Belgium's Friends of Cartel buys Leuven agency Bridgeneers

What's the deal? Hasselt-based communications group Friends of Cartel, formerly RCADealroom has a profile for this one. Try Dealroom →, has acquired Leuven agency BridgeneersDealroom has a profile for this one. Try Dealroom →, which focuses on government and nonprofit communications. Terms were not disclosed. The deal was announced in October 2026.

What's the endgame? Friends of Cartel is building an agency platform of specialist teams rather than a single large generalist shop. Bridgeneers adds a distinct focus on the public and social-impact sector, extending the group's reach.

Why now? The group has expanded steadily in recent years. It brought HeadOfficeDealroom has a profile for this one. Try Dealroom → into the fold in 2024, reorganised under the Friends of Cartel brand in 2025, and added Hasselt digital agency Born DigitalDealroom has a profile for this one. Try Dealroom → later that year.

Bridgeneers' government and nonprofit work may complement the group's existing creative, PR, and digital teams.

The signal: The move fits a broader Belgian and Benelux agency trend of smaller mergers aimed at adding specialist capabilities. It looks like a strategic bolt-on to an established platform, rather than a market-shifting deal.

Read more: tijd.be

Image credit: Generated with Gemini