What 121 Agency does

121 Agency is a boutique experiential marketing agency founded in 2016 and headquartered in Sofia, Bulgaria. It designs and delivers brand activations, sponsorship experiences, and corporate events for a roster of international and Bulgarian enterprise clients. Core customers span FMCG (Coca-Cola, Carlsberg Group, Kamenitza, Pirinsko, Birell, Trastena), retail (Lidl, Kaufland), telecommunications (Yettel, Entain/SBTech), automotive (Volkswagen), technology (Bosch), and financial services (KBC Group).

The agency's product surface is a unified portfolio of experiential activations rather than a multi-module software platform. Differentiated deliverables include technology-integrated installations such as an AR Advent Calendar, EEG-based personalized profiling (Kaufland Food for Thought), Audio Spotlight directional audio (Carling Calling), 3D mapping and drone-based show elements (Trastena Halloween Takeover), and an interactive "War Witness" charity exhibition. The agency pairs these concepts with sponsorship activations at events such as Legion Run and Vitosha 100, and with corporate experiences such as KBC Group's Board of Directors Meeting.

The business model is project-based professional services with bespoke quotes and no public pricing. Revenue is generated through creative concept development, production, and event management for direct brand marketing clients. GTM is primarily portfolio-driven via the agency's website, supplemented by client referrals and direct outreach to marketing and procurement teams. Operations are single-country — domestic to Bulgaria — with a reported headcount of approximately 7, consistent with a small creative shop rather than a scaled delivery organization. No funding, M&A, or leadership change signals are disclosed.

Name

121 Agency

Legal name

121 Agency

Website

https://121agency.bg

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

121 Agency is a Sofia, Bulgaria-based boutique experiential marketing agency that designs and executes brand activations, sponsorship experiences, and corporate events for enterprise clients across FMCG, retail, telecom, automotive, technology, and banking.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI), Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Experiential marketing services
• Brand activation campaigns
• Sponsorship activation events
• Interactive brand installations
• Corporate event production

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Experiential Marketing Services: Project-based agency fees for creating and executing experiential marketing activations, brand experiences, sponsorship activations, and corporate events for major brand clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

121 Agency is a boutique experiential marketing agency that conceives, designs, and executes immersive brand activations for enterprise clients in Bulgaria and beyond. The agency delivers multi-sensory installations, AR-powered activations, sponsorship activations at sports events and festivals, branded content campaigns, sustainability installations, and corporate event productions for clients such as Coca-Cola, Lidl, Yettel, Volkswagen, Kaufland, Carlsberg, Bosch, and KBC Group. Each engagement is a custom-built project combining creative concepting with technology integration (AR, EEG brain measurement, audio spotlight, 3D mapping) to drive measurable consumer engagement.

Product overview

121 Agency is a single unified experiential marketing service offering a comprehensive portfolio of brand activation campaigns, experiential events, and interactive installations. The agency operates as one integrated service offering rather than a platform-with-modules architecture. Core offerings include experiential brand activations featuring multi-sensory experiences, sponsorship activations at events and festivals, AR/VR digital activations, branded content film series, interactive installations, mobile tours, and corporate event productions. Notable named activations include Staro Pivo Pavilion (multi-sensory beer exhibition), AR Advent Calendar (augmented reality Christmas experience), Carling Calling (Audio Spotlight technology activation), Kaufland Food for Thought (EEG-based brain activity installation), Yettel First Steps Shop (experiential fitness commerce), and Bosch Smart Home Demo (product demonstration home). The agency serves major international and Bulgarian brands including Coca-Cola, Lidl, Yettel, Volkswagen, Kaufland, Carlsberg, and Bosch.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiential Brand Activations Comprehensive design and execution of immersive brand activation experiences—including multi-sensory installations, interactive exhibits, AR-driven campaigns, and themed environments—delivered to enterprise brand clients seeking consumer engagement beyond traditional advertising channels.
• Sponsorship Activations at Events and Festivals Design and execution of brand sponsorship activations at sports races, marathons, obstacle runs, football tournaments, and festivals, enabling sponsoring brands to translate paid sponsorship assets into direct consumer engagement experiences.
• Corporate Event Production and Experiential Communications End-to-end production of corporate events for banking, financial, and enterprise stakeholders, including board of directors meetings and executive-level presentations incorporating immersive experiences for internal communications topics such as ESG, integration, digitalization, and innovation.

Quantifiable outcome

• Over 16,000 user experiences generated through AR Advent Calendar activation
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• National Center for Safe InternetcoreStrategic or Co-development PartnerPartnership with National Center for Safe Internet and Yettel Bulgaria to deliver internet safety education to children. Over 500 children and parents participated in interactive installations teaching recognition of online dangers including fake news, obscene content, online bullying, and identity theft. This partnership enables Yettel to demonstrate corporate social responsibility while providing educational value.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Optimist: Creative agency specializing in brand experiences, campaigns, and content for major global brands. Similar mix of creative concepting and experiential execution.
• Generator Group: UK-based boutique experiential marketing agency delivering brand activations, live events, and immersive installations for major brands. Closely comparable in size, service mix, and creative-led delivery model.
• MKG: Creative experiential marketing agency producing brand activations, immersive experiences, and content for major consumer and tech brands. Directly comparable in creative-led, tech-integrated experiential delivery.
• Circle Agency: European boutique experiential agency producing brand activations and creative campaigns for major brands. Similar mid-sized, creative-led boutique profile in the EMEA experiential market.
• Amplify: Independent brand experience agency combining creative, content, and live activations for global brands. Comparable in creative-driven, technology-enabled brand experience work.
• Sparks: US-headquartered experiential marketing agency specializing in brand experiences, pop-ups, and trade-show activations. Comparable focus on technology-enabled, multi-sensory brand experiences for enterprise clients.

Regional players

• MAS Event Design: European experiential and event design agency delivering brand activations across multiple European markets. Comparable in scope of multi-sensory installations and brand experience work, with a broader European footprint.
• Sense Australia: Independent experiential marketing agency in the Asia-Pacific region focused on immersive brand experiences and creative campaigns. Comparable boutique scale and creative-led, tech-enabled experiential model, though operating in a different geography.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency offering experiential marketing, events, digital, and content at worldwide scale. Competes for the same multinational brand budgets as 121 Agency, with broader geographic and service reach.
• George P. Johnson Experience Marketing: Large global experiential marketing agency with deep event and brand experience capabilities. Represents the network-scale competitor 121 Agency may face when clients roll out activations regionally.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/121-experiential-agency

Revenue estimate

Valuation estimate

Number of profiles

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 121 Agency