After the acquisition of the German digital agency Social Match in November 2024 and becoming a strategic investor in the Kings League Germany, launched on 12-13 April and shown on RTL+ in Germany, We Are Era takes another important step forward in its European growth strategy. With the acquisition of New Kith, an influencer agency founded in 2017, We Are Era adds 50 creators to its European portfolio of 1,500 talents, bringing advantages for both talents and advertisers.

Clients of We Are Era will benefit from an even broader range of talent across the Benelux, strengthening the company’s proposition as “the shortest route to every community”. At the same time, talents will gain access to We Are Era’s European infrastructure, strong partners, and solid back-end services, enabling them to bring their personal brand to the next level.

Ruben Stuurman, Managing Director of We Are Era Netherlands, says: “With this acquisition, we are creating a leading joint label through which we, together with talents and brands, actively shape the creator economy. For talents, this means the best guidance and opportunities to professionalise their careers, while advertisers no longer need to coordinate with multiple agencies but instead gain a single strong partner with all the social expertise and connections to every talent and community in the Benelux under one roof.”

A shared vision

Founded by Twan Elfers and Danny Roumimper, New Kith has offices in Amsterdam and Antwerp and represents exclusive talent in the Netherlands and Belgium, spanning from social influencers and artists to TV personalities, models and athletes.

Tobias Schiwek, Chief Executive Officer of We Are Era, says: “Relevance can't be bought. It’s owned through the community. Talents and brands face the same challenges, have the same target audience, but offer different approaches. The key doesn't lie in competition, but in strategic collaboration. That’s why with New Kith, we’re building the springboard both need: data competence, psychographic understanding, and cultural relevance – united in one approach. The founders Twan, Danny, and their team share our vision. And I’m once again grateful to Ruben and Renee, our management in Amsterdam, for their intuition and the successful execution of this acquisition that is so important for us.”

Twan Elfers, Co-Founder of New Kith, adds: “In eight years, we’ve grown rapidly as an agency and were ready for the next level. Growth also brings new challenges, like scalability, internationalisation, and professionalisation. Joining We Are Era gives New Kith access to a strengthened back-end infrastructure in legal, finance, data, IT, operations, and HR. This creates more room for us to fully focus on what truly matters: strengthening and growing our talents.”