What Selmore does

Selmore is an independent creative agency founded in Amsterdam in 2005 that specializes in developing "Guiding Ideas" — strategic brand concepts intended to function as a compass for clients, connecting communications across media channels and inspiring campaigns, propositions, and product development. The agency's core service methodology, documented at selmore.com/guiding-ideas, is built on the premise that each brand requires a unique idea rooted in its origin, relevant today, and pointing toward the future, deliberately avoiding a fixed house style. Output spans brand strategy, campaign development, visual identity systems, brand books, and digital experiences, all delivered as professional services engagements.

The business model is B2B project-based and quote-driven, with revenue generated as professional services fees rather than product, licensing, or recurring SaaS contracts. New business is acquired through direct relationships, industry reputation, and referrals, with Tom Stoffels named as the new business contact. Selmore operates primarily in the Netherlands through a single office at Coöperatiehof 14-16, 1073 JR Amsterdam, while selectively extending methodology into international work (e.g., SIXT). The agency formalizes its delivery model as "Selmore United," a collaborative framework partnering with specialists — most notably DotControl, a data-driven digital agency — to make Guiding Ideas measurable and continuously optimizable.

Clients are concentrated in the enterprise and mid-market tiers across automotive (ŠKODA Nederland, SEAT, Pon Business Mobility, SIXT), financial services (ASN Bank, Zwitserleven, PostNL B2B), FMCG (Klene, Look-O-Look), retail (Expert), entertainment streaming (Videoland), gaming/lottery (Lotto), and non-profit (KNGF Geleidehonden, SIRE). A subset of engagements has run for many years on a single Guiding Idea platform, and the agency has received industry recognition including Cannes Lions, Clio, Effie (including Golden Effie), ADCN, Esprix, Spinawards, Accent, and SAN Consistent awards.

Name

Selmore

Legal name

Selmore

Website

https://selmore.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Selmore is an independent Amsterdam-based creative agency founded in 2005 that develops "Guiding Ideas," strategic brand concepts serving as compasses for enterprise and mid-market clients. It serves Dutch and international brands including ASN Bank, SIXT, ŠKODA, PostNL, and Zwitserleven across project-based professional services engagements.

Ownership category

akta.pro rank

Product category

Advertising & Creative Services

NAICS

Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative agency services
• Brand strategy consulting
• Advertising campaign development
• Visual identity design
• Brand positioning services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative Agency Services: Professional services revenue from developing Guiding Ideas, brand strategies, campaigns, and creative work for corporate clients. Services include brand strategy, campaign development, design, and production across multiple media channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Selmore is an independent creative agency that develops 'Guiding Ideas'—unique strategic brand concepts that serve as a compass for brands, connecting communications across fragmented media channels. The agency delivers brand strategy, campaign development, visual identity design, and creative production for corporate clients across industries including automotive, banking, retail, FMCG, and non-profit sectors.

Product overview

Selmore is an independent creative agency founded in 2005 that specializes in developing 'Guiding Ideas' — strategic brand concepts that serve as a compass for brands, connecting all communications across media channels. Their core service methodology involves creating unique ideas for each brand that are rooted in the brand's origin, make it relevant today, and point toward the future. The agency operates under 'Selmore United,' collaborating with clients, other agencies, and specialists (including DotControl for digital strategies). Their portfolio consists of creative campaigns and brand work for various Dutch and international clients including Sixt, ŠKODA, PostNL, ASN Bank, Lotto, KNGF Geleidehonden, Look-O-Look, Videoland, Expert, Sire, Zwitserleven, and others. Services span brand strategy, campaign development, visual identity, brand books, and digital experiences. The agency has won multiple creative industry awards including Accent, ADCN, Cannes Lions, Clio, Effie, and Spinawards.

Differentiator

Problem solved

Functional benefit

Brands

• Selmore United: Collaborative partnership model working with clients, other agencies, and external specialists to develop Guiding Ideas

Products and services

• Guiding Ideas (Brand Strategy & Campaign Development) Strategic brand concept development methodology that serves as a compass for brands, connecting all communications across media channels and inspiring campaigns, propositions, services, and products. Delivered to corporate clients across automotive, banking, insurance, retail, FMCG, streaming, postal, and non-profit sectors.
• Selmore United (Collaboration Model)

Quantifiable outcome

• ASN Bank doubled customer acquisition with 'Zo maakt geld gelukkig' campaign, winning SAN Consistent Award and Golden Effie
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• DotControlcoreTechnology or IntegrationDotControl is described as 'one of those partners' under Selmore United. They are a data-driven digital agency that develops and implements digital growth strategies. Together with Selmore, they make Guiding Ideas measurable and enable continuous optimization. Notable collaborations include the Nationale Bioscoopbon 'Bonvol verrassingen' project and Pon Business Mobility 'Andersnaarwerk.nl' platform.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• TBWA\Neboko: Amsterdam-headquartered creative agency within the TBWA network, serving major Dutch and international brands. Competes with Selmore for the same enterprise client roster in the Netherlands.
• Anomaly: Independent creative agency that combines brand strategy, advertising, and product innovation for major global brands. Comparable in its emphasis on strategic idea-led work and B2B/B2C client mix.
• Mother: Independent creative agency producing brand strategy and campaigns for high-profile clients. Shares Selmore's positioning as a strategy-led independent without holding-company ownership.
• Achtung!: Dutch independent creative agency producing brand strategy and campaigns for major Dutch and European clients. Closely matches Selmore in geography, scale, and creative-strategy orientation.
• KesselsKramer: Amsterdam-based independent creative agency with a comparable positioning as a strategy-led, brand-idea shop. Directly comparable geography, size, and offering to Selmore.

Broad incumbents

• 72andSunny: Independent creative agency building brand platforms for large consumer-facing clients. Comparable in its focus on long-form Guiding Idea-style platforms and effectiveness-led recognition.
• Droga5: Acclaim-driven creative agency producing award-winning brand platforms for major global brands. A larger-scale analogue to Selmore's Guiding Ideas approach, frequently winning at Cannes and Effie.
• Wieden+Kennedy: Long-established independent creative network known for brand-platform thinking and multi-year client platforms. A scaled analogue to Selmore's Guiding Ideas approach, with greater geographic reach.
• DDB Amsterdam: Amsterdam office of the DDB global creative network, serving major Dutch and international advertisers. Competes with Selmore for enterprise brand strategy assignments in the Dutch market.

Regional players

• Clemenger BBDO: Long-established independent creative network known for effectiveness-led campaigns and consistent Effie recognition. Comparable in its focus on measurable creative outcomes and award-winning brand-platform work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/selmore
• LinkedInlinkedin.com/company/selmore
• Instagraminstagram.com/selmore_creativeagency
• Facebookfacebook.com/Selmore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selmore