Eyeworks ventures into exploitation of interactive platforms

Eyeworks has acquired the Dutch crossmedia company, Advance. Advance focuses on the development and exploitation of interactive platforms in close cooperation with advertisers. Advance is best known for concepts such as Stay or Go, Volgens Mama, Verjaardagsalarm, Word Ik Rijk and Je Echte Leeftijd. Founder and Creative Director Frans de Vries and Managing Director Theo Dirksen will continue to act as directors of the company.

Eyeworks group CEO Reinout Oerlemans: “I have known Advance and Frans de Vries since the inception of Eyeworks and we have worked together on many different occasions. Advance is a pioneer in the field of interactivity. Frans is a true entrepreneur who developed his company into a market leader in the field of interactive formats. His drive suits Eyeworks very well and the knowledge of Frans and his team will be a welcome addition to our group. Eyeworks began in 2001 as purely an entertainment TV producer, but has since developed into a successful all around producer with successful entertainment, drama, films and sport productions in the Netherlands. With the addition of Advance we are strengthening our position in the development and production of interactive platforms which enables us to satisfy the emerging objective of advertisers and broadcasters in this area. Advance is a strong venture and together with Frans I will work on the international growth of the brand!”

Frans de Vries, founder and creative director Advance: “Joining Eyeworks provides our company opportunity space for creativity. Combined with the Eyeworks Group we will be able to develop more interactive formats, and platforms of the highest quality with our customers’. All our employees are enormously proud to be part of such a successful company!”

Advance is a crossmedia company which develops and exploitats interactive platforms. Many of these concepts are in line with particular television formats allowing a crossmedia format to be created. In close cooperation with advertisers, we develop crossmedia concepts and platforms with the aim of building strong relations with the consumers. With our concepts, we are able to achieve the marketing, communications, and sale objectives of our constituents. Since 1996, Advance has been well received with its concepts and partners, in particular large advertisers. The customers Advance works for are widespread, among them Unilever, ING, Campina, Philips, Habitat, Sanoma, Independer, Pon, VGZ, Cliniclowns, CBS, Eneco, Mycom, Robeco, Playboy, Media Markt, Sara Lee, Stop Aids Now, Unive, Vitens, SBS, Centraal Beheer, BP and FBTO. At Advance, interactive formats, dialogue marketing & performance-based marketing are core terms in what we think and do. The Crossmedia fund Van den Ende & Deitmers have been shareholder in Advance since 2007.