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{{EngvarA|date=December 2022}}
{{use mdy dates|date=December 2022}}
{{Infobox company
{{Infobox company
| name = SinnerSchrader AG
| name = SinnerSchrader AG
| logo = SinnerSchrader_Logo_2017.svg
| logo = SinnerSchrader Logo 2022.svg
| logo_size =
| image = SinnerSchrader_Hamburg_2013.jpg
| image = SinnerSchrader_Hamburg_2013.jpg
| image_caption = Former headquarters in Ottensen
| image_size =
⚫
| type = [[Aktiengesellschaft]] (AG)
| image_caption = Headquarters of SinnerSchrader
⚫
| type = [[Aktiengesellschaft]]
| traded_as = {{FWB|SZZ}}
| traded_as = {{FWB|SZZ}}
| ISIN = DE0005141907
| ISIN = DE0005141907
Line 14: Line 14:
| hq_location_city = Hamburg
| hq_location_city = Hamburg
| hq_location_country = Germany
| hq_location_country = Germany
| defunct = {{End date|2022}}
| key_people = {{ublist|Matthias Schrader (CEO)|Thomas Dyckhoff (CFO)}}
| fate = Acquired by [[Accenture]]
| products =
| successor = Accenture Song
| revenue = {{increase}} €56.682 [[million]]<br />(FY 2016/2017)
| revenue = €65 [[million]]
| revenue_year =
| revenue_year = FY 2018/2019
| num_employees = {{increase}} 529 (475 [[Full-time equivalent|FTEs]])<br />(FY 2016/2017)
| num_employees = 577
| num_employees_year =
| num_employees_year = FY 2018/2019
| parent = [[Accenture|Accenture Interactive]]
| parent = Accenture Digital Holdings
| divisions =
| subsid =
| footnotes = [https://sinnerschrader.ag/media/filer_public/ff/d6/ffd65643-5b87-46c7-9072-8553b4da2849/sinnerschrader_annual_report__2016_2017_final_pw_en.pdf Annual Report 2016/2017]
| location_country = Deutschland
| homepage = [https://sinnerschrader.ag/en/ sinnerschrader.ag]
| intl =
| bodystyle =
}}
}}


'''SinnerSchrader''' was a [[Digital Agency|digital agency]] with headquarters in [[Hamburg]], Germany. The company was founded in 1996 and was listed on the stock market from 1999. Since 2017, SinnerSchrader has been part of [[Accenture]]. The company was merged with a few other agencies under the umbrella of Accenture Song (previously Accenture Interactive) and was fully integrated in 2022.<ref>{{Citation |language=de |url=https://meedia.de/2022/04/26/kolle-rebbe-und-sinner-schrader-sind-geschichte/ |title=Kolle Rebbe und Sinner Schrader sind Geschichte. |website=Meedia |date=2022-04-26 |access-date=2022-10-10}}</ref>
'''SinnerSchrader''' is a digital agency with headquarters in [[Hamburg]].<ref>{{Cite web|url=https://www.unternehmensregister.de/ureg/?language=en|title=Company Register|publisher=Bundesanzeiger Verlag|access-date={{date|2018-04-01|mdy}}}}</ref><ref>{{Cite news|url=|title=Was die Kreativen in Hamburg leisten|author=Heiner Schmidt|first=|date={{date|2016-12-22|mdy}}|newspaper=Hamburger Abendblatt|access-date=|page=6|language=de}}</ref> It is considered among the leading companies in the industry.<ref>{{Cite web|url=http://www.agenturranking.de/rankings/2018/business-transformation.html|title=Internetagentur-Ranking 2018|author=|date=|publisher=Bundesverband Digitale Wirtschaft (BVDW)|language=de|access-date={{date|2018-05-07|mdy}}}}</ref> SinnerSchrader, established in 1996, has been listed on the stock exchange since 1999 and maintains offices in Hamburg, Berlin, Frankfurt am Main, Munich and Prague.<ref name=":0">{{Cite news|title=Ohne Socken an die Börse|author=Manfred Engeser|date={{date|1999-12-30|mdy}}|newspaper=Hamburger Abendblatt|page=20|language=de|ISBN=}}</ref><ref name=":3">{{Cite web|url=https://sinnerschrader.com/about/what/|title=What we do|access-date={{date|2018-04-22|mdy}}}}</ref> Since April 2017, the agency has been part of [[Accenture|Accenture Interactive]].<ref>{{Cite web|url=https://www.businessinsider.de/accenture-interactive-acquired-german-digital-agency-sinnerschader-2017-2|title=Accenture Has Acquired One of the Biggest Digital Agencies in Germany|last=Rath|first=Julien|date={{date|2017-02-20|mdy}}|website=Business Insider|archive-url=|archive-date=|dead-url=|access-date={{date|2018-05-17|mdy}}}}</ref>


