King George
The content of this factsheet is in Dutch.
King George is een creatief bureau uit Sint-Niklaas. Met ongeveer 15 VTE is dit een middelgroot bureau. De opgegeven expertises zijn creatie & reclame, strategie, branding & identiteit en pr & communicatie. Sectorieel richt het bureau zich vooral op lifestyle, interieur/wonen en retail en merken.
2× BEA AwardsHow 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
No serious signals- Sharp headcount decline · 31 Dec 2024 · NBBAverage headcount fell by 15% or more in a year. Often felt in the seniority on your account.
What this agency does well
- EBITDA margin above the sector median (23,3%)
- Strong buffer: 13,1 months of payroll in equity
- Value-added per euro of payroll above the sector median (1,33)
- Margin per hour worked rose 2 years in a row
- Healthy working capital (current ratio 2,59)
- Equity was earned, not injected (reserves 40,2× the capital contributed)
- Comfortable cash position: 269 days of payroll
All the figures
Reference material, not a starting point. Expand it if you want to read the series yourself.
4 financial years, 2021 to 2024Result, staff and balance sheet
| 2021 | 2022 | 2023 | 2024 | |
|---|---|---|---|---|
| Result | ||||
| Gross margin | € 1,50 mln | € 1,21 mln-19,2% | € 1,46 mln+20,3% | € 1,14 mln-21,4% |
| EBITDA | € 436.000 | € 31.883 | € 326.357 | € 266.703 |
| EBITDA margin | 29,1% | 2,6% | 22,4% | 23,3% |
| Staff | ||||
| FTE | 19,4 | 22,2+14,4% | 19,9-10,4% | 14,7-26,1% |
| Gross margin per FTE | € 77.216 | € 54.520 | € 73.174 | € 77.880 |
| Payroll cost per FTE | € 49.381 | € 46.794 | € 51.510 | € 53.628 |
| Balance sheet | ||||
| Equity | € 1,07 mln | € 910.774 | € 1,03 mln | € 870.772 |
| Cash | - | € 614.145 | € 700.388 | € 581.817 |
| Liquidity ratio | - | 1,90 | 2,03 | 2,59 |
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 2024, filed on 30/07/2025. 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 27 Jul 2026. Sector medians based on financial year 2024: the last year for which nearly all accounts have been filed.
Sector focus
Based on IKAg research and public sources. Incomplete or outdated? Let us know.
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.
- 59% women
- 41% men
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.
Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2024. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2024: the last year for which nearly all accounts have been filed.