Mawave
Mawave is a social-first performance and creator marketing agency for brands.
Analyst Perspective
Mawave is a Germany-based marketing services firm operating as a social-first agency for brands. Its offering combines strategy workshops, organic channel management, paid social media buying, creator and influencer campaign management, content production, and analytics. The company appears to serve business customers such as brand marketing teams, CMOs and performance marketers rather than end consumers directly. The company generates revenue primarily through managed services, including retainers, project fees and media-related service fees. Mawave also uses proprietary internal infrastructure such as a data warehouse and reporting dashboard to support campaign measurement and client reporting, but the available evidence suggests these tools mainly strengthen its service delivery and retention rather than representing a standalone software business.
Analyst Signal Briefing
Updated: 5 Aug 2026Building on its mandate as social lead for Decathlon, Mawave has expanded its branded entertainment portfolio by developing 'House of Power', a reality-style YouTube series for Eon in partnership with Google. The agency has also strengthened its creative leadership by appointing a new Head of Social & Creative from Omnicom, filling a vacancy created by Ornella Sonderegger’s move into management. These developments, alongside previous work for Lieferando, reinforce Mawave's strategic focus on large-scale content production and operational scaling within the social-first commerce sector.
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Key insights about Mawave
Category Differentiation
Mawave is a social-first marketing agency and consultancy, not a standalone enterprise software vendor or ad tech platform. Its dashboard and data warehouse support service delivery rather than defining the company as a pure SaaS provider.
Mawave: About
Mawave operates an agency and consultancy model centred on social media growth and performance marketing. It creates value by planning strategy, producing creative, managing organic and paid social activity, coordinating creators, and supplying analytics that tie media activity to outcomes. Its proprietary data warehouse and dashboard support reporting, optimisation and client transparency, helping the agency package multiple services into a more integrated engagement.
How Mawave Works & Monetises
Business model analysis and core revenue streams
The company monetises through service fees rather than a pure software subscription model. Core revenue likely comes from monthly retainers for channel management, analytics and ongoing campaign support; project-based fees for strategy workshops and creative production; and media management fees or percentage-of-spend fees attached to paid campaign budgets. Proprietary reporting and data infrastructure appear to be bundled into broader client engagements to improve retention and justify higher-value service contracts.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Service
Media Channel
Recent Signals (Mawave)
Mawave hires Head of Social & Creative from Omnicom
Munich-based social-led agency Mawave appointed a new Head of Social & Creative effective August 1, 2026. The new hire is a former Account Director at Omnicom Precision Marketing Germany and fills a role that had been vacant since January 2026. The position was previously held by Ornella Sonderegger, who earlier this year moved into Mawave's management. The announcement was published by Horizont on August 4, 2026.
Read original sourceEon launches YouTube series 'House of Power' with Google and Mawave
Energy company Eon has launched a YouTube entertainment-informational series called "House of Power" in partnership with Mawave and Google. The eight-episode format mixes reality TV, gameshow elements and creator formats to explain home energy transition technologies (e.g., photovoltaic systems, heat pumps, smart energy management). The series features TV personalities Axel Stein and Susan Sideropoulos and content creators Jonas Ems, Lewin Ray and Reeze. Production is handled by Leonine C_ and the cross-channel media strategy by Mediaplus Germany. The campaign aims to make sustainable home energy solutions accessible and reach younger audiences; the series begins on 2026-08-13 with weekly 20-minute episodes published Thursdays at 18:00 on Eon's YouTube channel.
Read original sourceLeonine C_ Produces 'House of Power' for E.ON
E.ON commissioned a branded-entertainment reality series titled "House of Power - Wer spielt ein falsches Spiel?" produced by the newly formed Leonine C_ label. The eight-episode format, developed by social-lead agency Mawave together with Google, will premiere on YouTube from August 13 with weekly releases. Twelve celebrities and creators — including Axel Stein, Susan Sideropoulos, YouTuber Lewin Ray and streamer/podcaster Reeze — live together for three weeks, complete energy-themed challenges, and earn "energy points" for charity while some participants act as imposters to sabotage the group. The series showcases E.ON expert-led modernisation measures (photovoltaics, battery storage, heat pump, wallbox, intelligent energy management). Mediaplus will manage the cross-channel media strategy and additional social content to extend the campaign.
Read original sourceMawave: Frequently Asked Questions
What is Mawave?
Mawave is a German social-first marketing agency that provides strategy, paid media, organic social management, creator marketing, content production and analytics for brands.
Who uses Mawave?
Its customers are brand marketing teams, CMOs, social media managers, performance marketers and other business buyers seeking outsourced social and growth services.
How does Mawave make money?
Mawave makes money through retainers, project fees, creative production work and media management fees tied to paid campaign execution.
Company Facts
- Founded
- 2020
- Headquarters
- Moosacher Str. 70, 80809 München
- Core Segment
- Agency & Consultancy
- Company Size
- 50–200
- Official Link
- mawave.com