Schbang has officially announced the acquisition of Addikt, a design agency based in Amsterdam. 

The merger, resulting in the formation of AddiktSchbang, aims to combine Schbang’s technological expertise with Addikt’s 17-year design legacy.

Schbang had first forayed into Europe by opening its London office in September 2022.

AddiktSchbang will join Schbang London in Europe, aiming to create a unique blend of Dutch design, British storytelling, and Indian technology. 

Addikt, known for its work with brands such as Prada X Armani, Booking.com, and Pride Amsterdam, will now collaborate with Schbang’s experts with a vision to deliver comprehensive, integrated solutions to over 300 global brands. 

As digital advertising in Europe continues to grow, with the European programmatic advertising market forecasted to reach 123.03 billion euros by 2029 at a CAGR of 7.22%, AddiktSchbang looks forward to harnessing this expansion, aiming to set new standards in creativity and innovation. 

In conversation with Manifest, Harshil Karia, founder and managing director, Schbang, emphasised that this asset represents a crucial step in the agency’s long-term strategy to redefine creative excellence, expanding its reach across Europe and eyeing future growth in regions like Africa and the Middle East.

Joining him during the conversation were Addikt’s co-founders Barry Schwarz and Koen Van Ovoorde.

Edited excerpts: 

Harshil, earlier when you spoke to us, in April, you had stated the plan was for Schbang to become the largest shareholder in an agency in Amsterdam. Is that still the case? 

Harshil Karia (HK): Yes, it is still the case. We completed the deal with Addikt in January 2024. Now, Schbang is a 50% shareholder in addikt.tv and the new entity will be officially called AddiktSchbang. This acquisition marks a pivotal moment in our global strategy. By combining our expertise in technology, storytelling, and design, we are poised to offer solutions to the world’s leading brands. As we expand into the European market, we’re not merely broadening our reach but also redefining the standards of creative excellence on an international level.

Can you elaborate on the integration process between Schbang and Addikt and how you plan to merge both agencies' expertise?

HK: One of the key reasons we pursued this partnership with Barry and Koen was their depth of thought and expertise in design. Their ability to design seamlessly across screens and interfaces—whether it's computers, mobiles, digital billboards, large screens, print, or television—is remarkable. They truly understand how to translate design into various mediums. 

I first visited their office in 2021 after sending Barry a spontaneous LinkedIn message, introducing myself as someone from Mumbai who would love to visit. To my surprise, he graciously welcomed me, and during that initial meeting, I expressed my desire to partner with them and bring their creative touch to our design teams in India. That’s been the core intention of this strategic partnership—to infuse the design expertise and innovation that Addikt and the Amsterdam market represent into the Indian market.

This year, the Prime Minister, in his Independence Day speech, emphasised the need to evolve from ‘Make in India’ to ‘Design in India.’ We believe that together, we can contribute significantly to this vision. As part of our efforts, we’re organising the largest Designathon in India, set for early January 2025, where around 2,400 designers will compete, creating one of the biggest design talent pools in the country.

Additionally, Addikt’s involvement with Indian brands has already made a huge impact. Addikt's showreel comprises work on the global identities of Tata Motors, PhonePe, MPL, and other iconic brands. This made our partnership with Addikt a natural fit, as they are already well-versed in the Indian market. Next week, they’ll be in India meeting with various clients, further strengthening these connections. 

As we continue to grow in Europe, the combined Schbang offering, with nearly 20 years of experience working with renowned companies like AkzoNobel, Mitsubishi Chemicals, and Booking.com, lends us the credibility to pitch new services to Europe-based companies. This partnership is not just about expanding business in India and Europe—it’s also about fostering a rich cultural exchange.

What excites Addikt the most about collaborating with Schbang, and how do you envision this partnership enhancing and evolving your creative work moving forward?

Barry Schwarz (BS): We are particularly excited because we have been active in the Indian market for 14 years, and this acquisition ensures continuity in that presence. We are thrilled to stay involved and elevate our business and services through this partnership with Schbang. As Europe is ageing, the talent pool is becoming increasingly scarce. Schbang provides access to some of the best talent in India, along with cutting-edge technologies. This combination will enable us to offer even more innovative and creative solutions to our clients.

