antoni Launches antoni_x for Digital Services and Products

antoni has announced the launch of antoni_x, a new unit specialising in creative solutions for digital products and services. The creative agency based in Berlin aims to support clients and startups in the age of connectivity, by creating new digital business solutions.

Digital innovation has been playing a big role at antoni since the agency was founded in 2015. For example, antoni is currently working with German premier league outfitter Derby Star on a connected football with a smart infrastructure. For Mercedes-Benz, the agency is setting a benchmark with its AR app, which offers a completely new vehicle configuration experience. While antoni_x is collaborating with SAP on an image recognition software for vehicles. These applications grew from innovative insights, and encourage the creative use of new technologies such as artificial intelligence, AR/VR and the Internet of Things. Led by Sven Doerrenbaecher, who will continue working as managing director for client Mercedes-Benz, antoni_x bundles these competencies and extends them to become a new business model within the agency group.

“Since antoni was founded, the need for digital content and new applications has been growing, and now account for almost half of our work,” says Doerrenbaecher. "With antoni_x, we are giving even more room for creative energy to grow within the agency, by supporting and promoting the entrepreneurial thinking of our team."

Creative Director Juliane Krause-Akelbein says: “As creatives, we’re passionate problem solvers. With antoni_x we want to provide creative solutions for modern problems. Our focus is on digital products and services that embrace the latest technologies.”

Sven Doerrenbaecher’s international antoni_x core team features Veit Moeller (executive creative director), Juliane Krause-Akelbein (creative director), strategist and startup expert Alexandra Quadt, David Andersson (creative technologist), Nuno Marcelino (creative director), Sascha Klosa (senior accountant) and Nick Marshall (technical director). 

Before he joined newly founded antoni in 2015, Sven Doerrenbaecher worked as managing director at Interone and Jung von Matt, head of digital and media at Daimler AG for Mercedes-Benz, and also as a startup founder.