Abovo Maxlead
Abovo Maxlead is the largest independent marketing and media agency in the Netherlands, offering integrated online, offline, data, content, and recruitment marketing services to enterprise clients across the Benelux region.
- Company typePrivate
- Founded2019
- HeadquartersHoorn, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Abovo Maxlead does
Abovo Maxlead B.V. is the largest independent marketing and media agency in the Netherlands, formed in 2019 from the merger of Abovo Media (founded 1999 in Hoorn) and Maxlead (founded 2002 in Oegstgeest). The firm operates from six offices across the Netherlands (Hoorn, Oegstgeest, Amsterdam), Belgium (Antwerp, Brussels), and Slovakia (Bratislava), employing 240+ specialists. Its service portfolio spans six integrated categories: Online Marketing (SEO, SEA, social, display/video/audio), Offline Media (TV, radio, OOH, print), Media & Tech (data analytics, web development on WordPress/Magento, web design), Content & Creatie (strategy, concepting, design), Strategie & Media (research, consultancy, media buying, retail media), and Arbeidsmarktcommunicatie (employer branding, recruitment marketing). The agency has developed proprietary tools including SpotAnalyzer (TV/Radio post-campaign measurement using behavioral data), CookieConsent.IO (GDPR/AVG compliance scanning), and a Marketing Dashboard for real-time performance monitoring.
The company's revenue model combines professional services (consultancy, strategy, content creation, campaign management) with managed services revenue from media procurement across TV, radio, digital, and OOH channels. Pricing is custom and quote-based, structured around retainers and project-based engagements with multi-year contracts. Customers span enterprise clients across retail (Lidl, Intratuin, Hubo, Verpact, Seats and Sofas, Vivera), fitness (Basic-Fit), transportation (GVB), travel (Corendon), energy (ENGIE), food & beverage (KFC), healthcare (VGZ), and automotive (BYD), with a particular emphasis on challenger brands and challenger enterprise segments. Sub-brands include AM Recruitment (recruitment marketing powered by partnerships with Brandmannen, Indeed, and DPG Recruitment) and Awesome Agency (social, content, and AI-augmented brand building acquired into the group). Distribution is sales-led through direct client engagement with dedicated account management, supported by content marketing, SEO, email newsletters, social presence, and events. The firm holds ISO 9001, 14001, 27001 certifications, was ranked #1 Media Bureau in the E100 (2024), and was awarded the Gouden Keurmerk Talentontwikkeling in 2026.
Abovo Maxlead firmographics
Firmographics- Name
- Abovo Maxlead
- Legal name
- Abovomaxlead
- Website
- https://abovomaxlead.nl
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Abovo Maxlead is the largest independent marketing and media agency in the Netherlands, offering integrated online, offline, data, content, and recruitment marketing services to enterprise clients across the Benelux region.
- Ownership category
- akta.pro rank
Abovo Maxlead industry classification
Industry- Product category
- Marketing & Media Services
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- B2B/ABM Creative Agencies (MPAAAAAI)
Keywords
Where Abovo Maxlead is headquartered
LocationHeadquarters
- HQ city
- Hoorn
- HQ country
- Netherlands
- HQ region
- Europe
Offices6 records
Markets served
Abovo Maxlead business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Marketing & Media Services: Full-service marketing agency offering integrated services across online marketing, offline media, media & tech, content & creation, strategy & media consultancy, and labor market communication. Revenue generated through service fees, project-based work, and retainer arrangements.
- Media Buying & Procurement: Agency procures media space (TV, radio, digital, OOH) on behalf of clients and charges for media procurement services and management fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing tailored to client requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Abovo Maxlead product offering
Product offeringCore offering
Abovo Maxlead is a full-service independent marketing and media agency offering integrated marketing services across online and offline channels, including online marketing (SEO, SEA, social media, display/video/audio), offline media (TV, radio, OOH, print), media & tech (data analytics, web development, web design), content & creation, media strategy and consultancy, and recruitment marketing. The agency also develops proprietary tools like SpotAnalyzer, CookieConsent.IO, and a Marketing Dashboard for campaign analysis and compliance.
