Joe Public
The content of this factsheet is in Dutch.
Vanuit Antwerpen werkt Joe Public als creatief bureau. Het aanbod bestrijkt creatie & reclame, strategie, branding & identiteit en data & analytics. De klanten komen vooral uit merken en adverteerders, fmcg/retail/finance en generalistisch. Uit de publiek bekende klantenlijst: Foodbag, My Family, Ethias en VTM Go.
3× Effie Awards BelgiumHow 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
3 red flag(s) (24m)- Zichtbaarheid verschoven · 1 Oct 2026 · Google Autocomplete
- Negative equity · 26 Mar 2026 · NBBDebts exceed assets. Sometimes a subordinated shareholder loan sits opposite that, sometimes not. Ask how the agency is covering this, and on what timescale.
- Two consecutive loss-making years · 31 Dec 2025 · NBBTwo 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.
- Two consecutive loss-making years · 31 Dec 2024 · NBBTwo 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.
- Board change · 8 Nov 2024 · StaatsbladAppointments or resignations on the board. Routine during growth, succession or a new partner. Ask about it when several changes follow each other closely.
All the figures
Reference material, not a starting point. Expand it if you want to read the series yourself.
4 financial years, 2023 to 2026Result, staff and balance sheet
| 2023 | 2024 | 2025 | 2026 | |
|---|---|---|---|---|
| Result | ||||
| Gross margin | € -242.197 | € -6.860 | € -6.575 | - |
| EBITDA | € -480.218 | € -8.977 | € -7.456 | - |
| Staff | ||||
| FTE | 1,0 | - | - | - |
| Gross margin per FTE | € -242.197 | - | - | - |
| Payroll cost per FTE | € 180.866 | - | - | - |
| Balance sheet | ||||
| Equity | € -521.765 | € -6.155 | € -14.279 | € -14.279 |
| Cash | € 24.013 | € 6.216 | € 383 | € 202 |
| Liquidity ratio | 0,17 | 0,54 | 0,03 | 0,09 |
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.
- This agency files an abbreviated or micro scheme and therefore publishes no staff data. Seniority, turnover and hourly level cannot be derived. This is entirely legal and says nothing about quality.
- The figures cover financial year 2026, filed on 17/04/2026. 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.
Sector focus
Publicly known clients
Based on IKAg research and public sources. Incomplete or outdated? Let us know.
People 1 people mapped
Based on public profiles. Something wrong? Let us know.
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.
Figures for financial year 2023: in 2026 this agency published no inflow or outflow.
Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2026. 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 3 award(s)
- Effie Awards Belgium GoldGedragscampagne Lang · “VTM GO — VTM Go / DPG Media” · source ↗
As published by the organising award shows, collected by IKAg.
Frequently asked questions about Joe Public
- Where is Joe Public located?
- In Antwerpen, Belgium.
- What is Joe Public specialised in?
- AI & innovation strategy, Brand strategy & positioning, Customer & audience strategy, Packaging design, Product & service design, Campaign concepts & big ideas.
- Who are the clients of Joe Public?
- Among others Foodbag, My Family, Ethias, VTM Go.
Figures from the annual accounts up to financial year 2026. Company details checked against the CBE register on 2026-10-13.