SinnerSchrader

SinnerSchrader was a German digital agency founded in Hamburg in 1996 by Oliver Sinner and Matthias Schrader. It emerged during the formative years of the commercial internet, initially operating as an online agency and helping businesses establish digital channels, particularly online shops. Its client base included both medium-sized companies and large international corporations. The company’s early headquarters were located in the former Johannes Krause tanning-machinery factory in Hamburg’s Ottensen district, and it later established offices in Berlin, Frankfurt, Munich, and Prague. The agency became a stock corporation in 1999 and floated on the Frankfurt Stock Exchange in November of the same year. The offering raised approximately €28 million. From 2003, its shares were traded in the German stock exchange’s Prime Standard segment. Like many internet-related businesses, SinnerSchrader was affected by the collapse of the dot-com boom. Sales and profits declined, and the company responded by reducing working hours. Co-founder Oliver Sinner left in 2002, after which Matthias Schrader continued to lead the business. SinnerSchrader returned to profitability in the 2004/05 financial year, and its recovery was later viewed as an example of a new-economy company adapting after the technology-market downturn. E-commerce remained central to the agency’s work, but SinnerSchrader also sought to broaden its capabilities through the acquisition of smaller agencies and the creation of an advertising agency. Its service scope developed around digital strategy, online retail, user experience, creative communication, and technology implementation. In 2006, the company established the Next Conference, an event focused on digital transformation and its effects on society and the economy. The conference became a visible part of SinnerSchrader’s contribution to the wider European digital-business community. Accenture announced its takeover of SinnerSchrader in 2017. Accenture initially secured approximately 60 percent of the share capital and subsequently increased its holding to more than 90 percent. Remaining shareholders were offered a cash settlement in connection with their exclusion from the company. SinnerSchrader ceased to be listed in 2019. After the acquisition, the agency operated within Accenture Interactive, with Matthias Schrader responsible for the business unit in Germany, Austria, and Switzerland for a period. In 2022, Accenture consolidated agencies acquired over several years under the Accenture Song name. At its 2022 general meeting, SinnerSchrader shareholders approved a merger with Accenture Digital Holdings, based in Kronberg im Taunus. The company was subsequently removed from the German commercial register. Matthias Schrader also left the business in 2022. SinnerSchrader therefore no longer operates as an independent corporate brand, although its capabilities and historical agency operations became part of Accenture’s broader digital, creative, marketing, commerce, and technology-services organization.

SinnerSchrader was established in Hamburg in 1996 by Oliver Sinner and Matthias Schrader as an online agency. The founders operated during the first major expansion of commercial internet services in Germany, with a focus on helping businesses create online presences and digital commerce operations. The company’s initial and enduring specialization was the development of online shops and other customer-facing digital services. Its customers included smaller and medium-sized enterprises as well as major international corporations. The agency initially operated from the former Johannes Krause tanning-machinery factory in Hamburg’s Ottensen district. As the business expanded, it opened additional offices in Berlin, Frankfurt, Munich, and Prague. In 1999, SinnerSchrader became a stock corporation and was listed on the Frankfurt Stock Exchange in November. The flotation raised about €28 million. Beginning in 2003, its shares traded in the German exchange’s Prime Standard segment. The collapse of the dot-com bubble created a severe challenge. SinnerSchrader experienced falling sales and profits and had to reduce working hours. Co-founder Oliver Sinner left the company in 2002, while Matthias Schrader continued to manage the business. The agency returned to profit in the 2004/05 financial year. Its recovery was subsequently regarded as an example of a former new-economy company surviving the technology-market correction by refocusing on sustainable client services. E-commerce remained an important business area, but the company pursued a broader digital-services model. It expanded through the acquisition of smaller agencies and established an advertising agency, adding creative and communications capabilities to its digital strategy, experience-design, and implementation work. SinnerSchrader also invested in industry discussion and community-building. In 2006, it founded the Next Conference to mark a company anniversary. The event addressed digital transformation and the social and economic consequences of technological change. Accenture announced the acquisition of SinnerSchrader in 2017. Accenture first secured around 60 percent of the share capital and then increased its stake to more than 90 percent. Remaining shareholders were offered a cash settlement associated with their exclusion. The company ceased to be listed in 2019. SinnerSchrader initially became part of Accenture Interactive, and Matthias Schrader led the relevant business in Germany, Austria, and Switzerland for a period. Accenture later combined agencies acquired across the digital, creative, marketing, and technology sectors under Accenture Song, formerly known as Accenture Interactive. In 2022, SinnerSchrader’s general meeting approved a merger with Accenture Digital Holdings. The company was subsequently removed from the German commercial register, and Matthias Schrader left the organization. SinnerSchrader is therefore best understood as a historical German digital-agency brand whose operations and capabilities were absorbed into Accenture’s integrated services structure rather than as an independent active company.

