What is Supermachine specialised in?

Campaign concepts & big ideas, Campaign execution, Organic social content, Social strategy & platform mix.

How big is Supermachine?

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

Which sectors does Supermachine work for?

Public sector & non-profit, Food & beverage.

Review: Supermachine

Q: Who are the clients of Supermachine?

Among others Deliverect, Provincie Oost-Vlaanderen, Stad Blankenberge, KRC Genk, Stad Gent, HelloFresh, Visit Catalunya, Citymesh, VLAM, Coca-Cola, Milka, Randstad, Club Brugge, Oxfam, Test-Aankoop.

Supermachine, opgericht in 2017, is een creatief bureau uit Gent. Er werken ongeveer 6 mensen, uitgedrukt in voltijdse equivalenten. De dienstverlening draait om creatie & reclame en social media. De ervaring zit vooral in fmcg/dranken, non-profit/goede doelen, genz-doelgroepen en publieke campagnes.

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: € 78.268 gross margin, growth -76,6% against a sector median of -0,2%.

Shrinking

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

SupermachineSector median

EBITDA margin -, sector median 21,9%. Value-added coverage 0,30 (median 1,23).

No margin data

Revenue per headGross margin per FTE, against payroll cost

€ 20.597

Median (2025) € 78.663

Against a payroll cost of € 66.878 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 12

Median (2025) € 49

6.331 hours worked, 1.666 per FTE. Against that sits € 40 of payroll cost per hour worked, leaving € -28 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: -24,1 months (median 7,7 mo). Equity in the latest year: € -510.652.

Critical buffer

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

Cash € 7.045. Liquidity ratio 0,20: current assets cover short-term debt not in full. Solvency -374,1%.

Not covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 44 days of supplier credit, sector median 85. The accounts were filed 236 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

3 red flag(s) (24m)

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Nov 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Oct 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Late filing · 24 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.
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
+ 8 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.

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	€ 166.438	€ 221.100+32,8%	€ 501.957+127%	€ 334.546-33,4%	€ 78.268-76,6%
EBITDA	€ 17.876	€ 1.627	€ 113.043	€ -37.121	€ -178.712
EBITDA margin	10,7%	0,7%	22,5%	-11,1%	-
Staff
FTE	3,9	3,90%	6,9+76,9%	6,4-7,2%	3,8-40,6%
Gross margin per FTE	€ 42.676	€ 56.692	€ 72.747	€ 52.273	€ 20.597
Payroll cost per FTE	€ 37.823	€ 55.571	€ 56.042	€ 57.798	€ 66.878
Balance sheet
Equity	€ -301.227	€ -314.001	€ -240.801	€ -303.556	€ -510.652
Cash	€ 11.849	€ 14.292	€ 11.312	€ 7.296	€ 7.045
Liquidity ratio	0,40	0,42	0,43	0,37	0,20

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 24/08/2026. 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 4 services

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution

Social, Influencer & Community

Organic social content Social strategy & platform mix

Sector focus

Public sector & governmentFood & beverageTravel & hospitalityTechnology & softwareTelecom

Publicly known clients

Deliverect, Provincie Oost-Vlaanderen, Stad Blankenberge, KRC Genk, Stad Gent, HelloFresh, Visit Catalunya, Citymesh, VLAM, Coca-Cola, Milka, Randstad, Club Brugge, Oxfam, Test-Aankoop

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

€ 66.878

+4% versus the median

Team composition

3,8 FTE

€ 66.878

Median Creatief bureau (2025) € 64.418All 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

105,3%

Median for this type of agency (2025): 34,5%

Inflow 2025

/

20212022202320242025

Exits are clearly above what is usual for this type of agency. That may reflect project-based staffing, but it is a reason to ask in the pitch how much of the proposed team was already here two years ago, and to contractually fix your permanent contacts.

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.