Grabarz & Partner
German creative agency for strategy, research, UX and content.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Grabarz & Partner Werbeagentur GmbH
- Entity type
- COMPANY
- Founded
- 1993
- Headquarters
- Germany
- Company size
- 201–500
- Market role
- Agency & Consultancy
- Official website
- grabarzundpartner.de
What Grabarz & Partner does
The company sells specialised agency services to business clients across strategy, brand development, research, analytics, UX, accessibility, innovation and content production. It creates value by combining senior consulting, creative development, structured workshops, ongoing monitoring and in-house production into integrated client engagements. Revenue is tied to billable time, scoped projects, retainers and service mark-ups rather than software licensing or media ownership.
Category differentiation
This company is an advertising and consulting agency, not a software platform or ad exchange. It is the Hamburg-based Grabarz & Partner agency brand within Omnicom, not a standalone martech vendor.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Grabarz & Partner Werbeagentur GmbH is a Hamburg-based advertising agency providing brand strategy, positioning workshops, cultural insight, sustainability communication analysis, UX and accessibility services, innovation sprints, market testing, audience analysis, campaign monitoring, competitor tracking, and in-house branded content production. Its clients are brand owners, marketing leaders, communications teams, product teams and innovation leaders that buy managed agency services rather than software. The company generates revenue through project-based and retainer-style B2B engagements, billed primarily on contracted fees and hourly rates, with monthly invoicing and additional handling fees for selected third-party services. The business operates as a high-value service provider in Germany and Europe, and since 2023 has been part of Omnicom while retaining its established agency brand.
Company news briefing
Briefing updated:
Grabarz & Partner secured Vaillant's international lead agency account and launched its first major 'Relax' campaign for VW Commercial Vehicles, helping offset the loss of its ten-year Porsche mandate to Serviceplan. The agency continues to advance its AI capabilities through its in-house production unit IMAG/NE—winning an LTX Award for the AI-generated short film 'Artificial Emotions'—while also co-authoring a Macromedia University study examining consumer trust and AI-labeling effects ahead of EU transparency obligations.
Business model & monetisation
Grabarz & Partner monetises through bespoke B2B agency engagements spanning strategy consulting, brand positioning, research, analytics, UX and accessibility work, innovation sprints, AI training and advisory, and content production. Commercially, fees are agreed contractually and primarily calculated from accrued hours at agency rates, with services invoiced monthly; the agency also charges a 10% handling fee on selected, assigned and monitored third-party services.
- Strategy and brand consulting
- Service Fee
- Research, analytics and monitoring services
- Service Fee
- UX, accessibility and digital optimisation work
- Service Fee
- Content production services
- Service Fee
- Third-party service handling fees
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Service
Media Channel
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Grabarz & Partner Unveils Comeback Campaign for VW Commercial Vehicles
Advertising · Recorded impact score: 2/5
The Hamburg-based agency Grabarz & Partner, together with its parent company Omnicom, has won back the advertising account for VW Commercial Vehicles late last year. After smaller assignments, the agency has now launched its first major campaign under the core message 'Relax'. The article discusses the campaign's theme, which is notable given the public debate about Germans' work ethic. The article is paywalled, and the full details of the campaign are not accessible.
- Grabarz & Partner, together with Omnicom, won back the VW Commercial Vehicles account at the end of last year.
- The first major campaign from Grabarz & Partner for VW Commercial Vehicles has been launched.
Grabarz & Partner Loses Porsche Account; Serviceplan Succeeds
Agency account change · Recorded impact score: 2/5
Hamburg-based Omnicom subsidiary Grabarz & Partner publicly bade an emotional farewell to long-time client Porsche after losing the account. Ralf Heuel, the agency’s CCO, reflected on the end of a ten-year relationship, described the impact on his team and argued agencies should be candid about losses as well as wins. Heuel issued a brief public message of goodwill — "KEEP ON PUSHING, PORSCHE AND SERVICEPLAN. SERIOUSLY." Porsche informed Grabarz & Partner that Serviceplan will become its new global lead agency effective January 1, 2027. The farewell post, widely praised across the industry, raised questions about how Grabarz & Partner will move forward; the story was reported by Mehrdad Amirkhizi on Horizont on August 12, 2026.
- Grabarz & Partner had served as Porsche’s international lead agency for ten years.
- Porsche informed Grabarz & Partner that Serviceplan will take over as Porsche’s new global lead agency on 2027-01-01.
Agency's AI Film
Creative Production · Recorded impact score: 2/5
Grabarz & Partner produced a near-fully AI-generated short film titled "Artificial Emotions" for the Stiftung Deutsche Depressionshilfe und Suizidprävention that visualizes a symptom of depression — emotional numbness — using AI-created characters except for one real protagonist, Enosch Wolf. The spot, timed to appear the week of August 2 to coincide with transparency obligations under the EU AI Act, has already won a Gold prize at the LTX Awards (a New York Festivals sub-award). Production credits include IMAG/NE (Grabarz & Partner's in‑house AI production) using LTX.Studio, postproduction by &action (in‑house), and music by Mokoh Music in Berlin.
- Grabarz & Partner created a short film titled "Artificial Emotions" for the Stiftung Deutsche Depressionshilfe und Suizidprävention.
- The film is almost entirely AI-generated; all shown people are AI creations except one real protagonist, Enosch Wolf.
Grabarz & Partner wins Vaillant lead agency pitch
Agency Account Win · Recorded impact score: 1/5
Grabarz & Partner has been selected as Vaillant's new international lead agency after a multi-stage pitch. The appointment comes as Vaillant aims to strengthen its communications following a recently revised heating law that again permits installation of new oil and gas boilers without a 65% renewable-energy requirement. The decision was reported by HORIZONT on July 16, 2026.
- Grabarz & Partner was selected as Vaillant's new international lead agency.
- The agency decision followed a multi-stage pitch process.
Study: AI-Labeling's Mixed Effects on Trust
Regulation · Recorded impact score: 3/5
A study by the Hamburg Macromedia University and the agency Grabarz & Partner, published shortly before key EU AI Act transparency obligations take effect, examines how labeling AI-generated content affects consumer trust and brand perception. Across five studies (two randomized experiments and three surveys, n=711), researchers found no uniform positive or negative reaction to AI labels; effects depend on context such as media type and brand positioning. Text labels tend to reduce trust more than labels on images, and premium/luxury brands are more sensitive than FMCG. Younger audiences view AI in visual media more critically, and consumers expect visible, understandable transparency about AI use and synthetic persons.
- Macromedia University Hamburg and Grabarz & Partner published a study on the effects of AI-labeling on trust and brand perception.
- The investigation comprised five studies (two randomized online experiments and three standardized online surveys) with a total of 711 participants.
Explore company relationships
Questions about Grabarz & Partner
What is Grabarz & Partner?
Grabarz & Partner is a German advertising agency that provides brand strategy, research, UX, content production and related consulting services for business clients.
Who uses Grabarz & Partner?
Its clients are brand owners, marketing teams, communications departments, product teams, innovation leaders and digital teams that buy managed agency services.
How does Grabarz & Partner make money?
It earns revenue from contracted client work, primarily through project fees, hourly billing, monthly invoicing and handling fees for selected third-party services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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