# Cartel Agency

Cartel Agency is a creative agency that believes creativity is a business accelerator. We combine human insight, strategic thinking, technology and creativity to build brands that grow stronger.

**Summary.** Cartel Agency is a full service agency. Based in Hasselt. Founded in 1976. The team is around 50 FTE. Expertise: Brand strategy & positioning, Marketing strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution, Branding, Campagne, Creative. Works for clients in Financieel & verzekeringen, Retail & e-commerce, Zorg & farma. Reference clients include Wibra, CM, Goed zorgwinkel, ITAA, BelOrta, Edenred, Madame Loïk, Recor, Delitraiteur, SBB, Accountants Van Morgen, Multipharma, Ketnet, FOD Health, Goed thuiszorgwinkel.

## Key facts

| Field | Value |
|---|---|
| Type | full service agency |
| Founded | 1976 |
| Location | Koningin Astridlaan 38, 3500 Hasselt |
| Website | https://www.rca.be/ |
| LinkedIn | https://www.linkedin.com/company/cartel-agency-be/ |
| Instagram | https://www.instagram.com/cartelagency_/ |
| Founder(s) | Tom Van den Bergh, Sandra Vandoren, Wim Claesen, Bruno Leyssens, Bart Klerckx, Jente Joris |
| Company number | BE0432.741.843 |
| NACE main activity | 73110 - Activiteiten van reclamebureaus |
| Expertise | Brand strategy & positioning, Marketing strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution, Branding, Campagne, Creative, Digital marketing, Employer branding, Full-service, Online marketing, Web development, Reclamebureau, Advertising, Communicatie, Corporate communicatie, Interne communicatie, Recrutering, PR, Merkstrategie |
| Sectors | Financieel & verzekeringen, Retail & e-commerce, Zorg & farma |
| Team (FTE) | 49,5 |

## What does Cartel Agency do?

Creativity as a business acceleratorAt Cartel Agency, we don’t see creativity as the final layer added to a marketing plan. We see it as a way to solve problems, create preference and accelerate business.

That starts by understanding what really needs to move. We combine business context, data, culture and human behaviour to uncover the insights and opportunities that matter. Strategy gives us direction. Creativity turns that direction into something people notice, feel and remember. Technology helps us explore, execute and scale it more effectively.

Compound CreativityStrong brands aren’t built through a succession of disconnected campaigns. They grow when every new idea builds on what came before.

That principle is at the heart of **Compound Creativity**: our way of combining strategic thinking, creativity and effective execution so that each strengthens the next. We build distinctive strategic and creative platforms that can evolve across audiences, channels and moments while remaining recognisable and consistent.

It means balancing the new with the familiar. Creating enough consistency to build memory, while continuously finding new ways to stay relevant.

Our process brings that thinking together in four connected steps:

**Make it smart.**
We start with the problem behind the brief. We use business intelligence, data, culture and behavioural insights to understand what can genuinely create movement and define a clear strategic direction.

**Make it magic.**
We turn strategy into ideas that people want to engage with. Creativity makes brands distinctive, emotionally relevant and culturally resonant — transforming a strategic choice into something people can actually feel and remember.

**Make it work.**
Ideas only create value when they reach people effectively. We connect creative execution, content, media, performance and technology to turn attention into action and maximise the impact of every investment.

**Make it stick.**
We build for the long term. By learning from results, protecting what works and continuously building on it, individual campaigns become a connected brand system. Creativity compounds instead of constantly starting again.

Human creativity, amplified by technologyTechnology is rapidly changing what an agency can produce, how fast it can produce it and at what cost. We embrace that shift.

We use AI and technology to explore more possibilities, automate repetitive work, create and adapt assets at scale, personalise where relevant and continuously learn from performance. This allows us to spend less time producing for the sake of producing — and more time on the decisions and ideas that create disproportionate value.

Because as technology makes execution increasingly accessible, we believe human judgement, imagination and the ability to connect seemingly unrelated insights become more valuable, not less.

The power of the collectiveCartel Agency is the creative lead agency within **Friends of Cartel**, a collective of specialised agencies covering strategy, branding, design, content, PR, employer branding, technology and performance marketing.

Rather than offering every discipline for every assignment, we bring together the expertise that can genuinely make the difference. One strategic and creative direction, strengthened by specialised talent when and where it is needed.

This allows us to connect brand and performance, paid, owned and earned, creativity and technology — without losing the clarity of one central idea.

Built around impactUltimately, our work has to move something.

That’s why we connect communication objectives to business objectives, define clear KPIs and use data to learn and optimise. We prefer output over hours, long-term partnerships over one-off assignments and shared accountability over the traditional client-agency divide.

Because the value of creativity isn’t how much we make. It’s the difference it makes.

## Where is Cartel Agency based?

Cartel Agency is based in Koningin Astridlaan 38, 3500 Hasselt, Belgium.

## What expertise does Cartel Agency have?

- Brand strategy & positioning
- Marketing strategy
- Brand identity & design
- Campaign concepts & big ideas
- Campaign execution
- Branding
- Campagne
- Creative
- Digital marketing
- Employer branding
- Full-service
- Online marketing
- Web development
- Reclamebureau
- Advertising
- Communicatie
- Corporate communicatie
- Interne communicatie
- Recrutering
- PR
- Merkstrategie

## Which sectors does Cartel Agency work for?

- Financieel & verzekeringen
- Retail & e-commerce
- Zorg & farma

## Which clients does Cartel Agency work with?

- Wibra, CM, Goed zorgwinkel, ITAA, BelOrta, Edenred, Madame Loïk, Recor, Delitraiteur, SBB, Accountants Van Morgen, Multipharma, Ketnet, FOD Health, Goed thuiszorgwinkel

## Key financials

Source: NBB annual accounts. "/" means not filed (abbreviated format); FTE = average number of full-time equivalents.

| Year | Revenue | Gross margin | EBITDA | FTE |
|---|---|---|---|---|
| 2023 | € 16.512.941 | € 4.412.339 | € 1.167.910 | 49,5 |
| 2024 | € 213.282 | € 186.430 | € 247.209 | / |
| 2025 | € 199.861 | € 191.420 | € 282.887 | / |

## Which awards has Cartel Agency won?

2x Effie Awards Belgium

- Effie Awards Belgium 2025, Bronze - Un délice d'ici — BelOrta
- Effie Awards Belgium 2024, Silver - C'est waouh de Wibra — Wibra

## Frequently asked questions

**When was Cartel Agency founded?** In 1976.

**Where is Cartel Agency located?** In Hasselt, Belgium.

**What is Cartel Agency specialised in?** Brand strategy & positioning, Marketing strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution, Branding.

**How big is Cartel Agency?** Around 50 full-time equivalents (financial year 2025).

**Which sectors does Cartel Agency work for?** Financieel & verzekeringen, Retail & e-commerce, Zorg & farma.

**Who are the clients of Cartel Agency?** Among others Wibra, CM, Goed zorgwinkel, ITAA, BelOrta, Edenred, Madame Loïk, Recor, Delitraiteur, SBB, Accountants Van Morgen, Multipharma, Ketnet, FOD Health, Goed thuiszorgwinkel.

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Factsheet published by IKAg. Figures from the annual accounts up to financial year 2025. Company data verified with the CBE on 2026-10-13. Canonical page: https://www.ikag.be/en/factsheets/rca-full-service-agency