macheete | Agency for PR & Digital Marketing

What macheete | Agency for PR & Digital Marketing does

macheete is a Berlin-based boutique public relations and digital marketing agency operating as the sole proprietorship Mareen Eichinger e.K., founded in 2010. The firm delivers PR, social media marketing, content marketing, influencer relations, digital branding, AI workshops, and music promotion services to mid-sized and enterprise clients primarily across the DACH region (Germany, Austria, Switzerland). Its client roster spans entertainment and music (including a 10+ year relationship with Warner Music Germany), mobility (Daimler Trucks), healthcare technology (Ottobock), retail (GALERIA Karstadt Kaufhof), and cultural institutions, indicating a deliberately cross-vertical positioning.

The business runs on a project- and retainer-based professional services model with a small core team of roughly seven to eight staff supplemented by approximately ten freelancers and a network of sub-contractor partners including altcramer, Le Buzz, and Contcept. There is no proprietary technology platform; the core asset is the editorial and influencer network of founder Mareen Eichinger, supported by a Strategic Advisor (Theresa Hümmer). Revenue mechanics are typical of a boutique agency — billable hours, project fees, retainers, and workshop fees — with no external funding and no disclosed revenue.

The agency's recent strategic moves include launching a dedicated AI workshop line (delivered using third-party tools such as ChatGPT, Midjourney, and DALL-E), formalizing music promotion as a service vertical, building a sub-contractor delivery network, and localizing positioning into English and Spanish. The firm also adopts climate-neutral operational positioning as a differentiator. Overall, macheete is a founder-led, bootstrapped creative services firm with stable enterprise relationships and incremental service-line expansion rather than venture-scale growth ambitions.

Name

macheete | Agency for PR & Digital Marketing

Legal name

Mareen Eichinger e.K.

Website

https://macheete.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

macheete is a Berlin-based boutique PR and digital marketing agency, founded in 2010 by Mareen Eichinger as a sole proprietorship, serving DACH enterprise clients across entertainment, mobility, healthcare, retail, and cultural sectors with PR, content, influencer, and AI workshop services.

Ownership category

akta.pro rank

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, Technology or R&D

Revenue model

1. Professional Services - PR Consulting: Project-based consulting and campaign management for PR, social media, content marketing, and influencer marketing services. Clients include music labels, cultural institutions, consumer brands, and B2B companies.
2. Workshop & Training Services: AI workshops, social media workshops, and coaching services offered at various levels (Basic, Advanced, Custom) with individualized pricing.
3. Music Promotion Packages: Structured service packages for musicians and labels including press work, radio promotion, social media campaigns, and release packages (Solo Single, Multi-Single, Album packages).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

macheete is a Berlin-based boutique agency that sells strategic public relations, social media marketing, content marketing, influencer relations, and digital branding services to B2B brands, musicians, cultural institutions, and consumer companies across the DACH region. The agency delivers integrated communication campaigns, media relations, press work, social media management, paid advertising, content production, web development, and AI-focused training workshops as project-based and retainer engagements.

Product overview

macheete is a Berlin-based boutique PR and digital marketing agency offering a comprehensive suite of communication services. The core offerings include Public Relations (strategic press work, media relations, B2C/B2B communication), Social Media Marketing (strategy, campaigns, advertising, community management), Content Marketing (editorial support, SEO content, newsletters), Blogger & Influencer Relations, Digital Branding (web design, corporate identity, SEO/SEA/SEM), Consulting & Coaching, and specialized AI Workshops. The agency also offers music and artist promotion services and event support. The service portfolio is delivered as a unified agency offering rather than a modular software platform, with services often integrated across disciplines (e.g., combining PR with social media, or traditional marketing with AI tools).

