geo Intelligence — combining Big Data with spatial analytics — to plan and buy hyperlocal media for enterprise retailers with physical store networks across Germany and Austria.

Ownership category

akta.pro rank

Product category

Geomarketing Media Services

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Guidelines, Governance & Brand Management (BPAFAEAF)

Keywords

• Geomarketing services
• Local media planning
• Geo intelligence analytics
• Regional media buying
• Retail media agency

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Strategy, Planning, and Buying Services: Full-service media agency providing media strategy, planning, and buying services to regional and national retailers with physical store networks. Revenue generated through professional service fees and media buying commissions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels11 records

Core offering

Brandlocal is a German B2B media agency that provides Strategy, Planning, and Buying services for the local and regional communication of retail chains and brands with physical store networks, delivered through three named service lines (BestCom, BestScan, BestPlace) and supported by proprietary Geo Intelligence platforms including the Local-Planning-Matrix and Impactmonitor-Tool.

Product overview

Brandlocal is a full-service media agency positioned as a success optimizer for locally active brands, operating as an integral partner agency within the CROSSMEDIA Worknet. The company offers a unified service portfolio built around three core offerings: BestCom (frequency increase through digital offer communication), BestScan (full service communication solutions), and BestPlace (location screening). These are powered by proprietary analytical capabilities including the Local-Planning-Matrix platform for spatial analysis, the Impactmonitor-Tool for media spending analysis, Dashboard Solutions for customer data visualization, and the Regio BrandIndex for brand status determination at location level. The Geo Intelligence approach filters relevant extracts from available Big Data and projects them into local space, creating actionable insights for marketing, communication, sales, and expansion decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• BestCom BestCom is a service line in Brandlocal's portfolio focused on increasing local frequency and awareness (Frequenzsteigerung) for retail chains and brands with stationary retail, through locally planned and bought media campaigns.
• BestScan BestScan is a full-service local communication solution from Brandlocal covering end-to-end strategy, planning, and buying for retail chains and brands with stationary retail.
• BestPlace BestPlace is Brandlocal's location-screening service line, evaluating and selecting optimal retail and brand locations using Geo Intelligence and spatial data.
• Local-Planning-Matrix Local-Planning-Matrix is Brandlocal's proprietary platform for catchment-area-based local media planning, enabling the agency to map and prioritize target areas for retail and brand clients.
• Impactmonitor-Tool Impactmonitor-Tool is Brandlocal's proprietary analytics tool used to monitor and measure the effectiveness of local and regional media campaigns.
• Dashboard Solutions Dashboard Solutions are Brandlocal's dashboard-based reporting and visualization offerings, providing clients with views into campaign performance and Geo Intelligence insights.

Quantifiable outcome

• Up to 171% conversion rate uplift for digital-to-store advertising campaigns using geofence-based mobile targeting
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• mgo360coreStrategic or Co-development Partner · 23 August 2024Brandlocal and mgo360 partnered on a crossmedia campaign for the BioMarkt Verbund's 50th anniversary. Brandlocal handles media strategy, planning, and buying while mgo360 handles brand strategy consulting and campaign conception and creation. The partnership represents a close collaborative model where media and creative work hand-in-hand.
• CROSSMEDIA WorknetcoreStrategic or Co-development PartnerBrandlocal is an integral partner agency within the CROSSMEDIA Worknet, a network of independent media agencies. Brandlocal functions as a specialty unit providing regional media consulting and Geo Intelligence services to the broader network, and is also booked as a dedicated service by network partners. Brandlocal's leadership (Jens Schnückel and Raffael Weber) holds over-arching positions at CROSSMEDIA.
• AralcoreGTM or Marketing PartnerAral partnered with Brandlocal for the promotion of Rewe To Go convenience shops at Aral fuel stations. Brandlocal developed and executed a behavioral geo-targeting campaign combining mobile, digital, and out-of-home media. Aral is also the parent company driving the food service strategy at its tank station network.
• CROSSMEDIAcoreStrategic or Co-development PartnerBrandlocal is a wholly-owned subsidiary of CROSSMEDIA GmbH. Stefan Happe (Co-Gesellschafter Crossmedia) was previously involved in Brandlocal's management. Jens Schnückel and Raffael Weber, as former Brandlocal managing shareholders, now hold over-arching positions at CROSSMEDIA. CROSSMEDIA provides the umbrella infrastructure and client network for Brandlocal.

Scale indicators7 records

Expansion highlights5 records

Emerging players

• Uberall: Berlin-based location marketing platform helping multi-location businesses manage listings, reviews, and local search/store-visit attribution — an emerging SaaS player in the local marketing stack that overlaps with Brandlocal's BestPlace/BestCom offerings.

Broad incumbents

• Mediaplus Group: Largest independent German media agency, with strong retail and data-driven media planning capabilities — a broad incumbent in the same media agency category as Brandlocal, though without a dedicated Geo Intelligence specialism.
• Dentsu Germany: Dentsu's German media and creative network (including Dentsu Creative and Carat), with data-driven media planning and retail media capabilities — a broad incumbent competing for the same DACH retail media budgets.
• GroupM Germany (Mindshare / Wavemaker): WPP's media investment arm in Germany, with extensive data, programmatic, and retail media capabilities — a broad incumbent that competes for the same enterprise retail media planning budgets that Brandlocal targets.
• Publicis Media Germany: German operations of the global Publicis media network (Starcom, Zenith, Spark), with end-to-end media planning and data services for major retail advertisers — a broad incumbent in the same enterprise media agency space.
• Pilot Group: Independent German media, data, and tech agency serving enterprise clients with integrated media and data services — a broad incumbent operating in the same German media agency category as Brandlocal.
• Ströer SE & Co. KGaA: Major German out-of-home (OOH) and digital media company with growing investment in data-driven location-based advertising and audience targeting — a broad incumbent with overlapping capabilities in hyperlocal media activation.

Direct peers

• infas 360: German geomarketing and market data company (subsidiary of the infas Institute) providing location intelligence, trade area analysis, and target group data for retail and media — a direct peer in the German hyperlocal analytics space.
• microm GmbH: German geomarketing specialist offering location-based market data, micro-geographic target group analysis, and spatial analytics for retail and media planning — directly comparable to Brandlocal's Geo Intelligence core.
• WIGeoGIS: Munich-based geomarketing and GIS software/services firm with deep expertise in spatial analytics for retail site selection, trade areas, and media planning — a direct competitor and adjacent technology provider in the DACH Geo Intelligence market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Brandlocal-821595421320051
• LinkedInlinkedin.com/company/brandlocal-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Brandlocal