Secretly to Success
Antoni: Ten years ago, the agency launched in Berlin following a covert operation—and became a top address. A critical tribute on its anniversary. By Mehrdad Amirkhizi
It all began in secrecy: the opaque awarding of the Mercedes account to Tonio Kröger and André Kemper, bypassing the official pitch participants. The covert company founding under a different name and management. The secretive assembly of the team, which only got to know each other later. And finally, the rebranding to Antoni shortly before the official launch almost exactly ten years ago.
Today, Antoni is one of the most well-known advertising agency brands in the country. What started as an exclusive creative forge for Mercedes-Benz has become a group with multiple branches and over 200 employees, serving clients like Aldi, Vodafone, Katjes, Bübchen, Kärcher, and Bett1.de. The company, now part of the U.S.-based Omnicom holding, doesn’t disclose financial figures, but the unit working for the car manufacturer, Antoni Garage, generated nearly 16 million euros in revenue in 2021 (more recent figures are not available). Its creative track record is also impressive: since its founding, Antoni has won numerous awards. In the current HORIZONT creative ranking (2025), the agency ranks 10th.
︎ ANTONI
Antoni: Ten years ago, the agency launched in Berlin following a covert operation—and became a top address. A critical tribute on its anniversary. By Mehrdad Amirkhizi
It all began in secrecy: the opaque awarding of the Mercedes account to Tonio Kröger and André Kemper, bypassing the official pitch participants. The covert company founding under a different name and management. The secretive assembly of the team, which only got to know each other later. And finally, the rebranding to Antoni shortly before the official launch almost exactly ten years ago.
Today, Antoni is one of the most well-known advertising agency brands in the country. What started as an exclusive creative forge for Mercedes-Benz has become a group with multiple branches and over 200 employees, serving clients like Aldi, Vodafone, Katjes, Bübchen, Kärcher, and Bett1.de. The company, now part of the U.S.-based Omnicom holding, doesn’t disclose financial figures, but the unit working for the car manufacturer, Antoni Garage, generated nearly 16 million euros in revenue in 2021 (more recent figures are not available). Its creative track record is also impressive: since its founding, Antoni has won numerous awards. In the current HORIZONT creative ranking (2025), the agency ranks 10th.
︎ ANTONI