April 15, 2025
Corporate
We Are Era, Europe’s leading creator economy agency, has acquired influencer agency New Kith, strengthening its talent business in the Dutch and Belgian markets. The move adds 50 creators to ERA’s 1,500-strong European portfolio – among them Joshua Nolet, A Twisted Chef, Lynn van den Broeck, and Olga Leyers – and offers brands an even shorter route to communities and subcultures across the Benelux.
New Kith, with offices in Amsterdam and Antwerp, represents exclusive talent in the Netherlands and Belgium - from social influencers and artists to TV personalities, models and athletes. The agency was founded in 2017 by Twan Elfers and Danny Roumimper.
The acquisition brings advantages for both talents and advertisers. Clients benefit from an even broader range of talent across the Benelux, reinforcing ERA’s proposition as “the shortest route to every community.” At the same time, talents gain access to ERA’s European infrastructure, strong partners, and solid back-end services, enabling them to elevate their personal brand to the next level.
With a shared vision on community marketing – where brands increasingly seek engagement, authenticity, and credibility – Ruben Stuurman, Managing Director of We Are Era Netherlands, is enthusiastic about the acquisition: “New Kith is known for its strong brand identity and proposition, and they truly know how to attract and retain top talent. With this step, we provide advertisers with locally relevant talent and cultural insights within the communities they want to reach, while also offering global insights from our European market position to amplify their campaigns.”
For talents, this marks a step toward greater professionalism with a full team supporting them. Twan Elfers, co-founder of New Kith, sees the merger as an exciting next chapter: “In eight years, we’ve grown rapidly as an agency and were ready for the next level. Growth also brings new challenges, like scalability, internationalization, and professionalization. Joining ERA gives New Kith access to a strengthened back-end infrastructure in legal, finance, data, IT, operations, and HR. This creates more room for us to fully focus on what truly matters: strengthening and growing our talents.”
“With this acquisition, we are creating a leading joint label through which we, together with talents and brands, actively shape the creator economy. For talent, this means the best guidance and opportunities to professionalize their careers, while advertisers no longer need to coordinate with multiple agencies but instead gain a single strong partner with all the social expertise and connections to every talent and community in the Benelux under one roof,” Stuurman adds.
The acquisition of New Kith marks another milestone in We Are Era's broader European growth strategy. Earlier this year, the company acquired German agency Social Match and invested in Kings League Germany.
