PLAN

What PLAN does

PLAN Marken- & Mediaagentur GmbH is an independent brand and media agency headquartered in Munich, Germany, founded in 2016 by Christian Kaeßmann, who remains the sole owner and CEO. The company serves what it calls "Impact Brands" — companies that combine commercial success with social and environmental responsibility — through two integrated service pillars: strategic brand consulting (Markenberatung) and data-driven media planning (Mediaplanung). The agency's core differentiator is that sustainability is embedded into its service delivery rather than treated as an add-on, supported by proprietary frameworks called the Responsible Brand Model and the Responsible Media Model.

The agency's product portfolio spans brand strategy, positioning, storytelling, and visual identity development on the brand side, and media planning, buying, campaign optimization, and CO2-balancing of media activities across TV, digital, CTV, audio, print, social, OOH, and DOOH channels on the media side. PLAN does not build proprietary technology platforms; it operates as a service-based agency using standard industry tools (Google Analytics, Google Tag Manager, Google Ads, Microsoft Teams, Brevo newsletter, IONOS hosting, Adobe Fonts). The company also offers supplementary webinars and brand toolbox services.

PLAN generates revenue through professional services on a project-based and multi-year retainer model, with fees negotiated per engagement and outlined in proposals. The company reported €10 million in revenue for FY2025/26 with a lean team of approximately 18 employees, around half of whom work remotely from locations across Germany. Customers include a diverse mix of enterprise B2B and B2C brands such as Messe Düsseldorf, JRS Petcare (Cat's Best), WWK Lebensversicherung, Maria Galland, ROMA KG, and Familotel. The agency is a member of GWA and BNW and operates an extensive network of sustainability-focused partnerships.

Name

PLAN

Legal name

PLAN Marken- & Mediaagentur GmbH

Website

https://wirsindderplan.de

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

PLAN is an independent Munich-based brand and media agency founded in 2016 that serves sustainability-focused "Impact Brands" through strategic brand consulting and data-driven media planning, operating with 18 employees and €10M in FY2025/26 revenue.

Ownership category

akta.pro rank

Product category

Brand Consulting & Advertising Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industries

Creative Concepting & Campaign Development (BPAFAEAD), Brand Experience (BX) & Service Design (BPAFAEAI)

Keywords

• Brand consulting
• Media planning
• Advertising services
• Brand strategy
• Integrated marketing

Headquarters

HQ city

Munich, Bavaria

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Media Planning Services: Services include media planning, media buying, and media execution both domestically and internationally. Additionally, development and management of social media presence including community management. The company acts in its own name and on its own account when placing advertising media.
2. Brand Consulting Services: Strategic brand consulting services including brand strategy, brand positioning, brand story development, and brand monitoring. The company also offers brand workshops and webinars.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

PLAN Marken- & Mediaagentur GmbH is a Munich-based brand and media agency that delivers brand consulting and media planning services to "Impact Brands" — companies combining commercial success with social or environmental purpose. The agency pairs strategic brand work with media planning and buying as an integrated offering, serving business clients in the DACH region from its Munich office.

Product overview

PLAN is an independent brand and media agency for impact brands, offering two integrated service pillars: Brand Consulting and Media Planning. The Brand Consulting practice (Markenberatung) provides strategic services including brand strategy, positioning, brand storytelling, visual identity development, internal engagement, and brand research through the Responsible Brand Model. The Media Planning practice (Mediaplanung) delivers data-driven media planning and buying across all paid media channels (TV, Digital, CTV, Audio, Print, Social, OOH/DOOH) through the Responsible Media Model, encompassing media strategy development, campaign optimization, and performance analysis. Both practices emphasize sustainability and responsible media decisions. The agency also offers supplementary webinars and brand toolbox services.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Consulting
• Media Planning

Quantifiable outcome

• Over 7 years of media partnership with Cat's Best leading to continued brand growth and Top Brand recognition
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered minor.