Product overview
Abovo Maxlead is the largest independent marketing and media agency in the Netherlands with 240+ specialists, operating as a full-service agency rather than a SaaS product company. The agency offers an integrated portfolio of six main service categories: Online Marketing (SEO, SEA, Social Media, Display/Video/Audio, Online Advertising), Offline Media (Content, TV, Radio, Out-of-Home, Print), Media & Tech (Data & Tech, Web Development, Web Design), Content & Creatie (Content Strategy, Concepting, Design), Strategie & Media (Research, Media Strategy, Consultancy, Media Buying, Retail Media), and Arbeidsmarktcommunicatie (Employer Branding, Recruitment Marketing, Job Marketing, Recruitment Consultancy). The agency also develops proprietary tools including SpotAnalyzer (TV/Radio campaign analysis), CookieConsent.IO (GDPR compliance), and Marketing Dashboard (performance monitoring). The portfolio is organized around integrated service divisions rather than a platform-plus-modules architecture, with sub-brands including AM Recruitment (specialized recruitment label) and Awesome Agency (social/content agency).
Differentiator
Problem solved
Functional benefit
Products and services
- Online Marketing Services Full-service online marketing including SEO, SEA (Search Engine Advertising), Social Media Marketing, Display/Video/Audio Advertising, and Online Advertising services for brands seeking to enhance their digital presence.
- Offline Media Services Traditional media services including Content marketing, TV advertising, Radio advertising, Out-of-Home (OOH) advertising, and Print/Distribution materials.
- Media & Tech Services Data & Tech, Web Development (WordPress, Magento), and Web Design services including analytics implementation and technical solutions for brands.
- Content & Creatie Services Creative content production including Content Strategy, Concepting, and Design & Layout services for all media channels.
- Strategie & Media Services Media strategy, consultancy, media buying, research, and retail media services for cross-media campaign planning.
- Arbeidsmarktcommunicatie Services Recruitment marketing services including Employer Branding, Recruitment Marketing, Job Marketing, and Recruitment Consultancy to attract and hire talent for employers.
- SpotAnalyzer A proprietary tool that provides reliable post-campaign performance analysis for TV and Radio campaigns using behavioral data.
- CookieConsent.IO Automated cookie and tracker scanning tool that ensures GDPR/AVG compliance for websites.
- Marketing Dashboard Holistic overview dashboard for monitoring campaign performance with real-time data and automated reporting.
Quantifiable outcome
- Full-service capability covering all marketing disciplines from strategy to execution
Companies that use Abovo Maxlead
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
Abovo Maxlead technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Abovo Maxlead partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- JCDecauxcorePartnership for Out-of-Home advertising placements including abri and mupi installations in the Netherlands. JCDecaux is a major OOH media operator providing advertising space at bus shelters, transit locations, and urban furniture.
- LocalplanetminorInternational media network partnership for global media reach and collaboration
- Media.nlminorDutch media industry association partnership
- Awesome AgencycoreSocial agency partnership extending capabilities in content, culture, and AI in brand building. Awesome agency is part of the Abovo Maxlead group expanding social and content offerings.
- VIA Retail Media TaskforcecoreParticipation in VIA Retail Media Taskforce for retail media expertise and industry collaboration. Abovo Maxlead has a dedicated retail media taskforce participating in this initiative.
- BrandmannencoreStrategic partnership for labor market communication services. Brandmannen is a recruitment technology partner providing knowledge and tooling for employer branding and recruitment marketing. Brandmannen was named highest-rated recruitment software in Benelux 2026 (RT25).
- IndeedcoreIndeed Agency Alliance partnership for job marketing services. Abovo Maxlead is an Indeed partner/bureau-partner with extensive knowledge in using Indeed for vacancy fulfillment.
