De Combinatie van Factoren
Amsterdam-based creative activation bureau combining creative intelligence with behavioral science to move consumers to action. Serves enterprise brands across FMCG, travel retail, retail, telecommunications, and public sectors through campaigns, airport activations, behavioral consulting, and retail experience design.
- Company typePrivate
- Founded2013
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What De Combinatie van Factoren does
De Combinatie van Factoren (DCVF) is an Amsterdam-based creative activation bureau founded in 2013 that combines creative intelligence with behavioral science insights to drive consumer action for enterprise and mid-market brands. The agency operates four service pillars: Campaigns & Conversion (advertising and marketing campaigns for FMCG, durables, and retailers), Travel Retail (full-service duty-free retail operations including design, activation, production, and installation at 100+ airports worldwide), Behaviour Consult (a project-based behavioral change advisory service launched in February 2023, with a productized €750 Quick Behaviour Scan), and Retail Experience Design (physical retail space design and realization, strengthened by the January 2025 acquisition of HelloHero's retail activities). The agency's stated differentiator is the deliberate integration of behavioral science frameworks — biases, nudges, and cognitive drivers — into creative campaign development, with a cross-disciplinary team structure combining creatives and behavioral scientists.
DCVF generates revenue through B2B professional services delivered on a project and retainer basis to enterprise clients. Named customers include Mars Wrigley International Travel Retail (M&M's, Snickers, Twix, Maltesers, Skittles, Extra, Celebrations at 100+ airports), Unilever (Graze, Vega Favoriten), Bosch (UK Transformers campaign, Netherlands/Belgium Professional Powertools social), Odido (full rebrand September 2023), SPAR, Sportlife (Cloetta), Nestlé, FrieslandCampina, Innocent Drinks, GVB (Amsterdam public transport), Corendon, VanWonen/BPD (De Waalhoven), and one SMB account (DEDDO). Pricing is largely quote-based for the full agency offering, with the Behaviour Consult line productized at €750 for a Quick Behaviour Scan.
The go-to-market is direct enterprise sales via the managing director (Michael van Kerkwijk) and senior team, supplemented by referrals, owned industry events (Blurring Lines Seminar with Schiphol Media), and content marketing (blog, LinkedIn, industry publications). The agency is headquartered at Danzigerkade 13e in Amsterdam's Houthavens area, with 25–30 employees as of early 2024, and has implemented a structured AI integration program (Raad van Advies under Marnix Bügel, Stuurgroep, and development team) with homegrown agents including a copytool, review-agent, and project management and DTP automations. DCVF is a privately held Dutch B.V. with no disclosed external investment or parent company.
De Combinatie van Factoren firmographics
Firmographics- Name
- De Combinatie van Factoren
- Legal name
- De Combinatie van Factoren B.V.
- Website
- https://dcvf.nl
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amsterdam-based creative activation bureau combining creative intelligence with behavioral science to move consumers to action. Serves enterprise brands across FMCG, travel retail, retail, telecommunications, and public sectors through campaigns, airport activations, behavioral consulting, and retail experience design.
- Ownership category
- akta.pro rank
De Combinatie van Factoren industry classification
Industry- Product category
- Creative Advertising Services
- NAICS
- Advertising Agencies (541810), Marketing Research and Public Opinion Polling (541910), Graphic Design Services (541430)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Management Services (8741)
- akta.pro primary industry
- Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)
- akta.pro secondary industry
- Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)
Keywords
Where De Combinatie van Factoren is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De Combinatie van Factoren business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Creative Agency Services: DCVF generates revenue by providing creative and activation services to brands on a project and retainer basis. Services include campaign development, retail experience design, social content, OOH, TV commercials, POS materials, and branding.
