Boomerang

What Boomerang does

Boomerang Agency is a social-first creative agency headquartered in Amsterdam with an additional outpost in London. Founded approximately in 2008 and acquired by Publicis Groupe in 2021, the firm employs roughly 200 multi-disciplinary staff spanning creatives, producers, filmmakers, copywriters, sound designers and influencer specialists. The company serves large global and Benelux-based brands across beverage, retail, food, banking, and consumer goods — including Heineken, Albert Heijn, Mentos, Desperados, Barilla, ABN AMRO, Ben & Jerry's, and Beyond Meat — with campaigns delivered across Instagram, TikTok, Twitch, and traditional ATL channels.

The agency's core offering is organized around six service lines: Strategy (brand, social, trend and media planning), Dynamic Production (technology-driven content creation with localization across markets), Video Concepts, Influencer Management, Community Management, and Employee Branding (with a focus on ESG and DE&I). It also operates proprietary methodologies such as the Social Scan framework, which combines EEG neuromarketing research with client self-assessment and consumer surveys to evaluate brand behavior, and has built virtual production capability with technology partner Lukkien — most notably powering Heineken's first virtual production UEFA Champions League campaign in 2024. Supporting platforms include the For Better ESG programme (anchored in Doughnut Economy and UN SDG frameworks) and the ADsterdam Creativity Festival launched in 2023.

Boomerang generates revenue through B2B professional services engagements priced on a quote basis tailored to campaign scope, with no publicly disclosed pricing or revenue figures. Its go-to-market is sales-led, leveraging direct enterprise relationships and the referral and co-creation network of parent Publicis Groupe, whose 80,000+ employee footprint provides access to global client pipelines. Awards include multiple Cannes Lions in 2025 (Desperados soft rebrand) and a Pink Amsterdammer Award for LGBTQIA+ advocacy, reinforcing credibility with European enterprise CMOs.

Name

Boomerang

Legal name

Boomerang Agency

Website

https://boomerangagency.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Boomerang Agency is an Amsterdam- and London-based, social-first creative agency of roughly 200 staff serving global enterprise brands such as Heineken, Albert Heijn, Desperados and Mentos with strategy, dynamic production, influencer and community management services as part of Publicis Groupe.

Ownership category

akta.pro rank

Product category

Creative and Social Media Agency Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Lead Generation & Demand Generation (B2B/B2C) (BPAFAAAK)

akta.pro secondary industry

Nonprofit & Cause Communications (BPAFADAK)

Keywords

• Social media marketing
• Creative agency services
• Brand strategy consulting
• Content production services
• Influencer marketing services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Professional services revenue generated through strategy consulting, creative development, social media management, influencer marketing, dynamic production, video concepts, and community management services for global brands.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Boomerang is a social-first creative agency that sells B2B strategy, creative, production and community management services to global brands. Its core offerings span brand and social strategy, trend and communication planning, dynamic (technology-driven) production of adaptable creative assets, video concepts, influencer marketing, community management, and employee branding with ESG and D&I focus, delivered by roughly 200 in-house staff in Amsterdam and London.

Product overview

Boomerang is a social-first creative agency that operates as a services-based business rather than a software platform. The company offers an integrated portfolio of creative and marketing services organized around core capabilities: Strategy (brand and social strategies, trend analyses), Dynamic Production (technology-driven content creation with localization), Video Concepts, Influencer Management, Community Management, and Employee Branding. The agency also runs For Better, its company-wide ESG programme addressing environmental sustainability, diversity and inclusion, and industry responsibility. The ADsterdam Creativity Festival serves as an external-facing event platform. Boomerang FT provides internship opportunities. These services are delivered through a team of approximately 200 multi-faceted individuals across Amsterdam and London offices, serving global clients including Heineken, Albert Heijn, Desperados, Mentos, and Barilla. The agency was acquired by Publicis Groupe in 2021.

Differentiator

Problem solved

Functional benefit

Brands

• For Better: Boomerang's emerging ESG programme focusing on environmental sustainability, social responsibility, and industry leadership initiatives
• For Better
• Boomerang FT

