Around 27 full-time equivalents (financial year 2025).

Which sectors does Pure work for?

Fashion & lifestyle, Retail & e-commerce, Food & beverage.

Review: Pure

Q: What is Pure specialised in?

Content strategy & editorial, Copywriting & long-form content, Organic social content, Social strategy & platform mix, Corporate communication, PR strategy & media relations.

Q: Who are the clients of Pure?

Among others Primark, De Bijenkorf, Marie Jo, Pandora, Disney, Kiko Milano, Bioderma, Nivea, Shiseido, KitchenAid, Hertog Jan Group, eFarmz, Ardennes étape, Delhaize, & Other Stories.

Pure is al meer dan een halve eeuw actief als pr- & communicatiebureau uit Vorst. Op de loonlijst staan ongeveer 27 voltijdse equivalenten. Het aanbod bestrijkt pr & communicatie, social media en content & copy. Sectoren waar het bureau vaak werkt: internationale merken (lifestyle, fashion, beauty en consumer brands).

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: € 1,97 mln gross margin, growth +0,3% against a sector median of +1,2%.

Growing slower than the sector

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

PureSector median

EBITDA margin 15,2%, sector median 25,6%. Value-added coverage 1,18 (median 1,29).

Below sector level

Revenue per headGross margin per FTE, against payroll cost

€ 72.278

Median (2025) € 83.630

Against a payroll cost of € 59.323 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 49

Median (2025) € 50

39.879 hours worked, 1.466 per FTE. Against that sits € 40 of payroll cost per hour worked, leaving € 9 for premises, equipment, depreciation and profit.

Around 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: 34,4 months (median 12,2 mo). Equity in the latest year: € 4,63 mln.

Adequate buffer

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

Cash € 248.491. Liquidity ratio 6,16: current assets cover short-term debt in full. Solvency 87,1%.

Amply covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 50 days of supplier credit, sector median 71. The accounts were filed 243 days after closing; the legal deadline is seven months.

Filed late

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 Sep 2026 · Google Autocomplete
Late filing · 31 Aug 2026 · 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.
Board change · 24 Sep 2025 · Staatsblad
Appointments 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 · 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.

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
Profitable in every one of the last 5 years
Strong buffer: 34,4 months of payroll in equity
Stable team (no meaningful FTE loss)
Margin per hour worked rose 2 years in a row
Healthy working capital (current ratio 6,16)

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	€ 2,25 mln	€ 1,78 mln-21,1%	€ 1,80 mln+1%	€ 1,96 mln+9,2%	€ 1,97 mln+0,3%
EBITDA	€ 783.475	€ 317.451	€ 175.687	€ 260.892	€ 297.869
EBITDA margin	34,8%	17,9%	9,8%	13,3%	15,2%
Staff
FTE	26,9	25,7-4,5%	26,6+3,5%	27,4+3%	27,2-0,7%
Gross margin per FTE	€ 83.746	€ 69.175	€ 67.486	€ 71.544	€ 72.278
Payroll cost per FTE	€ 52.842	€ 55.484	€ 58.706	€ 59.962	€ 59.323
Balance sheet
Equity	€ 4,26 mln	€ 4,28 mln	€ 4,38 mln	€ 4,51 mln	€ 4,63 mln
Cash	€ 2,54 mln	€ 2,65 mln	€ 210.073	€ 821.378	€ 248.491
Liquidity ratio	6,85	5,76	5,49	5,05	6,16

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 31/08/2026. 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

Content & Production

Content strategy & editorial Copywriting & long-form content

Social, Influencer & Community

Organic social content Social strategy & platform mix

PR & Reputation

Corporate communication PR strategy & media relations

Sector focus

Fashion & lifestyleRetail & e-commerceMedia & entertainmentFood & beverageTravel & hospitality

Publicly known clients

Primark, De Bijenkorf, Marie Jo, Pandora, Disney, Kiko Milano, Bioderma, Nivea, Shiseido, KitchenAid, Hertog Jan Group, eFarmz, Ardennes étape, Delhaize, & Other Stories

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

€ 59.323

-4% versus the median

Team composition

27,2 FTE

12% women
88% men

€ 59.323

Median PR- & communicatiebureau (2025) € 61.577All 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 2025

39,0%

Median for this type of agency (2025): 35,1%

Inflow 2025

33,1%

9,0 FTE in, 10,6 FTE out

Net team change

-1,6 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.