Amsterdam-Based Creative Agency Dawn has Bought Back its Independence

Jun. 05, 2026

Amsterdam-based creative agency Dawn has bought back its independence from Belgian private equity-owned agency group Springbok following a management buyout led by partners Marjolein Huisinga, Jurian van der Hoeven and Niek Kessels.

Financed by the new partners themselves, the move marks a deliberate rejection of what the agency describes as an advertising industry increasingly shaped by consolidation, private equity and “industrialised creativity”. The last few years has seen mass disruption, redundancies and mergers, with the loss of names like DDB, J. Walter Thompson, Y&R, Leo Burnett and more. 

Founded in Amsterdam in 2008, Dawn helps organisations navigate pivotal moments of change and growth, and is known for D&AD, Effie, European Design Awards and Webby-winning work for national and international clients including Greenpeace, Vattenfall, Triodos Bank, Oxfam Novib, and Elho - amongst others. 

Over the years, the agency’s body of work has influenced culture and people in unexpected ways. Dawn has launched two major museums and created the beloved puppet and brand character for Amsterdam’s world-famous zoo ARTIS. It launched campaigns with Morgan Freeman for Swinckels’ beer and created projects that have reached public protests, libraries, theatre stages and Times Square.

After several years operating within a larger agency structure, Dawn chose to return to an independent model, one which is focused on the agency’s core specialisms (strategy, branding and creative) - rather than being a full service agency.

Amsterdam-based creative agency Dawn has bought back its independence from Belgian private equity-owned agency group Springbok following a management buyout led by partners Marjolein Huisinga, Jurian van der Hoeven and Niek Kessels.

Financed by the new partners themselves, the move marks a deliberate rejection of what the agency describes as an advertising industry increasingly shaped by consolidation, private equity and “industrialised creativity”. The last few years has seen mass disruption, redundancies and mergers, with the loss of names like DDB, J. Walter Thompson, Y&R, Leo Burnett and more. 

Founded in Amsterdam in 2008, Dawn helps organisations navigate pivotal moments of change and growth, and is known for D&AD, Effie, European Design Awards and Webby-winning work for national and international clients including Greenpeace, Vattenfall, Triodos Bank, Oxfam Novib, and Elho - amongst others. 

Over the years, the agency’s body of work has influenced culture and people in unexpected ways. Dawn has launched two major museums and created the beloved puppet and brand character for Amsterdam’s world-famous zoo ARTIS. It launched campaigns with Morgan Freeman for Swinckels’ beer and created projects that have reached public protests, libraries, theatre stages and Times Square.

After several years operating within a larger agency structure, Dawn chose to return to an independent model, one which is focused on the agency’s core specialisms (strategy, branding and creative) - rather than being a full service agency.