Koen Van Ovoorde (KO): The fusion of our two cultures India and the Netherlands brings together the rich heritage of our design origins with European design traditions, creating a new design phase or culture. This blending of influences is what excites me. Learning from different cultures and incorporating those insights into innovative design ideas and concepts has always been a driving force for me.

Addikt has a strong legacy in design; how will the agency’s ethos and creative philosophy blend with Schbang’s technology-driven approach?

BS: Addikt’s design philosophy has always centred on using design as a tool for problem-solving rather than merely for aesthetics. It focuses on understanding culture rather than just target audiences, as grasping the problem is crucial to addressing it effectively. Schbang’s technological capabilities not only enhance our understanding of the problem but also provide new insights and a broader range of potential solutions. Thus, for us, design and technology are two sides of the same coin, and combining them leads to more integrated solutions.

What strategic goals drove Schbang’s decision to acquire/partner with Addikt, and how does this align with your long-term vision?

HK: Everything we are working towards is about building a stronger presence in Europe, having spent about 20 months in the UK with positive results. Schbang UK has performed well and secured several marquee clients. Integrating AddiktSchbang will boost our confidence among European clients, attracting more business by leveraging our growing portfolio of blue-chip names and expertise. Our positioning combines Dutch design, British storytelling, and Indian technology for the European market, aligning perfectly with our goals.

In India, we aim to deepen our impact, exemplified by our work on the IPL match centre line for JioCinema. This project, which reached nearly a billion viewers, showcases the kind of high-impact work we strive to achieve in India. 

As we expand, we seek to establish ourselves as a significant player in Europe with the help of Addikt’s presence. Simultaneously, we plan to enhance our influence in India and explore opportunities in Africa and the Middle East. Barry and Koen’s expertise will be invaluable in these new markets, where we aim to contribute to top design-centric brands. We are excited about the possibilities that this collaboration will bring.

What new capabilities or services will Schbang offer post-acquisition that weren’t part of your previous portfolio?

HK: Motion identity design is a specialised skill set that Addikt brings, which Schbang currently lacks. This addition will enrich our capabilities, enabling us to compete with top firms like Fitch and Elephant Design. In terms of brand and identity design, Addikt’s expertise in motion design will enhance our offerings with exceptional video experiences in India.

Additionally, our current work in Amsterdam, such as the design takeover for Pride Amsterdam 2024, demonstrates the high-quality design AddiktSchbang can deliver. This includes notable projects like the Fabrique des Lumières exhibit. Looking ahead, we envision incorporating similar cultural immersion experiences, such as a creatively designed Ganesh pandal, into our offerings.

How do you envision AddiktSchbang competing with established agencies in Europe, especially with the rapid growth of the digital advertising market?

BS: Both Addikt and Schbang have always been challenger brands in the market, and this mentality will remain unchanged. The digital advertising landscape is not only expanding but also evolving rapidly, necessitating continuous updates to maintain excellence. Meanwhile, the European advertising market is becoming increasingly competitive. Our flexible setup allows us to serve clients effectively by combining the attentive approach of a boutique agency with the robust backing of the Schbang global network.

Can you share any immediate plans or joint projects in the pipeline for AddiktSchbang that highlight the power of this collaboration?

BS: We have collaborated on the JioCinema-IPL project and are currently working on several projects for Rabobank in the Netherlands and internationally. This involves combining the copy skills of our London office with the tech solutions from India. Additionally, we are exploring various pitches and opportunities across the Netherlands, UK, India, and Europe.

How does Schbang plan to maintain its creative culture and core values while expanding internationally through this acquisition?

HK: It's not about maintaining or controlling what we have, but seizing the opportunity to bring more. The work of Addikt clearly shows what they will add to Schbang. Schbang's youthful, energetic vibrancy and dynamic attitude will remain, complemented by the depth, clarity, finesse, and design expertise that Addikt brings. It's about adding new dimensions to our collective rather than merely preserving what we already have.

What challenges do you anticipate in integrating the teams and creative processes between Addikt and Schbang, and how will you address them?

KO: Both Addikt and Schbang have always been strong on culture, including company culture, and our teams have been diverse. The goal is to learn from each other and enrich our work together. Cultural differences represent cultural opportunities.

HK: Ultimately, people work with people. Barry, Koen, and I have a shared understanding and similar approach to life, so we anticipate fewer issues.