W expands to Amsterdam

W has opened a full-service office in Amsterdam, in partnership with boutique consultancy roycomm, 12 months after opening its doors in Singapore.

W has decided to put down permanent roots in Amsterdam after a series of successful projects, culminating in the launch of the new W Hotel in the city.

The W Hotel campaign was undertaken jointly with Amsterdam-based boutique consultancy roycomm, which will partner W in the new venture.

The agency will be known as W|Roy Communications, and will led by Lyddia Roy, who takes up the role of MD.

A founding director of roycomm, Roy has worked with a wide range of Dutch and international brands, with particular focus on fashion and the arts.

Roy said: “Amsterdam is now one of the most dynamic, creative cities in Europe and the potential here is vast. In W we have an amazing partner with a formidable track record in the UK and Singapore. The prospect of replicating that success – albeit with a Dutch twist – is very attractive.”

Warren Johnson, founder and CEO of W, said: “We are phenomenally excited to launch in Amsterdam. The city’s freewheeling mindset and boundless creativity – not to mention the promise of a fast Eurostar link to London – make it the perfect location for W’s second international hub.

“We’re fortunate to have found such great partners in roycomm and believe we have a big opportunity to make real impact in this market. Today’s news marks a further important step towards W’s ambition of becoming the first true independent global creative network.”

W employs more than 60 people in London and 10 in Singapore. The Singapore office is already 150% ahead of first-year targets, according to W. Current UK and international clients includes Marmite, Ben & Jerry’s, Lidl, Levi’s, Lynx, Facebook, PG Tips, Belstaff, and V Festival.