What Fitzroy does

Fitzroy B.V. is an Amsterdam-based strategic creative agency founded in 1999 by co-owners Marnix Tiggeloven and Jur Baart. The firm is structured as a private Dutch limited company operating from a single headquarters at Prins Hendrikkade 192-I in central Amsterdam, with a team of approximately 25 professionals organized around strategists, creatives, designers, project managers, and a dedicated Cultural Insights unit. It operates within two partner networks — United Playgrounds (a community of 7 independent Dutch agencies) and ICOM (80 independent agencies across 60 countries) — which together provide both local collaboration capacity and international execution reach.

The agency's core offering is end-to-end strategic creative services: marketing strategy, brand positioning, naming, integrated campaigns across TV, outdoor, digital, social, radio, and activations, plus brand identity and content production. Its internal technology stack centers on two proprietary methodologies rather than a software platform: the Brand Compass model, which maps the intersection of outside-in cultural shifts with inside-out brand strength to define emotional positioning, and the Soundboard qualitative research service, which connects clients directly with Gen Z and millennial panels for rapid concept testing. In production, Fitzroy uses mainstream generative AI as an 'accelerator' — for example generating AI-produced imagery for the Heinz 'Irrational Love' Stop Food Waste Day campaign — rather than building or licensing proprietary AI systems.

Fitzroy's commercial model is sales-led and project- or retainer-based, typical of boutique creative agencies. New business is acquired through formal competitive pitches (AkzoNobel, PepsiCo, C&A), referrals within United Playgrounds and ICOM, and proactive outreach by the founders. Pricing is not publicly disclosed. The client base is enterprise-skewed and vertically diversified across FMCG (PepsiCo's Doritos and Lay's, Danone, Campina, Grolsch, Heinz), healthcare and insurance (VGZ, Zilveren Kruis, Naïf), automotive and mobility (ANWB, Shimano), travel (Corendon, Eurail), consumer electronics (Fairphone), and coatings (AkzoNobel's Flexa/Sikkens/Trimetal), alongside a longer tail of challenger and mission-driven brands (Smyle, Stoov, Oma's Soep, Cordaid). The agency has been recognized as the most awarded agency at both the SAN Awards and the Esprix Awards in a single year and holds Gold and Silver Effies, a Clio, ADCN recognition, and YouTube Grand Prix awards.

Name

Fitzroy

Legal name

Fitzroy B.V.

Website

https://fitzroy.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitzroy is an Amsterdam-based strategic creative agency serving enterprise FMCG, healthcare, mobility, and consumer-electronics clients with brand strategy, integrated campaigns, and a dedicated Cultural Insights research unit, operating as part of the United Playgrounds and ICOM networks.

Ownership category

akta.pro rank

Product category

Creative Agency Services

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Strategic creative agency
• Brand strategy services
• Integrated marketing campaigns
• Cultural insights research
• Brand identity design

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, Supply Chain

Revenue model

1. Creative and Strategic Agency Services: Fitzroy generates revenue through fees for integrated marketing campaigns, brand strategy, positioning, naming, content creation, brand identity design, and communications. Work is delivered across multiple channels including TV, outdoor, digital, social, radio, and activations. Revenue is project-based or retainer-based, typical of creative agency billing.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Fitzroy is an Amsterdam-based strategic creative agency that delivers brand strategy, integrated marketing campaigns, brand identity design, naming, positioning, content creation, and cultural insights research for B2B clients. Services span television, outdoor, digital, social, radio, and activation channels, supported by a proprietary Brand Compass methodology and an in-house Cultural Insights unit offering standalone qualitative research such as Soundboard.

