Richard de Booij - Dolly vd Akker

MPG. matches organization to growth strategy

Richard de Booij focuses on international growth with MPG. Concepts


Amstelveen, June 17 2016 – In order to support their growth strategy in both the Netherlands and internationally, MPG. regularly adapts its organizational structure. The internal business units are being abolished and the customer package will be the responsibility of one business director, Dolly van den Akker. In addition, MPG. is structuring the customer teams on the basis of five expertise pillars. As a result of Van den Akker’s new role, Richard de Booij will get more scope to promote MPG. internationally. He will continue as Managing Director of MPG. with ultimate responsibility for the company.

­De Booij: ‘We not only want to grow in the Netherlands, we also want to continue exploring the opportunities in America and Europe. The decision to place all customers under the responsibility of one business director is a result of this ambition and has various advantages. The organization will become more manageable and more flexible, which will enable us to serve our customers even better and share expertise more easily, and it gives me scope to further promote MPG. Concepts internationally. We are willing and able to play an important role in supporting European companies who have or wish to gain a foothold in America. And the same applies to American customers who want to focus their activities on Europe.’

Van den Akker: ‘I love my new role. Along with abolishing the unit structure, we’ve also enhanced our service package to include five pillars of expertise: content strategy, content production, technology, content distribution and data analysis. In order to optimally serve our clients, our customer teams are made up of professionals from these fields. In addition, we have set up the MPG. Academy to optimally share our knowledge both internally and with our customers. We will also be working more closely with external parties who have specific expertise which supplements our own. Because it is my belief that agencies should keep control of the content strategy, but don’t need to have all the expertise in house. I hope that we will soon be able to announce our first partnership.



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Piet Hein Goossens

Brand director MPG.
+31 (0)6 1173 4347