De Speld & Partners
De Speld & Partners is an Amsterdam-based B2B branded content agency producing satirical and humorous campaigns for enterprise clients across its multi-title Dutch humor network, serving advertisers targeting 18-34 audiences.
- Company typePrivate
- Founded2019
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What De Speld & Partners does
De Speld & Partners is a privately held, independent B2B branded content agency founded in 2019 and headquartered at Houtmankade 44D in Amsterdam. The agency operates as the commercial arm of the established Dutch satirical publication De Speld, producing humorous and satirical branded content campaigns for enterprise clients. Its core offering is creative campaign development across a multi-title humor network that includes De Speld, De Pin, De Speld Sport, Kakhiel, Sarcasper, and Het Is Hier Geen Hotel, reaching 112 million combined impressions and millions of daily impressions concentrated in the 18-34 demographic.
The business model is dual-track. The professional-services layer delivers bespoke branded content campaigns on a project basis to clients such as Albert Heijn, Lidl, Odido, Ubisoft, MTV, SkyShowtime, Amazon Prime Video, ASN Bank, PostNL, Grolsch, ANWB, and VluchtelingenWerk, among others. The subscription layer, launched in June 2025 as InhaakAbonnement, packages 'newsjacking' and reactive content into a recurring product, shifting revenue toward SaaS-like retention economics. Distribution and creative infrastructure are extended through membership in the European Humor Network (with Waterford Whispers, El Mundo Today, Lercio, and Le Gorafi) and a partnership with Mediahuis.
Operationally the company is a small boutique agency. Jerome Kuijken serves as Managing Director and Xumi Heijn as Creative Lead. The agency has won industry recognition including a Lovie Award (2024), Best Social Awards nominations (2023), and a Grand Prix (2022). No external funding rounds have been disclosed, and there is no indication of proprietary technology or AI/ML capabilities; competitive advantage is anchored in brand equity, creative talent, and audience reach rather than tooling.
De Speld & Partners firmographics
Firmographics- Name
- De Speld & Partners
- Legal name
- De Speld & Partners
- Website
- https://despeld-partners.nl
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- De Speld & Partners is an Amsterdam-based B2B branded content agency producing satirical and humorous campaigns for enterprise clients across its multi-title Dutch humor network, serving advertisers targeting 18-34 audiences.
- Ownership category
- akta.pro rank
De Speld & Partners industry classification
Industry- Product category
- Branded Content Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Influencer & Creator Marketing (BPAFAAAG)
- akta.pro secondary industries
- PR, Reputation Management & Earned Media Platforms (BPAMALAO), Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM)
Keywords
Where De Speld & Partners is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De Speld & Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Branded Content Campaigns: Custom branded content campaigns created using satirical/humorous content across their publication network. Projects include articles, social posts, videos, and interactive activations.
- InhaakAbonnement (Hook-up Subscription): Structured subscription service for ongoing satirical content campaigns. Three tiers: Starter (4 campaigns/year), Expert (8 campaigns/year), Pro (12 campaigns/year). Includes creation, distribution, and measurable results.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter - 4 campaigns per year |
| Subscription | Annual | Expert - 8 campaigns per year |
| Subscription | Annual | Pro - 12 campaigns per year |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
De Speld & Partners product offering
Product offeringCore offering
De Speld & Partners is a Dutch branded content agency that creates satirical and humorous campaigns on behalf of brands and non-profits. The agency leverages a network of Dutch humor titles (De Speld, Kakhiel, De Pin, De Speld Sport, Sarcasper) reaching millions of young Dutch visitors daily, translating brand briefs into articles, social posts, videos, and interactive activations in the network's recognizable comedic voice. Offerings span one-off custom campaigns, recurring content formats, and a tiered InhaakAbonnement subscription for ongoing current-events-driven satirical content.
Product overview
De Speld & Partners is a branded content agency operating a multi-platform humor network. The core offering is De Speld, a satirical news platform delivering 'humor with a message' to millions of young Dutch visitors daily. The network extends across sub-brands including De Pin (news by women), De Speld Sport (sports satire), Kakhiel (dry humor, partnered since 2019), Sarcasper (parody/sarcasm), and Het Is Hier Geen Hotel. The agency creates branded content campaigns translating brand messages into the network's signature humor style. Service products include the InhaakAbonnement subscription (4/8/12 annual campaign tiers), recurring content formats like De Nachtreporter, De Speld Klust, and De Speld Woont, and interactive tools such as the Kerstkaart Generator and Valentijnskaart Generator developed for PostNL. The portfolio generates massive organic reach through recognizable satire that resonates with young audiences.
Differentiator
Problem solved
Functional benefit
Brands
- De Speld: Dutch satirical news and entertainment platform, the primary title of the network, known for reliable satire targeting young adult audiences.
- De Pin
- De Speld Sport
- Kakhiel
- Sarcasper
- Het Is Hier Geen Hotel
Products and services
- Branded Content Campaigns
Quantifiable outcome
- Campaign reach varies from 260k to 10+ million depending on scope and content
- +4 more outcomes
Companies that use De Speld & Partners
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
De Speld & Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
De Speld & Partners partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- KakhielcoreStrategic partnership combining Kakhiel's humor style with De Speld's network. Together they target brands wanting to truly stand out with original and surprising creative content.