- DPG RecruitmentminorPartnership for recruitment media channels including Indeed and DPG Recruitment platforms
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Abovo Maxlead competitors and assessment
Company assessmentBroad incumbents
- Havas: Global advertising group with Dutch presence (Havas Media, Havas Creative) offering integrated marketing services. Direct competitor for Dutch enterprise client mandates.
- Publicis Groupe: Global advertising holding company with strong Benelux presence (Publicis, Starcom, Saatchi & Saatchi). Competes in integrated marketing services and media planning/buying across the Dutch enterprise market.
- Dentsu: Global advertising and media holding company with significant Dutch operations (Dentsu Creative, Dentsu Media). Directly competes for the same enterprise marketing clients in the Netherlands and offers similar full-service integrated media capabilities.
- WPP / GroupM: World's largest advertising holding company with major agencies (Mindshare, Wavemaker, MediaCom) operating in the Netherlands. Competes for the same enterprise clients and holds structural media-buying scale advantages.
- Omnicom Group: Global holding company with Dutch operations (DDB, TBWA, PHD) competing for integrated marketing and media assignments. Holds similar enterprise client relationships and offers comparable full-service agency solutions.
Direct peers
- iO (formerly Intracto): Benelux-based full-service digital agency offering integrated marketing, technology, and content services. Competes with Abovo Maxlead for similar enterprise and mid-market clients across the Netherlands and Belgium.
- ACE (Accelerating Creative Enterprises): Dutch independent creative and media agency group offering full-service marketing services. Most direct mid-sized Dutch independent peer in terms of structure and client segment.
- N=5: Amsterdam-based independent creative agency group with media and digital capabilities. Competes for Dutch enterprise marketing budgets and matches the independent positioning of Abovo Maxlead.
- DEPT®: Amsterdam-headquartered independent digital agency with similar scale (1,000+ specialists) and end-to-end digital marketing, creative, and technology services. Closest Dutch-headquartered comparable for size, scope, and independent positioning.
Emerging players
- Valtech: Global digital agency with Benelux presence offering integrated marketing, technology, and data services. Comparable in combining creative, media, and technology capabilities across the Dutch enterprise market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Abovo Maxlead social profiles
Digital presenceAbovo Maxlead financial estimates
Financial estimateRevenue estimate
Valuation estimate
Abovo Maxlead leadership team
Management profileNumber of profiles
Profiles9 records
Abovo Maxlead subsidiaries and ownership
Company hierarchySubsidiaries2 records
Abovo Maxlead funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Abovo Maxlead 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 Abovo Maxlead
What does Abovo Maxlead do?
Abovo Maxlead is a full-service independent marketing and media agency offering integrated marketing services across online and offline channels, including online marketing (SEO, SEA, social media, display/video/audio), offline media (TV, radio, OOH, print), media & tech (data analytics, web development, web design), content & creation, media strategy and consultancy, and recruitment marketing. The agency also develops proprietary tools like SpotAnalyzer, CookieConsent.IO, and a Marketing Dashboard for campaign analysis and compliance.
Is Abovo Maxlead a public or private company?
Abovo Maxlead is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Abovo Maxlead founded?
Abovo Maxlead was founded in 2019. It employs 101 to 250 people.
Where is Abovo Maxlead based?
Abovo Maxlead is headquartered in Hoorn, Netherlands, in the Europe region.
How does Abovo Maxlead make money?
Two revenue lines are on record. Marketing & Media Services are the primary driver. The others are media Buying & Procurement.
Who are Abovo Maxlead's main competitors?
Broad incumbents on record are Havas, Publicis Groupe, Dentsu, WPP / GroupM and Omnicom Group. Direct peers are iO (formerly Intracto), ACE (Accelerating Creative Enterprises), N=5 and DEPT®. Valtech is listed as an emerging player.
Does Abovo Maxlead have an API?
No public API is recorded for Abovo Maxlead.
What industry is Abovo Maxlead in?
Abovo Maxlead's product category is Marketing & Media Services. Its primary akta.pro industry code is MPAAAAAI, B2B/ABM Creative Agencies. Its NAICS code is 541810 and its SIC code is 7311.