What Today's Milk does

Today's Milk is a Dutch private creative marketing bureau headquartered in Amsterdam with a second office in Breda, Netherlands, operating under the name 'Today's Milk' (previously known as Canday). It positions itself as a 'Human X Machine boutique agency' and delivers integrated brand strategy, content strategy, and media strategy services to business and consumer clients. Its service stack is organized around three pillars: Brand (brand strategy, identity, positioning models such as Winning Zone, Value Pyramid, and Positioning Ladder), Content (content strategy, social strategy, content creation across micro/meso/macro layers, and the proprietary Content House framework), and Media (media strategy and planning, social advertising, and programmatic display via Display & Video 360 and Quantcast across 80+ Ad Exchanges).

The agency's technology foundation combines proprietary consulting frameworks with consumer-grade generative AI tooling. Its most differentiated intellectual property is the Perspectivity Model, developed and validated with Erasmus Universiteit Rotterdam, Marketing Association EUR, and Eurkon, which maps marketing mix maturity across four pillars (media, brand, tech, data). Complementary frameworks include the Content House and the Touch-Tell-Sell funnel methodology. Across content production, the agency uses third-party generative AI tools (GPT, DALL-E, Midjourney, RunwayML, Sora, Jasper) alongside SEO tooling (Semrush, MarketMuse), and Piwik PRO for analytics and consent management on its own site. It also distributes thought leadership through a Knowledge Hub, the Campaign Playbook 2024, the 'Luister NU' podcast on Spotify, and the annual 'Beyond Creativity' industry event.

Today's Milk generates revenue through professional services engagements, including project-based work and retainer contracts, across enterprise clients (Simyo, Hoppenbrouwers, Merz Aesthetics, Zwijsen, Voedingscentrum, Domino's, Beter Bed, Manutan, Beekse Bergen, Capital C, KRAS/TUI, Kenneth Smit), mid-market accounts (DAKA, Elektro World), and startups (HubSub). The agency operates as an independent, founder/management-owned firm with no disclosed external investors, funding rounds, or parent company, and serves customers primarily in the Netherlands with selective international execution (e.g., multi-country campaigns for Merz Aesthetics).

Name

Today's Milk

Legal name

Today's Milk

Website

https://todaysmilk.com

Company type

Private

Operating status

Operating

Short description

Today's Milk is a private Dutch boutique creative marketing agency in Amsterdam and Breda offering integrated brand, content, and media strategy services to enterprise, mid-market, and consumer clients across diverse sectors. It monetizes via professional services engagements and differentiates through proprietary frameworks such as the academically validated Perspectivity Model.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Consultancy and Creative Services: Today’s Milk operates as a full-service marketing communication agency providing brand strategy, content strategy, media strategy, and campaign execution services to clients. Revenue is generated through professional service engagements, retainer contracts, and project-based work.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Today's Milk is a Dutch creative marketing bureau that delivers integrated brand strategy, content strategy, and media strategy services to business clients. The agency combines data analysis, technology and creativity to develop brand concepts, content strategies, and multi-channel campaigns (including TV, radio, social, display, and influencer activations). Services are delivered through retainer contracts and project-based engagements covering brand positioning, content creation, media planning and buying, social and display advertising, and digital transformation consulting.

