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United Playgrounds
Building a group of independent digital agencies in order to unlock commercial and operational synergies, while making sure to preserve their identity, creativity and entrepreneurial spirit — the foundation of their success.
About this partnership
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What did we find?
When we entered the market, consolidation was already underway, with several other players active. At the same time, we saw a sector that continued to grow rapidly, driven by digitalisation and characterized by a deep pool of independent digital agencies. Our goal was to build a leading next-generation marketing group in the Benelux—one that attracts diverse talent and enables people to do great work for strong brands. We offered agencies the opportunity to retain their identity and entrepreneurial spirit by keeping their own name and leadership, while benefiting from being part of a larger group, and unlocking synergies.
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What have we achieved?
United Playgrounds is now one of the leading digital agency platforms in the Netherlands, offering a nearly complete range of digital services. Our agencies collaborate closely—sharing skills, knowledge, and networks—to deliver a comprehensive, full-suite offering. This integrated approach enables us to win larger, multidisciplinary projects and drive cross-agency business, with a rapidly increasing number of shared clients. On the operational side, we are progressing toward full integration—centralizing functions such as finance, HR and IT—allowing our agencies to focus on what truly matters: delivering exceptional work. To this day, we continue to drive integration, deepen cross-agency collaboration, actively embrace emerging themes such as AI, and are preparing our first steps into foreign expansion.
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United Playgrounds is a buy & build platform of specialized digital agencies, each focused on delivering high-quality services to renowned brands. The group creates, designs, and develops digital brand products and data-driven marketing campaigns, with expertise in strategy, design, development, content, and performance marketing. United Playgrounds aims to become the leading European group for end-to-end digital products, services, and campaigns. Founders and partners of the acquired agencies become co-owners of the broader group and remain actively involved in key strategic areas, ensuring that United Playgrounds remains an entrepreneur-led platform.