Independent agency Joan is extending its reach into the European mainland with the opening of an office in Berlin. It’s the agency’s second international expansion following the recent launch of Joan London.

The Berlin opening is the next step in Joan’s mission to build a global presence. The growth of Joan in 2024 has been highlighted by rapid growth and major client wins, including adding global responsibilities to its eBay business.

The first work out of Joan Berlin includes local adaptation of eBay’s global “Things.People.Love.” campaign, as well as recently-launched C2C work focused for the German market. The office currently houses a team of 12, with plans for expansion in the coming new year. 

“(Co-founder and CCO) Jaime Robinson and I have always wanted Joan to be a global company, so when we won the global eBay business this year opening in Germany was a no-brainer. Berlin itself is an incredibly creative city loaded with great talent. We’re lucky to have the ability to work with some of the finest,” Lisa Clunie, co-founder and CEO of Joan told ADWEEK.

Clunie added that the agency is showing brands that the traditional holding company model isn’t their only option and that an independent agency can offer what they need at a global scale.

As part of its expansion, Joan is bringing its influencer and social media practice to Europe. This suite of services includes talent recruitment and management, creative development, and performance analytics, with an intention of elevating influencers to be integral brand partners. Recent initiatives for eBay with the Joan influencer network has featured creators such as Emma Chamberlain touting eBay’s fashion and lifestyle segments.

The Berlin office launch also supports Joan’s vertically integrated model, with Joan Studios and JoanMedia operating under the same roof to deliver creative solutions across creative, media, and digital production. This structure has enabled the agency to expand its capabilities rapidly, with recent ventures into design services.

“As the agency designs itself to be an indie agency for global brands, Berlin will be a critical office for Europe. Along with excellence in advertising and planning, this office in particular excels in activations, partnerships, and culture-based brand expressions,” said Clunie.