Case: Nachfolgezentrale Berlin

Every year, Berlin loses businesses because suitable successors cannot be found. Uhura developed an integrated multichannel campaign to help change that.

Challenge: 

The biggest challenge in Berlin’s business succession market is not a lack of potential successors. It is the difficulty of engaging business owners who are approaching the point of handing over their companies.

Many start planning too late, underestimate the time and complexity involved — often requiring three to seven years of preparation – and are reluctant to use commercial succession platforms. Traditional advertising tends to create resistance rather than engagement.

  • Campaign Strategy
  • Content Creation
  • Media Planning & Management
  • Paid Search & Social

What made it special?

The campaign combines traditional channels such as radio, out-of-home advertising and specialist publications to reach audiences aged 60 and over, while social media, digital advertising and PR drive qualified traffic and engagement.

Solution

„Plan early. Leave on your own terms.” Building trust by reframing the conversation.

Business succession is not about loss. It is the final opportunity to shape the future of a company on your own terms.

Instead of relying on advertising pressure, we shifted the narrative from resignation to empowerment.

Our central campaign message, “Plan early. Leave on your own terms.”, captures this shift: succession is not a forced departure, but a deliberate strategic decision.

The campaign brings this idea to life through an integrated mix of traditional and digital channels, including radio, out-of-home advertising, specialist magazines, direct mail, social media and online advertising.

By combining broad awareness-building with targeted lead generation, the campaign creates a cohesive communications platform designed to turn awareness into action

INSTITUTIONAL CASE STUDIES