What Spool does

Spool AG is a Swiss promotion and live marketing agency founded in 1997 that designs, plans, and executes promotional projects for consumer brands and other organizations across Switzerland. The company operates from two regional offices, its headquarters in Zürich (Quellenstrasse 29, 8005 Zürich) and a regional office in Lausanne (Route de la Maladière 60, 1022 Chavannes-près-Renens), enabling coverage of both German- and French-speaking Swiss markets. Its service portfolio spans nine integrated disciplines: samplings, events and roadshows, point-of-sale activities, gastro and bar tours, merchandising, logistics and production, warehouse and fulfillment, promoter personnel provisioning, and bespoke "specials" such as guerrilla marketing and mascot activations.

The company's operational backbone consists of a curated network of over 2,000 freelance promoters distributed across all Swiss regions, a 600m² central warehouse in Zürich Kreis 5 with fulfillment capability, two company vehicles for logistics, and one disclosed proprietary technology product, the Spool Store Check App, which enables merchandisers to capture point-of-sale information and images on-site with real-time client reporting. Spool does not position itself as a technology platform; the proprietary elements support execution rather than constituting a software business.

Commercially, Spool runs a sales-led, B2B professional services model. Engagements are project-based and quote-priced, ranging from single-day samplings to multi-week, multi-city roadshows (for example, the Lindt Smart Tour spanning 10 cities over 3 weeks and the Ricola multisensory sampling at 11 railway stations). Clients are predominantly large consumer brands (Lindt, Ricola, Fisherman's Friend), with adjacent work in sports events (via venues such as Titlis Bergbahnen) and real-estate community activation (Regimo Zürich AG). The company is privately held, with no disclosed venture capital, private equity, or revenue figures, and is led by CEO Olivia Weber, COO Mathias Tanner, and CFO Andrea Bosshard.

Name

Spool

Legal name

Spool AG

Website

https://spool.ch

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Spool AG is a Swiss promotional and live marketing agency that plans and executes sampling, event, roadshow, and POS activation campaigns for consumer brands across Switzerland, operating from Zürich and Lausanne with a 2,000+ freelance promoter network and in-house warehouse and merchandising tooling.

Ownership category

akta.pro rank

Product category

Promotional Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Call Center/Telemarketing & Outbound Customer Engagement (MPAAAIAN)

Keywords

• Promotional services
• Experiential marketing
• Brand activations
• Field marketing
• Product sampling

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional Services: Spool generates revenue through providing promotional services including samplings, events, roadshows, point of sale activations, gastro/bartours, merchandising, logistics, production, and fulfillment. Services are project-based and scoped from conception through execution for each client.
2. Warehouse and Fulfillment Services: Storage and fulfillment services for promotional materials and products, leveraging their 600m2 warehouse facility in Zürich.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Spool is a Swiss promotion and livemarketing agency that develops and executes promotional projects across Switzerland. The agency offers nine integrated service disciplines covering samplings, events and roadshows, point-of-sale activations, gastro and bar tours, merchandising, logistics and production, warehouse fulfillment, promoter staffing, and guerrilla/specials campaigns for B2B brand clients. Services are delivered end-to-end from conception and permitting through staffing, logistics, on-site execution, and reporting.

Product overview

Spool is a Swiss promotion and livemarketing agency offering a comprehensive suite of promotional services across Switzerland. The core offering consists of nine integrated service disciplines: Samplings, Events + Roadshows, Point of Sale Activities, Gastro + Bartours, Merchandising, Logistics + Production, Lager + Fullfillment, People (promoter services), and Specials (guerilla marketing). These services are supported by proprietary technology including the Spool Store Check App for real-time merchandising reporting. The agency operates with a network of over 2,000 promoters across all regions of Switzerland and manages approximately 400 projects annually from its Zurich and Lausanne offices.

Differentiator

Problem solved

Functional benefit

Products and services

• Samplings
• Events + Roadshows
• Point of Sale (POS) Activities
• Gastro- + Bartours
• Merchandising
• Logistics + Production
• Lager + Fulfillment
• People (Promoter Services)
• Specials (Guerilla Marketing)

Quantifiable outcome

• Over 400 projects realized annually across Switzerland
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Titlis BergbahnencoreStrategic or Co-development Partner · 8 March 2025Titlis Bergbahnen collaborated as the venue and operational partner for the Fisherman's Friend Winter Sliding Challenge 2025 at Trübsee above Engelberg. Joint planning began in summer with detailed coordination of site layout, planned activities, and exact course routing. The partnership enabled access to the mountain venue and operational infrastructure for the event.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Bacher Partner: Swiss live communications and brand activation agency offering comparable promotional services across Switzerland. Highly relevant due to similar Swiss market focus, scale, and service breadth spanning events, samplings, and POS activations.
• MKG: New York-based experiential marketing agency specializing in brand experiences, events, and creative activations for consumer brands. Directly comparable service offering and client base to Spool, though operating in different geographies.
• Amplify: UK-based brand experience and experiential marketing agency (Omnicom-owned) creating shared brand experiences, events, and immersive campaigns. Directly comparable service offering for consumer brands, though UK-focused.
• Initials: UK-based brand experience agency creating live marketing campaigns, events, and shopper activations. Comparable niche specialization in experiential marketing for consumer brands, though focused on UK market.

Broad incumbents

• TRO (The Right Order): Global event marketing and brand experience agency specializing in live brand experiences, sampling, and field marketing at scale. Comparable promotional service portfolio, but operating globally with broader capabilities.
• GMR Marketing: Global sports, experiential, and entertainment marketing agency with strong CPG and brand activation experience. Comparable in serving consumer brands with live marketing, but operates at much larger scale worldwide.
• Jack Morton Worldwide: Global brand experience agency (IPG-owned) offering experiential marketing, events, and brand activations at much larger scale. Comparable service model but operates worldwide with significantly broader portfolio.
• George P. Johnson Experience Marketing: Global experiential marketing agency with deep roots in live brand experiences, events, and integrated campaigns. Comparable service offering but serves multinational clients across many markets.
• Sparks: Global experiential and shopper marketing agency (Publicis-owned) specializing in brand experiences, retail activations, and consumer engagement. Comparable service offering but with global scale and broader capabilities.

Regional players

• Schmittgall: German health and consumer marketing agency offering promotional campaigns, events, and brand activations. Comparable service offering and DACH market adjacency, though primarily focused on Germany rather than Switzerland.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/spoolpromotion
• LinkedInlinkedin.com/company/spoolpromotion

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Spool