⚫
==History==
SinnerSchrader's focus is on strategy, creation and development of digital products and services.<ref name=":3" /> The agency's clients include Allianz, Audi, Comdirect, Tui, Unitymedia and Volkswagen, for example.<ref>{{Cite web|url=https://www.abendblatt.de/wirtschaft/article213791017/Matthias-Schrader.html|title=Matthias Schrader|date={{date|2018-03-22|mdy}}|website=Hamburger Abendblatt|language=de|access-date={{date|2018-04-22|mdy}}}}</ref> Since 2006, SinnerSchrader has been staging the Next Conference, one of the key sector meetings in the digital industry.<ref name=":4">{{Cite web|url=https://www.wuv.de/agenturen/das_werk_des_transformators|title=Das Werk des Transformators|author=Holger Schellkopf|date={{date|2017-09-04|mdy}}|website=Werben & Verkaufen|language=de|access-date={{date|2018-05-07|mdy}}}}</ref><ref name=":5">{{Cite web|url=http://www.netzpiloten.de/next-conference-2017-hamburg-reeperbahn/|title=Destination Check: Next Conference 2017|author=Ania Kozlowska|date={{date|2017-09-26|mdy}}|website=Netzpiloten Magazin|language=de|access-date={{date|2018-05-07|mdy}}}}</ref>
===Establishment and early years===
In 1996, Oliver Sinner and {{Interlanguage link|Matthias Schrader|WD=Q59496944}} founded an online agency in Hamburg. Headquarters were established in the former Johannes Krause tanning machinery factory in the [[Ottensen]] district.<ref>{{Citation |language=de |first=Gisela |last=Schütte |url=https://www.welt.de/print-welt/article560984/Hamburgs-historische-Fabrikhallen-erleben-eine-Renaissance.html |title=Hamburgs historische Fabrikhallen erleben eine Renaissance. |newspaper=Die Welt |date=1999-12-03 |access-date=2022-10-10}}</ref> Further offices were later opened in [[Berlin]], [[Frankfurt]], [[Munich]], and [[Prague]].


One of SinnerSchrader’s main areas of business was the establishment of online stores.<ref>{{Citation |language=de |title=SinnerSchrader hilft beim Verkauf im Internet. |newspaper=Welt am Sonntag |date=1999-09-26 |page=79}}</ref> The agency’s clients included SMEs as well as large international corporations.
⚫
== History ==
In 1996, the company was founded as a [[German company law|civil law company]] by Oliver Sinner and Matthias Schrader. One year later, it was turned into a limited liability company, and finally in 1999, it became a [[Aktiengesellschaft|stock corporation]] to facilitate participation of outside investors.<ref name="verkaufsprospekt">{{Cite web|url=https://sinnerschrader.ag/media/filer_public/9a/3e/9a3ee658-de9c-4687-ab42-0b841f7fde08/verkaufsprospekt_1999.pdf|title=Verkaufsprospekt|date={{date|1999-10-29|mdy}}|publisher=SinnerSchrader|language=de|format=PDF|access-date={{date|2018-04-01|mdy}}|archiv-bot=}}</ref> Headquarters were established in the former Johannes Krause tanning machinery factory in [[Ottensen|Hamburg-Ottensen]].<ref>{{Cite web|url=https://www.welt.de/print-welt/article560984/Hamburgs-historische-Fabrikhallen-erleben-eine-Renaissance.html|title=Hamburgs historische Fabrikhallen erleben eine Renaissance|author=Gisela Schütte|date={{date|1999-12-03|mdy}}|website=Die Welt|language=de|access-date={{date|2018-04-01|mdy}}}}</ref> One of SinnerSchrader's main areas of business was [[e-commerce]].<ref>{{Cite news|url=|title=SinnerSchrader hilft beim Verkauf im Internet|last=|first=|date={{date|1999-09-26|mdy}}|newspaper=Welt am Sonntag|access-date=|page=79|language=de|ISBN=}}</ref>


===Floatation and consolidation===
To finance further growth, SinnerSchrader went public on the [[Frankfurt Stock Exchange]] in November 1999.<ref name=":0" /> As a result, the company raised some €28 million, which in the aftermath of the [[dot-com bubble]] was redistributed to the shareholders.<ref>{{Cite web|url=http://www.abendblatt.de/wirtschaft/article287430/Geldregen-bei-SinnerSchrader.html|title=Geldregen bei SinnerSchrader|author=Melanie Wassink|date={{date|2004-11-08|mdy}}|website=Hamburger Abendblatt|language=de|access-date={{date|2018-04-01|mdy}}}}</ref> SinnerSchrader bore the severe brunt of the new market's collapse: Revenues plummeted, though due to sufficient liquidity, the company’s status as a going concern was never in jeopardy.<ref>{{Cite web|url=http://www.handelsblatt.com/archiv/rueckzug-aus-dem-sinner-schrader-vorstand-oliver-sinner-steigt-aus/2183744.html|title=Oliver Sinner steigt aus|date={{date|2002-07-18|mdy}}|website=Handelsblatt|language=de|access-date={{date|2018-04-01|mdy}}}}</ref> Amid other measures, SinnerSchrader responded to the sector crisis by cutting staff and reducing working hours.<ref>{{Cite news|url=|title=SinnerSchrader muss Kurzarbeit anmelden|last=|first=|date={{date|2002-07-02|mdy}}|newspaper=Financial Times Deutschland|access-date=|page=4|language=de|ISBN=}}</ref> In 2002, Oliver Sinner left the company.<ref>{{Cite web|url=http://www.manager-magazin.de/unternehmen/it/a-205696.html|title=Abgang eines Gründers|author=Christian Rickens|date={{date|2002-07-18|mdy}}|website=Manager Magazin|language=de|access-date={{date|2018-04-01|mdy}}}}</ref>
In 1999, SinnerSchrader became a stock company. In November of that year, the company went public on the [[Frankfurt Stock Exchange]], and raised around €28 million as a result. Part of this was redistributed to shareholders in 2004.<ref>{{Citation |language=de |first=Melanie |last=Wassink |url=http://www.abendblatt.de/wirtschaft/article287430/Geldregen-bei-SinnerSchrader.html |title=Geldregen bei SinnerSchrader. |website=Hamburger Abendblatt |date=2004-11-08 |access-date=2022-10-10}}</ref> From 2003 onwards, the shares of SinnerSchrader were traded in the [[Prime Standard]] of [[Deutsche Börse|German Stock Exchange]].


