Marketing agencies SuperRebel, The Best Social and Today's Milk merge to form SuperRebel.Agency

SuperRebel, The Best Social and Today's Milk have joined forces to form SuperRebel.Agency. With more than 70 specialists and offices in Amsterdam and Breda, they are creating a marketing agency that focuses on creativity, social media and strategy.

The goal is clear: to become the most creative marketing agency in the Benelux, with groundbreaking campaigns for larger brands.

Vision for the future: The most creative agency of the Benelux

The merger brings together complementary areas of expertise: SuperRebel is creatively strong, Today's Milk offers strategic insight and The Best Social specializes in social media. The integration of AI and advanced technologies creates a future-ready agency where larger brands can be completely unburdened. SuperRebel.Agency operates under a bold new positioning: "Where Brave Brands Become Famous." This philosophy reflects the agency's commitment to building and empowering brands with bold, eye-catching ideas that make an impact.

Lodewijk Varossieau, Chief Creative Officer of SuperRebel.Agency, says, "Through the merger, we are creating an agency that is not only ready for the future, but also capable of serving larger brands than we have done to date. Our goal is to become the most creative agency in the Benelux and, within a few years, Agency of the Year at the SAN Accent."

An important role is played by investor Antea, which is involved in the transaction as a majority shareholder. Antea provides financial support and where necessary guidance in building the most creative agency of the Benelux.

Merger brings turmoil to creative sector

The merger stems from a desire to accelerate growth and merge complementary service offerings. The goal is to shake up the creative sector. Many agencies saw their creativity diluted by the focus on data and rationality. Instead, SuperRebel.Agency wants to continue to challenge creatively, with innovative campaigns that help brands stand out in the marketplace.

From idea to strategic collaboration

Three complementary marketing agencies started talking to each other and discovered that they were a perfect match both as entrepreneurs and in terms of services. The desire arose to work together and grow, but how do you organize that? Match Plan became involved as a strategic adviser to guide the process. What started with exploratory talks and strategic sessions, grew into a clear joint ambition: first merge, then look together for an investor who can contribute to further growth - autonomously and through acquisitions. All with one goal: to become the most creative agency in the Benelux.

Match Plan as strategic adviser

After stating their joint ambition, Match Plan guided the three agencies throughout the entire process. From the initial exploratory talks and strategic sessions to setting up mutual agreements, valuing the businesses and shaping the legal and operational deal structure. Match Plan then guided the search for a suitable investor, conducted the interviews and negotiations, and supported the due diligence and legal drafting of the transaction documentation. All in close cooperation with attorney Catelijne Bach of Iersel Luchtman N.V., investor Antea and the Lexence team.

Match Plan's deal team included Rens Knevels, Phil van Mulken, Mark van Brecht and Matthias Duijzer.

Rens Knevels, Director M&A at Match Plan, says: "What makes this process special is that from the very first moment it was clear that the agencies are complementary in terms of content and click well with each other personally. The shared ambition to grow together, combined with a clear vision and the belief that they are stronger together, was a powerful starting point. Such a process requires careful consideration of diverse interests, a lot of listening and bringing people and ideas together. I heartily wish these entrepreneurs well and we are proud that we as Match Plan were able to play a role in this process and congratulate all involved."