“We aspire to become the strongest communications agency in the Benelux,” says Werner De Smet, CEO of the newly formed OONA/BAAS group. Suddenly, that vision seems entirely within reach. “The combination of our creative culture, data-driven approach, and community-first vision positions us perfectly to scale up and make an impact. Everything is now falling into place to build something truly significant,” adds De Smet.
The right time, the right move
In recent years, the communications landscape has evolved dramatically. Traditional campaigns have been overtaken by niche online communities and creator-driven content. Consumers now seek authentic connections, and brands can only succeed by partnering with agencies that truly understand how to cultivate them. Both OONA and BAAS have long held that expertise. Now, with the launch of OONA/BAAS, they are seizing the opportunity to lead this market transformation.
OONA/BAAS brings together the strengths of both agencies, forming a dynamic, integrated organization with OONA as the majority shareholder. This partnership enhances their ability to serve clients even more effectively. With an impressive portfolio that includes brands such as Airbnb, Auping, BACARDÍ, Gucci, IKEA, Kruidvat, Levi’s®, MARTINI, Nespresso, New Balance, PepsiCo, Playstation, Polestar, Rémy Cointreau, Samsung and Zalando, OONA/BAAS is only just getting started.
“We share the same vision: to make brands successful by forging genuine connections with people,” says Bas Ouweneel, Co-founder of BAAS and now Chief Creative Officer of OONA/BAAS. “Our focus on creativity, communities, and measurable results sets us apart in the market.”
Synergies across borders
The merger offers not only strategic advantages but also significant geographical benefits. OONA has a strong presence in Belgium, while BAAS is firmly established in the Netherlands. Together, they have created an agency that is both locally relevant and internationally ambitious.
“For us, this step was a natural one,” adds Mirjam van Kleef, Founder of BAAS. “OONA saw opportunities to strengthen its position in the Dutch market, while BAAS shared the same growth ambitions in Belgium. By joining forces, we have built a Benelux team with deep local expertise—an example of true collaboration where one plus one equals three.”
A strong foundation for growth
OONA/BAAS is built on a solid foundation of shared passion, complementary expertise, and a proven track record. The 80+ strong team is led by experienced founding partners: Werner De Smet and Birgit Hubloux on the OONA side, and Bas Ouweneel and Mirjam van Kleef on the BAAS side. Together, they generate a combined turnover of 20 Mio. € and 2 Mio. € EBITDA. With a robust business pipeline and an ambition to onboard 10 new clients annually, nothing stands in the way of the group's ambitious growth.
“I am incredibly proud of the team we have today: strong, driven, and dedicated. Over the past few years, we have worked tirelessly to develop a second tier of leadership with a strong operational foundation. It is they who will help propel this merger forward,” adds Birgit Hubloux, Founder of OONA.
About OONA/BAAS
OONA/BAAS is the new driving force in influencer, PR, and social media marketing across the Benelux. With a community-first approach and a sharp focus on creativity and data, OONA/BAAS helps brands grow in a world where connections matter more than ever. This merger is not just the start of a new chapter; it signals a shift in the industry towards smarter, faster, and stronger marketing solutions.
Contact
BE – Werner De Smet +32 473 200 287 werner@oona.agency
NL – Mirjam van Kleef +31 652 450 478 mirjam@baasamsterdam.com
