TBWA Acquires German Agency Heimat

TBWA Worldwide today announced its acquisition of Germany’s Agency of the Year and leading independent advertising agency Heimat. TBWA will take a majority share in Heimat, headed by founding partners Matthias von Bechtolsheim, Guido Heffels and Andreas Mengele. Heimat CEO and co-founder Matthias von Bechtolsheim will act as Chairman of the newly formed TBWA Operating Group Germany, which combines the leaders of TBWA's German specialist agencies.

Perry Valkenburg, President Europe and International COO at TBWA, commented, “Heimat and TBWA are a natural match and create a unique offer for the fourth largest advertising market worldwide. Combining Heimat’s creative and entrepreneurial spirit with TBWA’s global strength is the perfect offer for the German market.”

Heimat CEO, Matthias von Bechtolsheim, said: “We have had conversations with many international groups, but the partnership with Omnicom and TBWA is based on a mutual respect for entrepreneurship and creativity between ourselves and the managers we collaborated with on this deal. Our commitment and passion for our clients and their brands has led to many fruitful relationships with our national and international clients over the last 15 years. We will continue to work with that same dedication, together.”

The acquisition comes at one of the best times for the agency, which grew in 2013 by 40% over the previous year. Founded in 1999, Heimat is the perceived market leader in Germany, known for its creative and strategic product as well as its long-term relationships with national and international brands. Currently Heimat employs over 230 people in Berlin and Hamburg.

With the conclusion of the deal, Heimat’s founders will retain a significant minority share in the company and will remain in their leadership roles. The agency will keep its original name. In an advertising market dominated by strong independent agencies, this new partnership allows TBWA to offer all benefits of independent agencies in a scalable and efficient global network.

The TBWA Group Germany offers fully integrated advertising services including the leading brand activation specialist, DO IT!, the market leader for business-to-business communications, RTS Rieger Team, The Disruption Consultancy a business strategy company, TBWA Worldhealth and shopper marketing partner, The Integer Group.