The austerity program had the desired effect,<ref>{{Cite web|url=http://www.faz.net/aktuell/finanzen/aktien/internet-aktie-von-sinnerschrader-braucht-mehr-fuer-ein-comeback-1112635.html|title=Aktie von SinnerSchrader braucht mehr für ein Comeback|date={{date|2005-07-13|mdy}}|website=Frankfurter Allgemeine Zeitung|language=de|access-date={{date|2018-04-01|mdy}}}}</ref> and in the 2004/2005 financial year, SinnerSchrader once again turned a profit.<ref>{{Cite news|url=|title=SinnerSchrader lugt über die Null-Linie|last=|first=|date={{date|2005-07-14|mdy}}|newspaper=Börsen-Zeitung|access-date=|page=13|language=de|ISBN=}}</ref> Since that time, the survival of the company in the era after the dotcom crash is considered exemplary for the former [[new economy]].<ref>{{Cite web|url=http://einestages.spiegel.de/static/topicalbumbackground/577/als_die_grosse_blase_platzte.html|title=Als die große Blase platzte|author=Hasnain Kazim|date={{date|2007-10-25|mdy}}|website=Spiegel Online|access-date={{date|2018-04-01|mdy}}}}</ref> Nonetheless, SinnerSchrader was inducted into the 2005 ranking of the greatest capital destroyers by the Deutsche Schutzvereinigung für Wertpapierbesitz, Germany’s leading association for private investors, which SinnerSchrader called into doubt due to its unfair methodology.<ref>{{Cite news|url=|title=SinnerSchrader zweifelt DSW-Liste an – Kritik an Rangordnung der größten Wertvernichter|author=Thorsten Kramer|first=|date={{date|2005-02-22|mdy}}|newspaper=Financial Times Deutschland|access-date=|page=19|language=de|ISBN=}}</ref>
After the [[dot-com bubble]] burst, sales and profits plummeted, which meant that SinnerSchrader had to reduce working hours.<ref>{{Citation |language=de |title=SinnerSchrader muss Kurzarbeit anmelden. |newspaper=Financial Times Deutschland |date=2002-07-02 |page=4}}</ref> Oliver Sinner left the company in 2002, and it continued to be managed by Matthias Schrader.<ref>{{Citation |language=de |first=Christian |last=Rickens |url=http://www.manager-magazin.de/unternehmen/it/a-205696.html |title=Abgang eines Gründers. |website=Manager Magazin |date=2002-07-18 |access-date=2022-10-10}}</ref> The company turned a profit once again in the 2004/2005 financial year.<ref>{{Citation |language=de |title=SinnerSchrader lugt über die Null-Linie. |newspaper=Börsen-Zeitung |date=2005-07-14 |page=13}}</ref> Today, the survival of the company is considered exemplary for the transformation of the former new economy.<ref>{{Citation |language=de |first=Hasnain |last=Kazim |url=http://einestages.spiegel.de/static/topicalbumbackground/577/als_die_grosse_blase_platzte.html |title=Als die große Blase platzte. |website=Spiegel |date=2007-10-25 |access-date=2018-04-01}}</ref><ref>{{Citation |language=de |url=https://www.goingpublic.de/hv-magazin/ueberlebende-des-neuen-marktes-sinnerschrader-ag/ |title=Überlebende des Neuen Marktes: SinnerSchrader AG. |website=HV Magazin |publisher=Going Public |date=2016-04-05 |access-date=2022-10-10}}</ref>


