Foto v.l.n.r: Jan Paul de Wildt, Norbert Chevalier en Niels Markensteijn.
An agency network that aims to be leaders in one shared speciality: live experiences and all related marketing communications and services. TIG Sports, Kumpany, BetterMatter, Crewfood and Eventmakers join forces in GoodFellows. Niels Markensteijn, Norbert Chevalier and Jan Paul de Wildt are the initiators behind the launched collective.
“For events and brands, the bar is getting higher and higher to connect with audiences and domains in innovative ways. The need for live contact is only increasing. On- and offline are merging more and more but true connection between people, brands and their shared passions is, in our view, best created in this changing live world,” explains Jan Paul de Wildt, owner of Kumpany.
All services, domains and target groups
The GoodFellows agencies specialise in making that connection. From their separate areas of expertise, together they are able to facilitate the entire chain of strategy, creation and production around live experiences. Services range from organising leading events, brand activation, (video) content, campaigns and crew catering to volunteer management. The agencies bring years of experience in sports, entertainment, arts and culture, social causes and brand events.
The need for live contact is only increasing
The agencies co-organise or are closely involved in international events such as the KLM Open (golf), European and World Cups, the Dutch Grand Prix and concepts such as Huis van Oranje and Olympic Festival. They develop brand activations for clients such as NS, VodafoneZiggo, Nespresso, HBOMax and Holland Casino. And they provide services for events such as the ABN AMRO Open Tennis, the Zwarte Cross and the Eurovision Song Contest.
Independent labels, subservient collective
“The Fellows will remain independent agencies with their own labels, clients and management,” explains Niels Markensteijn, partner of TIG Sports. “The cooperation makes it easier to offer clients a wider range of services. Bundling also means efficiency, unburdening, a larger network and more clout to take on larger and more diverse projects. The network organisation allows the Fellows to do what they do best: connect people by developing the very best live concepts together.”
Network growth
“The market is consolidating and demands parties that can provide every conceivable service at the highest level. GoodFellows is ambitious,” concludes Norbert Chevalier, partner of TIG Sports. “We will look for qualitative expansion of our network with entrepreneurial parties that have proven added value and are a logical addition to GoodFellows’ existing services.
