What Modern Citizens does

Modern Citizens B.V. is a Dutch private limited company operating as one of the constituent entities of the Brand Potential group, a privately held integrated brand and marketing agency ultimately owned by Candid B.V. The company operates alongside Brand Potential B.V. in the Netherlands and Brand Potential Ltd, Houston PR Ltd, and Positive Digital Ltd in the UK, with sister agencies including Stroom Amsterdam, Stroom Rotterdam, and Coopr. Headquartered in London, the group maintains four European offices (London, Amsterdam, Rotterdam, Antwerpen) and employs 51–100 people across approximately 30 Brand Consulting staff in London and broader group functions.

The group's commercial offering spans ten integrated service disciplines: Insight, Innovation, Strategy, Design + Creative, Digital (CX), Social, PR, Media + Commerce, Capital Markets + M&A (delivered via the Houston sub-brand), and a pre-exit value-activation methodology branded Branding for Buyout™. The Media + Commerce module is built around platform partnerships with Channable, DataFeedWatch, Partnerize, ProfitMetrics, Google Ads, Microsoft Ads, and Gold Partner status with Kentico and Kontent.ai. AI is positioned as an amplifier of specialist expertise, and a privacy framework compliant with UK GDPR and EU GDPR governs data handling across UK and Dutch entities.

Revenue is generated through enterprise professional-services engagements with custom B2B scoping; no pricing or contract values are publicly disclosed. Enterprise customers span at least ten industries and include St Austell Brewery, Volvo Car Netherlands, Gallagher PREM Rugby, RYOBI, Shell, Albert Heijn, Heineken, Coolblue, Nintendo, Rijksmuseum, and Houston clients including Biffa, Headlam, Portmeirion Group, FireAngel, Speedy, and Braemar. The group sells through direct enterprise field sales across UK and Benelux, supplemented by content marketing, awards positioning, and event participation; it holds Ecovadis Silver sustainability status, Kentico and Kontent.ai Gold Partner credentials, and Transform Awards recognition in 2025 and 2026.

Name

Modern Citizens

Legal name

Modern Citizens B.V.

Website

https://moderncitizens.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Modern Citizens B.V. is a Netherlands-based operating entity within the privately held Brand Potential group, a London-headquartered integrated brand and marketing agency with four offices across the UK and Benelux serving enterprise clients across ten service disciplines including strategy, creative, digital, PR, media, and capital-markets advisory.

Ownership category

akta.pro rank

Product category

Marketing and Brand Consulting Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Brand strategy consulting
• Marketing agency services
• Digital experience design
• Media commerce advertising
• Capital markets communications

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Services Revenue: Professional marketing and branding services including strategy, design, digital CX, social, PR, media and commerce. Services are delivered across multiple specialisms including insight, innovation, strategy, design+creative, digital CX, social, PR, and media+commerce.
2. Capital Markets + M&A Advisory: Strategic communications advisory for financial calendar reporting, IPO and fundraising, M&A transactions, ESG advisory, investor relations, and crisis management through the Houston practice
3. Branding for Buyout: Brand strategy and marketing services specifically for business exits and M&A transactions, helping owners maximize value before sale through brand strategy, market differentiation, and sell-side positioning

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Modern Citizens B.V. operates as a Netherlands-based entity within the Brand Potential group, delivering full-service branding and marketing services for enterprise clients. The core offering integrates Insight, Innovation, Strategy, Design + Creative, Digital (CX), Social, PR, and Media + Commerce, augmented by AI and supported by specialist sub-brands Houston (capital markets and M&A communications) and Branding for Buyout™ (pre-exit value activation). Services are delivered via dedicated European teams across London, Amsterdam, Rotterdam, and Antwerpen.