===New growth areas===
In the years to follow, e-commerce remained an important line of business for SinnerSchrader.<ref>{{Cite news|url=|title=Die nächste Welle im E-Commerce|last=|first=|date={{date|2006-11-29|mdy}}|newspaper=Börsen-Zeitung|access-date=|page=12|language=de|ISBN=}}</ref><ref>{{Cite news|url=|title=SinnerSchrader wächst dank guter Geschäfte im Onlinehandel|last=|first=|date={{date|2010-11-10|mdy}}|newspaper=Hamburger Abendblatt|access-date=|page=26|language=de|ISBN=}}</ref> From 2007, the company made the best of the global financial crisis to grow through acquisitions.<ref>{{Cite news|url=|title=SinnerSchrader wächst durch Zukäufe|author=Kathrin Fichtel|first=|date={{date|2009-11-06|mdy}}|newspaper=Hamburger Abendblatt|access-date=|page=28|language=de|ISBN=}}</ref> Moreover, in 2010, an advertising agency was established, specializing in brand communication in the digital field.<ref>{{Cite news|url=|title=SinnerSchrader gründet Werbeagentur|author=Kathrin Fichtel|first=|date={{date|2011-02-10|mdy}}|newspaper=Hamburger Abendblatt|access-date=|page=26|language=de|ISBN=}}</ref> In 2012, it received the [[Red Dot|Red Dot Design Award]] in the category of communication for its corporate design.<ref>{{Cite web|url=https://sinnerschrader.news/de/red-dot-design-award-fur-haasenstein/|title=Red Dot Design Award für Haasenstein|author=|date={{date|2012-06-29|mdy}}|publisher=SinnerSchrader|language=de|access-date={{date|2018-05-07|mdy}}}}</ref> In the 2010s, SinnerSchrader expanded its range of activities into additional areas such as business intelligence and data management.<ref>{{Cite news|title=Virtueller Strippenzieher|date={{date|2014-04-10|mdy}}|newspaper=Börse Online|page=25|language=de|ISBN=}}</ref> The company ascended in the ranking of the Bundesverband Digitale Wirtschaft, the German association for the digital economy, to the leading agency in the segment of "business transformation".<ref>{{Cite web|url=http://www.agenturranking.de/rankings/2016/business-transformation.html|title=Internetagentur-Ranking 2016|author=|date=2016|publisher=Bundesverband Digitale Wirtschaft (BVDW)|language=de|access-date={{date|2018-05-07|mdy}}}}</ref> In 2017, the portfolio was expanded to include data analytics and data science, along with advisory services.<ref>{{Cite web|url=https://kress.de/news/detail/beitrag/136908-martin-holtschneider-ist-head-of-analytics-and-data-science-bei-digitalagentur-sinnerschrader.html|title=Martin Holtschneider ist Head of Analytics and Data Science bei der Digitalagentur SinnerSchrader|author=Marc Bartl|date={{date|2017-01-27|mdy}}|website=Kress|language=de|access-date={{date|2018-04-22|mdy}}}}</ref><ref>{{Cite web|url=https://www.wuv.de/agenturen/so_arbeitet_es_sich_bei_sinnerschrader|title=So arbeitet es sich bei … SinnerSchrader|author=Anja Janotta|date={{date|2018-03-27|mdy}}|website=Werben & Verkaufen|language=de|access-date={{date|2018-05-07|mdy}}}}</ref>
E-commerce remained an important growth area for SinnerSchrader.<ref>{{Citation |language=de |title=SinnerSchrader wächst dank guter Geschäfte im Onlinehandel. |newspaper=Hamburger Abendblatt |date=2010-11-10 |page=26}}</ref> As well as this, the company strived to [[Diversification (finance)|diversify]] its business,<ref>{{Citation |language=de |title=SinnerSchrader drückt auf den Reset-Knopf – Neuausrichtung nach üppiger Sonderausschüttung. |newspaper=Börsen-Zeitung |date=2004-01-29 |page=12}}</ref> for example through the acquisition of smaller agencies.<ref>{{Citation |language=de |first=Kathrin |last=Fichtel |title=SinnerSchrader wächst durch Zukäufe. |newspaper=Hamburger Abendblatt |date=2009-11-06 |page=28}}</ref> SinnerSchrader also founded an advertising agency.<ref>{{Citation |language=de |first=Kathrin |last=Fichtel |title=SinnerSchrader gründet Werbeagentur. |newspaper=Hamburger Abendblatt |date=2011-02-10 |page=26}}</ref>