Product overview

Today's Milk is a content and media agency headquartered in Amsterdam and Breda, Netherlands, that combines strategy, creativity, technology and data analysis to create effective campaigns. The company operates as a service-based agency rather than a software platform, offering three core service pillars: Brand Strategy & Identity Services (including campaign concepts and brand positioning using models like the Winning Zone, Value Pyramid and Positioning Ladder), Content Strategy & Creation (including content strategy, social strategy, content creation, and the Content House framework), and Media Strategy & Advertising (including media strategy, social advertising, and display advertising with programmatic buying). The agency supplements its core services with a Knowledge Hub containing the Campaign Playbook 2024, whitepapers on positioning/content strategy/brand identity, a podcast series, and the Perspectivity Model workshop for marketing optimization measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy & Identity Services Brand strategy, distinctive brand concepts and effective campaigns designed to strengthen a client's market and competitive positioning using data-driven insights. Includes use of strategic models such as Winning Zone, Value Pyramid and Positioning Ladder to define brand goals and differentiation. Offered to business clients seeking integrated brand repositioning and identity development.
• Content Strategy & Creation Content strategies, channel strategies and social media strategies that ensure brand stories engage and connect, with maximum message impact. Includes content creation across micro, meso and macro content layers (video, blogs, social content, whitepapers, infographics), social strategy and the proprietary Content House framework for structuring brand messaging across domain, themes, topics, formats and stories.
• Media Strategy & Advertising Innovative media strategy and planning, advertising-funnel and conversion optimization, and social media advertising that significantly increases brand visibility and interaction. Includes display advertising with programmatic buying through Display & Video 360 and Quantcast (reaching 80+ Ad Exchanges), media strategy & planning, and social advertising services for branding and performance objectives with no minimum spend.
• Perspectivity Model Workshop A validated marketing-mix optimization workshop developed with Erasmus Universiteit Rotterdam that maps and measures a brand's marketing maturity across four pillars (media, brand, tech, data), with sub-pillars and underlying parameters. Offered to clients as a consulting engagement and used as a differentiator for marketing-maturity assessment.

Quantifiable outcome

• 97% brand awareness for Voedingscentrum Schijf van Vijf campaign
• +6 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Erasmus Universiteit RotterdamcoreStrategic or Co-development PartnerToday’s Milk collaborated with the Erasmus Universiteit Rotterdam, Marketing Association EUR, and Eurkon to validate the Perspectivity Model — a proprietary framework for assessing marketing mix maturity across four pillars (media, brand, tech, data). The collaboration provided academic rigor and validation of the model's parameters through qualitative research with marketeers.
• BNR NieuwsradiominorStrategic or Co-development PartnerToday’s Milk co-developed the podcast format 'Tussen Kennen en Kunnen' with Kenneth Smit and BNR Nieuwsradio. This business podcast format features trainers and industry leaders in conversation, expanding thought leadership for the Kenneth Smit brand.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dept: Dutch digital creative agency of similar scale and scope, offering integrated brand, content, technology, and media services to enterprise clients across multiple verticals. Closely comparable in service mix and boutique-mid positioning to Today's Milk.
• N=5: Dutch independent creative and content agency of comparable size, focused on brand strategy and content campaigns for enterprise clients in the Netherlands. Closely comparable in offering and target market to Today's Milk.
• Dawn: Independent Dutch creative agency offering brand strategy, content, and campaign services to enterprise clients. Comparable in size, integrated offering, and enterprise client focus to Today's Milk.

Broad incumbents

• WPP: Global advertising holding company (parent of Ogilvy, VMLY&R, GroupM and others) competing for the same Dutch and multinational enterprise marketing budgets that Today's Milk targets.
• Publicis Groupe: Global advertising network with significant Dutch presence (Publicis Amsterdam, Saatchi & Saatchi, Le Pub) competing for integrated enterprise mandates where Today's Milk also pitches.
• AKQA: Global digital creative agency offering brand, content, and experience design with a technology-forward approach. Comparable in methodology-driven positioning to Today's Milk but with broader geographic reach and larger network.
• Dentsu: Global advertising holding company with Dentsu Creative operations in the Netherlands, competing for the same enterprise clients seeking integrated brand, content, and media services.
• TBWA: Global creative agency network with TBWA\NEBOKO operations in the Netherlands, offering integrated brand and campaign services. A direct competitor for Dutch enterprise creative mandates.
• Ogilvy: Global creative network with established Dutch operations, offering integrated brand strategy, content, and advertising services. Competes directly with Today's Milk for mid-market and enterprise Dutch clients.

Emerging players

• R/GA: Global digital agency known for integrated brand, product, and marketing services with a technology-forward 'connected creativity' approach comparable to Today's Milk's 'Human X Machine' boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TodaysMilk.agency
• LinkedInlinkedin.com/company/todaysmilkagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Today's Milk