IKAg acquires PitchPoint

IKAg is acquiring PitchPoint, bringing together activities around agency selection and agency relations. With this acquisition, both organizations will combine their networks, methodologies, and expertise to better connect advertisers and agencies.

The acquisition comes amid a rapidly changing agency market, where companies are choosing from a growing number of specialized agencies and new technologies are further transforming the sector.

Increasing complexity in agency selection

Companies are working less with a single full-service agency and are increasingly opting for multiple specialized partners. While this offers more choice, it also makes selecting the right agency and building effective collaborations more complex.

At the same time, it is becoming harder for agencies to be visible to the right clients. With this acquisition, IKAg aims to close that gap.

Bart De Waele, co-founder, IKAg: “The agency market has become highly fragmented in recent years. For many companies, it is not easy to choose the right agency. By combining our activities, we can better guide organizations in making those decisions.”

Combination of network and methodology

IKAg was founded in 2025 by Bart De Waele and Michiel Pattyn as a platform for agency owners and operators. Through a community, newsletter, and selection activities, the platform connects companies and agencies.

Over the past 20 years, PitchPoint has built a strong track record in agency relations. The firm has supported more than 450 projects and developed the COLLAB methodology to improve agency-client relationships.

Through the acquisition, IKAg combines this experience with its own network and platform.

New partner structure

Martine Ballegeer joins IKAg as a partner. She was previously a partner at PitchPoint and was involved in developing its methodology and client relationships.

Ballegeer:“PitchPoint has developed a strong methodology around agency selection and collaboration. Combined with IKAg’s network and community, this creates a broader platform that supports both advertisers and agencies.”

Transition after twenty years

Chris Van Roey, co-founder of PitchPoint, is stepping down from operational responsibilities after 20 years. He will remain involved as an advisor.

Van Roey: “The agency world has changed enormously over the past twenty years. Today, companies work with more agencies and much greater specialization. This makes making the right agency choices and building strong collaborations more important than ever. IKAg is a strong partner to help grow what we’ve built with PitchPoint.”

Continuity for clients

For existing clients, services will remain largely unchanged. Anja De Landsheer and Mia Venken will continue their roles within the new structure, guiding projects related to selection, evaluation, and collaboration.

De Landsheer: “PitchPoint has always focused on long-term relationships between advertisers and agencies. We will continue that approach, now supported by a broader platform and a larger network.”

IKAg clients will gain access to the COLLAB methodology and PitchPoint’s expertise for projects within companies and public sector organizations.

www.ikag.be

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