In 2006, SinnerSchrader established the ''Next Conference'' to mark a company anniversary.<ref>{{Citation |language=de |first=Herbert |last=Braun |url=https://www.heise.de/ct/artikel/Ich-Netze-290490.html |title=Die deutsche Web-2.0-Szene debattiert über die Online-Zukunft. |website=c’t Magazin |date=2006-05-29 |access-date=2018-04-01}}</ref> It is focused on questions concerning the digital transformation and its social and economic consequences.<ref>{{Citation |language=de |first=Bastian |last=Henrichs |url=https://www.welt.de/regionales/hamburg/article158272003/Bildschirme-sind-nur-eine-Brueckentechnologie.html |title="Bildschirme sind nur eine Brückentechnologie." |newspaper=Die Welt |date=2016-09-20 |access-date=2022-10-26}}</ref>
Also in 2017, the international [[Management consulting|management]] and [[Information technology consulting|technology consulting]] firm, Accenture, announced the takeover of the majority of shares in SinnerSchrader.<ref>{{Cite web|url=http://www.handelsblatt.com/unternehmen/dienstleister/sinner-schrader-accenture-schnappt-sich-deutsche-digitalagentur/19416758.html|title=SinnerSchrader: Accenture schnappt sich deutsche Digitalagentur|date={{date|2017-02-20|mdy}}|website=Handelsblatt|language=de|access-date={{date|2018-04-01|mdy}}}}</ref><ref>{{Cite web|url=https://www.consultancy.uk/news/13319/accenture-buys-controlling-stake-in-german-design-studio-sinnerschrader|title=Accenture Buys Controlling Stake in German Design Studio Sinnerschrader|last=|first=|date={{date|2017-04-19|mdy}}|website=Consultancy|archive-url=|archive-date=|dead-url=|access-date={{date|2018-05-17|mdy}}}}</ref> This was favorably received in the media, as it enabled Accenture to expand its digital expertise and unveiled additional growth opportunities to SinnerSchrader.<ref>{{Cite web|url=http://www.horizont.net/agenturen/kommentare/SinnerSchrader-Ein-nachvollziehbarer-Schritt-146221|title=Ein nachvollziehbarer Schritt|author=Volker Schütz|first=|date={{date|2018-02-20|mdy}}|website=Horizont|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref><ref>{{Cite news|url=|title=Accenture baut Internetagenturgeschäft aus|last=|first=|date={{date|2017-02-21|mdy}}|newspaper=Börsen-Zeitung|access-date=|page=7|language=de|ISBN=}}</ref><ref>{{Cite web|url=https://global.handelsblatt.com/companies/accenture-expands-digitally-in-germany-709932|title=Accenture Expands Digitally in Germany|last=Bialek|first=Catrin|date={{date|2017-02-21|mdy}}|website=Handelsblatt|archive-url=|archive-date=|dead-url=|access-date={{date|2018-05-16|mdy}}}}</ref> The company gained the opportunity to fortify its international presence and to become known worldwide.<ref>{{Cite news|url=|title=Der lange Abschied|author=Harald Willenbrock|first=|date=2017|newspaper=Brand Eins|access-date=|number=10|page=120–129|language=de|ISBN=}}</ref> In the first step, Accenture Digital Holdings secured some 62 % of the [[equity capital]] and the [[Voting interest|voting interests]] of SinnerSchrader, and subsequently expanded its participation even further.<ref>{{Cite web|url=http://www.spiegel.de/wirtschaft/unternehmen/accenture-will-sinnerschrader-kaufen-a-1135428.html|title=Accenture kauft Internetfirma SinnerSchrader|last=|first=|date={{date|2017-02-20|mdy}}|website=Spiegel Online|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-22|mdy}}}}</ref> The new owners seek to squeeze out the minority shareholders. The business units of Accenture Interactive and SinnerSchrader are operated separately for a transition period.<ref>{{Cite news|url=|title=Der Name Sinner-Schrader wird verschwinden|author=|first=|date={{date|2017-05-04|mdy}}|newspaper=Hamburger Abendblatt|access-date=|page=7}}</ref>


===Takeover by Accenture===
== Structure ==
In 2017, the international consulting company Accenture announced its [[takeover]] of SinnerSchrader.<ref>{{Citation |language=de |url=http://www.spiegel.de/wirtschaft/unternehmen/accenture-will-sinnerschrader-kaufen-a-1135428.html |title=Accenture kauft Internetfirma SinnerSchrader. |website=Spiegel |date=2017-02-20 |access-date=2022-10-10}}</ref> In the first step, 60% of the share capital was secured, and the stake was gradually increased to over 90%. The remaining [[Shareholder|shareholders]] were offered a cash settlement for their exclusion. In 2019, SinnerSchrader announced it was no longer listed on the stock exchange.<ref>{{Citation |language=de |url=https://www.eqs-news.com/de/company/sinnerschrader-ag/news/5b86553d-ea7c-11e8-902f-2c44fd856d8c |title=SinnerSchrader AG |publisher=EQS Group AG |access-date=2022-10-10}}</ref>
SinnerSchrader is a stock corporation under German law. The subject matter of the company is essentially "developing and implementing concepts (including software) for the sales of goods or services over the
Internet or other new media" and all related activities and investments.<ref>{{Cite web|url=https://sinnerschrader.ag/media/filer_public/f9/08/f908c078-d9e1-4b3e-b57e-cce4ba0911eb/satzung-sinnerschrader-ag-2017-01-26.pdf|title=Satzung|last=|first=|date={{date|2017-02-02|mdy}}|website=|publisher=SinnerSchrader|language=de|format=PDF|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref> Since 2003, the shares of SinnerSchrader have been traded in the [[Prime Standard]] of the German Stock Exchange.<ref>{{Cite web|url=http://www.boerse-frankfurt.de/aktie/SinnerSchrader-Aktie|title=Frankfurt Stock Exchange|last=|first=|date=|website=|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref> The company has applied for a change to the [[General Standard]] segment.<ref>{{Cite web|url=https://sinnerschrader.ag/en/news/sinnerschrader-decides-application-change-prime-standard-general-standard/|title=Sinnerschrader Decides on Application to Change from Prime Standard to General Standard|author=|date={{date|2018-04-10|mdy}}|publisher=SinnerSchrader|access-date={{date|2018-05-07|mdy}}}}</ref> In November 2017, 65.9 % of the shares were owned by Accenture, 5.2 % were held by the capital management firm Hansainvest, and 2.2 % by the private equity firm Sparta. The remaining shares (26.7%) were owned by diverse shareholders.<ref name=":1">{{Cite web|url=https://sinnerschrader.ag/media/filer_public/ff/d6/ffd65643-5b87-46c7-9072-8553b4da2849/sinnerschrader_annual_report__2016_2017_final_pw_en.pdf|title=Annual Report 2016/2017|publisher=SinnerSchrader|page=26|format=PDF|access-date={{date|2018-04-01|mdy}}}}</ref>


