London independent agency Creature acquires Dutch marketing group Candid

Indie advertising agency Creature has been acquired by Dutch marketing group Candid for an undisclosed amount.

The London Agency acquisition is the latest acquisition of a well-known independent agency in the UK. In March, the engine was acquired by Next Fifteen and Candid itself has acquired British companies Positive and Brand Potential over the past six months.

Rudiger Wanck, CEO of Candid Group, said, “Our goal is to empower powerful individual professional organizations such as Creature to expand and collaborate without interfering with hierarchies within existing holding companies.”

According to Candid’s statement, the acquisition marks the “start of a global agency group” and represents its ambition to follow the path of its fellow Dutch network Dept, which has rapidly expanded through agency acquisitions in recent years.

Craeture’s customers include Moonpig, home goods retailer Dunelm, and challenger bank Atom. XXS, a Dutch agency owned by Candid, is rebranded as Creature Amsterdam. Creature CEO Dan Cullen-Shute will assume the role of Global Chief Executive Officer overseeing both offices. XXS Founder Piet Hein Smit and Managing Director Sanne Tolsma retain their current roles in the Netherlands.

Cullen-Shute said: The creation of a new world powered by Candid’s platform, which values ​​the independence of thought, action and approach as much as we do, is incredibly exciting.

“Adding to the fact that we welcome an agency with XXS prestige and prestige into the Creature family, the opportunity is too great to decline. Now is the time to show the world what Creature can do.”

Candid’s other agencies include Havana Harbor, Millford, media agencies Stroom, de Media Maatschap and M2M Media, and social agency Daily Dialogues.

Wanck added: “The acquisition of Creature London and the addition of Creature Amsterdam through XXS are a starting point for further strengthening our creative capabilities and strengthening our entire platform at a global level.”


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