Marketing agencies SuperRebel, The Best Social and Today's Milk are merging to form SuperRebel.Agency
SuperRebel, The Best Social, and Today's Milk have joined forces to form SuperRebel.Agency. With over 70 specialists and offices in Amsterdam and Breda, they are creating a marketing agency focused on creativity, social media, and strategy. The goal is clear: to become the most creative marketing agency in the Benelux, delivering groundbreaking campaigns for major brands.
Vision for the future: The most creative agency in the Benelux
The merger brings together complementary expertise: SuperRebel is creatively strong, Today's Milk offers strategic insight, and The Best Social specializes in social media. By integrating AI and advanced technologies, the agency is ready for the future, providing complete support to larger brands. SuperRebel.Agency operates under a bold new positioning: “Where Brave Brands Become Famous”. This philosophy reflects the agency's commitment to building and strengthening brands with bold, eye-catching ideas that make an impact.
Lodewijk Varossieau, Chief Creative Officer of SuperRebel.Agency, says: “"This merger will create an agency that is not only ready for the future but also capable of serving larger brands than we have done so far. Our goal is to become the most creative agency in the Benelux and, within a few years, to be named Agency of the Year at SAN Accent."”
Investor Antea, the majority shareholder in the transaction, plays a key role. Antea provides financial support and guidance where needed in building the most creative agency in the Benelux.
Merger shakes up the creative sector
The merger stems from a desire to accelerate growth and combine complementary services. The goal is to shake up the creative sector. Many agencies have seen their creativity diluted by the focus on data and rationality. SuperRebel.Agency wants to continue to challenge creativity with innovative campaigns that help brands stand out in the market.
From idea to strategic collaboration
Three complementary marketing agencies started talking and discovered a perfect fit, both as entrepreneurs and in their service delivery. A desire arose to collaborate and grow, but how do you organize that? Match Plan was brought in as a strategic advisor to guide the process. What began with exploratory conversations and strategic sessions evolved into a clear shared ambition: first merge, then jointly search 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 a strategic advisor
After the joint ambition was expressed, Match Plan guided the three agencies throughout the entire process. From the initial exploratory discussions and strategic sessions to establishing mutual agreements, the valuing the companies and shaping the legal and operational deal structure. Match Plan then guided the search for a suitable investor, conducted the discussions and negotiations, and provided support with the due diligence and the legal drafting of the transaction documentation. All of this was done in close collaboration with attorney Catelijne Bach of Iersel Luchtman NV, investor Antea, and the Lexence team.
The Match Plan deal team consisted of 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 it was clear from the outset that the agencies complemented each other both professionally and had a strong personal connection. Their shared ambition to grow together, combined with a clear vision and the belief that they were stronger together, formed a powerful starting point. Such a process requires carefully weighing diverse interests, listening intently, and bringing people and ideas together. I sincerely wish these entrepreneurs the best, and we at Match Plan are proud to have played a role in this process and congratulate everyone involved.”
“Match Plan is decisive, driven, passionate and extremely competent. Thanks to their strategic insight and well-considered advice, we have been successful together.”
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