Leading Dutch ad agency S-W-H announces its re-launch today as newly-focused independent creative agency, Indie. The re-brand comes after 11 years, during which time S-W-H has proven itself to be one of the most respected, award-winning and successful agencies in Amsterdam.
Indie (www.indie-amsterdam.com) is launched at a high point in S-W-H’s history, which was named Agency of The Year in the Netherlands in 2008, recognising S-W-H’s creative talent and progressive campaigns.
The name Indie points to an independent status and an independent attitude towards creative concepts, one which embraces change, new opportunities, creative talent and the power of ideas. By looking at the fundamentals of clients’ needs, Indie’s intention is to create brand platforms focusing on creative and effective solutions without being restricted to any media channel.
Managing Partner, Mark Aink says:
“First instincts can sometimes lead businesses to seek what they know and try to maintain stability despite changes occurring within their industry. It’s time for businesses, ours included, to realise that things aren’t changing but they’ve already changed. The changes that we have made over the years within S-W-H are manifested in the roots of Indie.”
Creative Director and Founding Partner of S-W-H, Lode Schaeffer, says:
“S-W-H was established in 1997. It doesn’t sound that long ago but, since then, we’ve seen exponential changes in the world around us, especially in the rise of new media. YouTube, camera-phones, TV on-demand, blogs, MP3, even Google didn’t exist back then, and now they are an everyday part of our lives. It’s a no-brainer that change has also occurred within our agency. Indie takes on board all of those changes and embraces them. We’re looking ahead to the not-yet-known.”
At the heart of Indie lies a belief in the power of independent thinking, of a collaborative hub approach which is driven by ideas. This mindset sees crucial functions and skills remaining in-house while a dynamic cast of external partnerships, with creative thought leaders in various disciplines, complete teams on a project-by-project basis.
Changes within the agency are already evident, with the appointment of three new partners – Anneke Schogt (Head of Account Services & Operations), Marcel Frensch (Creative Director) and Rogier Mahieu (Creative Director). The five-strong partnership is further supported with the arrival of Tim O’Kennedy, former MD at Weiden+Kennedy Amsterdam, as non-executive director.
Non-Executive Director, Tim O’Kennedy, adds:
“Let’s be clear – this is more than a name change or a new logo. The birth of Indie is in direct response to where we see the industry going. We’re getting ahead of the curve, leading the call for change in the way agencies partner with clients and conduct business. It’s a genuinely new day for a great agency.”
Indie’s new brand identity was created by The Stone Twins.
Comprising a core team of 42 individuals, Indie works on local and regional business for the likes of Nike, Domino’s Pizza, Belastingdienst, Bolletje, Eiffel, Leaf International (Truly), Sensoor, Simyo, Sportlife, Unive, and Wereld Hypotheek.
Check out the news on Brand Republic and Adformatie.