What oona does

OONA/BAAS is a privately held community-first communications agency headquartered in Antwerp, Belgium, with an additional office in Amsterdam, Netherlands, and an implied U.S. contact presence. Founded in 2003, the agency employs 51–100 people and operates under Belgian entity BE0730 758 507 and Dutch entity NL822196700B01. It serves enterprise brand clients across at least ten verticals — including fashion (adidas, Levi's, Timberland, Zalando, Uniqlo), automotive (Toyota, Polestar), spirits and luxury (Cointreau, Rémy Martin, Bacardí, Martini), beauty and retail (L'Oréal, Ici Paris XL, Kruidvat), home furnishings (IKEA, Auping, Le Creuset), consumer electronics and media (JBL, PlayStation, Prime Video), and others (Nespresso, Bugaboo, Eastpak, The Standard, Marie Stella Maris).

The company's core offering is an integrated suite of four services: PR, Influencer Marketing, Social Media, and Events, packaged around a positioning that connects brands with cultural community voices rather than pursuing mass-media reach. Revenue is generated through professional services engagements — likely project-based fees and/or retainer arrangements — delivered via direct, consultative client engagement. The firm has no disclosed proprietary technology platform, no AI/ML capabilities, and no patents, certifications, or third-party partnerships. Marketing and distribution rely on the company website (oonabaas.com), organic social (Instagram, LinkedIn), and a dedicated pressroom (oonabaasoverview.smartpr.site).

The operating model is independent and founder-led: there is no disclosed parent company, institutional investor, or private equity backing, no M&A activity, no leadership changes, and no funding rounds in the source data. The agency's value proposition rests on intangible assets — accumulated cultural insight, practitioner talent, and a portfolio of marquee enterprise relationships — rather than on technology, data assets, or scale efficiencies.

Name

oona

Legal name

OONA/BAAS

Website

https://oona.agency

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

OONA/BAAS is a privately held, community-first communications agency that delivers integrated PR, influencer marketing, social media, and event services to enterprise brand clients across Europe from offices in Antwerp and Amsterdam.

Ownership category

akta.pro rank

Headquarters

HQ city

Antwerp

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Communications Agency Services: The agency generates revenue through professional services engagements including PR, influencer marketing, social media management, and event production. Services are likely structured as project-based fees or retainer arrangements for ongoing brand partnership work.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

OONA is a community-first communications agency offering PR, influencer marketing, social media, and events services. The agency designs integrated campaigns that connect enterprise consumer brands with their target audiences through cultural insights, creator partnerships, and community engagement strategies.

Product overview

OONA/BAAS is a community-first communications agency offering an integrated suite of services: PR, Influencer Marketing, Social Media, and Events. These core services work together to help brands earn a place inside communities and convert that presence into measurable impact. The agency positions itself as connecting brands with cultural voices that shape zeitgeist, focusing on community influencers who have the biggest impact on behaviors, attitudes, and beliefs. Their portfolio includes case studies such as TADAAM ('Connected in 3-2-1'), IKEA TIDSAMM, and Samsung Cutting Edge Restaurant.

Differentiator

Problem solved

Functional benefit

Products and services

• PR Services
• Influencer Marketing
• Social Media Services
• Events Services

Named customers25 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Direct peers

• Mother London: Independent creative and cultural communications agency known for community-led brand work and an integrated creative-plus-PR-plus-social model. Highly analogous in positioning, service mix and indie scale to OONA/BAAS.
• 72andSunny: Independent creative agency famous for cultural and community-driven campaigns for global brands such as adidas and Google. Comparable in cultural-first positioning and enterprise client mix.
• Wieden+Kennedy: Independent creative agency renowned for culturally resonant brand work for Nike, Levi Strauss & Co. and others. Comparable as an indie agency with a cultural-first ethos and enterprise brand relationships.
• Anomaly: Independent communications and creative agency with offices in multiple geographies, blending advertising, PR and digital work for major brands. Comparable as an indie integrated agency competing for similar cultural-brand briefs.
• Mutant: Belgian independent communications and influencer-marketing agency also operating in the community/cultural space. Highly comparable to OONA/BAAS as a similarly sized Benelux-based indie competitor targeting enterprise brands.
• FamousGrey: Belgium-based creative and communications agency within the Grey network, working with major brands on integrated campaigns. Comparable as a Benelux-headquartered agency competing for similar enterprise brand clients.

Broad incumbents

• Edelman: Global public relations and communications firm with brand-marketing, influencer and social capabilities. Comparable as a large incumbent competing for the same enterprise PR and brand-trust mandates.
• Ketchum: Global PR-led communications agency within Omnicom, offering influencer marketing, social and brand communications. Comparable as a larger, broader incumbent operating in PR and influencer marketing — a core OONA/BAAS discipline.
• Dentsu Creative: Global creative network of Dentsu offering integrated advertising, PR, social and influencer services to enterprise brands. Comparable as a much larger incumbent offering the same four-pillar service mix OONA/BAAS sells.
• Havas Creative: Global creative and communications network offering advertising, PR, social media and experiential work to major brands. Comparable as a broad incumbent with overlapping service categories and enterprise client base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/oona
• Instagraminstagram.com/oona.baas
• Xx.com/oona_be
• Facebookfacebook.com/oona.agency

Revenue estimate

Valuation estimate

Number of profiles

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 oona