- MediahuiscoreMedia partnership for ANWB campaign '...en gaan'. Mediahuis facilitated the collaboration between De Speld and ANWB for reaching audiences through Mediahuis platforms.
- De PincoreSister publication targeted at women, created 'by women for women'. Part of the multi-title humor network offering broader demographic reach.
- De Speld SportcoreBrother publication focused on sports humor, extending the network's reach into sports-related content.
- SarcasperminorNew addition to the network - a parody account using copy, satire, and sarcasm to describe everyday situations. Created by Jasper (social creative) with large Instagram following.
- European Humor NetworkcorePartnership with European humor publications: Waterford Whispers (Ireland), El Mundo Today (Spain), Lercio (Italy), Le Gorafi (France) for cross-border campaigns like ASN Bank's Good Clothes Fair Pay initiative.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
De Speld & Partners competitors and assessment
Company assessmentDirect peers
- Social Embassy: Dutch influencer and creator marketing agency. Direct peer because both compete for the same Dutch enterprise brand budgets focused on influencer/creator-led campaigns targeting younger audiences.
- The Inner Circle: Dutch influencer marketing agency. Direct peer competing for similar enterprise brand engagements leveraging creators for branded content distribution in the Dutch market.
- Treehouse: Dutch influencer and content marketing agency. Direct peer because both serve brand marketers seeking creator-driven content campaigns with measurable engagement among Dutch consumer audiences.
Broad incumbents
- Talpa Network: Major Dutch media conglomerate operating TV, digital, and creator properties. Comparable to De Speld & Partners because both monetize Dutch-owned media audiences via branded content and influencer marketing, though Talpa operates at far larger scale.
- Dept Agency: Large Dutch-headquartered digital creative and media agency. Comparable as a Dutch B2B agency targeting enterprise brand marketers with content and creative services, although Dept's scope spans the full digital marketing stack.
- TBWA\Neboko: Leading Dutch creative agency within the TBWA global network. Comparable as a Netherlands-based full-service agency competing for the same enterprise brand-marketing budgets, though without owned-media distribution.
- Dentsu Creative Netherlands: Dutch arm of the global Dentsu creative network. Comparable as an enterprise-facing full-service creative and content agency competing for the same multinational brand briefs in the Netherlands.
- ACE (Media.Monks / Monks): Netherlands-rooted global creative and content production network. Comparable as a Dutch-originated creative services provider targeting enterprise brands with branded content campaigns, but at vastly larger scale and global reach.
Regional players
- Waterford Whispers News: Irish satirical news publication that is part of the European Humor Network partnering with De Speld & Partners for cross-border campaigns. Regional peer operating the same satire-first content model in Ireland.
- Le Gorafi: Leading French satirical news publication and part of the European Humor Network partnered with De Speld & Partners. Regional peer applying the same satire-content-with-branded-monetization model in France.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
De Speld & Partners social profiles
Digital presenceDe Speld & Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Speld & Partners leadership team
Management profileNumber of profiles
Profiles2 records
De Speld & Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Speld & Partners 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 Speld & Partners
What does De Speld & Partners do?
De Speld & Partners is a Dutch branded content agency that creates satirical and humorous campaigns on behalf of brands and non-profits. The agency leverages a network of Dutch humor titles (De Speld, Kakhiel, De Pin, De Speld Sport, Sarcasper) reaching millions of young Dutch visitors daily, translating brand briefs into articles, social posts, videos, and interactive activations in the network's recognizable comedic voice. Offerings span one-off custom campaigns, recurring content formats, and a tiered InhaakAbonnement subscription for ongoing current-events-driven satirical content.
Is De Speld & Partners a public or private company?
De Speld & Partners is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was De Speld & Partners founded?
De Speld & Partners was founded in 2019. It employs 1 to 10 people.
Where is De Speld & Partners based?
De Speld & Partners is headquartered in Amsterdam, Netherlands, in the Europe region.
How does De Speld & Partners make money?
Two revenue lines are on record. Branded Content Campaigns are the primary driver. The others are inhaakAbonnement (Hook-up Subscription).
Who are De Speld & Partners's main competitors?
Direct peers on record are Social Embassy, The Inner Circle and Treehouse. Broad incumbents are Talpa Network, Dept Agency, TBWA\Neboko, Dentsu Creative Netherlands and ACE (Media.Monks / Monks). Regional players are Waterford Whispers News and Le Gorafi.
Does De Speld & Partners have an API?
No public API is recorded for De Speld & Partners.
What industry is De Speld & Partners in?
De Speld & Partners's product category is Branded Content Services. Its primary akta.pro industry code is BPAFAAAG, Influencer & Creator Marketing, with a secondary code of BPAMALAO, PR, Reputation Management & Earned Media Platforms. Its NAICS code is 541810 and its SIC code is 7311.