Following the takeover, SinnerSchrader initially became part of ''Accenture Interactive''. In Germany, Austria, and Switzerland, this business unit was managed by Matthias Schrader. Since 2022, all the agencies acquired by Accenture over the years have been operating together under the name ''Accenture Song''. Matthias Schrader left the company in 2022.<ref>{{Citation |language=de |first=Reiner |last=Kepler |url=https://meedia.de/2022/09/19/matthias-schrader-verlaesst-accenture-song/ |title=Matthias Schrader verlässt Accenture Song. |website=Meedia |date=2022-09-19 |access-date=2022-10-10}}</ref>
By statute, the [[Board of directors|Management Board]] of SinnerSchrader consists of at least two persons. Management is currently headed up by company founder Matthias Schrader ([[Chief executive officer|CEO]]) and Thomas Dyckhoff ([[Chief financial officer|CFO]]). The [[Supervisory board|Supervisory Board]] comprises three people: Frank Riemensperger holds the position of Chairman, Philip W. Seitz and Daniel Schwartmann are ordinary members.<ref name=":1" />


==Corporate structure==
SinnerSchrader's consolidation group in the 2016/2017 [[Fiscal year|financial year]] encompassed seven companies. As the key business unit, SinnerSchrader Deutschland is responsible for business in the German home market. There is an additional regional branch office in the Czech Republic. The subsidiaries in the United Kingdom and the Netherlands have no operative business activities.<ref name=":1" />
SinnerSchrader traded as a [[Stock Corporation|stock corporation]] under German law ([[Aktiengesellschaft]]). At the 2022 general assembly, it was decided to merge the company with the Accenture Digital Holdings corporation, headquartered in [[Kronberg im Taunus]]. SinnerSchrader was subsequently removed from the [[German Commercial Register|German commercial register]].<ref>{{Citation |language=de |url=https://www.handelsregister.de/ |title=SinnerSchrader AG |website=Gemeinsames Registerportal der Länder |access-date=2022-10-10}}</ref>


==Controversies==
SinnerSchrader Commerce is specialized in e-commerce, SinnerSchrader Content in content-driven communication and SinnerSchrader Swipe in mobile products such as apps.<ref name=":1" /> With its [[Subsidiary|subsidiaries]] and [[shareholdings]], SinnerSchrader forms the so-called SinnerSchrader Group, which is in turn part of Accenture Interactive. The shares of the company are held by Accenture Digital Holdings. A control and profit transfer agreement is in effect.<ref>{{Cite web|url=https://www.accenture.com/de-de/company-acquisition-document-library|title=Company Acquisition Document Library|last=|first=|date=|website=|publisher=Accenture|language=de, en|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref>
In 2005, SinnerSchrader was featured on the list of "biggest capital destroyers" on the German stock market.<ref>{{Citation |language=de |first=Dierk |last=Rohwedder |title=Die Hitliste der größten Geldvernichter. |newspaper=Hamburger Morgenpost |date=2005-02-22 |page=8}}</ref> The company rejected this criticism,<ref>{{Citation |language=de |first=Thorsten |last=Kramer |title=SinnerSchrader zweifelt DSW-Liste an / Kritik an Rangordnung der größten Wertvernichter. |newspaper=Financial Times Deutschland |date=2005-02-22 |page=19}}</ref> whereupon the {{Interlanguage link|Deutsche Schutzvereinigung für Wertpapierbesitz|de}} admitted mistakes and revised its assessment of the SinnerSchrader share price.<ref>{{Citation |language=de |url=https://www.dsw-info.de/presse/archiv-pressemitteilungen/pressemitteilungen-2005/korrektur-dsw-watchlist/ |title=Korrektur DSW-Watchlist |publisher=Deutsche Schutzvereinigung für Wertpapierbesitz |date=2005-02-25 |access-date=2022-10-10}}</ref>


==Notes and references==
== Conference ==
[[File:Next_Conference_2017.jpg|thumb|Next Conference at [[Schmidt Theater|Schmidts Tivoli]]]]

In 2006, marking a company anniversary, SinnerSchrader established the Next Conference.<ref>{{Cite web|url=https://www.heise.de/ct/artikel/Ich-Netze-290490.html|title=Ich-Netze: Die deutsche Web-2.0-Szene debattiert über die Online-Zukunft|author=Herbert Braun|first=|date={{date|2006-05-29|mdy}}|website=c’t Magazin|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref> The event explores the ramifications of technological innovations on human behavior and the resulting consequences for companies and society. The Next Conference had developed into an important sector rendezvous for the [[Internet industry]]. The main areas of focus are in the fields of artificial intelligence, product design and consumer behavior.<ref name=":4" /><ref name=":5" />