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations (PR) Strategic PR services including brand, corporate, product and personality PR, press releases, storytelling, media relations, B2C and B2B communication, press conferences, and reporting for businesses and brands in the DACH region.
• Social Media Marketing Social media strategy, campaigns, advertising, community management, content creation, and performance monitoring across Facebook, Instagram, LinkedIn, TikTok, and Twitter for brands and businesses.
• Content Marketing Content strategy, editorial support for blogs and newsletters, SEO-optimized content, visual storytelling, and social media content production for brands and organizations.
• Blogger & Influencer Relations Influencer marketing services including campaign planning, influencer analysis, relationship management, and performance reporting across nano to mega influencer tiers, connecting brands with creators on TikTok, Instagram, and YouTube.
• Digital Branding Digital branding services including logo and corporate design, social media design, web design and development on WordPress, TYPO3, and Magento, plus SEO, SEA, and SEM.
• Consulting & Coaching Strategic consulting for social media, content marketing, employer branding, and support in establishing social media departments, including individual coaching for new media adoption.
• Workshops & Seminars Training programs covering social media marketing basics and advanced strategies, LinkedIn for business, Instagram for business, B2B brands, startups, Facebook & Instagram Ads, and trend updates.
• AI Workshops (KI-Workshops) Specialized workshops on artificial intelligence in communications covering ChatGPT, generative AI tools, prompt engineering, legal considerations, and hands-on exercises for content creation and marketing workflows. Offered in Basic (2-hour), Advanced (4-hour), and Custom (6-hour) formats.
• Music & Artist Promotion Press work, radio promotion, social media campaigns, brand partnerships, listening parties, and PR events for musicians and artists, including album and single release packages (Solo Single, Multi-Single, Album).
• Event Services Press mailings, press handling, press invitations, invitation management for influencers and VIPs, and on-site press support for events and exhibitions.

Quantifiable outcome

• Over 10-year partnership with Warner Music Germany supporting major international releases
• +2 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Partnerships

Five partnerships are on record, tiered minor.

• altcramerminorChannel Partner/ Reseller/ DistributorAgency commissions macheete for social media work on client accounts. Works on GALERIA Karstadt Kaufhof LinkedIn communication and Autobahn GmbH performance campaign as sub-contractor.
• Le BuzzminorChannel Partner/ Reseller/ DistributorAgency commissions macheete for press relations and campaign communications for Carhartt client account.
• Contcept CommunicationminorChannel Partner/ Reseller/ DistributorSwiss agency commissions macheete for press work on multiple exhibition and brand clients including The Art of the Brick, Michelangelos Sistine Chapel, Kuhn Rikon, Campingaz, and Star Wars exhibition.
• DGMKminorStrategic or Co-development PartnerCollaboration with DGMK agency on GASAG DEALS social media management and newsletter content creation.
• CONCEPTS (Swiss Agency)minorChannel Partner/ Reseller/ DistributorSwiss agency commissions macheete for press relations and event coordination on Star Wars exhibition and Machu Picchu Experience.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Serviceplan Group: Large German agency group offering integrated marketing, digital, and PR services. Operates across many of the same service categories (PR, social, content, influencer) but at a much larger scale and broader portfolio.
• Edelman Germany: Global communications network's German office providing PR, digital, and advisory services. A larger incumbent in the same PR space whose services overlap with macheete's enterprise PR and influencer offerings.
• Hotwire Germany: Global communications consultancy with technology, B2B, and consumer practices. Comparable in the PR-plus-digital marketing space but as part of a wider global network rather than DACH-specialized boutique.
• FleishmanHillard Germany: International PR and integrated communications network with German operations. Represents the broader-incumbent peer set competing for the same large enterprise accounts in B2B, healthcare, and consumer PR.

Direct peers

• Wilde & Partner Communications: Munich-based communications agency serving technology, industrial, and B2B clients. Comparable boutique-to-mid PR firm operating in the DACH region with overlapping enterprise client base.
• Piabo PR: Berlin-based boutique communications agency serving digital, tech, and consumer brands with PR and influencer marketing. Highly comparable boutique positioning in the same DACH market with similar service mix of PR, content, and creator relations.
• Fink & Fuchs Public Relations: German PR agency specializing in B2B and technology communications with offices across Germany. Directly comparable mid-size German PR peer serving enterprise technology, industrial, and public-sector clients.
• Zum goldenen Hirschen: Berlin-based integrated communications and creative agency spanning PR, social media, and content. Comparable in the integrated PR-plus-digital positioning and DACH enterprise client base.
• Schwartz Public Relations: Established German PR agency offering media relations, content strategy, and corporate communications. Comparable in target customers (mid-to-large German enterprises) and in the depth of PR and digital communications offering.

Emerging players

• Loft Film Loft: DACH music and entertainment PR/marketing firms occupying adjacent niches to macheete's artist promotion practice. Comparable through music-industry PR service overlap, even if music-focused rather than generalist.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/macheete
• LinkedInlinkedin.com/company/macheete
• Instagraminstagram.com/macheete

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 macheete | Agency for PR & Digital Marketing