What Black Magic Marker does

Black Magic Marker is a privately held creative agency founded in 2006 in Amsterdam by Annick Benerink, operating with a headcount of 1–10. The agency produces memorable campaigns and interactive experiences for enterprise brands, cultural institutions, and government clients. Its portfolio of 22 documented case studies spans photo activations (e.g., Hockney Photo Activation for Van Gogh Museum, Scream Booth for Munch Museum, Instant Pop-Art Projection for Calvin Klein), interactive web experiences (TomTom Secret Services, WE ARE FREE, 100 Objects), and integrated campaigns for Tikkie/ABN AMRO, Netflix, Storytel, HEMA, and NIOD. The agency has accumulated 14 industry recognitions including 2x Webby Award, 5x Lovie Award, 2x IAC Award, plus Dutch Spin Award, SAN Accent, and Gouden Reiger distinctions.

The agency's underlying technology stack centres on building bespoke interactive experiences and event-grade photo activations rather than proprietary software products. Notable build-outs include sound-triggered capture (Scream Booth), instant style-transfer projection (Hockney Activation, Pop-Art projection), and interactive web manuals with social-sharing mechanics (TomTom Secret Services, Dive into a Book). No application product, SaaS, API, or SDK is offered; ai_capability types and integrations arrays are empty in the source material.

Commercially, Black Magic Marker runs on a project-based professional services model, with all client logos representing enterprise or institutional engagements paid through quote-based fees. In February 2023 the firm joined the WeAreBrain Agency Group — a multi-office collective (Amsterdam, Kyiv, Marseille, Lausanne, Cape Town) founded in 2015 — and founder Annick Benerink transitioned to an Advisor role while remaining involved in the BMM label, which continues to focus on campaign development and online/social content. Customer acquisition is primarily direct B2B and referral, with Annick Benerink as named primary contact; no public pricing, revenue, headcount detail beyond the 1–10 band, or external capital has been disclosed.

Name

Black Magic Marker

Legal name

Black Magic Marker

Website

https://blackmagicmarker.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Black Magic Marker is an Amsterdam-based creative agency (founded 2006, 1–10 staff) producing memorable campaigns, interactive experiences, and photo activations for enterprise, cultural, and government clients including Netflix, TomTom, Tikkie/ABN AMRO, and Van Gogh Museum. Operates as a BMM label within the WeAreBrain Agency Group since February 2023.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Graphic Design Services (541430)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Creative campaign development
• Social content creation
• Experiential brand activations
• Interactive marketing experiences
• Advertising agency services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Full-service creative agency providing campaign development, online content creation, and social media content production. Revenue is generated through project-based fees for creative services including campaign strategy, content production, and experiential activations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Black Magic Marker is a creative agency that develops memorable marketing campaigns and interactive brand experiences for clients across sectors. Core offerings include campaign strategy and development, online content production, social media content creation, and experiential activations featuring physical installations with on-site digital capture and instant sharing.

Product overview

Black Magic Marker is a creative agency (founded in 2006 by Annick Benerink) that operates as part of the WeAreBrain Agency Group since February 2023. The agency offers campaign development and online/social content creation services. The company's portfolio includes various creative projects across categories such as interactive digital experiences, brand activations, video campaigns, and educational platforms. Notable clients include Tikkie (ABN AMRO), Storytel, Van Gogh Museum, Netflix, TomTom, HEMA, and various Dutch cultural institutions. The agency has won multiple creative industry awards including Webby Awards and Lovie Awards.

Differentiator

Problem solved

Functional benefit

Products and services

• Campaign Development Services End-to-end creative campaign strategy, concept development, and execution for brand clients across sectors including finance, culture, entertainment, and consumer goods.
• Online and Social Content Creation Production of digital and social media content for brand clients, including interactive web experiences such as the Interactive International Manual.
• Experiential Activations Design and deployment of physical brand installations and on-site activations combining set design with digital capture and instant sharing, delivered to enterprise brands and cultural institutions.

Quantifiable outcome

• 1.1 million international visitors in 1 week for TomTom Secret Services campaign
• +5 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• WeAreBrain Agency GroupcoreStrategic or Co-development Partner · 1 February 2023Black Magic Marker joined the WeAreBrain Agency Group in February 2023. Annick Benerink, founder and owner of Black Magic Marker, joined as an Advisor and remains involved within the BMM label. BMM continues to focus on campaign development, online and social content creation. The WeAreBrain Agency Group was founded in 2015 and has offices in Amsterdam, Kyiv, Marseille, Lausanne, and Cape Town.

Scale indicators8 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Droogbrothers / Fitzroy Amsterdam: Amsterdam-based independent creative agency producing brand campaigns and content for Dutch and international clients. A local-market direct peer with similar size and client mix.
• Anomaly: Globally recognized independent creative agency producing campaigns, brand strategy, and content for major brands. Directly comparable in offering mix (campaign development, content, activations) and enterprise client roster.
• 72andSunny: Independent creative agency known for culturally resonant brand campaigns and experiential activations for global brands. Similar service mix around campaigns, social content, and experiential work.
• KesselsKramer: Amsterdam-based independent creative agency known for culturally-led brand campaigns, design, and storytelling. Closest Dutch-market peer to BMM in scale, philosophy, and creative-led positioning.
• Wieden+Kennedy: Independent creative agency renowned for culturally iconic campaigns and brand storytelling. Closely aligned with BMM's creative-first, story-driven positioning serving premium brand clients.
• Mother: Independent creative agency network producing campaigns, content, and activations for major consumer brands. Comparable creative-led boutique model with global enterprise clients.

Others

• WeAreBrain: Parent agency group acquired BMM in February 2023; offers marketing, branding, design, and software services across Amsterdam, Kyiv, Marseille, Lausanne, and Cape Town. Adjacent enabler rather than competitor, but provides the shared platform BMM now sells through.

Broad incumbents

• Dept Agency: Amsterdam-headquartered digital agency offering creative, technology, and marketing services. Larger incumbent with broader digital capabilities that overlaps with BMM on creative campaign and content production.
• Droga5: Global creative agency producing award-winning campaigns, brand strategy, and content. Comparable creative excellence and enterprise client mix, but operates as part of a much larger global network.
• TBWA\NEBOKO: Established Dutch creative network within global TBWA group. Overlaps with BMM on campaign development and brand storytelling but operates at significantly larger scale with broader service lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/blackmagicmarker
• Instagraminstagram.com/blackmagicmarkernl

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 Black Magic Marker