What WE ARE Pi does

WE ARE Pi is an independent, founder-led brand consultancy and creative studio headquartered in Amsterdam, founded on March 14, 2011. The firm serves large international enterprise clients across beverages, sportswear, fashion, automotive, technology, travel, and non-profit sectors, including Nike, Heineken/Desperados, Booking.com, Bose, Under Armour, Jordan, and Virgin Active. Its core deliverables span brand strategy and positioning, creative platform development, multi-channel campaign production, and branded entertainment, with work delivered through project-based engagements and retainers (professional services revenue model) acquired via direct enterprise relationships and industry reputation.

The agency's two distinguishing internal platforms are the New Society Rules (NSR) research platform, a recurring primary research program publishing cultural trend reports (The New Old, The Rising Superpower, The Parenting Upgrade, The Cultural Uprising, The Opening Issue), and Pi Studios, a dedicated production studio arm handling film, content, and branded entertainment. These platforms underpin an output that includes mobile applications (Desperados Dance Club), wearable NFTs (NFTee for Winkelstraat.nl), cross-brand industry initiatives (OUTO for outdoor inclusivity with The North Face, Arc'teryx, Patagonia, Adidas Terrex, Vivobarefoot), and long-form documentary IP (Nike HOME, Nike 'Crois Pas Qu'on Dort', BBC 'Outsiders').

The business operates as a private, independent entity with no disclosed parent company, no funding rounds, and no acquisition history, generating revenue solely through client work. Distribution is direct-to-enterprise with no intermediaries. The agency's go-to-market relies on portfolio credibility, award recognition (D&AD, Cannes Lions, Ad Age Small Agency of the Year Gold 2019, Lovie Awards), and an explicit founder-led, Black-owned positioning emphasizing DEI and cultural fluency as differentiators.

Name

WE ARE Pi

Legal name

We Are Pi

Website

https://wearepi.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

WE ARE Pi is an independent Amsterdam-based brand consultancy and creative studio founded in 2011, serving global enterprise clients with brand strategy, cultural research, creative campaigns, and branded entertainment across beverages, sportswear, fashion, technology, and travel sectors.

Ownership category

akta.pro rank

Product category

Brand Consultancy Services

NAICS

Marketing Consulting Services (541613), Management Consulting Services (54161), Advertising Agencies (541810), Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Brand & Portfolio Strategy Consulting (MPAAAFAB)

akta.pro secondary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Brand strategy
• Creative campaigns
• Cultural insights
• Brand consulting
• Content production

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

Revenue model

1. Brand Strategy and Creative Consultancy: Project-based and retainer engagements for brand strategy, positioning, platform development, and creative campaign work for enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

WE ARE Pi is an independent brand consultancy and creative studio providing brand strategy, positioning, creative campaign development, and content production services for global enterprise clients. The firm operates a proprietary cultural research platform (New Society Rules) and an in-house production studio (Pi Studios), delivering brand transformations, multi-channel campaigns, entertainment content, and digital experiences for clients such as Nike, Heineken, Desperados, Bose, and Booking.com.

Product overview

We Are Pi is an independent Amsterdam-based global brand consultancy and studio offering creative strategy, brand positioning, campaign development, and content production services. Their portfolio includes proprietary research platform New Society Rules (NSR) for cultural insights, Pi Studios for production, and various branded campaign platforms created for clients including Nike, Desperados, Bose, and others. The agency also developed the Desperados Dance Club mobile app and the wearable NFT 'NFTee' for Winkelstraat.nl as innovation projects. Their work spans brand strategy, entertainment content, digital experiences, and cultural research.

Differentiator

Problem solved

Functional benefit

Brands

• Pi Studios: Production studio arm of We Are Pi specializing in content creation and film production
• NSR (New Society Rules)

Products and services

• New Society Rules (NSR) An ongoing research platform that unpacks today's biggest cultural shifts by talking to the people at the heart of them, providing cultural foresight and insights used in client strategy and creative work.
• Pi Studios Production studio arm of WE ARE Pi, focused on creating visual content, video production, and branded entertainment across campaigns for clients.
• Desperados Dance Club App The world's first dance-powered app that helps partygoers convert their dance steps into exclusive rewards including free beer, tickets, VIP experiences, and merchandise. Developed for Desperados brand.
• NFTee (Wearable NFT) A physically wearable NFT created in collaboration with artist Gab Bois for Winkelstraat.nl. When scanned, an augmented reality animation appears as a 3D overlay on the physical t-shirt.
• OUTO A not-for-profit initiative dedicated to making the outdoors more equitable and inclusive for all, launched with five of Europe's leading outdoor brands (The North Face, Arc'teryx, Adidas Terrex, Patagonia, and Vivobarefoot).
• Brand Strategy and Creative Consultancy Core consultancy offering providing project-based and retainer engagements for brand strategy, positioning, platform development, and creative campaign work for global enterprise clients.

Quantifiable outcome

• 31% year-on-year sales growth for Jordan Brand (2020-2024)
• +4 more outcomes

Named customers27 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

Feature2 records

Partnerships

One partnership is on record.

• BugaboocoreStrategic or Co-development Partner · 10 April 2026Bugaboo, a premium stroller and parenting solutions company, appointed We Are Pi as creative agency partner for the worldwide launch of a new product range. The partnership leverages We Are Pi's strategic and creative expertise to help Bugaboo strengthen its global market leadership. Both companies highlighted shared focus on innovation and brand building as foundation for collaboration.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mother London: Independent London-based creative agency of comparable size with a similarly diverse global enterprise client roster and integrated strategy-to-execution model. Operates as a direct competitive peer in the independent brand consultancy space.
• Wieden+Kennedy: Independent creative agency famous for long-running partnerships with Nike and other global brands. Comparable in independent founder-led structure, brand strategy depth, and culture-driven creative production.
• Droga5: Independently founded creative agency (now part of Accenture Song) recognized for award-winning brand strategy and campaigns for global enterprise brands. Closely comparable in strategic creativity, independent heritage, and client roster overlap with We Are Pi.
• 72andSunny: Independent creative agency known for culture-driven brand work and campaigns for global brands (Nike, Google, Samsung). Comparable in independent positioning, cultural-insight-led creative, and large-enterprise client portfolio.
• Bartle Bogle Hegarty (BBH): Independent London-based creative agency serving major global brands with brand strategy, campaign development, and content production. Comparable in independent positioning, client caliber, and integrated brand offerings.
• Forsman & Bodenfors: Independent creative agency group with strong brand strategy capabilities, known for work with global enterprise brands. Comparable in independent ownership model and integrated strategy/creative offering.
• Anomaly: Independently owned global creative agency with a brand strategy and campaign execution offering for major enterprise clients across consumer categories. Closely comparable in independence, size range, and project-based brand transformation work.

Regional players

• 180 Amsterdam: Amsterdam-headquartered creative agency, providing regional competitive context for We Are Pi in the Dutch market with global brand clients. Comparable in city, independence tradition, and creative brand work.

Broad incumbents

• Droga5 / DDB / adam&eveDDB: Global network creative agencies with brand strategy, advertising, and content production capabilities for major enterprise brands. Represents the holding-company competition for marquee client mandates.
• Accenture Song: Large global experience and brand strategy practice of Accenture, offering brand strategy, creative, and technology-enabled marketing services to enterprise clients. Represents the broader competitive threat from consultancies expanding into creative brand strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WEAREPi
• LinkedInlinkedin.com/company/we-are-pi
• Instagraminstagram.com/wearepi
• Xx.com/wearepiams

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 WE ARE Pi