Products and services

• Strategy Services

Quantifiable outcome

• Heineken UEFA Champions League campaign reached over 20 markets
• +3 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• Publicis GroupeflagshipStrategic or Co-development Partner · 1 January 2021In 2021, Boomerang was acquired by Publicis Groupe. Together they moved into their current headquarters in Amsterdam Noord. Boomerang now operates as part of Publicis Groupe NL, leveraging the global network's resources and client relationships.
• TBWAcoreStrategic or Co-development PartnerCollaboration partner for Albert Heijn for EURO 2024 campaign, working alongside other agencies on the project.
• DentsucoreStrategic or Co-development PartnerCollaboration partner for Albert Heijn for EURO 2024 campaign and Desperados campaigns.
• Holy FoolsminorStrategic or Co-development PartnerCreative collaboration partner for Albert Heijn for EURO 2024 campaign.
• High5loyaltyminorStrategic or Co-development PartnerPartner for Albert Heijn for EURO 2024 campaign.
• Public AudiominorStrategic or Co-development PartnerAudio production partner for Albert Heijn for EURO 2024 campaign.
• LePubcoreStrategic or Co-development PartnerPart of Publicis Italy; major collaboration partner for Desperados 'The Beer with Latin Vibe' campaign alongside Boomerang, Dentsu, Billion Dollar Boy, The Romans and Jack Morton.
• Billion Dollar BoyminorStrategic or Co-development PartnerCreative collaboration partner for Desperados campaign.
• The RomansminorStrategic or Co-development PartnerCreative collaboration partner for Desperados campaign.
• Jack MortonminorStrategic or Co-development PartnerCreative collaboration partner for Desperados campaign.
• LukkiencoreTechnology or IntegrationVirtual production partner for Heineken campaigns. Together they created Heineken's first virtual production digital campaign for 2024 Football campaign.
• VIA NederlandcoreStrategic or Co-development PartnerNeurodiversity partnership under the For Better initiative. Boomerang, Publicis and VIA Nederland hosted Future Bosses Lunch for Neurodivergent talent during Neurodiversity Celebration Week. Partnership aims to provide platform for career and life questions while raising awareness about neurodiversity in the workplace.
• Ben & Jerry'scoreGTM or Marketing PartnerClient-partner for 'Half Tubs of Ice Cream for Half-Baked Policy' campaign advocating for asylum seekers' right to work in the Netherlands.
• Women Inc.minorStrategic or Co-development PartnerPartnership to make people feel seen, heard, and appreciated through campaigns addressing gender equality and structural political changes.
• HeinekenflagshipGTM or Marketing PartnerLong-standing partnership of over 10 years. Key campaigns include UEFA Champions League, 150th anniversary (Koude Kletser chair), Silver Smooth campaign, and virtual production campaigns. Rob van Griensven (Global Digital Director Heineken) and Fikret Fetahovic (CPO Boomerang) presented at Virtual MarTech Summit.
• PrideIsNotAnAd CoalitioncoreStrategic or Co-development PartnerMovement launched with NGO thought-leaders to urge companies to stop using Pride for profit, reinvest media budgets in DEI plans, and be genuine LGBTQIA+ allies 365 days a year.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Anomaly: Independent creative agency offering brand strategy, creative development, and content production for global brands. Comparable mid-sized peer with similar service portfolio targeting enterprise CPG and consumer brands.
• Mother London: Independent creative agency with strong cultural and brand storytelling pedigree serving global brands. Comparable mid-sized independent peer in Western Europe with similar full-service creative remit.
• Dentsu Creative: Global creative network within Dentsu, directly comparable to Boomerang's full-service creative offering. Boomerang has co-collaborated with Dentsu on multiple campaigns (Albert Heijn EURO 2024, Desperados), evidencing direct overlap in client roster and capabilities.
• 72andSunny: Creative agency known for cultural brand work and integrated campaigns. Closely comparable service mix (brand strategy, creative, content production) and similar focus on building brands through cultural relevance.
• LePub: Publicis Groupe sister agency (LePub Italy) that co-created the award-winning Desperados 'Beer with Latin Vibe' campaign with Boomerang. Closely aligned offering in social/brand creative within the same parent network.
• TBWA\\Hakuhodo (and TBWA Network): TBWA collaborated with Boomerang on Albert Heijn EURO 2024 and operates comparable full-service creative agency offerings globally. Direct peer in the same brand-campaign and creative-strategy space.
• Wieden+Kennedy: Independent creative agency renowned for culturally led, award-winning campaigns (Nike, Heineken) for global brands. Directly comparable to Boomerang in combining brand strategy, social-first creative, and cultural storytelling for enterprise clients.

Emerging players

• Billion Dollar Boy: Influencer marketing and creative agency that collaborated with Boomerang on the Desperados campaign. Comparable in social-first creator work but more specialized on influencer marketing as a service line.

Broad incumbents

• Ogilvy: Global advertising and creative network operating in advertising, PR, and consulting. Competes with Boomerang for enterprise CPG accounts at the global tier but with substantially broader service portfolio and geographic footprint.
• Publicis Worldwide: Publicis Groupe's flagship global creative network and Boomerang's parent organization. Overlaps in offering but operates at much larger scale across more geographies and service lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/boomerang-agency
• Instagraminstagram.com/agencyboomerang
• TikToktiktok.com/@agencyboomerang
• Xx.com/boomerangcreate
• Facebookfacebook.com/BoomerangAgencyAmsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Boomerang