Dutch agencies HyperSolid and Superheroes look to make an impact on U.S. shores

The Dutch are no strangers to New York. After all, the city used to be known as New Amsterdam. But there’s a resurgence of agencies from the Netherlands finding their way to American shores.

Dept did it at the outset of the pandemic when The Carlyle Group acquired the Dutch agency. Now, two agencies — Hypersolid, which is being formed from the union of a handful of companies, and Superheroes, which specializes in creating art installations that double as media campaigns — have set up camp domestically, harboring different aspirations.

The more recent of the two to arrive in the U.S. is Austin, Texas-based HyperSolid, an amalgam formed out of Dutch tech firm Triple, brand experience agency code d’azur, business transformation agency Connect2Crowd and brand design agency Wonderland, all of which have operated in Europe. HyperSolid’s focus is on merging tech, media and creativity, and it put code d’azur’s CEO Nik Nieuwenhuijs as CEO of U.S., working out of Austin-based headquarters.

Nieuwenhuijs said part of the motivation to launch in the U.S. is due to existing clients EV brands Polestar and Heineken, which had marketing needs in the U.S., but he hopes one day to grow revenue generated here to 50% of total global revenue.

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