• 2022

  Merger and full integration into Accenture

  [1]SinnerSchraderen.wikipedia.org

  The company approves a merger with Accenture Digital Holdings and is removed from the German commercial register as Accenture consolidates agencies under Accenture Song.

• 2019

  End of stock-market listing

  [1]SinnerSchraderen.wikipedia.org

  SinnerSchrader is no longer listed after Accenture increases its ownership and addresses the position of remaining shareholders.

• 2017

  Accenture begins acquisition

  [1]SinnerSchraderen.wikipedia.org

  Accenture announces its takeover and initially obtains approximately 60 percent of SinnerSchrader’s share capital.

• 2006

  Next Conference is established

  [1]SinnerSchraderen.wikipedia.org

  SinnerSchrader launches the Next Conference, a forum focused on digital transformation and its social and economic effects.

• 2004

  Return to profitability

  [1]SinnerSchraderen.wikipedia.org

  The company returns to profit during the 2004/05 financial year after the post-dot-com downturn.

• 2002

  Oliver Sinner leaves the company

  [1]SinnerSchraderen.wikipedia.org

  Following the downturn in internet markets, co-founder Oliver Sinner departs and Matthias Schrader continues to manage the business.

• 1999

  Public listing on the Frankfurt Stock Exchange

  [1]SinnerSchraderen.wikipedia.org

  SinnerSchrader becomes a stock corporation and lists in Frankfurt, raising approximately €28 million.

• 1996

  SinnerSchrader is founded in Hamburg

  [1]SinnerSchraderen.wikipedia.org

  Oliver Sinner and Matthias Schrader establish an online agency focused on emerging internet and digital-commerce opportunities.

Premium digital transformation and customer-experience services provider for corporations and medium-sized businesses

• Digital commerce services · 1996

  E-commerce and online-store development

  Online-store creation was one of SinnerSchrader’s core areas from its earliest years. The agency helped businesses establish digital sales channels and customer-facing commerce experiences, serving both medium-sized organizations and international corporations. This work formed the commercial foundation for its later expansion into broader customer-experience and transformation projects.

• Consulting

  Digital strategy and transformation

  SinnerSchrader developed digital strategies for organizations adapting their business models, customer journeys, and communications to internet-based markets. Its transformation offering combined strategic advice with design and technology implementation rather than treating strategy as a standalone planning exercise.

• Design services

  User experience and service design

  The agency designed digital interfaces and customer experiences for online commerce, brand communication, and other digital touchpoints. User experience work complemented its commerce and technology capabilities, allowing clients to connect business objectives with usable, customer-oriented digital products.

• Marketing and advertising

  Digital advertising and creative services

  SinnerSchrader broadened beyond technology and commerce by creating an advertising agency and acquiring smaller agencies. These activities added creative communications and digital marketing capabilities to its consulting, design, and implementation portfolio.

• Industry event · 2006

  Next Conference

  Established in 2006, the Next Conference was a SinnerSchrader-linked forum about digital transformation and the wider social and economic consequences of technology. It served as an industry platform as well as a way for the agency to participate in public discussion about the future of digital business.

• 2005

  Inclusion on a capital-destroyer list

  SinnerSchrader was included on a German investor association’s list of major capital destroyers. The company disputed the criticism, and the association later admitted mistakes and revised its assessment of the SinnerSchrader share price.

  Source

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• 2022

  Merger with Accenture Digital HoldingsM&A

  Background

  Accenture was consolidating agencies acquired in the digital, creative, marketing, and technology-services sectors.

  Action taken

  SinnerSchrader’s general meeting approved a merger with Accenture Digital Holdings.

  Aftermath

  SinnerSchrader was removed from the German commercial register, and its independent corporate existence ended within Accenture’s Accenture Song structure.

  Source

• 2017

  Accenture acquisitionM&A

  Background

  Accenture was expanding its digital, customer-experience, and interactive-services capabilities.

  Action taken

  Accenture acquired SinnerSchrader, first securing approximately 60 percent of the share capital and later increasing its stake above 90 percent.

  Aftermath

  SinnerSchrader became part of Accenture Interactive and was ultimately integrated into Accenture Song.

  Source

• 1999

  Decision to become a public companyOther

  Background

  SinnerSchrader sought additional capital and a public-market structure during the expansion of the internet economy.

  Action taken

  The company converted into a German stock corporation and completed a Frankfurt Stock Exchange flotation in November 1999.

  Aftermath

  The offering raised approximately €28 million, and the shares later traded in the Prime Standard segment.

  Capital raised in initial public offering. Approximately €28 million raised (November 1999)

  Source

1. 1SinnerSchraderen.wikipedia.org
2. 2SinnerSchrader official websitesinnerschrader.com