We Are Era Acquires Influencer Agency New Kith
The RTL Group company We Are Era, Europe’s leading creator economy network, has acquired the influencer agency New Kith, strengthening its talent business in the Dutch and Belgian markets.
The RTL Group company We Are Era, Europe’s leading creator economy network, has acquired the 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. 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, as We Are Era announced in a press release. With the expansion of the talent business, the company is strengthening its value chain of talent, content, and data for advertisers in the Benelux and those who intend to expand into this market and reach communities. At the same time, talents gain access to We Are Era’s international network, back-end services in artist management, and new cooperation partners.
“We are building the springboard”
Tobias Schiwek, CEO We Are Era, said: “You can’t buy relevance. It’s the community that decides. Talents and brands face the same challenges, have the same target audience, but offer different approaches. The key is not to work against each other, but to connect strategically. That’s why, together with New Kith, we are building the springboard that both need: data expertise, psychographic understanding, and cultural relevance – united in one approach. The founders Twan, Danny and their team share our vision. And I am once again grateful to Ruben and Renee, our management in Amsterdam, for their intuition and the successful implementation of this acquisition, which is so important to us,” added Schiwek.
“In eight years, we’ve grown rapidly as an agency and were ready for the next level,” said Twan Elfers, Co-Founder of New Kith. “Growth also brings new challenges, like scalability, internationalization, and professionalization. Joining We Are 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.”
Another milestone in We Are Era’s European growth strategy
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 with more than 120 employees at offices in Berlin, Cologne, and Münster. Additionally, the company made a strategic investment in Kings League Germany, which celebrated its first match days at Cologne’s MMC Studios last weekend.
