Strategy and Technology on Equal Footing: Philipp Krueger Becomes Co-CEO of foobar Agency

foobar Agency is restructuring its leadership: Philipp Krueger is taking on the role of Co-CEO effective immediately. Together with founder and CEO Matthias Dietrich, he will co-lead the Munich-based agency going forward. Krueger brings extensive experience in strategic consulting for retailers and industrial companies.

Krueger joined foobar Agency in 2025 and has since further developed the interface between strategic consulting and delivery. His appointment as Co-CEO formalizes this role. The aim is to manage strategy and technology in a more closely integrated manner—an approach the agency has pursued for years as a differentiator from pure consulting or pure implementation providers.

In client-facing operations, both managing directors operate at the C-level: Matthias Dietrich focuses on technology and architecture, while Philipp Krueger focuses on business and domain expertise. Their perspectives overlap; they regularly manage larger projects together. Dietrich also leads sales and marketing, while Krueger oversees strategic client consulting and delivery. They share responsibility for strategic direction, portfolio development, and the AI roadmap. This division is intended to define areas of focus, not a rigid separation. The operational structure and ownership structure remain unchanged.

“With Philipp Krueger as Co-CEO, we combine technological depth with strategic consulting on an equal footing,” says Matthias Dietrich. “This is the prerequisite for establishing AI among our clients not as a showcase, but as part of the business architecture. The impact Philipp has had on clients since joining foobar has exceeded our expectations—the decision was a logical consequence.”

“foobar Agency has the rare advantage of truly mastering commerce and data—the foundation upon which AI first takes effect in business processes,” says Philipp Krueger. “This is precisely where value creation will occur in the coming years. I look forward to further expanding this path together with the team.”

About foobar Agency

foobar Agency is an owner-managed digital agency based in Munich. Since its founding in 2015, it has been implementing complex B2C, B2B, and D2C commerce solutions as well as digital experiences for manufacturers, retailers, and brands in the DACH region—based on commercetools and Snowflake in a composable architecture.