The superpower of change

Koenraad Lefever snappily kicks off the chat right away: "Classic agencies, we all see it, are struggling. They are desperately trying to catch up digitally. When Jef and I left Darwin BBDO, we thought about where we wanted to work and what kind of constellation we wanted to be in. And then we bumped into Sam and Lien. Their vision for Superkraft clicked immediately. They saw a digital agency that wanted to be more and give brands wings. Not just throwing performance data around, but telling stories that touch, that stick." The message of Lefever and Raeman is clear: combining creative storytelling with digital expertise. It sounds like every marketer's dream. But it doesn't stop there. "We don't just want to be followers in the market,' adds Jef Raeman, "we want to make a difference by being an agency that works with the head as well as the heart." 

Blue or red?

For Jef Raeman, there are two kinds of people, or rather, two kinds of agencies. “There’s the blue tribe: they work primarily data-driven, analytical and rational. Then there’s the red tribe: creative, intuitive, instinctive. Both are needed. But it’s only when you get those two tribes working together that you get magic. Voilà, that’s the purple of Superkraft.” Koenraad Lefever nods in agreement. “Many agencies claim to combine data and creativity, but in practice, those often remain separate worlds. We really put those tribes side by side from the very beginning of each campaign.”

And it turns out this purple idea works. Superkraft is attracting big names – the brands of P&G, Lotus bakeries, and even the City of Ghent. “Many brands are ‘performed to death’,” says Lien Brouillard, “and we’re trying to break that by bringing more emotion and storytelling into the mix.” 

Growth without limits 

There’s a whole lot of ambition. Superkraft wants to put Ghent on the creative map, and the arrival of Raeman and Lefever fits the picture perfectly. “We don’t have any set growth targets in terms of sales or team size,” says Brouillard. “We believe good client relationships and strong work naturally lead to growth. It’s not about the number of people; it’s about the right people.”

 And those people are in the right place at Superkraft, with its team currently counting about 30 permanent employees. “We work with a core brand team that fully supports the client,” explains Jef Raeman. “We have everything in-house, from digital marketing to creation and performance analysis. That allows us to move quickly and make a real impact.” Moreover, the team thinks ahead. In addition to daily campaigns, they even built a virtual HR coworker powered by AI that answers pressing questions like “How many vacation days do I have left? And, not unimportantly, the two company dogs are happily hopping around, which is always a good sign of the atmosphere in the office.

With a nod to the future and a firm foot in the now, this agency is not afraid to keep changing, growing, and challenging the market. Superkraft stands for purple, and purple stands for power. “Here, the cliché ‘data meets creation’ is reinvented in a way that would make even the most skeptical marketer a little jealous.”