Oona
The content of this factsheet is in Dutch.
Oona bestaat sinds 2019 en profileert zich als pr- & communicatiebureau uit Antwerpen. Er werken ongeveer 37 mensen, uitgedrukt in voltijdse equivalenten. Het bureau combineert pr & communicatie, social media en events. De klanten komen vooral uit lifestyle, mode, fmcg/dranken en retail.
2× IAB MIXX AwardsHow this agency makes money
Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.
Can the agency take a hit
Buffer, cash position and payment behaviour side by side, so you can see where they disagree.
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- Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
- Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
- Sharp headcount decline · 31 Mar 2025 · NBBAverage headcount fell by 15% or more in a year. That can be contraction, and just as easily a deliberate choice for fewer but more experienced people. Ask who left and who came in their place.
- Board change · 10 Mar 2025 · StaatsbladAppointments or resignations on the board. Routine during growth, succession or a new partner. Ask about it when several changes follow each other closely.
- Late filing · 31 Oct 2024 · NBBThe 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.
What this agency does well
- Profitable in every one of the last 5 years
- Strong buffer: 13,3 months of payroll in equity
- Value-added per euro of payroll above the sector median (1,27)
- Margin per hour worked rose 2 years in a row
- Healthy working capital (current ratio 2,30)
- Comfortable cash position: 80 days of payroll
All the figures
Reference material, not a starting point. Expand it if you want to read the series yourself.
5 financial years, 2022 to 2025Result, staff and balance sheet
| 2022 | 2023 | 2024 | 2025 | 2025 | |
|---|---|---|---|---|---|
| Result | |||||
| Gross margin | € 3,27 mln | € 3,03 mln-7,2% | € 2,53 mln-16,8% | € 2,65 mln+5% | € 2,57 mln-3,1% |
| EBITDA | € 1,04 mln | € 342.870 | € 327.194 | € 718.529 | € 546.453 |
| EBITDA margin | 31,8% | 11,3% | 13% | 27,1% | 21,3% |
| Staff | |||||
| FTE | 38,7 | 43,5+12,4% | 39,9-8,3% | 31,7-20,6% | 36,5 |
| Gross margin per FTE | € 84.473 | € 69.768 | € 63.307 | € 83.630 | € 70.385 |
| Payroll cost per FTE | € 51.046 | € 55.765 | € 62.663 | € 71.949 | € 54.912 |
| Balance sheet | |||||
| Equity | € 213.694 | € 1,67 mln | € 1,77 mln | € 2,16 mln | € 2,22 mln |
| Cash | € 1,17 mln | € 515.932 | € 179.203 | € 518.687 | € 437.834 |
| Liquidity ratio | 1,23 | 1,63 | 1,79 | 2,20 | 2,30 |
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 30/07/2026. 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 14 Sep 2026. Sector medians based on financial year 2024: the last year for which nearly all accounts have been filed.
What the agency actually does 27 services
Sector focus
Publicly known clients
TADAAM, IKEA, Samsung, Bacardí, Cheeses from Switzerland, UNIQLO, Toyota, Polestar, adidas, Nespresso, Ici Paris XL, Eastpak, Kruidvat, Zalando, L'Oréal
Based on IKAg research and public sources. Incomplete or outdated? Let us know.
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.
- 93% women
- 7% men
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.
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 2024: the last year for which nearly all accounts have been filed.
Frequently asked questions about Oona
- When was Oona founded?
- In 2019.
- Where is Oona located?
- In Antwerpen, Belgium.
- What is Oona specialised in?
- AI & innovation strategy, Brand strategy & positioning, Customer & audience strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution.
- How big is Oona?
- Around 37 full-time equivalents (financial year 2025).
- Which sectors does Oona work for?
- Automotive & mobility, Fashion & lifestyle, Retail & e-commerce, Technology & software, Food & beverage.
- Who are the clients of Oona?
- Among others TADAAM, IKEA, Samsung, Bacardí, Cheeses from Switzerland, UNIQLO, Toyota, Polestar, adidas, Nespresso, Ici Paris XL, Eastpak, Kruidvat, Zalando, L'Oréal.
Figures from the annual accounts up to financial year 2025. Company details checked against the CBE register on 2026-09-12.