Newcraft
Newcraft is an Amsterdam-based digital transformation and marketing services firm serving Dutch enterprise clients across retail, automotive, consumer healthcare, and food & beverage, combining brand, commerce, customer experience, consulting, and technology capabilities under WPP ownership.
- Company typePrivate
- Founded2007
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Newcraft does
Newcraft is a Dutch digital transformation and marketing services firm headquartered in Amsterdam, with the detailed source material describing an operating entity that combines creative, commerce, customer experience, consulting, and technology transformation capabilities. Its service portfolio spans brand experience design, commerce strategy, customer experience, strategic consulting, and technology implementation, delivered to enterprise clients that include SPAR, PON, Kenvue, Yakult Europe, GAMMA, and Intergamma across retail, automotive, consumer healthcare, and food & beverage verticals.
The firm operates a professional services revenue model with project-based engagements, retainers, and ongoing service contracts, quoting custom pricing on a deal-by-deal basis. Its underlying technology stack is described as an AI-enabled marketing technology infrastructure, with a disclosed proprietary tool called ShelfMaster that provides digital shelf syndication and tailored multi-channel customer experiences. AI is featured prominently across recent content output — including work on AI Recommendation Agents, agentic commerce, and the SEO-to-GEO evolution — suggesting an active pivot toward agentic and AI-flavored product surfaces rather than a fixed technology platform.
In the source material, the firm appears as a Netherlands-based subsidiary of WPP, one of the largest global communications services groups, operating from the WPP Campus Amsteldok in Amsterdam. Distribution is via direct enterprise sales; thought leadership content, a newsletter, the Catalyst Academy initiative, and earned media act as supporting demand-generation channels. The combination of WPP parent scale, a multi-discipline service mix, and visible enterprise client logos indicates a positioning as a mid-sized, full-service Dutch agency rather than a niche or product-led vendor.
Newcraft firmographics
Firmographics- Name
- Newcraft
- Legal name
- VML
- Website
- https://newcraftgroup.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Newcraft is an Amsterdam-based digital transformation and marketing services firm serving Dutch enterprise clients across retail, automotive, consumer healthcare, and food & beverage, combining brand, commerce, customer experience, consulting, and technology capabilities under WPP ownership.
- Ownership category
- akta.pro rank
Where Newcraft is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Newcraft business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Marketing and Consulting Services: Professional services revenue generated through strategic consulting, creative services, brand experience design, commerce solutions, and technology transformation engagements with enterprise clients. Revenue is typically derived from project-based engagements, retainers, and ongoing service contracts.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Newcraft product offering
Product offeringCore offering
Firmographic data describes Newcraft as providing support to companies in their digital acceleration. The associated source material describes a full-service marketing, technology, and consulting agency (VML Netherlands) delivering strategic consulting, creative services, brand experience design, commerce solutions, customer experience design, and technology transformation engagements to enterprise clients across the Dutch market.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Experience Service offering that creates brands people desire and choose through brand strategy and creative services for enterprise clients.
- Commerce Service offering that converts performance into profit across every channel through commerce solutions for enterprise clients.
- Customer Experience Service offering that turns relationships into lasting value and loyalty through customer experience design for enterprise clients.
- Consulting Service offering developing strategies that move from boardroom ambition to real business outcomes for enterprise clients.
- Technology Transformation Service offering building resilient, AI-enabled foundations that power speed and innovation through technology transformation engagements for enterprise clients.
Companies that use Newcraft
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles1 record
Newcraft technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Newcraft partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Newcraft competitors and assessment
Company assessmentDirect peers
- MediaMonks / Monks: Global digital-first agency (formerly S4 Capital) offering creative, content, commerce, and technology services to enterprise brands. Directly comparable multi-disciplinary service model.
- Dept Agency: Amsterdam-headquartered digital agency offering brand, commerce, creative, and technology services. Closest geographic and service-line peer to VML Netherlands in the Dutch enterprise market.
- AKQA (WPP): WPP-owned design and innovation agency. Sibling agency under the same parent, competing for similar enterprise digital transformation, brand, and CX briefs.
Broad incumbents
- Accenture Song: Accenture's creative, commerce, and tech transformation arm. Directly comparable to VML Netherlands as a large-scale, multi-disciplinary agency serving enterprise brands on brand, commerce, CX, and technology transformation.
- Deloitte Digital: The digital creative and consulting arm of Deloitte. Competes for the same enterprise transformation engagements VML Netherlands pursues, combining consulting, creative, and technology services.
- Ogilvy (WPP): WPP flagship creative and advertising network. Another sibling agency under the WPP umbrella, competing for enterprise brand and communications mandates across the same client base.
- Dentsu Creative: Global creative and CX agency within Dentsu. Targets enterprise brand transformation and commerce engagements comparable to VML Netherlands' core service pillars.
- Publicis Groupe (Leo Burnett / Publicis Sapient): Global holding group with creative and digital transformation agencies (Leo Burnett, Publicis Sapient) that compete for enterprise brand, commerce, and consulting mandates across Europe.
- Havas: Global communications group with creative, media, and consulting capabilities. Operates across the same enterprise brand experience and CX mandate space as VML Netherlands.
Emerging players
- Valtech: Digital commerce and experience engineering agency with strong European presence. Overlaps with VML Netherlands on commerce, technology transformation, and customer experience mandates.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights5 records
Customer concentration
Newcraft social profiles
Digital presenceNewcraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newcraft leadership team
Management profileNumber of profiles
Profiles5 records
Newcraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newcraft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Newcraft
What does Newcraft do?
Firmographic data describes Newcraft as providing support to companies in their digital acceleration. The associated source material describes a full-service marketing, technology, and consulting agency (VML Netherlands) delivering strategic consulting, creative services, brand experience design, commerce solutions, customer experience design, and technology transformation engagements to enterprise clients across the Dutch market.
Is Newcraft a public or private company?
Newcraft is a private company. It is classified as corporate owned and is currently operating.
When was Newcraft founded?
Newcraft was founded in 2007. It employs 51 to 100 people.
Where is Newcraft based?
Newcraft is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Newcraft make money?
One revenue line is on record: marketing and Consulting Services.
Who are Newcraft's main competitors?
Direct peers on record are MediaMonks / Monks, Dept Agency and AKQA (WPP). Broad incumbents are Accenture Song, Deloitte Digital, Ogilvy (WPP), Dentsu Creative, Publicis Groupe (Leo Burnett / Publicis Sapient) and Havas. Valtech is listed as an emerging player.
Does Newcraft have an API?
No public API is recorded for Newcraft.