Thanks for your reply. Though, I am not sure if you understood my problem. Generating the URL isn't the problem, but implementing it in the E-Mail. As you said I am formatting the company name with JS.
The html I sent would go into the source code of a rich text in an email to produce a link that drops the querystring with the company name added via the personalisation field {{ contact.company_name }} or whatever ythe field is called.