Around 2 full-time equivalents (financial year 2025).

Review: Wanna

Q: What is Wanna specialised in?

Brand strategy & positioning, Marketing strategy, Brand identity & design, Design systems & brand guidelines, Storytelling & narrative, Campaign concepts & big ideas.

Q: Who are the clients of Wanna?

Among others Agristo, Ann Lievyns Accountancy, b•inside, Bluesnipe Experiences, Fabric of Society, Instaclause, Mantis Consulting, Norriq, Nutrika, Play&Go, St. Bernardus, Trayco, Vercalo, We Fix Cars.

Wanna is een boutique marketingbureau in Gent voor B2B-merken, KMO's en scale-ups. Een klein team werkt volgens Think, Check, Do: eerst strategie, dan een menselijke check, dan uitvoering. Als doorlopende marketing (wannaflow) of als campagne (wannapeak),

Wanna is een boutique marketingbureau in Gent. Het team is klein en senior. Elk domein heeft een specialist, ingeschakeld wanneer het nodig is. Er zijn geen juniors die leren op het budget van de klant en geen account managers die doorverbinden. Wat afgesproken wordt, wordt uitgevoerd door wie het afsprak.

Elke samenwerking start met één vraag: wat moet dit merk zeggen, tegen wie, en waarom nu? Dat antwoord is de basis van alles wat Wanna maakt.

Wat Wanna doet

Strategie en advies: marketingstrategie, go-to-market, positionering, communicatie-, content- en LinkedIn-strategie
Fractional CMO: strategisch leiderschap en hands-on sturing, zonder de vaste aanwerving van een voltijdse CMO
Campagnes en activaties: campagneconcept, employer branding, productlancering, LinkedIn Ads, Meta Ads en Google Ads
Content en copywriting: LinkedIn en social content, nieuwsbrieven, case studies, salesdecks, websiteteksten en contentplanning
Branding en identiteit: visuele identiteit, huisstijl, brand guide, tone of voice en templates
Website en SEO/GEO: websites en landingspagina's in Webflow en Framer, zichtbaar in zoekmachines en AI-antwoorden
E-mailmarketing, rapportage en events: mailflows, GA4- en campagnerapportering, eventcommunicatie en beursmateriaal

Twee manieren van werken: peaks and flow.

1. De 'peak', ofwel de one-off campagne, van concept tot laatste publicatie. Denk aan een lancering, een beurs, een rebranding of een seizoenspiek.
2. De 'flow' is doorlopende marketing. Wanna bouwt per klant een custom workflow, gevoed met strategie en tone of voice, zodat het merk ook tussen de pieken zichtbaar en consistent blijft.
Het ideale scenario voor jouw merk? Peaks ánd flow, baby.

Werkwijze: Think, Check, Do

THINK

Strategie als vertrekpunt. Deepdive in merk, doelgroep en timing, met een positionering die in één zin uit te leggen is.

CHECK

Een menselijke controle vóór er iets geproduceerd wordt en voor elke output live gaat. Klopt het inhoudelijk, past het bij de strategie en klinkt het zoals het merk?

DO

Uitvoering online én offline, met opvolging tot het einde van de looptijd en een evaluatie in gewone taal. Wanna werkt AI-gedreven en human-in-the-loop. AI zorgt voor snelheid en volume. Een mens die het bedrijf kent, controleert en stuurt elk stuk bij. Klanten krijgen nooit ruwe AI-output.

Samenwerking

Elke klant krijgt een vast aanspreekpunt en een gedeelde Notion-werkruimte met briefing, strategie, contentkalender, planning en budgetopvolging. Zo is altijd duidelijk wat klaarstaat, wat in check zit en wat live gaat.

Voor wie

Wanna werkt vooral voor B2B-merken, KMO's en scale-ups die te serieus zijn voor ad hoc en te flexibel voor een groot agency. Ook voor marketeers die willen focussen op strategie in plaats van uitvoering. Sectoren zijn onder meer industrie en technische niches, professional services, software, agri en food, en horeca.

Regio

Gevestigd in Gent, actief in Vlaanderen en Brussel.

Wanna talk?

Met de #wannascan, een korte diagnose in vier vragen, ontdek je waar de marketing van je merk vastloopt en welke aanpak (peak, flow of allebei) daarbij past.

Peaks en flows: one-off campagnes (productlancering, event, employer branding, etc.), doorlopende marketing tussen de campagnepieken door
Klein team, hoge senioriteit: alleen specialisten, geen juniors op het budget van de klant
Menselijke check op elke output, ook bij AI-gedreven productie
Fractional CMO beschikbaar, van een halve dag per week tot meerdere dagen in een groeifase

Who do they see as competitors?

