NoMoreSleep started in Berlin in 2006. A digital agency and production studio. One of its builds was Iconist, an iPad-only magazine for the Welt group at Axel Springer.
Four years in, the whole team moved into a network agency.
Network agencies in Germany were deciding how to handle digital. Some kept it in separate sister companies. TBWA ran a digital-only agency in other markets and chose not to open it in Germany.
TBWA Germany went the other way. The plan was to digitise the whole agency, starting in Berlin.
In August 2010 TBWA Berlin took on the NoMoreSleep team. Ten people moved over, the founders among them.
The founders kept the rights to NoMoreSleep and joined TBWA as employees, inside the Digital Arts group. Terms beyond that were not made public.
Digital Arts sat inside the core agency, not next to it. After the move, about a fifth of the roughly 80 people in the Berlin office had a digital background. Berlin was set up as the model for the Hamburg and Düsseldorf offices to follow.
MoreSleep opened in Berlin in 2012, with a model built around remote work and sustainable hours.
In 2010 the NoMoreSleep team moved into TBWA Berlin, as part of the Digital Arts group. TBWA Germany planned Berlin as the model for building digital into the core agency.
MoreSleep followed in 2012.