Ace takes over ...

Conseiller recently assisted Ace with three acquisitions.


In April 2021 the data & growth agency “Off The Record” has joined Ace. With this take-over the agency group adds data & growth marketing to their range of services and continues to build its integrated proposition of Connected Brands.

Rogier IJzermans, CEO Ace: In the past few months Ace has worked hard on establishing its brand services. The take-over of Off The Record is an important new step towards a more performance based approach. They are the absolute leader when it comes to data & growth marketing in the Netherlands and one of only a few agencies that are really interested in the connection between data and creation. For us this is an essential part in building sustainable and integrated brand solutions. I am thrilled to be able to add this talented team to Ace.”

Bas Prass, founder Off The Record: “My goal with Off The Record has always been to put data & growth marketing on the map. We want to be the go-to party in Europe when it comes to business growth and product innovation. For big brands as well as scale-ups with market leader aspirations. This is always a multidisciplinary process, where the biggest successes are accomplished through close cooperation with top professionals. It also allows us to attract the best talent in the market and remain front runners, while at the same time work for the absolute crème de la crème of brands. I am extremely proud.


The takeover of Label A followed a few months later.

Rogier IJzermans: “With Ace we are constantly building on our integrated offer for brands. We believe in the mix of brand, marketing and product. And the latter in particular is crucial to be able to play a significant role in people’s daily routine. Label A is one of the best digital product agencies in the Netherlands, with a great team of creative techies who believe in the power of collaboration and who want to make an impact in the world of tomorrow.”

Floris van Lohuizen, Managing Director Label A: “Our goal has always been to make Label A the leading agency in the field of digital products & services. Ace is a fantastic next step for us because it all comes together here. A full range of expertise, with the best agencies on the market.”


With the acquisition of IM Lounge, Ace now has 10 agencies, more than 300 employees and offices in Amsterdam, Rotterdam and Utrecht.

Rogier IJzermans: ‘Media is and will remain an important strategic pillar in our profession. Its smart use largely determines the performance of what we do for our customers. With the arrival of IM Lounge, we are strengthening our position in this domain and increasing the effectiveness of our projects. Many agencies within our group already work with IM Lounge and I know them as an honest, progressive and above all data-driven media club. Within Ace, IM Lounge will work closely with our growth agency Off The Record, which will create new media and performance solutions for our customers.’

Arno Meijerink, founder of IM Lounge: ‘That is very important for media performance. Collaboration is key for us. Within Ace we are going to give this a whole new dimension, where the different disciplines really go hand in hand. We believe in this integrated way of thinking and working. At Ace, we experience the same driven focus on achieving the best results, from the best insights. Moreover, the attention to culture within Ace is a magnet for new talent. Especially the new generations go for culture and purpose in their work. And for our growth ambitions we want to be able to respond even more to that.”

About Ace

Ace is a new skool agency consisting, in addition to the ones mentioned above, of the following agencies: HERC, Born05, Blauw Gras, Glasnost, Fitzgerald, Airborne and Newborn. In the portfolio of the group are brands like: ASN Bank, KLM Royal Dutch Airlines, Nederlandse Loterij, Samsung, Unilever and YoungCapital.