Product overview

Modern Citizens B.V. operates as a Netherlands-based entity within the Brand Potential group, a full-service branding and marketing agency. The core offering is the integrated Brand Potential agency spanning eight service disciplines: Insight, Innovation, Strategy, Design + Creative, Digital (CX), Social, PR, and Media + Commerce. Within this portfolio, Houston operates as a specialist sub-brand for Capital Markets and M&A communications, and Branding for Buyout™ is a dedicated sub-brand focused on pre-exit value activation. The Media + Commerce module provides specialized paid media, search, affiliate, and data services built on partnerships with platforms including Google Ads, Microsoft Ads, Channable, DataFeedWatch, ProfitMetrics, Partnerize, Kentico, and Kontent.ai.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Potential Full-Service Agency Full-service branding and marketing agency offering integrated services across Insight, Innovation, Strategy, Design + Creative, Digital (CX), Social, PR, and Media + Commerce. Spans qualitative and quantitative research, brand strategy, identity design, digital experience, campaign execution, and media buying for enterprise clients.
• Houston – Capital Markets and M&A Communications Specialist Capital Markets and Strategic M&A communications advisory practice providing financial calendar reporting, IPO and fundraising support, M&A transaction communications, ESG advisory, investor relations, stakeholder engagement, and crisis and risk management services to public companies and investors.
• Branding for Buyout™ A value-activation methodology and service that helps business owners maximize enterprise value before an exit by combining brand strategy, market differentiation, buyer intelligence, sell-side positioning, and communication strategies across three phases over 1–3 years: setting trajectory, becoming exit-ready, and achieving an extraordinary exit.
• Media + Commerce Media strategy, planning, buying, and optimization service covering search (SEO/SEA), partnerships and affiliates, outcome-based digital marketplaces, location-based advertising, and data dashboards. Amplified by AI and accountable measurement frameworks, with sub-services including Media Strategy + Foresight, Planning + Activation, Buying + Value, Search + Visibility, Partnership Management, Outcome-Based Digital Media, Location-Based Advertising, and Data + Dashboards.

Quantifiable outcome

• Triple success at Transform Awards 2025
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

One partnership is on record.

• Houston WhitecoreStrategic or Co-development PartnerHouston White is the capital markets and M&A communications practice within Brand Potential. The partnership provides expert strategic communications advisory including financial calendar reporting, IPO and fundraising support, M&A communications, ESG advisory, investor relations, and crisis management.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• VML: Global integrated agency network (post Wunderman Thompson + VMLY&R merger) — broad incumbent offering brand, customer experience, and media at global scale, often competing with Brand Potential for EMEA enterprise mandates.
• Accenture Song: Consulting-led marketing services arm of Accenture, combining strategy, creative, media, and technology at massive scale — broad incumbent increasingly competing with mid-sized independents for integrated brand-transformation mandates.
• Publicis Groupe: Top global advertising holding company with strong UK and Benelux agencies (Leo Burnett, Saatchi & Saatchi, Publicis) — broad incumbent whose agencies contest many of the same enterprise clients as Brand Potential.
• Dentsu Creative: Creative arm of one of the world's largest agency holding companies with deep UK and Benelux presence — broader incumbent competing with Brand Potential in many of the same enterprise pitches but at materially larger scale.

Direct peers

• Dept: Amsterdam-based full-service digital and creative agency operating at broadly comparable scale across Benelux and the UK — directly comparable independent integrated agency serving enterprise brands across digital CX, creative, media, and technology.
• Mother London: London-headquartered independent creative agency serving major brands with integrated strategy, creative, and digital work — direct UK-based peer in the independent mid-market agency space.
• 72andSunny: Brand-led creative agency with an Amsterdam office that serves enterprise clients across brand strategy, campaign, and digital — comparable in geographic footprint (Benelux/UK) and brand-transformation positioning.
• Anomaly: Brand-led integrated agency with offices in London and Amsterdam, operating a similarly broad creative + strategy + media offer for enterprise clients — directly comparable in scale, geography, and operating model.
• Code d'Azur: Dutch creative and brand strategy agency with Benelux roots and mid-market scale — comparable independent agency competing for similar brand-transformation and creative mandates in the same European core market.

Emerging players

• Koto: London-based brand identity and design studio serving enterprise clients — comparable on design and brand-strategy specialism, though narrower in media, PR, and commerce offering than Brand Potential.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/moderncitizens

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Modern Citizens