Newcraft is now VML

After months of preparation, digital consultancy Newcraft has officially become part of VML. With the finalisation of the merger between the two companies, Newcraft will now operate as VML, enabling the organisation to better support clients in creating sustainable growth. “The two companies align perfectly in culture and strengthen our combined capabilities,” commented Ubbo Maagdenberg, CEO at VML.

Newcraft is a data-first digital acceleration consultancy, specialises in commerce, and has a proven track record of driving digital growth. The company has helped clients such as Ahold, JDEP, and Pon boost revenues by developing and implementing change strategies and growth programs.

While Newcraft focuses on consultancy for business change, VML specialises in optimising platforms and processes for data and marketing departments. "As a growth partner, VML delivers innovative digital solutions that transform how our clients engage with their customers. For example, we have deep expertise in marketing automation," said Maagdenberg. "Through previous mergers with Emark, J. Walter Thompson, and Wunderman Thompson, we’ve built strong capabilities in brand experience, customer experience, and commerce. With the acquisition of Newcraft, we are taking the next step - incorporating change management consultancy into our broad set of offerings."

The two companies align perfectly in culture and strengthen our combined capabilities.

Ubbo Maagdenberg

CEO, VML

Driving sustainable growth

In today’s competitive landscape, achieving sustainable growth means connecting all the elements that contribute to success. “First, you need to create a brand that resonates with your target audience, supported by the right media and engagement strategies to bring potential customers into your digital world,” Maagdenberg explained. “Then, you must ensure their experience is exceptional.”

But that’s only part of the journey. “Next, it’s about keeping your customers engaged and loyal to maximise customer lifetime value,” Maagdenberg added. “You must reach, engage, and retain customers to build sustainable growth."

Shared outcomes, shared success

With the addition of Newcraft’s expertise, VML can now offer its clients a comprehensive end-to-end journey. "A unified approach offers significant advantages,” Maagdenberg explained. “When we’re involved in every aspect of a project, everyone works with the same processes and speaks the same language, which simplifies communication. For instance, with a single team, you get greater collaboration between those managing the loyalty program and the developers building the backend and overseeing the backlog. It also ensures greater transparency and accountability, with only one company to contact.”

“We can take a more active role in project outcomes and align more closely with a client’s overall strategy. Their success is our success,” he added.

V01 grid amsteldok 600x360px — Amsteldok in Amsterdam

Big enough to deliver, small enough to prioritise you

Since October, the Newcraft team has been working out of VML's Amsterdam headquarters, Amsteldok. The acquisition brings VML's Dutch workforce to 450 specialists. "There's a lot of talent here," said Maagdenberg. "Our team is made up for smart, motivated people who are always looking to improve. Everyone shares an entrepreneurial, pragmatic, and results-oriented mindset – it's what unites us."

While Newcraft is a well-established name in the Netherlands, VML benefits from a large international network, counting brands such as Hästens, Whirlpool, Amazon, and Coca-Cola among its clients. Despite its scale, the company is committed to maintaining a personal touch. “We’re big enough to deliver at a global scale, but small enough to make you a priority,” said Maagdenberg. “Clients are always welcome to join us for a coffee at our offices, but we’re equally happy to visit them in their own space. Every client is important to us, and we want to get to know them personally.”