Since Berlin gained status as Germany's capital city it has become home to numerous international advertising agencies, as well as a variety of start-up companies. This has made Berlin a pertinent location for the advertising industry in Germany. Additionally, close proximity to government and official organisations increase the appeal of the capital.
The list of Berlin-based agencies includes Scholz & Friends, Media Consulta, GKM, Dorland as well as branches of BBDO, DDB and TBWA. Within the range of small and medium sized businesses, big names such as Heimat, Aimaq Rapp Stolle, Die Brandenburgs and Zum Hirschen also reside in Berlin. Furthermore, the most important platforms and organisations - the Art directors Club and the Central Association of German Advertising Industry (Zentralverband der Deutschen Werbewirtschaft) - are situated in Berlin. Despite difficult times in previous years, increasing profits are currently being generated, which has had an increasingly positive influence on the employment situation since 2006, giving due cause to be optimistic about the future.