About
I am Sophie.
The Plus is everything
I connect.
I build brands into love brands: brands people love and recommend. The Plus behind it are the people, partners, formats and places I bring together for that.
Curated, online and offline.
One tour, one podcast, one wave of press.
Without media budget.
Who is speaking
“I’m your band planner. Together we plan where you need to play, so your audience becomes a fanbase.”
Sophie Friedrich · Founder and Managing Director grw+
I learned the craft at the creative school of Serviceplan and Accenture, with campaigns all the way to Cannes. Then I founded a music publishing company that still exists today. Wanting more than marketing, I went into consulting, then tech, all the way to Silicon Valley: made a lot of money, lost a lot of money. Through all of it I did the same thing: find out where the customers are and reach them so creatively that you stay on their minds and get recommended. At the end of the day, it’s a people game.
Three years ago I went independent, worked alongside Germany’s Shark Tank “Die Höhle der Löwen” and rebranded one of its lions, Tijen Onaran: a sold-out tour through 9 cities, a new fanbase, a bestseller, a top-10 podcast. Plus 12 startups along the way. Now I’m making it bigger, with my own stages for your brand. MSc Business Management, Copenhagen Business School.
What I believe
Some ideas stick with people and others do not. That has nothing to do with budget. It comes down to whether someone understood how to give a thing an identity.
What I can do
Because I build brands and work with talents, I know before the briefing which match carries and which one just looks sponsored. Data tells you what happened. Not what would be possible. I connect both.
What I ask
Most agencies make beautiful things. I translate visibility, belonging and clarity into growth: with campaigns where creators, content and events interlock. My only question: does your business grow because of it?
The Plus
Small team.
Big network.
My team is small. My network is not. The Plus in grw+ stands for everyone I bring together for your brand: team, production partners, partner network, event crew. Click a name.
She coordinates, orchestrates and follows up. Every AI could still learn from her.
Favourite event so far: Future Maps world record. She relaxes when the high from the last event fades and the next one is already in the queue.
A heart for everything digital and visual. The eye eats too.
Favourite event so far: Founder Crime Dinner. She relaxes during the pre-event meditation round.
My co-host on The Plus Side.
I talk to public figures about a future worth living in, then Estella cooks a plant-based version of the guest’s favourite dish.
Produces The Plus Side.
So that a conversation becomes an episode people listen to until the end.
Concept and curation come from me, the trades from my network.
- ✦ Hosting and content creation
- ✦ Film and locations
- ✦ Catering and activities
That way I stay boutique and still deliver big. Every partner is hand-picked and has built at least one format with me.
More than 50 freelancers for events in Berlin and Munich.
For brunch, specials and retreats, assembled per format.
Advisory
Two voices
from outside.
Before I make big decisions, I ask two people who see grw+ from the outside.
Florian Holzapfel
Founder and CEO Cantourage
Jochen Lenhard
Former Managing Director Serviceplan
When people recommend your brand, you are a love brand.✦
How I build brands →
FAQ
Frequently asked.
My locations
In short
- Love Brand
- A brand people love and recommend without being asked.
- Three pillars
- Positioning, awareness, engagement. Every brand needs all three.
- V-C-I
- Vision, Culture, Image. The three questions every collaboration starts with.
- The Plus Club
- The club for brands that are good for people and do good: a fixed place in my formats, network and material for your channels.
Contact
Let's get
to know each other.
Book a get-to-know call →
30 minutes you, 30 minutes me. Or just write: sophie@grwplus.com