Especially since Berlin took over the function as the capital of Germany and the number of associations increased and the creative industry sees a dynamic development, Berlin has more and more become a favourite location for advertising-, communication- and digital agencies. With regard to many fields of subjects, Berlin is a laboratory, finding out how people want to live in future. Many owner-managed agencies such as Media Consulta and Scholz & Friends have established themselves in Berlin. A large number of lucrative agencies maintain a branch at the Spree.
The Berlin agency community is one of the most creative in Germany, evidenced by many awards. Nearly every third ‘Löwe‘ of the Cannes Lions goes to an agency in Berlin, amongst them Scholz & Friends, Heimat, MSL and Antoni. Berlin is the hub of the creative- and digital industry, start-up metropolis, heart of the online-advertising and location of successful agencies of brand communication. ‘Brand Identity‘ and ‘Digital Marketing‘ shape Berlin’s advertising landscape.
No other agency landscape in Germany has developed so dynamically over the past few years. In the meantime, more than 4200 advertising enterprises in Berlin generate 1.5 billion Euros annually and employ about 25,000 people. Since 2012, the number of jobs increased by 20 per cent and the turnovers by 12 per cent. The growth is due to the agencies’ spirit of being creative and innovative.
The digital transformation is one of the core subjects of the agencies. Berlin’s agencies stand for successful brand communication in connection with intelligent Smart Data - solutions. Especially ‘Content‘ and ‘Technology‘ are more interrelated in Berlin than anywhere else. We aim to expand on this excellent initial position together with you.
How does Berlin promote this industry?
The advertising industry in Berlin benefits from numerous subsidising programmes such as GRW investment subsidies, Innovationsassistent, Kredit Innovativ, and many more, that are handed out by the Investitionsbank Berlin. Beyond that the country of Berlin has subsidised the mutual presentation of advertising- and digital enterprises at the demexco in Cologne for many years.
Since 2015 the Senate Administration for Economics, Energy and Public Enterprises has supported the advertising industry additionally with measures via the Landesinitiative Projekt Zukunft, which is implemented together with media.net . These measures include:
- the Creative Dinner Berlin with advertising agencies and enterprises from other parts of the economic sector
- the Salon Kreativ takes place twice per year on current subject of the agency landscape
- the Video campaign "Best of Berliner Kreativagenturen"
- as well as the Industry Day that takes place for the first time as a platform for attracting expert personnel
- In addition, the Fachkräfteakquiseformat adday/ adnight [platform for the acquisition of expert personnel] of the GWA association took place in Berlin for the first time supported by the federal country initiative ‘Projekt Zukunft’.