follow red people

What follow red people does

follow red people GmbH is a German B2B staffing agency headquartered in Stuttgart with a regional office in Berlin, providing qualified event, promotion, roadshow, brand-world, hospitality, and stage-and-technical personnel to corporate clients across Germany and Europe. The company operates as a Personalvermittlung (personnel services) firm, organized around six core service lines: Promotion Personal, Hostessen/Hosts, Roadshow Personal & Logistik, Markenwelten (Brand Worlds), Gastronomie & Service, and Bühne & Technik. Its customer base is composed of large national and international brands including Coca-Cola, O2 (Telefónica Deutschland), BMW, Porsche, Hugo Boss, Bosch, Bechtle, Thyssenkrupp Elevator, Pernod Ricard, Havana Club, Rivella, Innocent, Schwarzwaldmilch, Rothaus, smart, and EGO, with documented multi-year engagements such as Coca-Cola active selling since 2010 and large-scale sampling tours (e.g., 210,000 Fanta samples across six cities). The company maintains a pool of 3,000+ trained promoters and a dedicated 40-person roadshow team, and holds an Arbeitnehmerüberlassungszertifizierung enabling legal temporary worker leasing.

The business model is a professional services staffing model: revenue is generated through staffing fees, personnel placement, and project-based deployment quotes, with services contracted on an event-by-event or campaign basis. The company is part of the smart7 group network, which encompasses 75 experts, creatives, and consultants, and integrates sister entities including smart7.io (Live Experiences), veleum gmbh (Digital Experiences), and Screen Visions (A/V solutions). The company is a co-founder of the United Agencies Network (UAN) for cross-border European coverage and a member of the GWA (Association of Leading Communication Agencies in Germany). Core management consists of Managing Director Sebastian Wiese. The company is privately held with no disclosed institutional investors, no funding rounds, and no public listing. The underlying operating model is people-intensive rather than technology-driven: there is no proprietary software platform, no AI/ML capabilities, and no app products; the promoter.followred-promoter.de portal serves as a self-service recruitment entry point for talent.

Name

follow red people

Legal name

follow red people GmbH

Website

https://followredpeople.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

follow red people GmbH is a German B2B staffing agency providing event, promotion, roadshow, and brand-world personnel to enterprise clients across Germany and Europe, serving major brands such as Coca-Cola, BMW, Porsche, O2, Hugo Boss, and Bosch.

Ownership category

akta.pro rank

Product category

Event Staffing Services

NAICS

Convention and Trade Show Organizers (561920), Food Service Contractors (722310)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Corporate Event Staffing & Registration Services (HSACADAE)

akta.pro secondary industries

Event Registration & Check-In Staff (HSACAEAB), Event Hospitality & VIP Lounge Staff (HSACAEAH)

Keywords

• Event staffing services
• Promotional personnel
• Brand activation staffing
• Roadshow logistics
• Brand experience staffing

Headquarters

HQ city

Stuttgart

HQ country

Germany

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

Revenue model

1. Event Staffing Services: The company provides staffing services for events, promotions, roadshows, and brand activations. They supply hosts, hostesses, promoters, brand ambassadors, guides, and other event personnel to corporate clients. Revenue is generated through staffing fees, personnel placement services, and temporary worker deployment. The company holds a 'Arbeitnehmerüberlassungszertifizierung' (temporary worker deployment certification) enabling them to deploy staff via worker leasing arrangements.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

follow red people GmbH supplies trained event and promotional personnel to corporate clients across Germany and Europe. Service lines include promotion staff, hosts/hostesses, roadshow teams (drivers, explainers, setup assistants), brand-world and museum guides, hospitality/catering staff, and stage/technical crew, deployed via direct booking for events, trade shows, product launches, sampling tours, and brand activations.

Product overview

follow red people is a staffing agency (Personalvermittlung) providing event and promotional personnel services across Germany and Europe. The company offers a unified staffing platform with multiple service lines including Promotion Personal, Hostessen/Hosts, Roadshow services, Markenwelten (Brand Worlds), Gastronomy & Service, and Stage & Tech. The 'red staff' sub-brand represents the company's staffing division. Services range from traditional sales promotion and sampling to comprehensive roadshow logistics, brand experience staffing, and hospitality services. The company primarily serves as a personnel provider rather than a software product company.

