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About IKAg

We know the whole industry, from both sides.

IKAg is the business consultant for marketing and agencies in Belgium and the Netherlands. We sit on both sides of the table - advising brands on their marketing and agencies on their business - which is exactly why we see the whole game.

Our story

One niche, known completely.

IKAg grew out of decades of building agencies and a simple promise: help companies find the right partner, not just a partner. In 2026, IKAg joined forces with PitchPoint - Belgium's leading reference for agency-advertiser partnerships since 2008 - bringing together energy, network and community with deep methodology and data.

Together we became the #1 agency & advertiser consultant in Belgium: one team that understands both the brand's marketing organization and the agency's business model, end to end.

  • 18 years optimizing agency-advertiser partnerships
  • 600+ projects delivered for brands and agencies
  • 1200+ agencies in our proprietary database
  • #1 agency & advertiser consultant in Belgium
Our manifesto

Love, ethics, data.

Three words that rarely share a sentence - least of all in consultancy. Read why they run everything we do.

Read the manifesto
How we work

Independent, transparent, hands-on.

Every engagement is different, but the way we work is always the same: we start from the facts, we take no commission from agencies, and you only ever pay for the work.

1

Listen

We start with an honest conversation about where you stand, what you're trying to achieve, and what “good” looks like for you.

2

Diagnose

We map the facts - your organization, roster, numbers and relationships - and benchmark them against what we see across the market with COMPARE, PITCHPOD and COLLAB.

3

Recommend

You get concrete, prioritized advice you can act on - never a deck that gathers dust. Clear choices, on paper, with a roadmap.

4

Stay close

Optional, but where the value lands: we help you put the change in place and make sure it actually sticks with your team.

The team

The people behind the work.

Bart De Waele

Bart De Waele

Managing partner · agency world & M&A

Few Belgians have stood on the digital barricades as long as Bart. Founder and builder of Netlash, Wijs, Duke & Grace and many more agencies, and investor in a long list of startups. The ideal confidant for any leader thinking about acquiring, merging or selling.

Martine Ballegeer

Martine Ballegeer

Managing partner · brands & pitches

Eighteen years matching advertisers and agencies, from selection and ecosystem analysis to evaluation and remuneration. Martine brings the methodology, governance and honest evaluations that make partnerships genuinely work.

Michiel Pattyn

Michiel Pattyn

Managing partner · operations

Michiel brings calm and structure to the often hectic agency world. With a background in performance marketing and process optimization, he looks past the question to find structural answers - for teams on both sides.

Anja De Landsheer

Anja De Landsheer

Consultant · agency & advertiser matching

Part of the team guiding brands through selection, evaluation and the day-to-day of stronger agency partnerships.

Mia Venken

Mia Venken

Consultant · client & project lead

Often your first point of contact - keeping projects moving and making sure every engagement runs smoothly from briefing to wrap.

Proud partners of

ACC, UBA, Feweb & BAM

We work hand in hand with the industry's associations - because a healthier agency-advertiser market is good for everyone.

In the news

Acquisitions, launches and industry studies — all official announcements in one place.

See all announcements
Get in touch

Let's talk.

Call us, send an email, or fill in the form. We typically respond within a day.