PUBLICIS GROUPE BENELUX ACQUIRES INDEPENDENT
CREATIVE AGENCY BOOMERANG
Boomerang will power Publicis Groupe’s dynamic creativity offering, establishing the Netherlands as center of global excellence and bolstering the dynamic creativity of the Le Pub, its new agency model.
Amsterdam 08 July 2021 – Publicis Groupe Benelux has today announced that it will acquire Amsterdam-based agency, Boomerang, adding repower to its dynamic creativity and content offering for global and local clients. Through the partnership, Boomerang’s clients will have direct access to the scale, media- and creative capabilities of Publicis Groupe.
Boomerang’s unparalleled skillset across dynamic creativity, social and digital production will sit within the Publicis Groupe Benelux model (spanning the Netherlands, Luxembourg and Belgium), led by CEO, Jacco ter Schegget. Boomerang’s dynamic creative capabilities will power the Groupe’s global production model, Le Pub’s dynamic social and production offering, and establish the Netherlands as a center of global excellence for Dynamic Creativity.
Boomerang will continue to operate under its own name and will be operationally integrated into the Groupe. The four founders, Fikret and Eldin Fetahovic, Bo The and Alexander Veltman will remain in their current roles, reporting into CEO of Publicis Groupe Benelux, Jacco ter Schegget.
Publicis and Boomerang have partnered closely in recent years, working with clients including Heineken for around a decade, as creative agency and on social campaigns. Earlier this year, Publicis founded Le Pub, a new agency model, that integrates data creativity and tech, with Heineken as its founding client.
Boomerang is a globally focused agency that exists on the nexus of creativity, production, technology and culture with a ten-year track record creating enduring brand impact through human connection. Its unrivalled ability to combine cultural insight with world-class dynamic AV production and audience analysis has helped raise the bar for brands including Heineken, Spotify, KLM, Unilever, Zalando, Ahold Delhaize and Mentos.
Bruno Bertelli, CEO of Le Pub and CCO of Publicis Worldwide: “Brands are looking for content, experiences and interactions that impact their consumers’ daily lives. The team at Boomerang have built a unique and diverse talent skillset who are at the cutting edge of connecting brands and people in new and authentic ways. I’m looking forward to evolving our partnership and reinforcing Le Pub’s credentialsin delivering end-to-end creative brand experiences for our clients’ consumers.”
Fikret Fetahovic, co-founder of Boomerang said: “During the collaboration at Heineken, it soon became clear that we have a lot of respect for each other on both the professional and personal level. That chemistry and admiration for our individual talents made this process easier. At Publicis they understand our ambitions, but they also understand that we are not a machine where you take out some shiny parts to implement them in your own organization. Boomerang combines creativity with production and scalability. If you nurture that process, and put a global network behind it, the sky’s the limit.”