SuperRebel.Agency

SuperRebel, The Best Social, and Today’s Milk have officially joined forces to create SuperRebel.Agency. With more than 70 specialists and offices in Amsterdam and Breda, the new agency focuses on creativity, social media, and strategy.

Vision for the Future: The Most Creative Agency in the Benelux

The merger brings together complementary expertise: SuperRebel’s strong creative capabilities, Today’s Milk’s strategic insight, and The Best Social’s deep knowledge of social media. With the integration of AI and advanced technologies, SuperRebel.Agency is built for the future and ready to fully support large brands. The agency operates under a bold new positioning: “Where Brave Brands Become Famous.” This philosophy reflects its commitment to building and strengthening brands through daring, attention-grabbing ideas that make an impact. Their goal is clear: to become the most creative marketing agency in the Benelux, delivering bold campaigns for major brands.

Lodewijk Varossieau, Chief Creative Officer of SuperRebel.Agency, says:
“Through the merger, we’re creating an agency not only fit for the future but also capable of serving larger brands than we have before. Our goal is to become the most creative agency in the Benelux and to win ‘Agency of the Year’ at the SAN Accent within a few years.”

A key player in the transaction is investor Antea, who joins as majority shareholder. Antea offers financial support and strategic guidance to help build the most creative agency in the region.

Merger Shakes Up the Creative Sector

The merger stems from a desire to accelerate growth and combine complementary services. The aim is to disrupt the creative industry. While many agencies have seen their creativity diluted by an overemphasis on data and rationality, SuperRebel.Agency wants to keep pushing creative boundaries with innovative campaigns that help brands stand out in the market.

From Idea to Strategic Collaboration

Three complementary marketing agencies began discussions and discovered they aligned both as entrepreneurs and in their service offerings. A desire to grow together emerged—but how should it be organized? Cognos Netherlands were brought on as strategic advisor to shape the process. What started as exploratory conversations and strategic sessions evolved into a clear, shared ambition: first, merge the agencies, then jointly seek an investor to fuel further growth—both organically and through acquisitions. All with one goal: to become the most creative agency in the Benelux.

Cognos Netherlands as Strategic Advisor

After the joint ambition was defined, Cognos guided the three agencies through the entire process—from initial conversations and strategic workshops to formalizing agreements, valuing the companies, and designing the legal and operational deal structure. Cognos then led the search for a suitable investor, conducted discussions and negotiations, and supported due diligence and legal documentation. This was done in close collaboration with attorney Catelijne Bach of Iersel Luchtman N.V., investor Antea, and the Lexence team.