Studio Arsène Superkraft

As indicated by the agency itself.

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: € 139.844 gross margin, growth -43,5% against a sector median of +6,6%.

Shrinking

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

WannaSector median

EBITDA margin 15,1%, sector median 32,2%. Value-added coverage 1,18 (median 1,29).

Below sector level

Revenue per headGross margin per FTE, against payroll cost

€ 60.802

Median (2025) € 82.809

Against a payroll cost of € 51.322 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 35

Median (2025) € 48

3.993 hours worked, 1.736 per FTE. Against that sits € 30 of payroll cost per hour worked, leaving € 5 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: 17,6 months (median 6,3 mo). Equity in the latest year: € 173.477.

Adequate buffer

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

Cash € 130.623. Liquidity ratio 3,75: current assets cover short-term debt in full. Solvency 65,9%.

Amply covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 45 days of supplier credit, sector median 68. The accounts were filed 195 days after closing; the legal deadline is seven months.

Pays and files on time

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

No serious signals

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

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

Profitable in every one of the last 5 years
Strong buffer: 17,6 months of payroll in equity
Team grew (+4,5% FTE in the latest year)
Healthy working capital (current ratio 3,75)
Equity was earned, not injected (reserves 344,8× the capital contributed)
Comfortable cash position: 404 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	€ 180.728	€ 181.378+0,4%	€ 235.020+29,6%	€ 247.370+5,3%	€ 139.844-43,5%
EBITDA	€ 71.605	€ 69.643	€ 89.443	€ 43.862	€ 21.125
EBITDA margin	39,6%	38,4%	38,1%	17,7%	15,1%
Staff
FTE	2,1	2,2+4,8%	2,4+9,1%	2,2-8,3%	2,3+4,5%
Gross margin per FTE	€ 86.061	€ 82.444	€ 97.925	€ 112.441	€ 60.802
Payroll cost per FTE	€ 51.395	€ 50.427	€ 59.868	€ 45.697	€ 51.322
Balance sheet
Equity	€ 127.918	€ 157.380	€ 180.310	€ 165.389	€ 173.477
Cash	€ 78.469	€ 92.877	€ 103.838	€ 187.816	€ 130.623
Liquidity ratio	1,16	1,25	1,56	3,30	3,75

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 14/07/2026. 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 31 services

Strategy & Insights

Brand strategy & positioning Marketing strategy

Branding & Design

Brand identity & design Design systems & brand guidelines Storytelling & narrative

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution Creative adaptation & versioning

Content & Production

Animation, 3D & motion Content strategy & editorial Copywriting & long-form content Photography Print & AV production Social-native content Video production

Media

Paid social Search advertising (SEA)

Social, Influencer & Community

Organic social content

Digital Experience & Tech

SEO & GEO Website development Website management & maintenance Website strategy & UX

CRM, Email & Loyalty

Email marketing

Data, Measurement & Governance

Dashboards & reporting Tracking & tag management

Employer Brand & Internal

Employer brand strategy Internal communication Recruitment campaigns

Events, Sponsoring & Activation

Brand activation (incl. guerrilla) Trade & retail activation (POS, in-store) Trade fairs & exhibitions

Sector focus

Technology & softwareAutomotive & mobilityFood & beverageReal estate & constructionB2B services

Publicly known clients

Agristo, Ann Lievyns Accountancy, b•inside, Bluesnipe Experiences, Fabric of Society, Instaclause, Mantis Consulting, Norriq, Nutrika, Play&Go, St. Bernardus, Trayco, Vercalo, We Fix Cars

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

1

People 4 people mapped

A small team: short lines, little noise between you and the makers.

HB

Hanne Bossuyt

Founder & Creative Director

HV

Hannah Van Eetvelde

Content Creator & Project Manager 'flow'

JA

Jill Andréka

Graphic & AI Designer

LW

Louis Waelkens freelance

admin & HR

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

€ 51.322

-16% versus the median

Team composition

2,3 FTE

100% women
0% men

Training per FTE

0,0 h

Many agencies fill this field in incompletely.

€ 51.322

Median Brandingbureau (2025) € 60.980All 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

52,2%

Median for this type of agency (2025): 38,9%

Inflow 2025

0,0%

0,0 FTE in, 1,2 FTE out

Net team change

-1,2 FTE

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.