Main menu button

Carlsquare advised the Hamburg-based digital agency wyn on its merger with the largest Scandinavian agency group Generaxion

The dynamically growing digital agency wyn has become part of the Scandinavian agency group Generaxion, which consists of 14 digital agencies in Sweden, Denmark and Finland, in October 2022. In addition to broadening the service portfolio, expanding geographically into Northern Europe and improving economic stability and flexibility, wyn’s employees will also find a suitable new home. Together they want to become Europe’s strongest digital agency group for small and medium-sized enterprises.

At wyn digital GmbH, with headquarters in Hamburg and a branch office in Kiel, the focus is on helping medium-sized companies to develop successful online marketing and digital strategies and to navigate safely through the challenges of digitalisation. Since its founding by Jan Schulte and Cati Klintworth in 2010, the agency has achieved a strong position in digital performance marketing and in the conception and development of digital platforms with its current staff of around 65 employees.

Group CEO Allan Damborg laid the foundation for the Generaxion Group in 2008. Today, Generaxion is an association of 14 agencies and digital companies with a total of over 400 employees. Generaxion is owned by its employees and Adelis Equity Partners, a private equity firm that values entrepreneurship, creativity, integrity, humility and teamwork.

By joining the Generaxion Group, wyn achieves expanded capabilities in language and geography, as well as an expansion of its service portfolio, which is already extensively designed with SEA, SMA, SEO and tracking, as well as UX, UI and web development in content management and eCommerce.

“We are achieving an exciting benefit for our clients who want to enter the Nordic market. For example, there is now direct access to native speakers of Nordic languages when designing and executing a campaign.”
Jan Schulte, Co-Founder of wyn

“Separately, the individual Scandinavian countries seem like small markets, but when you look at the Nordic region as a whole, there are nearly 30 million inhabitants with a total GDP of €1,351 billion. Because Generaxion covers all the Nordic countries, we can now operate as if it were one cohesive market.”
Cati Klintworth, co-founder of wyn

Accordingly, Generaxion also sees promising opportunities in the cooperation with wyn, which covers both Germany and the other DACH countries. Besides the exchange about customers, markets and skills, it is also wyn’s innovative approach to concepts such as Liquid Workforce and Work-from-Home that makes the merger a natural match.

“wyn caught our interest because, in addition to its strong position in the German digital agency market, this team also has an innovative approach to modern forms of organisation and places a high value on the freedom of its employees. Freedom and creative development for our employees are key words for our success.”
Allan Damborg, Group CEO Generaxion

Carlsquare acted as the exclusive financial advisor to the managing partners of wyn.