• Agenda NminorStrategic or Co-development PartnerSustainability partner organization collaborating on values-based business practices. Agenda N focuses on sustainable business transformation.
• BAM! Bock auf Morgen FestivalminorStrategic or Co-development PartnerFestival focused on future-oriented topics and sustainability. PLAN participates as a supporter and collaborator.
• Can't Eat MoneyminorStrategic or Co-development PartnerSustainability-focused organization working on environmental and social impact topics.
• CirelisminorStrategic or Co-development PartnerSustainability consulting and services partner.
• Green Marketing (via Steady)minorStrategic or Co-development PartnerCollaboration on green marketing content and thought leadership through the Steady platform.
• Green Teams NetzwerkminorStrategic or Co-development PartnerNetwork of sustainability-focused teams and organizations.
• Institut für KlimapsychologieminorStrategic or Co-development PartnerInstitute focused on climate psychology research and application, providing insights for sustainable behavior change communication.
• New Standard StudiominorStrategic or Co-development PartnerSustainable design and branding studio collaboration.
• Nina WeissminorStrategic or Co-development PartnerSustainability consultant and speaker.
• NovatopiaminorStrategic or Co-development PartnerInnovation and sustainability platform focusing on future-oriented solutions.
• Stephan GrabmeierminorStrategic or Co-development PartnerSustainability advisor and thought leader in digital transformation and ESG.
• The GoodwinsminorStrategic or Co-development PartnerSustainability-focused agency or consultancy.
• Tomorrow AcademyminorStrategic or Co-development PartnerEducation platform offering sustainability workshops and training.
• VisionistasminorStrategic or Co-development PartnerSustainability-focused consulting or agency from Austria.
• We DominorStrategic or Co-development PartnerSustainable business consultancy.
• GWA (Gesellschaft Werbeagenturen)minorOthersProfessional association of advertising agencies in Germany. PLAN is a member, indicating industry recognition and professional standards compliance.
• BNW (Bundesverband Nachhaltige Wirtschaft)minorOthersFederal Association for Sustainable Business. PLAN is a member, demonstrating commitment to sustainability principles and access to sustainability network.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Serviceplan Group: Largest independent German agency group, operating across brand, media, digital, and technology. Directly comparable in service mix (brand consulting + media planning) and German market focus, though at vastly greater scale and with a generalist rather than sustainability-first positioning.
• Scholz & Friends: Major German creative agency group with full-service brand and media capabilities. Comparable to PLAN as a Germany-based creative/media offering serving brand strategy and cross-channel campaigns, but at significantly larger scale and broader positioning without sustainability as a core thesis.
• Jung von Matt: Prominent independent German creative agency network with brand and media capabilities. Comparable as a Germany-based full-service agency serving major enterprise clients, but without PLAN's specialized impact/sustainability positioning.

Emerging players

• Uplift (sustainability agency): European agency specializing in sustainable marketing and communications. Comparable as a niche competitor in the impact/sustainability marketing space, though operating more as a purpose-led consultancy rather than full-service media planning.
• The Goodwins: German sustainability-focused communications agency cited as a PLAN partner, working on impact/ESG storytelling and brand purpose. Comparable as a small, niche competitor in the same German impact-marketing segment.

Direct peers

• Antoni (Berlin): Berlin-based independent creative agency within the larger Antoni/Strg.Agency network offering brand strategy and integrated communications. Comparable as a mid-sized German independent agency competing for similar brand consulting and creative mandates.
• Zum goldenen Hirschen: Berlin/Hamburg-based independent German agency combining brand, PR, and content marketing. Comparable mid-size German independent competing for integrated brand mandates with a similar consultative, values-driven agency culture.
• Kolle Rebbe: Hamburg-based independent creative and brand agency with a similar mid-sized, Germany-focused service profile offering brand strategy and integrated campaign work. Closely comparable in scale and boutique positioning, though without the explicit sustainability-core differentiation.
• Grabarz & Partner: Hamburg-based independent creative agency operating in the same German independent-agency segment as PLAN. Comparable in offering integrated brand and campaign work for mid-to-large enterprise clients with similar size and independent-ownership structure.

Regional players

• Faktor 3 (PR agency): Hamburg-based independent communications agency combining PR, brand, and content services for sustainability-focused clients. Comparable German independent serving purpose-driven brands with similar values-based positioning, though with stronger PR heritage than media planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wirsindderplan

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 PLAN