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Macaw takes over B+D Interactive and strengthens position in European market

Hoofddorp, 3 December 2019 – As of today, full-service digital partner Macaw is joined by B+D Interactive: a German full-service agency for digital communication and e-business that focuses on awareness and activation campaigns. Herewith, Macaw strengthens its position as a full-service digital partner in Europe. Macaw helps companies transform digitally in a successful manner by focussing on the following three topics: Customer Experience, Employee Empowerment and Optimized IT Operations. The acquisition is part of Macaw’s long-term strategy to further grow into a full-service digital partner with impact on a European scale.

Fast growth

With their first international acquisition of B+D Interactive, Macaw will grow into an organization with around 370 employees spread over locations in Hoofddorp, Barendrecht, Apeldoorn, Vilnius (Lithuania) and Cologne. Growth is not a goal in itself but, according to Macaw CEO William van der Pijl, the best way to spread the Macaw culture in a changing market. Van der Pijl has the ambition to grow further through organic growth, acquisitions and partnerships: “One of the most important ways for companies to distinguish themselves online is through a superior customer experience and a strong digital workforce. There is an increasing demand among our customers and partners for a full-service digital partner who can support them in this on a European scale.” 

Why this acquisition?

According to Van der Pijl, B+D’s culture and the way of working fit well with Macaw. “So far, we have focused on organic growth, but that’s not enough if we want to act on this market’s potential. B+D Interactive is active in Digital Communication, Marketing and Commerce, which are important parts of Macaw’s portfolio. They create digital strategies, platforms, campaigns, commerce solutions and loyalty programs for appealing brands such as congstar, Vorwerk, L’Oréal, Telekom, REWE, Postbank, BMW, Worx and Henkel. Through the acquisition, we can also assist these customers in their digital transformation, as we are used to in the Netherlands.

CFO Ronald van Es is also very enthusiastic about the acquisition: “In the past 25 years our culture has been shaped by being a unique combination of a system integrator and a digital agency. Macaw is known for its craftsmanship, dedication, passion to be the best, accepting our customers challenge and not be satisfied until our customer is successful. Uli Wolter, managing director at B+D Interactive, shares that vision. He feels responsible for his team, wants to develop his people as well as the company, creating a better future. Besides that, B+D Interactive is a financially sound company with great customers. That is why it was a logical step for us to join forces.”

B+D Interactive will continue under the name Macaw, with Uli Wolter as Managing Director Macaw Germany. Uli Wolter: “We at B+D Interactive have been searching for a partner with outstanding technical expertise and a holistic view of digital strategies, marketing and business solutions. We are very happy to have found that partner in Macaw. Only those who combine creativity, data and pioneering technical solutions will keep up with the rapid digital transformation. That’s our common belief. And that’s why we’re looking forward to a successful future with Macaw and to creating outstanding results for our clients.”

Macaw: full-service digital partner since 1994

Macaw was established in 1994 and has been a full-service digital partner for 25 years in the field of Customer Experience, Employee Empowerment and IT optimization. With this acquisition, Macaw has around 370 employees and works for clients such as Evides, Heineken, ANWB, Smurfit Kappa, CRH, HomeFashion Group, Univé, ONVZ, VGZ, Volkswagen PON Financial Services and Shoeby. In the 25 years that Macaw has existed, it has grown completely autonomously.

About B+D Interactive

B+D Interactive is a full-service agency for digital communication and e-business. Up until this acquisition, it was part of the B+D group. The agency offers digital solutions and products for websites and portals, e-business, mobile, online marketing, social media, content marketing, CRM and digital focussed creative campaigns. By doing so, it helps appealing brands such as congstar, Vorwerk, L’Oréal, Telekom, REWE, Postbank, BMW, Worx and and Henkel with their digital marketing communication.

William van der Pijl, CEO Macaw
William (1968) has been the CEO of full-service IT service provider Macaw since January 2017. He has been with Macaw since 2011, from 2013 as COO. Previously, he worked as a director of e-business and employee productivity at Sara Lee.

Ronald van Es, CFO Macaw
Ronald van Es (1971) has been working at Macaw since 1998 and has held the position of CFO in the management of Macaw since 2006. Before that, he had various financial positions at Unisys. 

Uli Wolter, Managing Director Macaw Germany
Uli Wolter (1973) has been managing partner at B+D Interactive since 2000 and was responsible for the growth of the interactive branch of the B+D group by supporting companies such as congstar, L’Oréal, Sony, Henkel, Telekom and Vorwerk with their digital transformation.