Olivier Smit appointed as new CEO OF MMMatter and MPG

Amstelveen, 10 February 2022 – Olivier Smit has been appointed CEO of MMMatter and managing director of MPG. He succeeds Dolly van den Akker. After 6.5 years in the role, she is going to focus on new challenges.

Smit will continue to build on the further development and integration of the various agencies within MMMatter with a focus on digital, strategy, data and creation. Smit (46) previously worked in a number of board- and management positions. Smit has a track record in building brands, implementing digital transitions and achieving growth strategies for various organizations, including Hilton, ABNAMRO, UNICEF, J. Walter Thompson, KNSB, Vitesse, and EuroParcs.

Olivier Smit says, ‘What appeals to me in MMMatter is the ambition of the group, the passionate professionals, and the expertise within the agencies. With a passion for the creative field and as an enterprising marketer, I see opportunities to grow the network together with colleagues from the various agencies into a leading marketing and content organization. Responding to the market and the needs of brands to be of real value, the emphasis will be on expanding expertise in digital and on  a data-driven full-service approach. From strategy, concept and creation to distribution and evaluation. I am happy to take over from Dolly, and I am energized to work towards taking the next step.’ 

Dolly van den Akker adds, ‘The past six-and-a-half years have been dynamic, instructive, and a lot of fun. I am proud of my colleagues and our wonderful customers. By focusing on growth and broadening social media, data, and creative expertise, the agency network MMMatter has made great strides. My departure from MMMatter and MPG and entrusting them to Olivier is with peace of mind so that I have the opportunity to take on a new challenge. I wish him every success’. 

Arthur Clement on behalf of the shareholders, Globitas says, I would like to thank Dolly for her significant efforts on behalf of MMMatter and MPG. In the past period, she has guided the agency through its first phase and I wish her every success in her next step. Olivier’s arrival is in line with MMMatter’s ambitions to grow into one of the leading full-service agency networks in the Netherlands, the Benelux, and beyond. The focus will be on strategy, data, insights, and content creation. Olivier’s broad experience in various board, management, and marketing positions – in which digital or other transitions and a focus on growth were central – fits perfectly with this next phase of MMMatter.’ 

About MMMatter 

MMMatter is a fast-growing, international network of marketing and content agencies that helps brands create long-term value and short-term impact. From one point of contact, we provide brands with a full-service and cross-agency solution for their marketing and communication challenges. MMMatter helps brands become future-proof by integrating strategy, data, insights, concepting, content, and distribution.  

MMMatter’s network is constantly being expanded and currently consists of MPG Nederland, MPG.Concepts (New York), SOCIAL.INC, The Social Club, and Gicom (Antwerp).  

The clients served by these collective agencies include Ahold Delhaize, Aegon, Aedes, A.S. Watson, Bloemenbureau Holland, DA, Eneco, Enexis, Gall&Gall, Flexa, FNV, Holland Casino, IKEA Foundation, MediaMarkt, the Dutch Railways, PWN, Rabobank, Rituals, SPAWW, Unilever, VeteranenInstituut, and Yuverta. 

Note for editors. Not for publication.
Further information via

Piet Hein Goossens
Manager for B2B Marketing at MPG & MMMatter 

+31 (0)6 11734347