SinnerSchrader

SinnerSchrader
Public
Traded as DE0005141907
Industry Internet und E-Commerce
Founded 1996
Founder Oliver Sinner and Matthias Schrader
Headquarters Hamburg, Deutschland
Products Software and e-commerce
Revenue 41.2 million euro[1]
Number of employees
 406[1]
Website sinnerschrader.com

SinnerSchrader (also known as the SinnerSchrader Group) is the fourth largest digital marketing and advertising agency in Germany. It operates several subsidiaries that provide specialized services, such as mobile app development, e-commerce websites, online advertising and marketing communications.

SinnerSchrader was established in 1996. The company grew quickly and went public on the German Stock Exchange in 1999. It experienced losses after the dot-com bubble ended before rebounding in 2004 to 2005. Several of its subsidiaries were created or acquired between 2010 and 2013.

History

SinnerSchrader was founded in 1996 by Oliver Sinner and Matthias Schrader in Hamburg, Germany[2][3] by combining a marketing business and a software company that both operated under the sinner + schrader name.[4]:28 By 1998 it had grown to 3.6 million euros in annual revenues and more than doubled in size by the following year. It was unusual among internet-based companies at-the-time in that it was profitable. In November 1999, the company was listed on New Market, the technology market segment for the German Stock Exchange.[3] 28 million euros were raised.[5]

After the bust of the dot-com bubble, SinnerSchrader operated at a loss for several years.[5] Revenues declined 24 percent in 2001.[2] Co-founder Oliver Sinner said he was responsible for declining revenues and resigned in 2002.[6][7] 20 percent of the company's staff were laid off and employees were put on part-time shifts temporarily.[8] The company gave $20 million back to shareholders in 2004, because it couldn't provide a reasonable rate-of-return for the amount of funding that was raised.[5]

In late 2004 and 2005, SinnerSchrader returned to profitability, largely due to a rebound in e-commerce projects.[9] It became known as one of few technology companies listed on New Market to survive the dot-com bust.[5][7] In 2009, SinnerSchrader acquired an advertising retargeting company, newtention.[10] It was later re-branded as Next Audience in 2012 and re-focused on advertising data analysis technologies.[11] A SinnerSchrader media agency, Mediaby, was established in June 2010.[12] The following year the company acquired a mobile device app developer, Tic-mobile, for 1.1 million euros. It was renamed to SinnerSchrader Mobile.[13][14] SinnerSchrader also established a multi-disciplinary marketing communications agency originally operated independently under the name Haasenstein[15] then merged into SinnerSchrader in 2013.[16] In July 2013, the company merged two of its subsidiaries, next commerce and spot-media, to form an e-commerce division called Commerce Plus.[17][18]

Services

Matthias Schrader giving a keynote speech at Next09

SinnerSchrader is the fourth largest digital marketing agency in Germany.[19] It provides support for online advertising campaigns, analysis of online user behavior and software or website development, among other services.[9] Many of its services are provided through specialized subsidiaries that are each operated independently.[1] A subsidiary, Sinner Schrader Mobile, develops mobile apps,[13][14] while Commerce Plus develops e-commerce websites such as online retail sites.[17] Another division, Mediabuy, provides consulting on profile-based online advertising for search engines and social networks.[12] Next Audience develops data analysis technology for profiling and targeting audiences.[11] SinnerSchrader operates a marketing agency[15] and organizes the annual Next conference, which focuses on New Media topics.[20]

References

  1. 1 2 3 What's Next: 2013 annual report (PDF), SinnerSchrader, August 31, 2013, retrieved April 14, 2014
  2. 1 2 "Oliver Sinner überlässt Matthias Schrader alleinigen Vorsitz bei Sinner Schrader". Horizon.net. July 18, 2002. Retrieved April 23, 2014.
  3. 1 2 Donath, Andreas (October 12, 1999). "SinnerSchrader geht am 2. November an die Börse". Golem. Retrieved April 23, 2014.
  4. ↑ Verkaufsprospekt (PDF), SinnerSchrader, October 29, 1999, retrieved August 13, 2013
  5. 1 2 3 4 Wassink, Melanie (November 8, 2004). "Geldregen bei SinnerSchrader". Hamburger Abendblatt. Retrieved August 13, 2013.
  6. ↑ "Oliver Sinner steigt aus". Handelsblatt. July 18, 2002. Retrieved August 13, 2013.
  7. 1 2 Kazim, Hasnain (October 25, 2007). "Als die große Blase platzte". Spiegel. Retrieved August 13, 2013.
  8. ↑ Sinner Schrader will mit Kurzarbeit Jobs retten, Handelsblatt, July 1, 2002, retrieved August 13, 2013
  9. 1 2 "Aktie von SinnerSchrader braucht mehr für ein Comeback". Frankfurter Allgemeine. July 13, 2005. Retrieved August 13, 2013.
  10. ↑ "Sinner Schrader übernimmt Newtention Technologies". Horizon. May 20, 2009.
  11. 1 2 "Aus newtention wird Next Audience". ADZINE. May 8, 2012. Retrieved August 13, 2013.
  12. 1 2 Jacob, Elke (September 1, 2010). "Sinner Schrader gründet eigene Online-Mediaagentur". Horizont. Retrieved August 13, 2013.
  13. 1 2 "Agentur legt sich App-Entwickler zu". Internet World Business. May 11, 2011. Retrieved August 13, 2013.
  14. 1 2 Cloer, Thomas (May 11, 2011). "SinnerSchrader macht mobil". Computerwoche. Retrieved April 21, 2014.
  15. 1 2 Kirst, Nina (February 10, 2011). "SinnerSchrader gründet Haasenstein". Page Online. Retrieved August 13, 2013.
  16. ↑ Amirkhizi, Mehrdad (October 31, 2013). "Umbau: Sinner Schrader integriert Werbeableger Haasenstein und holt Thjnk-Kreative". Horizon.net. Retrieved May 21, 2014.
  17. 1 2 "Commerce Plus realisiert Vertriebskonzepte". Internet World Business. July 1, 2013. Retrieved August 13, 2013.
  18. ↑ Herrmann, Susanne (January 7, 2013), Next Commerce und Spot-Media verschmelzen zu Commerce Plus, Werben & Verkaufen, retrieved August 13, 2013
  19. ↑ "Internetagentur-Ranking 2013". Bundesverband Digitale Wirtschaft. Retrieved August 13, 2013.
  20. ↑ Borchers, Detlef (May 4, 2007). "Next07: Von user-generated Content, Wikization, Geldeinnehmen und User-Protesten". heise online. Retrieved August 13, 2013.

External links

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