From the year 2010, the Next Conference was staged in [[Berlin]], and in 2015, it returned to Hamburg.<ref>{{Cite web|url=http://www.horizont.net/agenturen/nachrichten/Next-Digitalkonferenz-kehrt-nach-Hamburg-zurueck-132679|title=Next: Digitalkonferenz kehrt nach Hamburg zurück|author=Jessica Becker|first=|date={{date|2015-02-04|mdy}}|website=Horizont|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref><ref>{{Cite web|url=https://www.internetworld.de/events/blogosphaere/next-conference-zieht-zurueck-hamburg-887391.html|title=Next Conference zieht zurück nach Hamburg|author=Frank Kemper|first=|date={{date|2015-02-04|mdy}}|website=Internet World Business|language=de|archive-url=|archive-date=|dead-url=|access-date={{date|2018-04-01|mdy}}}}</ref> Since then, SinnerSchrader has been organizing the event jointly with the communications agency, Factor 3, within the scope of the Reeperbahn Festival. Prominent speakers in past years have included [[Tim Ferriss]],<ref>{{Cite web|url=https://nextconf.eu/person/tim-ferriss/|title=Tim Ferriss|author=|date=|website=Next Conference|access-date={{date|2018-05-07|mdy}}}}</ref> [[Bruce Sterling]],<ref>{{Cite web|url=http://www.spiegel.de/netzwelt/web/bruce-sterling-und-die-zukunft-hoffnung-ist-ein-anfaengerfehler-a-1175583.html|title=Drei Tipps, um die Zukunft vorherzusagen|author=Markus Böhm|date={{date|2017-11-11|mdy}}|website=Spiegel Online|language=de|access-date={{date|2018-05-07|mdy}}}}</ref> [[David Weinberger]] and [[Stephen Wolfram]].<ref>{{Cite web|url=https://nextconf.eu/person/david-weinberger/|title=David Weinberger|author=|date=|website=Next Conference|access-date={{date|2018-05-07|mdy}}}}</ref><ref>{{Cite web|url=https://nextconf.eu/person/stephen-wolfram/|title=Stephen Wolfram|author=|date=|website=Next Conference|access-date={{date|2018-05-07|mdy}}}}</ref>

== References ==
{{Reflist}}
{{Reflist}}


== External links ==
==External links==
{{Commonscat|SinnerSchrader}}
{{Commons category|SinnerSchrader}}
* [https://sinnerschrader.ag/en/ Official website] of SinnerSchrader
* [https://web.archive.org/web/20210615102310/https://sinnerschrader.ag/en/ Archived website] of SinnerSchrader


[[Category:Accenture]]
[[Category:Accenture]]
[[Category:Companies based in Hamburg]]
[[Category:Companies based in Hamburg]]
[[Category:Companies established in 1996]]
[[Category:Companies established in 1996]]
[[Category:Companies of Germany]]
[[Category:Information technology companies of Germany]]
[[Category:Marketing companies]]
[[Category:Marketing companies]]
[[Category:Media in Hamburg]]
[[Category:Mass media in Hamburg]]
[[Category:Public relations companies]]
[[Category:Public relations companies]]
[[Category:Companies formerly listed on the Frankfurt Stock Exchange]]

Latest revision as of 13:10, 1 July 2024

SinnerSchrader AG
Company typeAktiengesellschaft (AG)
FWB: SZZ
ISINDE0005141907
IndustryInternet, E-Commerce
Founded1996; 28 years ago (1996) in Hamburg, Germany
Founder
  • Oliver Sinner
  • Matthias Schrader
Defunct2022 (2022)
FateAcquired by Accenture
SuccessorAccenture Song
Headquarters
Hamburg
,
Germany
Revenue€65 million (FY 2018/2019)
Number of employees
577 (FY 2018/2019)
ParentAccenture Digital Holdings

SinnerSchrader was a digital agency with headquarters in Hamburg, Germany. The company was founded in 1996 and was listed on the stock market from 1999. Since 2017, SinnerSchrader has been part of Accenture. The company was merged with a few other agencies under the umbrella of Accenture Song (previously Accenture Interactive) and was fully integrated in 2022.[1]

History

[edit]

Establishment and early years

[edit]

In 1996, Oliver Sinner and Matthias Schrader [Wikidata] founded an online agency in Hamburg. Headquarters were established in the former Johannes Krause tanning machinery factory in the Ottensen district.[2] Further offices were later opened in Berlin, Frankfurt, Munich, and Prague.

One of SinnerSchrader’s main areas of business was the establishment of online stores.[3] The agency’s clients included SMEs as well as large international corporations.

Floatation and consolidation

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In 1999, SinnerSchrader became a stock company. In November of that year, the company went public on the Frankfurt Stock Exchange, and raised around €28 million as a result. Part of this was redistributed to shareholders in 2004.[4] From 2003 onwards, the shares of SinnerSchrader were traded in the Prime Standard of German Stock Exchange.

