19 entrepreneurs become owners of United Playgrounds

United Playgrounds, and therefore also Fitzroy, is entering a new phase: the 19 original entrepreneurs are taking ownership of the group, building on the foundation laid in recent years.

After a period in which United Playgrounds developed into an international, integrated agency group with the support of Standard Investment, the entrepreneurs will now shape the next phase of growth. This is an exceptional step in the European agency world.

Johan Keurentjes, United Playgrounds: "Both start-ups and international clients want entrepreneurs at the table again. They want speed. Boldness and decisiveness. That is why we have taken this step. And we will further embed entrepreneurship within our culture. So that decisions are made by people who feel them directly. And clients will feel that too. We want to create exceptional work that works. Across all channels and throughout the entire funnel."

United Playgrounds is built as a modular group of hyper-specialised boutique agencies that operate as one integrated system. They combine senior-led expertise with scale, without the overhead of traditional agency groups. Technology and AI are fully embedded in their way of working, enabling them to move faster, produce more efficiently and accelerate international rollouts. In a market where budgets are under pressure and speed is crucial, United Playgrounds delivers the scale of a group with the agility of boutique agencies.

Frits Mahovic, one of original founders, United Playgrounds: "United Playgrounds is moving towards something most agency groups never dare to attempt: ownership that extends beyond the founders alone. Energy, speed and accountability arise when the people who make an impact also share in the success. That is why we have taken this step."

United Playgrounds works with 194 specialists for national and international retailers and consumer brands operating across multiple markets, who need a single integrated partner for strategy, creation, technology and performance.

The group consists of 8 boutique agencies (Verve, Fitzroy, livewall, DNZ, Globrands, 100procent, Mach8 and Wave) and is active in the Netherlands, France, Spain, Belgium and the US. They support clients in more than forty markets. Recent international pitch wins underscore the scalability of the model.

www.unitedplaygrounds.nl

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