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Blue Field Agency acquires Immense, Link Design, Totta Research and Totta data lab


Marketing company Blue Field Agency announced that Immense, Link Design, Totta Research and Totta data lab will continue operating under the flag of Bluefield. This autumn the companies – all located in Amsterdam – will relocate to one office in Amsterdam; an iconic, accessible office building next to the ringway with phenomenal view over Amsterdam.

The acquisitions have been co financed by Pride Capital Partners and Rabobank.

As a result of the acquisitions Bluefield is one of the biggest agencies in the Netherlands in the market of data, design and technology. The new Bluefield combines five areas of expertise: (marketing) strategy, technology, design, research and data science. This combination results in a unique and strong market position for Bluefield as a full-service agency with complete end-to-end solutions. All aspects of the customer journey are now under one roof, and all 110 employees will work together to realize ‘accountable growth’ for the customers. With Bluefield having all these areas of expertise in-house, Bluefield can help customers realize their ambitions. Bluefield is the partner for companies in Healthcare, Retail, FMCG, E-commerce and government. From the office in Munich the German market is targeted.

Unique amongst acquisitions

The unique characteristic of the acquisitions is that five companies offer products and services that contribute to ‘accountable growth’ of their relations. All five companies will remain expert within their area of expertise and will strengthen each other. The five segments will be labeled into three pillars: Business Insights & Analytics, Data Science, Machine Learning & Technology and Strategy, Design & Consultancy. This optimal mix of disciplines contribute to ‘accountable growth’ for the relations.

According to Bluefield ‘accountable growth’ means realizing measurable and controllable growth for customers. No meaningless media- and marketing variables, but actual contributions to the (growth)targets of a company or institution. This is realized by Bluefield through data, research, insights, technology, design and marketing.


Bluefield helps her relations with several propositions:

  1. With ‘data at the center’ Bluefield helps her relations with digital transformation. The Business Blue Print (“BBP”) gives guidance for improvement processes to realize ‘accountable growth’.
  2. On a tactical level Bluefield optimizes marketing investments towards actual contributions to profitability. Bluefield labels this as Marketing Business Case (“MBC”).
  3. With Marketing as a Service (“MAAS”) Bluefield facilitates marketing organizations with state-of-the-art technology, knowledge and operational support within marketing teams of customers. As a result Bluefield helps lowering pressure on the customer’s organization and facilitates the ambitions of the company.

From ‘business thinking’ to ‘design thinking’

According to Bluefield the traditional, linear thinking (‘business thinking’) is outdated. Bluefield realizes result by looking different at problems. The agency takes a different approach: “The time has come to look different towards marketing, design and promotion. We should not only think in solutions, but also in measurable results,” says Ulke Verkerk, Founder & CEO of Bluefield. In addition, ‘design thinking’ is a necessary condition for achieving ‘accountable growth’. “A challenge does not have one solution. It requires continuously adjusting, testing, measuring and improving.”

The acquisition strategy

“We now have momentum for international growth by rolling out our data-oriented service proposition,” says Erik Klein Nagelvoort, Chief Strategy Officer of Bluefield. “The opportunity for us to acquire these companies is no coincidence; we already work together for a long time. We will now build our future together. The technology that we develop allows us to really fulfill our ambition: making a difference for our relations.”

Pride Capital Partners acts as financial partner in the buy & build strategy of Bluefield. Pride Capital Partners finances companies with a scalable and recurring business model in the software and IT market.

About Blue Field Agency

Blue Field Agency is a marketing agency that is convinced that new technologies will change the world of marketing. Bluefield does not consider data & technology a threat, but a chance to develop specific marketing strategies for its customers.

About Immense

Immense is an all-round media- & internet agency that helps companies achieve their online goals. Immense builds, manages, analyses, optimizes and advises its customers in the digital field.

About Link Design

Link Design is a design agency that creates clear, coherent and authentic communication (strategies). The agency is active with ‘design thinking’ and combines research, strategy, concept development and design.

About Totta Research

Totta Research is a marketing research company that helps customers with determining actual, unconscious and future behavior of their target audiences. The agency focuses on five pillars: benchmarking & monitoring, branding & image, customer experience (UX), panels & communities and speech & text analytics.

About Totta data lab

Totta data lab is a data science scale-up specialized in AI, Voice & machine learning techniques. The company helps organizations achieve the maximum out of their data which leads to positive results for improved businesses within organizations.

About Pride Capital Partners

Pride Capital Partners is a specialized private debt company, which finances profitable and growing companies in the software and ICT market for growth, acquisitions and buy-out transactions.

The funding of Pride Capital Partners comes from its own shareholders, wealthy individuals, family offices, (former) entrepreneurs and institutional investors. The portfolio consists of amongst others OnGuard, The Valley, Spotzer, Bright River, Blue Field and German companies KAIROS, COYO and Link11.

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