Belgian communication agencies The Fat Lady and MediaMixer have merged to create North by Northwest, now the largest content group in the country. The new company combines 75 employees and generates an annual turnover of approximately 13 million euros.
The merger brings together two prominent Flemish agencies – The Fat Lady, based in Ghent and focused on strategic content marketing, and MediaMixer, with offices in Antwerp and Ghent. North by Northwest will continue to operate under both original brand names while seeking operational synergies.
The new group serves clients including VRT, Imec, Greenyard, UGent, Telenet, Unilin, Takeda, Eneco, and Lantis. Unlike traditional advertising firms, content marketing agencies focus on strategic storytelling across various media such as magazines, video, and events.
While financial details of the merger remain undisclosed, both agencies are profitable. North by Northwest aims to expand its services to cover all forms of commercial communication and plans to leverage artificial intelligence for hybrid video production, automated content summarization, and smart content analysis.
The company also announced ambitions for further growth in the Benelux region and France, with plans for additional acquisitions and new hires. The name North by Northwest is inspired by the 1959 Alfred Hitchcock film about an advertising executive.
