Kittel

What Kittel does

Agentur XY GmbH, doing business as Agentur XY and branded here as "Kittel" after its founder, is an independent, full-service creative agency headquartered in Berlin Prenzlauer Berg with a satellite office in Rottach-Egern am Tegernsee. Founded in 2018 by Michael Kittel, the firm specializes in developing bold advertising campaigns and production work for mainstream audiences, and has delivered over 500 projects to date.

Its core offering is human-driven creative services rather than a discrete technology product: strategy, creative conception, and end-to-end production for advertising campaigns. The agency's portfolio spans the entertainment/streaming vertical — where it has produced work for Netflix for over eight consecutive years and for HBO Max for over six — alongside HR/job platforms (Stepstone), toys (Playmobil), fintech/neo-brokerage (Scalable), and telecommunications (Deutsche Telekom). No proprietary technology platform, AI models, patents, or app products are disclosed; the agency's competitive claim rests on combining network-agency experience with the agility of an independent idea forge.

The business is a privately held German GmbH operating on a project-based professional services model. Revenue is generated through direct client engagements with enterprise brands, marketed under a sales-led go-to-market motion. The firm employs 13 people, has no external investors, parent company, or subsidiaries, and has not raised institutional funding. Pricing is not publicly disclosed, and the agency's primary marketing footprint is a website, Instagram, and LinkedIn presence.

Name

Kittel

Legal name

AGENTUR XY GMBH

Website

https://kittel.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Agentur XY GmbH is an independent, full-service Berlin-based creative agency founded by Michael Kittel in 2018, delivering bold advertising campaigns and production services for global enterprise brands including Netflix, HBO Max, Stepstone, Playmobil, Scalable, and Deutsche Telekom.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Brand Campaign & Integrated Communications Agencies (MPAAAAAC)

Keywords

• Creative advertising services
• Advertising campaign production
• Brand campaign strategy
• Creative agency services
• Mainstream advertising campaigns

Headquarters

HQ city

Berlin

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

Revenue model

1. Creative Agency Services: Project-based creative services including campaign strategy, creative conception, and production for major brands. Revenue is generated through client engagements and project fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Agentur XY GmbH is an independent full-service creative agency that develops bold advertising campaigns and produces creative content for global brands. Its offerings span campaign strategy, creative conception, and production, delivered by an in-house team of strategy, creative, and production specialists for clients such as Netflix, HBO Max, Stepstone, Playmobil, Scalable, and Deutsche Telekom.

Product overview

Agentur XY GmbH is an independent full-service creative agency headquartered in Berlin Prenzlauer Berg with a satellite office in Rottach-Egern at Tegernsee. Founded in 2018 by Michael Kittel, the agency specializes in developing bold advertising campaigns for mainstream audiences that generate significant attention. With a team of strategy, creative conception, and production experts, the agency has successfully delivered over 500 projects. The agency does not offer a discrete technology product; its offering is professional services centered on creative campaign development and production for global brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Campaign Development
• Advertising Production
• Campaign Strategy

Quantifiable outcome

• 500+ successful projects completed

Named customers6 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

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• DDB Germany: German arm of the global DDB network. Comparable as a full-service creative agency operating in Germany on integrated campaigns for major brands, but part of a larger global holding-company network versus XY's independent structure.
• BBDO Germany: German operations of the global BBDO network. Comparable as a Germany-based creative agency producing integrated campaigns for enterprise brands, but backed by a global holding company rather than operating independently like XY.
• Ogilvy Germany: German operations of the Ogilvy global network. Comparable as a Germany-based full-service creative agency serving enterprise clients on integrated campaigns, but as a network incumbent rather than an independent.

Direct peers

• Scholz & Friends: Independent German creative agency headquartered in Hamburg with a Berlin office. Comparable as a Germany-based full-service creative agency working on integrated campaigns for major brands.
• Jung von Matt: One of Germany's largest independent creative agency networks with offices across Europe. Directly comparable as a Berlin/Hamburg-based full-service creative shop serving global enterprise brands on integrated campaigns.
• Serviceplan Group: Largest independent agency group in Europe, headquartered in Munich with major Berlin presence. Comparable as a German full-service creative house serving global enterprise clients on integrated campaigns.
• thjnk: Independent German creative agency group with offices in Hamburg, Berlin, and other cities. Comparable as a German independent full-service creative agency serving major brands on integrated campaigns.
• Grabarz & Partner: Hamburg-based independent creative agency known for bold, unconventional campaigns for major German and global brands. Directly comparable as a German independent creative boutique with a similar emphasis on breaking conventions.
• Antoni (advertising agency): Berlin-based independent creative agency known for bold campaigns for global brands. Directly comparable as an independent Berlin creative boutique with a similar "bold ideas" positioning targeting mainstream audiences.
• Studio Macao: Berlin-based independent creative agency known for high-profile campaigns in entertainment and culture. Comparable as a Berlin independent creative boutique working on entertainment and streaming brand work similar to XY's Netflix/HBO Max engagements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/kittel
• Instagraminstagram.com/agenturxy

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 Kittel