The People Creating Fans for Brands

What The People Creating Fans for Brands does

The People (legal entity: "The People") is a private, independent Dutch creative agency founded in 2004 and headquartered at Raamplein 1, 1018 XK Amsterdam, Netherlands. The firm positions itself as a 360° branded strategy agency whose mission is to "create fans for brands," translating customer engagement into measurable brand advocacy. Its portfolio of services spans brand strategy, story and content production, targeted social advertising, community building, social management, and social curation, supported by a proprietary 3H content framework (Hero, Hygiene, Hub) and a performance-driven methodology (strategy, traffic, engagement, action, monetization).

The operating model is professional services-based, with the firm described as "not a traditional production agency" but rather a small team of young creative professionals delivering bespoke storytelling campaigns. Go-to-market is sales-led and direct: prospective clients are courted through the company's website, phone, email, and a free first-consultation offer, with supplemental inbound referrals from Brandambassadors.nl and Brandambassadors.eu. Named clients include Dremel and ANWB; no revenue, headcount detail, funding events, or product launches beyond the existing service stack are disclosed. The firm has been continuously operating under founder/CEO Remas Haverkam with no public M&A, IPO, or external investment activity identified.

Name

The People Creating Fans for Brands

Legal name

The People

Website

https://thepeople.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

The People is a Dutch creative agency founded in 2004 in Amsterdam that helps brands build fan communities through 360° branded strategy, content production, social advertising, and community building for clients such as Dremel and ANWB.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Creative & Brand Campaign Development (BPAFAAAB)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Brand Ambassadors, Models & Promotional Talent Staffing (HSACAHAJ), Event Staffing & Brand Ambassadors (BPAFAGAC)

Keywords

• Branded content strategy
• Brand storytelling services
• Social media advertising
• Community building services
• Creative 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

Revenue model

1. Professional Services / Creative Agency: Provides branded strategy, content production, and social advertising services to brands seeking to create fan communities. Likely operates on project-based or retainer fee arrangements typical of creative agencies.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The People is a Dutch creative agency founded in 2004 that helps brands transform customers into brand fans. It delivers a 360° branded strategy combining branded strategy development, story and content production, social advertising, and community building services. Operating from Amsterdam with a small team of young creative professionals, the agency creates engaging brand stories distributed across digital channels to drive loyalty, word-of-mouth marketing, and customer advocacy for enterprise brand clients.

Product overview

The People is a creative agency offering a unified portfolio of brand marketing services focused on creating fans for brands. Their core offerings include 360˚ Branded Strategy, Story & Content Production, Social Advertising, and Community Building. These services are supported by complementary capabilities in storytelling, social management, social curation, content strategy, and performance-driven optimization. Operating since 2004, the agency's integrated approach combines strategy & planning, concept & design, content production, content calendars, distribution, and reporting & optimization to build brand loyalty and customer advocacy.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Brandambassadors.nlminorChannel Partner/ Reseller/ DistributorLinked partner organization for brand ambassador services; appears to operate as referral/lead generation channel for The People's creative services
• Brandambassadors.euminorChannel Partner/ Reseller/ DistributorLinked partner organization for brand ambassador services across Europe; operates as referral/lead generation channel for The People's creative services

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Huge: Large digital agency offering strategy, content, and experience design. Comparable integrated digital creative offering but at significantly larger scale and broader geographic footprint.
• MediaMonks (S4 Capital / Monks): Dutch-founded digital content and production powerhouse with comparable content production and social advertising capabilities, but at vastly larger scale and with a global operational footprint.
• Wieden+Kennedy: Global independent creative agency with a major Amsterdam office. Comparable brand storytelling and creative campaign capabilities, but operates at substantially larger scale across multiple global markets.
• AKQA: Global design and innovation agency with comparable creative, content, and digital marketing capabilities. Operates at much larger scale as part of a global network.

Direct peers

• TamTam: Amsterdam-based creative agency offering branding, content, and digital marketing services to enterprise clients. Direct Dutch-market competitor with overlapping service portfolio in branded storytelling and content.
• Dept Agency: Leading Dutch-headquartered digital creative and technology agency with a similar full-service model spanning strategy, content production, and digital marketing. Highly comparable as a Dutch creative peer operating at significantly larger scale.
• Anomaly: Independent creative agency with strong brand strategy and content production offerings. Comparable as a non-holding-company creative peer with integrated campaign capabilities.
• 72andSunny: Global creative agency focused on brand storytelling and cultural relevance. Comparable creative-led, non-traditional agency model targeting brand-fan engagement outcomes.
• Mother: Independent creative network with offices in multiple markets offering branded strategy and content production. Comparable independent creative peer with similar storytelling-centric positioning.
• KesselsKramer: Independent Amsterdam creative agency known for brand storytelling and culturally resonant campaigns. Comparable in narrative-driven creative approach and Dutch-market enterprise focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/share?url=https%3A%2F%2Fthepeople.nl%2F&text=Homepage
• Facebookfacebook.com/thepeople.nl
• LinkedInlinkedin.com/company/thepeoplecreatingfansforbrands

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 The People Creating Fans for Brands