What is Hooox specialised in?

Brand strategy & positioning, Marketing strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution, Website development.

Around 3 full-time equivalents (financial year 2025).

Review: Hooox

Q: Who are the clients of Hooox?

Among others Eaglestone, 3D Real Estate, Baltisse, Elements Development, BPI, Mevaco, Matexi, Substantia, Kolmont, Van Houtven, Pertinea, Veraltis, The Agency, Wood Shapers, Banimmo.

Hooox werkt ruim twintig jaar als brandingbureau uit Gent. Het team telt ongeveer 3 medewerkers (VTE). Het aanbod bestrijkt strategie, branding & identiteit, webdevelopment en creatie & reclame. De ervaring zit vooral in vastgoed (real estate), projectontwikkeling en life science parks.

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

20212022202320242025

Latest year: € 187.922 gross margin, growth -14,3% against a sector median of +6,6%.

Shrinking

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

HoooxSector median

EBITDA margin -0,1%, sector median 32,2%. Value-added coverage 1,00 (median 1,29). Value-added coverage sits in the sector-wide grey zone (0.95-1.15): context, not an alarm.

Loss-making

Revenue per headGross margin per FTE, against payroll cost

€ 62.641

Median (2025) € 82.809

Against a payroll cost of € 62.432 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 38

Median (2025) € 48

4.948 hours worked, 1.649 per FTE. Against that sits € 38 of payroll cost per hour worked, leaving € 0 for premises, equipment, depreciation and profit.

Below the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: 1,5 months (median 6,3 mo). Equity in the latest year: € 23.455.

Thin buffer

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 36.869. Liquidity ratio 1,04: current assets cover short-term debt in full. Solvency 9,4%.

Tightly covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 219 days of supplier credit, sector median 68. The accounts were filed 138 days after closing; the legal deadline is seven months.

Pays slower than average

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

Points to ask about

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Nov 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Oct 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Loss-making year · 31 Dec 2025 · NBB
One financial year closed at a loss. The size is not shown here: it can be a few thousand euros, a one-off settlement, or a deliberate investment. Ask the agency what was behind it.
Thin buffer · 31 Dec 2025 · NBB
Equity covers less than three months of payroll. A limited reserve, and at many smaller agencies the normal state of affairs. Ask how the agency absorbs a setback.
+ 1 older signals within 24m

Click a signal for a plain-language explanation. Each signal is a fact from a public source, without the agency's own context. Best to ask them directly.

What this agency does well

Margin per hour worked rose 3 years in a row
Comfortable cash position: 72 days of payroll

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

5 financial years, 2021 to 2025Result, staff and balance sheet

	2021	2022	2023	2024	2025
Result
Gross margin	€ 246.496	€ 167.824-31,9%	€ 178.095+6,1%	€ 219.254+23,1%	€ 187.922-14,3%
EBITDA	€ 105.136	€ -1.622	€ -14.497	€ 16.900	€ -153
EBITDA margin	42,7%	-1%	-8,1%	7,7%	-0,1%
Staff
FTE	3,3	3,7+12,1%	3,8+2,7%	3,4-10,5%	3,0-11,8%
Gross margin per FTE	€ 74.696	€ 45.358	€ 46.867	€ 64.486	€ 62.641
Payroll cost per FTE	€ 42.799	€ 38.172	€ 50.647	€ 59.460	€ 62.432
Balance sheet
Equity	€ 60.068	€ 49.853	€ 23.277	€ 26.580	€ 23.455
Cash	€ 15.482	€ 41.894	€ 29.910	€ 24.416	€ 36.869
Liquidity ratio	1,63	1,21	1,04	1,07	1,04

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 18/05/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

What the agency actually does 6 services

Strategy & Insights

Brand strategy & positioning Marketing strategy

Branding & Design

Brand identity & design

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution

Digital Experience & Tech

Website development

Sector focus

Real estate & construction

Publicly known clients

Eaglestone, 3D Real Estate, Baltisse, Elements Development, BPI, Mevaco, Matexi, Substantia, Kolmont, Van Houtven, Pertinea, Veraltis, The Agency, Wood Shapers, Banimmo

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 62.432

+2% versus the median

Team composition

3,0 FTE

33% women
67% men

€ 62.432

Median Brandingbureau (2025) € 60.980All agencies (2025) € 62.294

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

2

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2024

17,6%

Median for this type of agency (2025): 38,9%

Inflow 2024

/

20212022202320242025

Figures for financial year 2024: in 2025 this agency published no inflow or outflow.

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.