MPG.Group acquires The Social Club

Amstelveen, December 7, 2020 – MPG.Group acquires social media agency, The Social Club. This acquisition strengthens the group’s position within the social media domain, enabling it to take the next step to a full-service network of content and brand publishing agencies. Together with the previously acquired SOCIAL.INC, The Social Club will form an innovative social media hub within the group. This combination, plus the impact of content marketing agency MPG., accelerates the group’s ability to deliver a full strategic, creation, and content production service to its clients. The Social Club works for major brands including Akzo Nobel, Eneco, Holland Casino, and Sennheiser. David Barens, Director and owner of The Social Club, will join the Board of Directors as CMO.

Dolly van den Akker, MPG.Group CEO stated, “Consumer expectations concerning the role brands play in terms of business as well as in terms of the role they play in society are increasing. That is why The MPG.Group vision is short and sweet: Brands can do better. Therefore, the aim of our full-service approach is to offer optimal support to our clients. This means providing all expertise via one contact point, which creates optimal value for our clients. Partly through accelerated digitization as a consequence of COVID-19, we are now investing in extra digital content capabilities. So, I am delighted and proud to welcome David Barens and The Social Club to the MPG.Group. It’s not only a creative agency that provides high-quality and creative work, but also a healthy business that maintains long-term relationships with its clients. Together with Social Inc., they form the social media hub within our group.”



David Barens, Managing Director of The Social Club added, “We have been approached by various acquisition parties in recent years, but made a conscious choice for MPG.Group because of its vision, people, and entrepreneurship. As an agency, we’re doing well on our social proposition, but it is also the case that clients’ demands are increasingly content and data driven. And that is exactly the course on which MPG.Group is heading and targeting its investments. This acquisition offers many opportunities for our team and for our clients. On a personal level, this is a fantastic new challenge for me to work in a management role at MPG.Group and contribute to the agency’s further expansion and growth.”

About MPG.Group

MPG.Group is an international agency network with offices in Amsterdam, Amstelveen, and New York. From one contact point, the agencies provide brands with a full-service solution for their marketing and communication challenges. MPG.Group has combined and categorized the agencies’ expertise according to three pillars: Strategy & insights, Creative concepting, and Content production and distribution. The group is continuing to expand and now comprises the content marketing agencies MPG., and MPG.Concepts (New York), and the social media agencies SOCIAL.INC and The Social Club.

MPG.Group is driven by the ‘Brands can do better’ vision, as consumers expect brands to deliver a relevant contribution to their lives and to society. The agency network supports brands to make real and long-term contact and close connections with their target groups. With one goal: making brands future-proof: ‘Connect today. Matter tomorrow.’ MPG.Group develops crossmedia concepts, content, live and other events, platforms, and new business models based on this future-proof strategy.

Together, the agencies work for organizations including Ahold, Akzo Nobel, AS Watson, Bloemenbureau Holland, De Efteling, Eneco, Gall&Gall, Holland Casino, IKEA Foundation, Dutch Railways (Nederlandse Spoorwegen), PWN, Rituals, Sennheiser, Techniek Nederland, Rabobank, Unilever, and Wellant College.

About The Social Club

The Social Club is an Amsterdam-based social media agency with a simple promise to clients: social media the way you like it. No hassle, just good strategic and creative work with a great brand or business result. In recent years, this has resulted in long-term client relationships with brands including Eneco, Holland Casino, Accor Hotels, Lenovo, and Akzo Nobel and in a series of nominations and awards at Effies, SAN Accent, Esprix, and The Best Social.

Note for editors. Not for publication.
Further information via

Piet Hein Goossens
MPG.Group Marketing and Business Development Manager

+31 (0)6 11734347