Product overview

Fitzroy is a strategic creative agency based in Amsterdam operating as part of United Playgrounds network. The agency offers a unified portfolio of creative and strategic services centered around marketing strategies, positioning, integrated campaigns, content creation, brand identities, and cultural insights research. The core offering is strategic creative services including brand strategy, television commercials, integrated campaigns, outdoor advertising, digital content, and activation campaigns, supported by proprietary methodologies like the Brand Compass for strategic positioning work.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Creative Agency Services End-to-end strategic creative agency offering marketing strategies, brand positioning, naming, integrated campaign creation, content production, and brand identity design for enterprise and challenger brands. Work spans television commercials, outdoor advertising, digital, social, radio, and activation campaigns.
• Cultural Insights and Trend Research In-house cultural insights offering providing trend research, desk and field research, qualitative and quantitative target group research, and customized trend presentations for clients across FMCG, healthcare, and challenger brand categories.
• Soundboard Qualitative Research Service Proprietary qualitative research service that connects brand strategists with millennials and Gen Z audiences for rapid insight gathering, allowing marketers to quickly validate ideas and campaign concepts without the time and cost of full research trajectories.

Quantifiable outcome

• Naïf market share doubled and turnover nearly tripled since campaign launch
• +5 more outcomes

Named customers44 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• ICOM (International Communications Agency Network)coreGTM or Marketing Partner · 10 December 2019ICOM is one of the world's largest networks of independent advertising agencies, with 80 member agencies across 60 countries. Fitzroy joined ICOM to gain access to local media agencies for idea distribution and to obtain local cultural insights for international client mandates. ICOM membership supports Fitzroy's ability to serve clients with multi-country campaign requirements.
• United PlaygroundscoreOthersFitzroy is part of United Playgrounds, a community of 7 independent, like-minded creative agencies in the Netherlands. Fitzroy is listed as 'Part of' United Playgrounds on its website. The arrangement enables cross-referrals between member agencies and positions the collective as a full-service alternative to larger agency networks. United Playgrounds was the most awarded network at the SAN Awards in the same year Fitzroy was the most awarded agency.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KesselsKramer: Amsterdam-based independent creative agency with a comparable boutique positioning, cultural/counter-culture orientation, and project-based client roster across European consumer brands. Closely comparable in size, philosophy, and award-circuit footprint.
• Wieden+Kennedy: Independent creative agency with a flagship Amsterdam office that serves global brands with culturally grounded, culturally distinctive campaigns. Comparable as a founder-independent creative shop targeting enterprise clients with integrated brand and campaign work.
• Anomaly: Independently owned global creative agency operating across brand strategy, integrated campaigns, and cultural insights for major enterprise clients. Comparable in operating model (independent, brand-building focus, multi-disciplinary team) and client tier.
• Mother Amsterdam: Independent creative agency within the Mother network with a flagship Amsterdam presence, serving consumer brands with culturally resonant, integrated campaign work. Comparable boutique-independent positioning and creative reputation.
• Selmore: Amsterdam-based independent creative agency offering brand strategy, campaigns, and cultural positioning for consumer and FMCG brands. Closely comparable in size, boutique positioning, and Dutch-market client mix.
• 72andSunny: Independent global creative agency with offices in Amsterdam and Los Angeles, known for culturally grounded, culturally distinctive campaigns for major consumer brands. Comparable in operating philosophy, independent ownership, and enterprise client focus.

Broad incumbents

• TBWA\NEBOKO: Amsterdam-headquartered creative agency within the TBWA global network, serving major Dutch and Benelux enterprise clients with integrated brand and campaign work. Comparable in geography and client verticals but offers broader network scale as a holding-company affiliate.
• Dept: Amsterdam-based global digital creative and technology agency offering brand, marketing, and digital product services to enterprise clients. Comparable as a Dutch-headquartered creative competitor, but with materially larger scale and a digital/tech orientation.
• DDB Amsterdam: Amsterdam creative agency within the DDB global network, serving major Dutch and international advertisers with integrated campaigns. Comparable in geography and enterprise client tier but competes with materially greater network resources.
• Havas Amsterdam: Amsterdam creative agency within the Havas global network, serving enterprise clients across FMCG, healthcare, and consumer verticals. Comparable in Dutch-market presence and client mix but offers substantially broader network scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fitzroy-bv_2
• Instagraminstagram.com/fitzroyamsterdam
• Xx.com/fitzroynl
• Facebookfacebook.com/fitzroyamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Fitzroy