What is Hotel Bonka specialised in?

Brand strategy & positioning, Marketing strategy, Brand identity & design, Campaign concepts & big ideas, Campaign execution, Content strategy & editorial.

How big is Hotel Bonka?

Around 16 full-time equivalents (financial year 2025).

Which sectors does Hotel Bonka work for?

Public sector & non-profit, Telecom & media.

Review: Hotel Bonka

Q: Who are the clients of Hotel Bonka?

Among others vdk bank, Kringwinkel, Recupel, Acerta, Fost Plus, Infrabel, Sensoa.

The Good Life. AMPLIFIED.
In een wereld die almaar sneller, digitaler en meer door algoritmes wordt gestuurd, groeit de honger naar wat echt, tastbaar en menselijk is. Naar momenten die je samen beleeft, smaken die herinneringen oproepen en verhalen die mensen dichter bij elkaar brengen. Dat is voor ons The Good Life. En met Amplified bedoelen we dat we die verhalen laten groeien: via krachtige storytelling over alle relevante kanalen heen. Wij maken communicatie die mensen laat opkijken, glimlachen en actie laat ondernemen.

Awards

5× Creative Belgium Awards

5× Effie Awards Belgium

1× Best of Activation

1× IAB MIXX Awards

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: € 1,43 mln gross margin, growth +176,8% against a sector median of -0,2%.

At or above sector pace

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

Hotel BonkaSector median

EBITDA margin 5,8%, sector median 21,9%. Value-added coverage 1,06 (median 1,23). Value-added coverage sits in the sector-wide grey zone (0.95-1.15): context, not an alarm.

Below sector level

Revenue per headGross margin per FTE, against payroll cost

€ 91.208

Median (2025) € 78.663

Against a payroll cost of € 84.859 per FTE. The ratio between the two is the coverage rate above.

Above the median

Yield levelYield per hour worked, against payroll cost

€ 59

Median (2025) € 49

24.086 hours worked, 1.534 per FTE. Against that sits € 55 of payroll cost per hour worked, leaving € 4 for premises, equipment, depreciation and profit.

Above 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: 3,7 months (median 7,7 mo). Equity in the latest year: € 409.260.

Adequate buffer

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

Cash € 643.306. Liquidity ratio 1,15: current assets cover short-term debt in full. Solvency 15,1%.

Tightly covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 132 days of supplier credit, sector median 85. The accounts were filed 215 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

1 red flag(s) (24m)

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Late filing · 3 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
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.
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.
Late filing · 18 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.
+ 3 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

Team grew (+61,9% FTE in the latest year)
Comfortable cash position: 176 days of payroll

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	€ 1,31 mln	€ 1,17 mln-10,5%	€ 992.938-15,4%	€ 517.252-47,9%	€ 1,43 mln+176,8%
EBITDA	€ 350.024	€ 155.556	€ 48.313	€ -292.023	€ 83.615
EBITDA margin	26,7%	13,3%	4,9%	-56,5%	5,8%
Staff
FTE	11,9	11,8-0,8%	10,1-14,4%	9,7-4%	15,7+61,9%
Gross margin per FTE	€ 110.233	€ 99.473	€ 98.311	€ 53.325	€ 91.208
Payroll cost per FTE	€ 80.433	€ 86.094	€ 92.748	€ 82.841	€ 84.859
Balance sheet
Equity	€ 627.456	€ 725.945	€ 734.635	€ 429.848	€ 409.260
Cash	€ 888.674	€ 690.702	€ 977.882	€ 99.319	€ 643.306
Liquidity ratio	2,97	2,73	2,19	1,61	1,15

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 03/08/2026. 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 11 services

Strategy & Insights

Brand strategy & positioning Marketing strategy

Branding & Design

Brand identity & design

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution

Content & Production

Content strategy & editorial Video production

Media

Media strategy & planning Paid social

Events, Sponsoring & Activation

Brand activation (incl. guerrilla) Events & experiences

Sector focus

FMCGRetail & e-commerceFinance & insuranceTechnology & softwareAutomotive & mobilityFood & beverage

Publicly known clients

vdk bankKringwinkelRecupelAcertaFost PlusInfrabelSensoa

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

1

People 4 people mapped

PV

Peter Verbiest

Strategic director

IW

Iris Warnants

Brand Lead

JP

Julie Proesmans

Business Lead Brands

KB

Kimley Briesen

Strategy Lead

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

€ 84.859

+32% versus the median

Team composition

15,7 FTE

71% women
30% men

Training per FTE

1,7 h

Many agencies fill this field in incompletely.

€ 84.859

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.

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

38,2%

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

Inflow 2025

79,0%

12,4 FTE in, 6,0 FTE out

Net team change

+6,4 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.

Award-winning work 12 award(s)

2026

Creative Belgium Awards SilverFilmcraft film direction / Natuur & bos · source ↗
Creative Belgium Awards SilverFilmcraft cinematography / Natuur & bos · source ↗

2024

Best of ActivationMerk: VTM (Daar doen we het voor)
IAB MIXX Awards BronzeNon-Profit/CSR · “Vlaamse Overheid” · source ↗

2023

Creative Belgium Awards BronzeIntegrated / Onze Natuur · source ↗
Creative Belgium Awards SilverFilm + : Integrated · source ↗
Effie Awards Belgium SilverMerk: Decathlon · “Decathlon devient nolhtaceD — Decathlon” · source ↗
Effie Awards Belgium SilverDecathlon wordt nolhtaceD / Decathlon · source ↗
Effie Awards BelgiumSpecial Mention of Excellence in CommToZero / Decathlon · source ↗

2021

Creative Belgium Awards SilverFilm & Cinema / Radio 1 · source ↗

2019

Effie Awards Belgium SilverMerk: De Standaard - Curieuzeneuzen · “Curieuzeneuzen Vlaanderen — De Standaard” · source ↗
Effie Awards Belgium SilverCurieuzeneuzen Vlaanderen / De Standaard · source ↗

As published by the organising award shows, collected by IKAg.