Glasnost and Fitzgerald join Ace (previously Born05 Group)

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PR-agencies Glasnost and Fitzgerald are now part of the Born05 Group. With this takeover the Born05 Group takes the next step to realize its vision of a fully integrated service palette for brands. The joining of these two leading agencies the group now counts over 160 employees, with creative hubs in Utrecht and Amsterdam.


Rogier IJzermans, Born05 Group CEO: “PR is an extremely important part of our ambition to build and serve strong brands on every level. We don’t consider PR as the final step of a process, but more as an integral part of everything we do. Not many agencies work this way. Glasnost and Fitzgerald know how to incorporate PR from strategy to realization. Wouter and his team build a fantastic company in the past 8 years with an equally strong reputation. We are a match on every level, both personally and businesswise. I am really excited to see these agencies, after Born05 and Blauw Gras, join our group.”

Wouter Glaser, founder of Glasnost: “It has always been our dream to enter the international stage for top brands in the field of PR and marketing within 15 years. We want to join a group of likeminded people to be able to add value to the full spectrum of our services. A cultural and strategic click was hereby crucial for us. With the Born05 Group we found a club that welcomes the open culture of Glasnost and Fitzgerald completely. We will participate in building the group so we can operate on an even larger scale with even more impact. That’s not only inspirational for us as entrepreneurs, but also for our employees. It has been a rollercoaster ride, but this is the start of a great adventure”

“We don’t believe in earn-out”
Born05 Group takes over all stocks from Glasnost and Fitzgerald. The shareholders of both agencies buy themselves back in into the group. IJzermans: “We believe in the stimulation of entrepreneurship: you have to feel it instead of buy it. An earn-out is based on a lock-up period, a buy-in is based on the ambition to grow together.” Glasnost will strengthen the hub in Amsterdam, together with Blauw Gras. Fitzgerald will join the hub in Utrecht. Born05 Group expects to grow in the upcoming years in the fields of branding, advertising, technology, media, data and performance.

About Born05 Group
Born05 Group consists of: Born05, Newborn, Airborne, Blauw Gras, Glasnost and Fitzgerald. The group constantly works on the optimisation of her services for organizations and brands. Among its many clients are KLM, Nederlandse Loterij, Samsung, bol.com, Unilever, KPN, Greenchoice, ASN Bank, Adyen, Google, Rituals and McDonald’s.