SI advises leading German creative agency Grabarz & Partner on majority stake sale to Omnicom Group


Marketing Communications


Sell Side


July 2023


SI Partners has advised leading German Creative Agency Grabarz & Partner on joining the DAS Group of Companies, a subsidiary of Omnicom.

Forging a Creative Partnership: Grabarz & Partner's New Chapter of Brand Success in Germany and Beyond

With a shared objective of leveraging exceptional creativity to drive brand success in Germany and beyond, this partnership marks an exciting new chapter in Grabarz & Partner's illustrious 30-year history.

Having established itself as a nationally and internationally acclaimed agency, Grabarz & Partner now becomes part of Omnicom's DAS Group of Companies, which boasts an impressive roster of independent, creative-first agencies. Notable names within this esteemed group include Goodby Silverstein & Partners, Merkley & Partners, and GSD&M.

Sustaining Independence: Grabarz & Partner Continues Thriving Within the Group

Like the other agencies in this group, Grabarz & Partner will retain its independence, its name and the agency's management will also remain on board. While some previous shareholders, such as Andreas Grabarz and Thomas Eickhoff, are no longer active, all existing partners will retain their stake in the agency.

Omnicom’s investment in Grabarz & Partner is a perfect match for both sides. Their shared passion for outstanding, innovative, and brand-building creativity - and the belief that creativity is the most valuable tool for moving people and brands today and in the future. Customers and employees alike will benefit from this partnership.

For Grabarz & Partner, this partnership brings a multitude of benefits. As one of the world's largest and most respected marketing communications companies, Omnicom understands the key ingredients for successful advertising agencies and appreciates the cultural significance and unique identity of individual agency brands. The success of long-standing agencies within the DAS Group of Companies, some of which have been part of the network for over two decades, exemplifies Omnicom's commitment to nurturing agency excellence.

In practical terms, this partnership grants Grabarz & Partner access to international expertise, top-tier talent, and a range of disciplines, including media, CRM, PR, and cutting-edge technologies like artificial intelligence. This invaluable support will enable the agency to serve its current clients even more comprehensively while elevating its appeal to globally operating brands.

The collaboration also proves highly advantageous for Omnicom, as Grabarz & Partner's creative prowess, experienced staff, and extensive national expertise bolster the company's position and offerings in the critical German market – the fourth largest advertising market worldwide.

'After 30 successful years - and just as many offers from networks and others - Omnicom presented to Grabarz & partner a tailor-made future-oriented strategy with "DAS Group of Companies", which takes into account their wishes and goals, our strategic orientation as a creative agency and, above all, their unique agency culture, which has grown to the highest degree.

Ralf Heuel, Co-founder and Managing Partner at Grabarz & Partner

'We are convinced that this step will be another successful chapter for Grabarz & Partner, from which our customers and employees will benefit.'

Julica Hauke, Co-founder and Managing Partner at Grabarz & Partner adds:

'At Grabarz & Partner, we live a mindset of change. Our agency is not the same today as it was 30 years ago. Nor is it the same as it was 10, 5 or one year ago. This is also what is firmly rooted in our agency DNA and, in fact, what is written in our agency manifesto. Because that's the only way we can remain the agency we are. The step we are taking now is another one to remain Grabarz & Partner in the future.'

John Wren, Chairman and CEO, Omnicom Group.

"We’re thrilled to add one of the most creative agencies in Germany to our roster and to lean into its stellar reputation in one of Europe's most important economic regions for our clients,” said John Wren, Chairman and CEO, Omnicom Group. “Our shared vision for creative excellence is what drew us to them, and we look forward to the impact they’ll make as part of Omnicom. We welcome the entire G&P team to the group."

The transaction is expected to close during the third quarter of 2023, subject to customary closing conditions, including regulatory approval.


About Grabarz & Partner.

Founded in 1993, G&P is a world-class creative agency headquartered in Hamburg. With more than 270 employees, the agency works with prominent global and local clients such as Deutsche Bahn, IKEA, Lidl, Burger King and Porsche. It has been named to prestigious industry lists such as Cannes Lions’ "Top Ten Independent Agencies of the Decade", "Top Ten Independent Agencies of the Decade" by Horizont magazine, „Agency of the year“ by W&V magazine, Eurobest and Clio awards, „Managers of the year“ by Horizont magazine and Campaign UK’s “The World’s Leading Independent Agencies”.

About DAS Group of Companies.

DAS Group of Companies, a division of Omnicom Group, is a global group of marketing services companies comprised of: Health Group, Precision Marketing Group, Commerce Group and the Advertising Collective. DAS delivers customized solutions to address clients business challenges through best-in-class experts in: Health and Life-Science; Digital Transformation, CRM and Customer Experience at Scale; Connected Commerce, including conversion and transaction; and award-winning creative. Operating through a combination of networks and regional organizations, DAS services international, regional, national and local clients through offices in countries worldwide.

About Omnicom.

Omnicom is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms offer services in advertising, strategic media planning and buying, precision marketing, commerce and brand consulting, experiential, customer relationship marketing (CRM), public relations, healthcare marketing and other specialty communications services to over 5,000 clients in more than 70 countries.

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"Having SI Partners on our team was a real benefit, not only because of their many years of expertise in all aspects of M&A. Working with a London-based M&A advisor was also a significant advantage in this international transaction." 

Daniel Dolezyk, Managing Partner - Finance, People & Operations