Differentiator

Problem solved

Functional benefit

Brands

• smart7.io: Live Experiences - 75 experts, creatives, and consultants creating memorable brand encounters.
• veleum gmbh
• Screen Visions

Products and services

• Promotion Personal Promotional staff services for corporate clients including sampling, street promotion, POS marketing, trade show promotion, and guerrilla marketing campaigns. Personnel are selected to match the client brand and trained before deployment.
• Hostessen / Hosts Professional hosts and hostesses for trade shows, museums, sales floors, opening ceremonies, corporate events, VIP events, conferences, and sports events, provided to corporate clients and event organizers.
• Roadshow Personal & Logistik Personnel and logistics services for roadshows covering mobile promotion teams, truck tours, B2B and B2C roadshows, pop-up stores, show trucks, and festival tours, delivered across Germany, Europe, and worldwide.
• Markenwelten (Brand Worlds) Brand experience staffing for museums, showrooms, exhibitions, and visitor centers, including guides, explainers, reception, cash register, and media station personnel supplied to cultural institutions and brand experience venues.
• Gastronomie & Service Catering and hospitality staffing services for event catering, street food events, festival catering, gala service, bar personnel, and logistical support, supplied to event organizers and catering companies.
• red staff red staff is a sub-brand of follow red people GmbH that markets the company's event and promotional staffing services to corporate clients.

Quantifiable outcome

• Over 3,000 promoters deployed as brand ambassadors for Coca-Cola since 2010
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

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 core and minor.

• smart7coreStrategic or Co-development Partnersmart7 is a group company within the follow red network providing Digital Experiences. The company specializes in design and technology solutions, offering consulting for digital transformation, brand understanding, and holistic communication. They develop sustainable experiences and designs for both analog and digital worlds.
• United Agencies Network (UAN)coreStrategic or Co-development Partnerfollow red people co-founded the United Agencies Network (UAN) in 2005. The network connects agencies and marketing specialists from Europe and beyond, enabling cross-border collaboration and coverage in European core markets.
• GWA (Gesellschaft für Werbeagenturen)minorOthersGWA is the Association of Leading Communication Agencies in Germany. follow red people is a member of GWA, which serves as both a brand and quality seal. Membership requires meeting certain qualitative and quantitative criteria, and provides regular exchange with experts and practitioners from top agencies.
• SKS RussminorStrategic or Co-development PartnerConcert agency that collaborated with follow red on the Live Sommer 2020 project, developing car concerts at Stuttgart Airport during the COVID-19 lockdown period.

Scale indicators8 records

Recent moves14 records

Expansion highlights10 records

Direct peers

• Jobtour GmbH: Germany-based event and promotion staffing agency serving trade shows, roadshows, and brand activations; closely matches follow red people's host/hostess and promoter deployment model.
• Promotionbasis GmbH: German B2B agency providing promotional, event, and trade-show staffing to brands; directly comparable in target market (large FMCG/enterprise clients) and core offering (hostesses, promoters, brand ambassadors).
• HAGEN INVENT GmbH & Co. KG: German agency delivering brand experiences, event staffing, and roadshow services; comparable in service lines (Promotion, Roadshow, Brand Worlds) and blue-chip German client base.
• Bartenbach Event GmbH: German full-service event agency offering staffing and event production; overlaps with follow red people in event personnel and brand activation services.
• Pro Aktiv Event- und Marketing GmbH: German provider of event staffing and brand activation services including hostesses, promoters, and roadshow personnel; directly comparable in offerings and customer types.

Broad incumbents

• Serviceplan Group: Germany's largest independent agency group; provides integrated brand experiences and event activations alongside broader advertising services, competing for the same large brand budgets.
• MC Group (Publicis Live): Large international event-marketing network now part of Publicis; overlaps in brand activations, roadshows, and event staffing but at much broader scale and across geographies.
• Scholz & Friends: Leading German creative agency offering brand experience and activation services as part of a broader communications portfolio; competes for the same enterprise brand budgets.
• Jung von Matt: Major German creative agency network with significant event and brand-experience capabilities; competes for large brands' experiential marketing budgets alongside follow red people.
• Live Nation Germany: Major live-entertainment promoter in Germany operating concerts, festivals, and tours; intersects with follow red people in event staffing and touring/event logistics services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/follow-red-people

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 follow red people