Global creative agency IMA has launched IMA Benelux, a new Amsterdam-based division bringing together two Smollan Group agencies to expand its regional capabilities.
IMA Global has announced the establishment of IMA Benelux — a new Amsterdam hub designed to accelerate growth across the Netherlands, Belgium, and Luxembourg. The launch brings together Dutch Moving Media and Hamilton Bright Events, two Smollan Group agencies, under a single regional structure.
The new division unites IMA’s experiential and activation expertise across the Benelux market, aligning closely with IMA Europe and integrating into the agency’s wider strategy, *Creating Connections People Buy*. IMA Benelux will extend its focus beyond events, linking local clients into IMA’s broader European ecosystem and strategic services.
Part of the South Africa-headquartered Smollan Group, IMA Benelux will operate as a full-service creative agency, supporting brands across technology, retail, and consumer sectors. The team already works with major clients such as Samsung and Philips and is expected to expand its remit across multi-market projects in the coming months.
The new office will be jointly led by Bart Manders, Managing Director, and Nienke van ’t Schip, Business Unit Director. Together, they will oversee strategy, commercial development, and growth across the region. Both leaders report directly to James Henry, CEO of IMA, ensuring close alignment with the wider European network.
“As co-leads of IMA Benelux, we are bringing together our combined strengths in activation, experiential events, and commercial leadership to accelerate growth across the region,” said Manders and van ’t Schip in a joint statement.
Henry added: “The launch of IMA Benelux is an important step in strengthening our European footprint. By uniting existing expertise under a dedicated Benelux proposition, we can better support brands looking for both local excellence and integrated multi-market delivery.”
The move reflects IMA’s broader growth strategy across Europe, following recent expansions in France and Germany, as the agency deepens its investment in local market expertise and cross-border delivery.
