Glutamat

What Glutamat does

Glutamat Kommunikation GmbH is a Berlin-based, privately held creative content agency (GmbH) that provides end-to-end brand storytelling, content strategy, creative production, newsroom, and distribution services to major consumer and enterprise brands. Its service offering spans five integrated pillars: content strategy (brand voice, tonality, narrative positioning), creative production (video, photo, events, social content), newsroom (editorial writing, SEO, CRM and social management, PR), distribution and engagement, and a dedicated in-house studio (Umami Studio). The agency self-describes as turning "message into content" and "weaving ties between brands, consumers, movers, and cultures."

The client roster is dominated by European-headquartered global consumer brands, with documented work for Nike, adidas, Zalando, Catrice Cosmetics, Essence, Lidl, ALDI SÜD, Penny, Vodafone, Red Bull, Coca-Cola (Coke Studio), McDonald's, PayPal, WeShare (Volkswagen), smart, GORE WEAR, Amazon Music, Bumble, Patreon, Vogue Germany, and the NGO NABU. Industry spread covers sportswear, fashion, retail, beauty, food and beverage, telecom, automotive, financial services, and music/entertainment. Geographic execution includes multi-market rollouts (the Catrice x Vogue campaign was distributed across at least 10 European countries and reached 100 million views), suggesting pan-European and selective global delivery capability from a single Berlin office at Graefestraße 71, Kreuzberg.

The business model is professional services on a project and retainer basis, with pricing that is quote-driven and tailored to scope. GTM is sales-led and relationship-based, leveraging portfolio credibility, awards (Grimme-Preis nomination 2023; Lovie Award Silver 2017), and direct outreach. The company is independently owned with a single named managing director (Franziska Müller-von der Ahé), no disclosed external investors or parent company, and a headcount in the 11-50 band. Note: founding year is reported inconsistently across sources — 2009 in firmographic data versus 2017 in the company history timeline.

Name

Glutamat

Legal name

Glutamat Kommunikation GmbH

Website

https://glutamat.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Glutamat is a Berlin-based independent creative content agency providing content strategy, production, newsroom, and distribution services to major European consumer brands including Nike, Zalando, Catrice, Vodafone, and Red Bull across project and retainer engagements.

Ownership category

akta.pro rank

Product category

Creative Content Services

NAICS

Motion Picture and Video Industries (5121), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

akta.pro secondary industry

Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

Keywords

• Creative content agency
• Brand storytelling
• Video production
• Content strategy
• Event production

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Creative Agency Services: Project-based creative services including content strategy, creative production (video, photo, events), newsroom services, and distribution. Services are billed per project or through ongoing retainer arrangements with brand clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Glutamat is a Berlin-based creative content agency that provides end-to-end brand storytelling services for major consumer brands. It develops content strategy, produces creative assets across video, photo, event, social media, and text formats, runs in-house newsroom operations, and distributes content through strategic partnerships. Services are delivered on a project or retainer basis to enterprise clients across sportswear, fashion, retail, beauty, beverages, telecommunications, and entertainment.

Product overview

Glutamat is a creative content agency that provides integrated marketing and content services. The company operates as a single unified offering rather than a platform architecture, providing services across content strategy, creative production (video, photo, events, social media), newsroom operations, and content distribution. Their core offering centers on translating brand narratives into compelling content across media, music, sports, entertainment, and lifestyle industries. The agency has a particular focus on work with fashion, sports, beauty, and lifestyle brands including Nike, Zalando, Catrice, Lidl, and Vodafone.

Differentiator

Problem solved

Functional benefit

Brands

• Umami Studio: Studio entity referenced on the website.

Products and services

• Content Strategy Development of brand voices and tonality, narrative building, and strategic positioning to help brands participate in the right conversations with their target audiences.
• Creative Production Full-service creative production including content campaigns, video production, photo production, event and experience, and social media content creation for brand campaigns.
• Newsroom In-house newsroom services including tonality guides, online news writing, SEO and magazine content, CRM and social media management, and PR.
• Distribution & Engagement Strategic content distribution services that place brand content where it resonates most with target audiences across relevant channels and platforms.
• Studio (Umami Studio) Owned in-house studio capability (Umami Studio) for content creation and production, referenced as a related studio entity on the Glutamat website.

Quantifiable outcome

• 100,000,000 views for Catrice x Vogue Breaking into Comfort campaign across 10 markets
• +4 more outcomes

Named customers21 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Charles & CharlotteminorStrategic or Co-development PartnerCreative development partner for Penny's Liebe geht durch den Magen dating show. Collaborated on concept and creative execution for the food-based dating format produced inside an actual Penny store.
• Umami StudiominorOthersReferenced as related studio entity (umami-studio.de) in site navigation and branding, suggesting a sister company or affiliated creative studio.
• BUTTERminorStrategic or Co-development PartnerListed as co-team member on Enjoy Freshness by Lidl project, suggesting collaborative partnership for event production.
• ODALINEminorStrategic or Co-development PartnerListed as team member on Teleshop Reboot with the Elevator Boys project for Vodafone, indicating creative collaboration.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Antoni: Antoni is a Berlin-based creative agency known for bold, social-first brand campaigns and integrated content production for major German and European brands — a close geographic and capability peer to Glutamat.
• Anomaly: Anomaly is a global creative agency with a strong track record in brand storytelling, content production, and integrated campaigns for major consumer brands — directly comparable to Glutamat's model of producing culturally resonant content for enterprise clients.
• Scholz & Friends: Scholz & Friends is one of Germany's leading independent creative agency groups, providing brand strategy, content production, and integrated campaigns for major consumer brands — directly competitive with Glutamat for the same client budgets.
• Kolle Rebbe: Kolle Rebbe is a Hamburg- and Berlin-based creative agency producing brand campaigns, content, and digital experiences for major German brands — comparable in size, geography, and integrated content offering to Glutamat.
• Grabarz & Partner: Grabarz & Partner is a Hamburg-based independent creative agency producing award-winning brand campaigns and content for major German and European brands — comparable in scale and creative focus to Glutamat.
• Mother London: Mother is a globally recognized independent creative agency known for culturally resonant brand storytelling and integrated content production — directly comparable to Glutamat's positioning and client mix.

Broad incumbents

• AKQA: AKQA is a global digital design and creative agency producing brand storytelling, content, and experience work for major brands — a broader incumbent overlapping with Glutamat's content production and digital campaign capabilities.
• Jung von Matt: Jung von Matt is one of Germany's largest independent creative networks with offices across Europe, offering brand strategy, content, and digital production at greater scale than Glutamat — competing for the same enterprise brand work.
• DDB Germany: DDB Germany is part of the global DDB/WPP network, offering creative, content, and digital production for major brands — competing for the same enterprise accounts as Glutamat with greater scale.
• Serviceplan Group: Serviceplan is Europe's largest independent, partner-managed agency group providing fully integrated creative, media, digital, and content services — a broader incumbent competing with Glutamat on integrated pitches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/2207320

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Glutamat