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Building EmakinationOlivier De
Doncker Communication Manager Journée de
linnovation sociale25th October
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• Emakina in a nutshell
• Founded in 2001 as the merger of 3 companies
• Full Service Interactive Agency
• Four main areas of activity information
  websites, e-commerce websites, interactive
  marketing, strategic consultancy
• Largest interactive agency in Belgium with 150
  employees
• Main clients Proximus, Fortis, Brussels
  Airlines, Center Parcs, Wrangler
• Since July 2006, listed on Alternext, an Euronext
  segment for fast-growing SMEs

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• Forget the Internet Bubble
• Interactive agencies market is consolidating at
  lightspeed
• From a SMEs market made of local actors towards a
  European market dominated by 5-6 major players
• Example Duke (FR) acquired by Razorfish (US) gt
  acquired by aQuantive (US) gt acquired by
  Microsoft
• Eat the others or get eaten by the competition
  (get big, get nest or get out)

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• Five acquisitions in 15 months
• April 2006
• B. On The Net (5 people, Brussels)
• January 2007
• Design is Dead (8 people, Antwerp)
• April 2007
• SunTzu (17 people, Rotterdam)
• May 2007
• groupe Reflect (25 people, Paris and Limoges)
• June 2007
• The Reference (40 people, Ghent)

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• The strategy
• Building a European network with Brussels as
  center
• Aggregating new competences around a core
  business
• Reaching a critical mass to get bigger, more
  ambitious projects
• End goal joining the European top 5 of
  interactive agencies within 5 years

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• Challenges at the HR level
• Preserving the culture of each acquired agency
• Respecting the employees as individuals (avoiding
  the Hello, Mr. 9323 syndrome)
• Creating a common creative and business culture
  throughout the network
• Encouraging the exchange of best practices
  between 200 people
•  
• ? Articulating local and global to maximize the
  network effect (1 5 10)

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• Creating the dynamics
• Each agency keeps its name and its identity
• Words matter (especially with the French -))
• Emakina Group acquires company X ? company X
  joins Emakina Group
• restructuring ? alliance, optimization
• Always explain the reasons behind the operation
  and the benefit for the company you acquire
  (career and business opportunities)
• Core message we need everybody to achieve the
  next objectives

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• Emakina Group Day
• 10th August in Brussels (Flagey) 
• First gathering of all the agencies in real life
• Introducing each agency (PPT presentation)
• Film shot in the offices
• Party at Emakina
• Core messages
• Our European network is now a reality
• We need you to develop it
• Were alike ! We have the same corporate
  culture

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• A common link EMAKINATION
• Emakination Emakina Imagination Nation
• A common state of mind that distinguishes Emakina
  Group people from the
  rest of the world
• A common sense, taste for creativity, technology,
  web culture
• A few core values
• best ideas rule
• we hate meetings
• its not a work, its a passion
• we love change

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• Thank you
• Any question?