The agency behind the systems: Who UNITED is
What we stand for
One positioning, three sentences
We work with companies whose performance exceeds their presentation — and whose clients expect premium quality. For them, we combine strategy, video content production, paid ads, funnels, and websites into a single, cohesive system. We understand the codes of sophisticated demographics and the rules of highly regulated industries, from healthcare advertising laws to discreet messaging — delivering a premium impact that remains legally compliant.
Why UNITED Digital Agency
WHO WE ARE
UNITED is a digital agency from Essen — specializing in marketing systems for high-end industries.
Founded in 2019, led by Leon Woo and Mirie Falkus, grown from a conviction: Good marketing is not a bundle of individual measures, but a system that can be measured by one number — your inquiries. From private clinics to premium brands.
The Team
Leon Woo
Mirie Falkus
From the set
From everyday life
Our History
The agency started in 2019 during our university days — as DevilMayCare Models, bridging model management and social media content. In 2023, it evolved into UNITED: marketing systems for high-end industries, based in Essen, with a focus on the healthcare sector. How that came to be, in four chapters.
2019
DevilMayCare Models is being created
While still at university — studying communication design and business administration in Düsseldorf — Mirie Falkus and Leon Woo founded an agency that bundles model placement and social media content under one roof. The name is cheeky, the business is real. The division of labor, which still holds up today, came about naturally along the way: she is responsible for the concept and design, while he manages the numbers behind it. They worked between lectures, sets, and client meetings — with the side effect that there was simply no time left for processes that didn't yield results.
2020–2022
The craft
Dozens of productions, campaigns, and client projects later, it's clear what works: content that contributes to a goal, rather than reach for the sake of reach. Intuition becomes a system. These years are, above all, about craftsmanship — shoot days, editing, ads that run, and those that don't. Lessons are learned from both. In the end, there is an insight that shapes everything else: even the best production is useless if there is no path to an inquiry behind it.
2023
DevilMayCare goes UNITED
The rebranding marks the focus: away from individual projects, towards marketing systems for high-end industries — strategy, content, ads, funnels, and websites from a single source, increasingly enhanced by proprietary AI workflows. Along with the new name, the way of working is also changing. Instead of selling individual services, UNITED takes responsibility for the final outcome at the end of the line. The headquarters are in Essen, with projects located throughout North Rhine-Westphalia and beyond.
Today
Systems that can be measured
From established private clinics to ambitious start-ups: UNITED grows with clients who want to see results — in inquiries, not in adjectives. Our focus has sharpened along the way. Today, the majority of our work is created in the healthcare sector, with clinics for plastic and aesthetic surgery, orthopedics, and private clinics; in addition, we serve e-commerce, fitness, and consulting. Five programs bundle what companies need in different situations — from a brand refresh to preparing for a sale.
UNITED DIGITAL AGENCY
Anyone looking for an agency usually compares services. It makes more sense to ask who is ultimately responsible for the results. At UNITED, strategy, video production, paid ads, funnels, and websites are all handled by one team — which is why the system's success can be measured by a single metric: the number of inquiries.
Based in Essen, active throughout NRW
Our office is located in Essen, but our projects are spread across North Rhine-Westphalia — Cologne, Düsseldorf, the Ruhr area — and beyond, reaching as far as Stuttgart and Mannheim. The agency was founded in 2019 while we were still studying in Düsseldorf, and since the 2023 rebranding, it has been named UNITED.
Marketing for clinics, practices, and doctors
The majority of our work is created in the healthcare sector: private clinics, plastic and aesthetic surgery, orthopedics, dentistry. Practice marketing is a craft of its own — it operates within the framework of the Therapeutic Products Advertising Act, deals with sensitive topics, and thrives on education rather than advertising language. We explain what is allowed and what is not in our magazine.
Video and content from in-house production
Concept, shoot, editing, and grading are all done by our own team. This shortens the path from idea to publication and enables formats that can actually be tested on Instagram and TikTok — in portrait format, as a series, rather than as a single image film.
What customers want to know most before their first consultation. If your question is not listed, please ask us directly.
What does a social media agency actually do?
Ideally, more than just posting. The work begins with the question of what goal the channel should achieve—inquiries, applications, brand awareness—and ends with a system of strategy, production, distribution, and analysis. If you only buy content, you get reach. If you build a system, you get inquiries. We work exclusively on the latter.
What is practice marketing, and what does it include?
Practice marketing bundles all measures with which a practice or clinic becomes visible and wins patients: website and local discoverability, reviews, social media, educational content, paid ads, and the appointment journey up to the initial consultation. What matters most is not the individual measure itself, but whether they all work together seamlessly.
Practice Marketing: What is actually legally permitted?
Advertising in the healthcare sector is subject to the German Therapeutic Products Advertising Act (Heilmittelwerbegesetz) and professional medical regulations. Before-and-after images for surgical procedures are strictly restricted, promises of success and fear-based advertising are impermissible, and patient testimonials are only allowed under specific conditions. Informative and educational content, on the other hand, is explicitly encouraged — and that is precisely where the room for maneuver lies. We have written about this in detail in our magazine.
What sets you apart from a classic advertising agency?
A classic advertising agency delivers campaigns, often with external production partners and media service providers. With us, strategy, shooting, editing, ads, funnels, and websites are all handled by one team — and the responsibility lies in one place. This is not a judgment on the quality of advertising agencies, but a different model: fewer interfaces, but less choice of specialists.
Do you only work in Essen or throughout all of NRW?
Our office is located in Essen, but our projects are spread across North Rhine-Westphalia — Cologne, Düsseldorf, the Ruhr area — and beyond, as far as Stuttgart and Mannheim. We come to you for shoots and workshops, and everything else is handled remotely. Distance has never been the limiting factor for any of our projects.
Do you produce the videos yourself?
Yes. Concept, shooting, editing, and grading are all done by our own team, usually during a single day of shooting per practice or clinic, which generates several weeks of content. This is the reason why we can test vertical video formats in series, instead of delivering just a single image film.
