What is Ohana specialised in?

Packaging design, Campaign concepts & big ideas, Campaign execution, Influencer & creator marketing, Organic social content, Social strategy & platform mix.

Around 15 full-time equivalents (financial year 2025).

Review: Ohana

Q: Who are the clients of Ohana?

Among others De Cronos Groep, Toerisme Vlaanderen, Arcadiz, BESIX Unitec, imec.

Ohana werkt ruim tien jaar als contentbureau uit Antwerpen. Op de loonlijst staan ongeveer 15 voltijdse equivalenten. Het aanbod bestrijkt content & copy, video & productie, ux/ui design en social media. Sectorieel richt het bureau zich vooral op breed; merken die content/storytelling zoeken. Publiek gekende klanten zijn onder meer De Cronos Groep, Toerisme Vlaanderen, Arcadiz en BESIX Unitec.

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: € 334.567 gross margin, growth -57,4% against a sector median of -14,9%.

Shrinking

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

OhanaSector median

EBITDA margin -, sector median 20,9%. Value-added coverage -0,49 (median 1,21).

No margin data

Revenue per headGross margin per FTE, against payroll cost

€ 21.867

Median (2025) € 69.584

Against a payroll cost of € 58.553 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 13

Median (2025) € 47

25.976 hours worked, 1.698 per FTE. Against that sits € 34 of payroll cost per hour worked, leaving € -22 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: -8,9 months (median 6,7 mo). Equity in the latest year: € -664.439.

Critical buffer

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

Cash € 11.184. Liquidity ratio 0,36: current assets cover short-term debt not in full. Solvency -148,2%.

Not covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 59 days of supplier credit, sector median 78. The accounts were filed 208 days after closing; the legal deadline is seven months.

Pays and files on time

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

3 red flag(s) (24m)

Signals in the last 24 months

Two consecutive loss-making years · 31 Dec 2025 · NBB
Two financial years in a row closed at a loss. That can be an investment period, or a client that fell away. Ask what explains the pattern and what has changed since.
Low value-added coverage · 31 Dec 2025 · NBB
Every euro of payroll generates less than 95 cents of added value. That happens in a build-up year, with a lot of subcontracting, or under pressure on rates. Ask what explains it here.
Negative equity · 31 Dec 2025 · NBB
Debts exceed assets. Sometimes a subordinated shareholder loan sits opposite that, sometimes not. Ask how the agency is covering this, and on what timescale.
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.
Sharp drop in equity · 31 Dec 2025 · NBB
The financial reserve shrank by more than 30% over two financial years. A dividend, buying out a partner and a loss-making year all look the same here. Ask which of the three it was.
Late filing · 28 Aug 2025 · NBB
The annual accounts were filed after the statutory deadline. Over a third of the sector does this, usually because of the accountant's calendar. Rarely a story in itself.
+ 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

Stable team (no meaningful FTE loss)
Turnover below the median (13,1%)

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	€ 1,01 mln	€ 1,15 mln+14,8%	€ 984.541-14,8%	€ 785.643-20,2%	€ 334.567-57,4%
EBITDA	€ 440.490	€ 448.957	€ 173.919	€ -85.613	€ -1,34 mln
EBITDA margin	43,8%	38,9%	17,7%	-10,9%	-
Staff
FTE	11,0	13,8+25,5%	14,9+8%	15,4+3,4%	15,3-0,6%
Gross margin per FTE	€ 91.464	€ 83.695	€ 66.077	€ 51.016	€ 21.867
Payroll cost per FTE	€ 50.944	€ 50.674	€ 54.010	€ 55.120	€ 58.553
Balance sheet
Equity	€ 590.477	€ 810.350	€ 831.122	€ 726.424	€ -664.439
Cash	€ 17.664	€ 12.744	€ 17.898	€ 10.112	€ 11.184
Liquidity ratio	1,57	1,81	2,08	2,97	0,36

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 27/07/2026. 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 15 services

Branding & Design

Packaging design

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution

Social, Influencer & Community

Influencer & creator marketing Organic social content Social strategy & platform mix

CRM, Email & Loyalty

CRM & lifecycle strategy Direct marketing & lead management Marketing automation

PR & Reputation

Corporate communication PR strategy & media relations

Employer Brand & Internal

Internal communication

Events, Sponsoring & Activation

Brand activation (incl. guerrilla) Events & experiences Sponsorship & partnerships

Sector focus

Technology & softwareReal estate & constructionPublic sector & governmentB2B services

Publicly known clients

De Cronos GroepToerisme VlaanderenArcadizBESIX Unitecimec

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

1

People 2 people mapped

MD

Myrthe Diepeveen

Social sidekick

NS

Nicky Somers

Creative captain

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

€ 58.553

+2% versus the median

Team composition

15,3 FTE

7% women
94% men

€ 58.553

Median Contentbureau (2025) € 57.167All 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

13,1%

Median for this type of agency (2025): 43,9%

Inflow 2025

17,0%

2,6 FTE in, 2,0 FTE out

Net team change

+0,6 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.