After the dot-com bubble burst, sales and profits plummeted, which meant that SinnerSchrader had to reduce working hours.[5] Oliver Sinner left the company in 2002, and it continued to be managed by Matthias Schrader.[6] The company turned a profit once again in the 2004/2005 financial year.[7] Today, the survival of the company is considered exemplary for the transformation of the former new economy.[8][9]

New growth areas

[edit]

E-commerce remained an important growth area for SinnerSchrader.[10] As well as this, the company strived to diversify its business,[11] for example through the acquisition of smaller agencies.[12] SinnerSchrader also founded an advertising agency.[13]

In 2006, SinnerSchrader established the Next Conference to mark a company anniversary.[14] It is focused on questions concerning the digital transformation and its social and economic consequences.[15]

Takeover by Accenture

[edit]

In 2017, the international consulting company Accenture announced its takeover of SinnerSchrader.[16] In the first step, 60% of the share capital was secured, and the stake was gradually increased to over 90%. The remaining shareholders were offered a cash settlement for their exclusion. In 2019, SinnerSchrader announced it was no longer listed on the stock exchange.[17]

Following the takeover, SinnerSchrader initially became part of Accenture Interactive. In Germany, Austria, and Switzerland, this business unit was managed by Matthias Schrader. Since 2022, all the agencies acquired by Accenture over the years have been operating together under the name Accenture Song. Matthias Schrader left the company in 2022.[18]

Corporate structure

[edit]

SinnerSchrader traded as a stock corporation under German law (Aktiengesellschaft). At the 2022 general assembly, it was decided to merge the company with the Accenture Digital Holdings corporation, headquartered in Kronberg im Taunus. SinnerSchrader was subsequently removed from the German commercial register.[19]

Controversies

[edit]

In 2005, SinnerSchrader was featured on the list of "biggest capital destroyers" on the German stock market.[20] The company rejected this criticism,[21] whereupon the Deutsche Schutzvereinigung für Wertpapierbesitz [de] admitted mistakes and revised its assessment of the SinnerSchrader share price.[22]

Notes and references

[edit]
  1. ^ "Kolle Rebbe und Sinner Schrader sind Geschichte.", Meedia (in German), April 26, 2022, retrieved October 10, 2022
  2. ^ Schütte, Gisela (December 3, 1999), "Hamburgs historische Fabrikhallen erleben eine Renaissance.", Die Welt (in German), retrieved October 10, 2022
  3. ^ "SinnerSchrader hilft beim Verkauf im Internet.", Welt am Sonntag (in German), p. 79, September 26, 1999
  4. ^ Wassink, Melanie (November 8, 2004), "Geldregen bei SinnerSchrader.", Hamburger Abendblatt (in German), retrieved October 10, 2022
  5. ^ "SinnerSchrader muss Kurzarbeit anmelden.", Financial Times Deutschland (in German), p. 4, July 2, 2002
  6. ^ Rickens, Christian (July 18, 2002), "Abgang eines Gründers.", Manager Magazin (in German), retrieved October 10, 2022
  7. ^ "SinnerSchrader lugt über die Null-Linie.", Börsen-Zeitung (in German), p. 13, July 14, 2005
  8. ^ Kazim, Hasnain (October 25, 2007), "Als die große Blase platzte.", Spiegel (in German), retrieved April 1, 2018
  9. ^ "Überlebende des Neuen Marktes: SinnerSchrader AG.", HV Magazin (in German), Going Public, April 5, 2016, retrieved October 10, 2022
  10. ^ "SinnerSchrader wächst dank guter Geschäfte im Onlinehandel.", Hamburger Abendblatt (in German), p. 26, November 10, 2010
  11. ^ "SinnerSchrader drückt auf den Reset-Knopf – Neuausrichtung nach üppiger Sonderausschüttung.", Börsen-Zeitung (in German), p. 12, January 29, 2004
  12. ^ Fichtel, Kathrin (November 6, 2009), "SinnerSchrader wächst durch Zukäufe.", Hamburger Abendblatt (in German), p. 28
  13. ^ Fichtel, Kathrin (February 10, 2011), "SinnerSchrader gründet Werbeagentur.", Hamburger Abendblatt (in German), p. 26
  14. ^ Braun, Herbert (May 29, 2006), "Die deutsche Web-2.0-Szene debattiert über die Online-Zukunft.", c’t Magazin (in German), retrieved April 1, 2018
  15. ^ Henrichs, Bastian (September 20, 2016), ""Bildschirme sind nur eine Brückentechnologie."", Die Welt (in German), retrieved October 26, 2022
  16. ^ "Accenture kauft Internetfirma SinnerSchrader.", Spiegel (in German), February 20, 2017, retrieved October 10, 2022
  17. ^ SinnerSchrader AG (in German), EQS Group AG, retrieved October 10, 2022
  18. ^ Kepler, Reiner (September 19, 2022), "Matthias Schrader verlässt Accenture Song.", Meedia (in German), retrieved October 10, 2022
  19. ^ "SinnerSchrader AG", Gemeinsames Registerportal der Länder (in German), retrieved October 10, 2022
  20. ^ Rohwedder, Dierk (February 22, 2005), "Die Hitliste der größten Geldvernichter.", Hamburger Morgenpost (in German), p. 8
  21. ^ Kramer, Thorsten (February 22, 2005), "SinnerSchrader zweifelt DSW-Liste an / Kritik an Rangordnung der größten Wertvernichter.", Financial Times Deutschland (in German), p. 19
  22. ^ Korrektur DSW-Watchlist (in German), Deutsche Schutzvereinigung für Wertpapierbesitz, February 25, 2005, retrieved October 10, 2022
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