AMSTERDAM – Mediahuis, the Belgian/Dutch media group, and Wayne Parker Kent (WPK), one of the fastest-growing digital media companies in the Netherlands, have reached an agreement in principle concerning the takeover of WPK by Mediahuis. The intention is for the Mediahuis subsidiary, Telegraaf Media Groep (TMG), to acquire a 100% shareholding in WPK. In addition to his role as CEO of WPK, Slaven Mandic will take up the position of Advertising Director at TMG. Both parties will join forces focusing on the Dutch advertising market and on combining TMG’s already extensive reach with WPK’s creative and innovative talent.
Gert Ysebaert, CEO of Mediahuis: “We entered into a strategic partnership with WPK back in May 2017, in which Mediahuis subscribed to a capital increase in order to support WPK’s ambitious growth. We are now cooperating closely on many levels, both in Belgium and in the Netherlands, and the added value is considerable for both of us. The acquisition of a 100% shareholding in WPK is consequently a logical next step for us, which also increases the impact of Mediahuis in the Dutch market.”
In practical terms, TMG and WPK will join forces at the beginning of 2019 and start developing innovative and creative total solutions for the Dutch advertising market. Slaven Mandic, CEO of WPK Nederland, will also become Advertising Director at TMG. He will lead the new organisation, which will take shape and be further developed from the start of 2019.
Marc Vangeel, CEO of TMG: “Innovation and collaboration are crucial in a rapidly changing media landscape. The partnership in which we are creating a future-proof organisation together with WPK, offering a one-stop shop to Dutch advertisers, represents a significant step for TMG. Under the leadership of Harm van Veldhuizen, TMG has recently focused specifically on putting our B2B clients first and on regaining market confidence. This has led to considerably improved results. We are now taking the next step in order to facilitate an even more creative and innovative approach and thus raise our profile in the advertising market. Now is the time for further growth.
WPK will also operate as a dedicated content marketing cell and develop creative content solutions in collaboration with all Mediahuis titles on the Dutch market.
Slaven Mandic, CEO of WPK Nederland: “Advertisers' requirements are increasingly shifting from simply needing advertising space to total solutions combining strategy, creation, data and reach. Everything has to be geared to the advertiser’s business goals. Our mission is, therefore, quite simple: to achieve success for every customer. This is why we, at WPK, always dreamt of the reach and impact of prominent brands such as TMG, including De Telegraaf. Our creative and strategic minds and business analysts can’t wait to introduce WPK’s modus operandi in this area. The advertiser, then, is the ultimate winner, as they will henceforth benefit from the best of both worlds.”