- Behaviour Consult: DCVF Behaviour Consult provides behavioral science advisory services on a project basis with no strings attached. Offerings include Quick Behaviour Scan (€750), Behaviour Change Workshop, and co-creation sessions with target audiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Quick Behaviour Scan - €750 |
| Subscription | Pay-as-you-go | Behaviour Change Workshop |
| Subscription | Pay-as-you-go | Co-creation Session |
| Other | Pay-as-you-go | Behaviour Consult - Project-based advisory |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
De Combinatie van Factoren product offering
Product offeringCore offering
De Combinatie van Factoren (DCVF) is an Amsterdam-based creative activation bureau that combines creative intelligence with behavioral science insights to develop campaigns, retail experiences, and activation programs that move consumers to action. The agency delivers four integrated service lines: Campaigns & Conversion (advertising for FMCG and retailers), Travel Retail (full-service duty-free retail design and activation at airports worldwide), Behaviour Consult (behavioral science advisory), and Retail Experience Design (physical retail space conception and realization).
Product overview
De Combinatie van Factoren (DCVF) is an activation agency that helps brands grow through smart creativity based on behavioral science. The company operates as a unified service offering, combining four distinct service pillars: Campaigns & Conversion (advertising and marketing campaigns), Travel Retail (duty-free retail operations and airport activations worldwide), Behaviour Consult (behavioral science advisory), and Retail Experience Design (physical retail space design and realization). The agency positions itself around the concept of 'beyond growth'—moving beyond mere revenue and market share growth to improve brands fundamentally by getting people to act.
Differentiator
Problem solved
Functional benefit
Brands
- DCVF Behaviour Consult: A dedicated advisory proposition focused on behavioural change, providing science-based insights and practical tools to influence target audience behaviour on a project basis.
Products and services
- Campaigns & Conversion Creative campaign and conversion services for FMCG brands, durables, and retailers, including social content targeting Gen Z, OOH, TV commercials, POS materials, and online campaigns designed to drive measurable consumer action and in-store traffic.
- Travel Retail Full-service duty-free retail activation service including retail design, activation, custom furniture design, production, and installation at airports worldwide, with over 12 years of experience serving brands like Mars Wrigley, M&M's, and Skittles in top 100 airports globally.
- Behaviour Consult Dedicated behavioral science advisory service providing project-based behavioral change advice including Quick Behaviour Scan (€750 for a 2.5-hour behavioral analysis workshop), Behaviour Change Workshop, and co-creation sessions with target audiences led by behavioral experts and creative professionals.
- Retail Experience Design (RED) Retail space design and full realization service from concept and 3D design to complete implementation, creating authentic in-store brand experiences that connect emotionally with customers, delivered on time and within budget.
Quantifiable outcome
- Graze was named the best product introduction of 2021 by IRI, ranking #1 in the IRI Toetreders Top 30.
- +2 more outcomes
Companies that use De Combinatie van Factoren
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles3 records
De Combinatie van Factoren technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
De Combinatie van Factoren partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- HelloHero (Harmen Schepers)coreDCVF acquired the retail activities of HelloHero, bringing founder Harmen Schepers on board as Manager Retail Experience Design. Harmen brings 3D retail design expertise and experience from Nike Brand Design, Ogilvy, and PwC. This strengthens DCVF's Retail Experience Design (RED) service line with specialized 3D design capabilities.
- Schiphol MediacoreDCVF and Schiphol Media co-organized the Blurring Lines Seminar — the first Dutch Travel Retail Event — held at the A'DAM Toren in Amsterdam. The seminar brought together professionals from travel retail, digital media, and brand communications to discuss the synergy between airport retail, media, and brands.
- DEDDOminorDCVF is helping DEDDO strengthen its brand position and activate its target audience through creative, goal-oriented online campaigns based on a strong online strategy. DEDDO is an online tool for self-employed builders to calculate, quote, and invoice construction jobs.
- Marnix Bügel (AI Advisory)coreMarnix Bügel, founder of Rewire and board member at ExquAIro, serves on DCVF's AI Raad van Advies (Advisory Board), providing guidance on AI strategy and integration direction.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
De Combinatie van Factoren competitors and assessment
Company assessmentBroad incumbents
- Ogilvy: Global advertising network (WPP) with an established travel retail practice and broad FMCG client base. Overlaps DCVF across campaign, brand activation, and travel retail — but operates at portfolio scale rather than niche specialty.
