Springbok leaps to the top of digital marketing in Benelux with the acquisition of PostNL subsidiary
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Mechelen
The Belgian marketing group Springbok is taking over its Dutch sector colleague Adeptiv, a PostNL subsidiary. Springbok thus continues to grow into one of the largest digital marketing players in Benelux. “Combining the strengths of both agencies brings together the ideal expertise for well-thought-out digital solutions,” says Kim Verhaeghen, Springbok CEO. With the acquisition of Adeptiv, the consolidation trend in the digital marketing world continues.
Springbok is acquiring Adeptiv, a PostNL subsidiary, and thus becoming one of the largest digital marketing players in Benelux. For Springbok, which is owned by investment company Indufin and the management team, it is the fourth acquisition in a short period. The company was founded in 2014 and in addition to its headquarters in Mechelen, it also has offices Brussels, Paris and Amsterdam. With this acquisition, Springbok is more than doubling its number of employees. The company currently employs 120 people, with Adeptiv this leaps to 280.
With the acquisition of its Dutch sector colleague, Springbok becomes one of the leading marketing automation and customer experience experts in Benelux. The digital marketing agency wants to grow into an international industry leader and had been looking for a suitable partner in the Netherlands for some time.
Sabine Bijleveld, Adeptiv CEO: “Their entrepreneurial mentality, culture and a shared vision of the market make Springbok the ideal partner for us. Together, we enable marketers to have greater control and to respond quickly to digitally-driven changes.”
New Dutch digital leader for Belgium
The digital marketing agency world has been consolidating increasingly over the last few years. Springbok is once again boosting this trend by bringing a Dutch digital leader to Belgium.
“Combining the strengths of both agencies brings together the ideal expertise for well-thought-out digital solutions. From our very first meeting with Adeptiv, there was a match in terms of DNA, ambitions and expertise,” says Springbok CEO, Kim Verhaeghen.
Post NL gives Adeptiv freedom to grow
With clients such as KPN, Rituals and Efteling, Adeptiv is a leading player in marketing automation, data-driven and customer journey marketing in its own market. Until recently, the company was a PostNL subsidiary.
In recent years, PostNL has strengthened its role as a logistics e-commerce player in Benelux. In order to give Adeptiv the opportunity to grow in their digital ambitions, PostNL allowed its subsidiary the scope to find a strategic fit with Springbok.
The current Adeptiv management will co-invest in the new group together with Springbok’s management and the investment fund, Indufin.