What is ID Agency specialised in?

Paid social, Search advertising (SEA), SEO & GEO, Corporate communication, PR strategy & media relations.

How big is ID Agency?

Around 4 full-time equivalents (financial year 2025).

Who are the clients of ID Agency?

Among others Delhez toitures, Sarmalux, Thomas & Piron, Nicoll.

Review: ID Agency

ID Agency is een full-service bureau met thuisbasis in Herstal, opgericht in 2018. Het team telt ongeveer 4 medewerkers (VTE). De focus ligt op pr & communicatie, seo en paid media (sea/social/display). De ervaring zit vooral in kmo's en lokale/regionale bedrijven luik-regio. Publiek gekende klanten zijn onder meer Delhez toitures, Sarmalux, Thomas & Piron en Nicoll.

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: € 352.503 gross margin, growth +3,1% against a sector median of +1,7%.

At or above sector pace

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

ID AgencySector median

EBITDA margin 24,7%, sector median 23,9%. Value-added coverage 1,34 (median 1,27).

Healthy margin

Revenue per headGross margin per FTE, against payroll cost

€ 100.715

Median (2025) € 78.251

Against a payroll cost of € 73.558 per FTE. The ratio between the two is the coverage rate above.

Above the median

Yield levelYield per hour worked, against payroll cost

€ 60

Median (2025) € 49

5.914 hours worked, 1.690 per FTE. Against that sits € 44 of payroll cost per hour worked, leaving € 16 for premises, equipment, depreciation and profit.

Above 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: 0,9 months (median 5,8 mo). Equity in the latest year: € 18.600.

Critical buffer

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

Cash € 54.918. Liquidity ratio 0,78: current assets cover short-term debt not in full. Solvency 4,4%.

Not covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 77 days of supplier credit, sector median 54. The accounts were filed 89 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

1 red flag(s) (24m)

Signals in the last 24 months

Critical buffer · 31 Dec 2025 · NBB
Equity covers less than one month of payroll. At an agency that pays out its profit every year this means something different than at one that is losing money. Ask where the reserve sits.

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

Gross margin grew 3 years in a row
Outgrew the sector median 2 years running
EBITDA margin above the sector median (24,7%)
Profitable in every one of the last 5 years
Team grew (+16,7% FTE in the latest year)
Value-added per euro of payroll above the sector median (1,34)
Comfortable cash position: 78 days of payroll
Turnover below the median (28,6%)

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	€ 353.591	€ 301.007-14,9%	€ 305.868+1,6%	€ 341.810+11,8%	€ 352.503+3,1%
EBITDA	€ 192.121	€ 149.945	€ 92.370	€ 113.336	€ 87.016
EBITDA margin	54,3%	49,8%	30,2%	33,2%	24,7%
Staff
FTE	3,0	2,9-3,3%	3,0+3,4%	3,00%	3,5+16,7%
Gross margin per FTE	€ 117.864	€ 103.796	€ 101.956	€ 113.937	€ 100.715
Payroll cost per FTE	€ 53.326	€ 51.393	€ 69.463	€ 75.122	€ 73.558
Balance sheet
Equity	€ 18.600	€ 18.600	€ 18.600	€ 18.600	€ 18.600
Cash	€ 97.783	€ 87.444	€ 71.952	€ 59.821	€ 54.918
Liquidity ratio	0,81	0,67	0,65	0,67	0,78

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 30/03/2026. 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 5 services

Media

Paid social Search advertising (SEA)

Digital Experience & Tech

SEO & GEO

PR & Reputation

Corporate communication PR strategy & media relations

Sector focus

Real estate & constructionHealth & pharma

Publicly known clients

Delhez toituresSarmaluxThomas & PironNicoll

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

1

People 7 people mapped

Digital marketing is the engine: 3 of 7 profiles sit there. Within that core, SEO, SEA and Social Media stand out. There are 2 strategists around — expect thinking first, pixels second.

D

Damien

Directeur

C

Claire

SEO Manager

I

Isabelle

Marketing Strategist

J

Jeremy

SEA Manager

P

Pierrick

Développeur Fullstack

R

Romane

Stagiaire Community Management

V

Vanessa

Content & Strategist Manager

Based on public profiles. Something wrong? Let us know.

2

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

€ 73.558

+22% versus the median

Team composition

3,5 FTE

67% women
33% men

€ 73.558

Median Full-service bureau (2025) € 60.368All 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.

3

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 2025

28,6%

Median for this type of agency (2025): 31,1%

Inflow 2025

114,3%

4,0 FTE in, 1,0 FTE out

Net team change

+3,0 FTE

20212022202320242025

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.