- Publicis Groupe: Global advertising holding company (Publicis, Leo Burnett, Saatchi & Saatchi) with integrated creative, media, and production capabilities. Comparable enterprise creative services; competes for global FMCG mandates at scale DCVF cannot match.
- WPP: World's largest advertising holding company (Ogilvy, VMLY&R, Grey, GroupM). Overlaps DCVF across creative, brand, retail activation, and media services — represents the global network competition for DCVF's enterprise FMCG and travel retail clients.
- Havas: Global advertising network with strong creative, media, and brand activation capabilities. Comparable enterprise creative services across campaign, retail, and brand work, though without DCVF's travel retail niche specialization.
- Dentsu Creative: Global creative network within the Dentsu group, offering advertising, brand experience, and creative services. Comparable in offering campaign and activation services to enterprise FMCG and retail clients, but at much larger scale.
Direct peers
- ACE (Action Creative Experts): Dutch activation agency focused on shopper marketing, retail activations, and behavioural change campaigns. Closely comparable activation-led positioning versus DCVF's Campaigns & Conversion and Behaviour Consult pillars.
- Dept: Amsterdam-headquartered creative and digital agency serving enterprise clients across creative, technology, and data. Most direct comparable in Dutch market — similar Amsterdam origin, B2B agency model, and enterprise client roster (FMCG, retail, travel).
- TBWA\Neboko: Amsterdam-based creative agency and TBWA Worldwide affiliate with strong FMCG, retail, and brand activation heritage. Closely comparable to DCVF in Dutch market positioning, B2B agency model, and enterprise client work.
- MediaMonks (Monks): Dutch-origin creative production and digital agency now under S4 Capital/Monks. Comparable Amsterdam heritage and enterprise creative services, though at significantly larger scale than DCVF.
- The Design Solution: UK-based retail design agency specializing in travel retail and airport commercial planning. Directly comparable to DCVF's Travel Retail and Retail Experience Design service pillars; narrower geographic focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
De Combinatie van Factoren social profiles
Digital presenceDe Combinatie van Factoren financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Combinatie van Factoren leadership team
Management profileNumber of profiles
Profiles10 records
De Combinatie van Factoren subsidiaries and ownership
Company hierarchySubsidiaries1 record
De Combinatie van Factoren funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Combinatie van Factoren 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 De Combinatie van Factoren
What does De Combinatie van Factoren do?
De Combinatie van Factoren (DCVF) is an Amsterdam-based creative activation bureau that combines creative intelligence with behavioral science insights to develop campaigns, retail experiences, and activation programs that move consumers to action. The agency delivers four integrated service lines: Campaigns & Conversion (advertising for FMCG and retailers), Travel Retail (full-service duty-free retail design and activation at airports worldwide), Behaviour Consult (behavioral science advisory), and Retail Experience Design (physical retail space conception and realization).
Is De Combinatie van Factoren a public or private company?
De Combinatie van Factoren is a private company. It is classified as management employee owned and is currently operating.
When was De Combinatie van Factoren founded?
De Combinatie van Factoren was founded in 2013. It employs 11 to 50 people.
Where is De Combinatie van Factoren based?
De Combinatie van Factoren is headquartered in Amsterdam, Netherlands, in the Europe region.
How does De Combinatie van Factoren make money?
Two revenue lines are on record. Creative Agency Services are the primary driver. The others are behaviour Consult.
Who are De Combinatie van Factoren's main competitors?
Broad incumbents on record are Ogilvy, Publicis Groupe, WPP, Havas and Dentsu Creative. Direct peers are ACE (Action Creative Experts), Dept, TBWA\Neboko, MediaMonks (Monks) and The Design Solution.
Does De Combinatie van Factoren have an API?
No public API is recorded for De Combinatie van Factoren.
What industry is De Combinatie van Factoren in?
De Combinatie van Factoren's product category is Creative Advertising Services. Its primary akta.pro industry code is MPAAALAH, Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research), with a secondary code of BPAHALAK, Customer Experience (CX) & Voice-of-Customer Analytics. Its NAICS code is 541810 and its SIC code is 7330.