Grey acquires creative agency Famous in Benelux Grey acquires creative agency Famous
WPP announced that its network Grey Group has acquired a majority stake in the holding company of Famous
By Grey Amsterdam | July 14, 2016
WPP announced on Monday that its wholly-owned operating network Grey Group, the global marketing communications agency, has acquired a majority stake in the holding company of Famous, a leading creative agency in Belgium.
The agency will be included in Grey Benelux, says CEO Doeke de Steur. For a year now Grey Benelux has a new organisation with an office in Amsterdam and Brussels. Now that WPP has a majority stake in the successful creative agency Famous, it will be added to the branch of Brussels.
De Steur says: ‘This is part of the strategy for Benelux. The office based in Amsterdam is going well and because of the arrival of Famous we can build upon our position in Belgium.’
‘We are going to work together with existing clients like Volvo Belgium, but in particular on the area of new business and pitches in the Benelux.’
Nothing changes for the staff, says De Steur. ‘No one will have to leave. The management in the Netherlands and Belgium stays the same with in the Netherlands Annette Menheere (head of account) who will accede the MT. There will be a structured consultation about the joint clients and about the new business, Marc Fauconnier and I will have a weekly meeting.'
David Patton, President and CEO at GREY EMEA: “Famous is at the top of the best performing creative agencies of Belgium and won prizes at the Cannes Lions, Effie and Eurobest. The take-over of Famous by Grey indicates a match in both vision and philosophy. Famous not only reflects Grey’s strong creative reputation, but also the corporate culture, because the name of the company already contains half of the “Famously Effective”-ambition of Grey.”
Founded in 1998 and based in Brussels, Famous is a multi-award winning and full-service agency with creativity at its core. Famous creates in three languages: French, Flemish and English. Its main services include creative and design, strategy and innovation, digital strategy and production, data and performance marketing and PR.
Following the acquisition, Famous will rebrand as FamousGrey. It will strengthen Grey’s position as a provider of creative and effective full-service marketing solutions in Belgium which has increasing creative reputation and influence.
Famous is led by an experienced management team, with Marc Fauconnier as the head of the team, founder & CEO and board member at ACC Belgium. Fauconnier talks about the take-over: “I’m very proud that Famous combined forces with Grey, situated in the centre of Europe. We see this collaboration as an acknowledgement of the quality of our work, both in a creative and a technologic way. Grey’s record of using creativity for commercial growth is unmatched. It’s not only a renowned and often honoured agency, there’s also a strong creative culture. We got to know Grey as a network of enterprising and passionate people where we all feel at home and we are very happy with our new family name ‘Grey’. It’s nice to go by the name FamousGrey from now on.”
Famous’s revenues for the year ended 31 December 2015 were approximately €8.1 million with gross assets of approximately €7.5 million as at the same date.
As a result of the UK’s Referendum decision to leave the European Union, WPP will place an even greater emphasis on growth in Western Continental Europe. This acquisition continues WPP’s strategy of investing in important markets and sectors. Collectively (including associates) Group companies in Belgium generate revenues of over US$100 million and employ around 600 people. In Benelux, Group companies (including associates) generate revenues of over US$400 million and employ over 2,000 people.