BAAS

BAAS, now operating as OONA/BAAS following a strategic merger, is a communications agency headquartered in Amsterdam, Netherlands, with a second base in Antwerp, Belgium. Founded in 2011, the agency has developed a distinctive approach that places community at the heart of brand communications. Rather than treating audiences as passive recipients of messages, BAAS works to embed brands within existing communities or help them build new ones from the ground up. This community-first philosophy shapes every aspect of their work, from campaign strategy to channel selection.

Community-First Communications as a Core Methodology

What sets BAAS apart is its systematic focus on transforming brands into what it calls "community heroes." This means the agency looks beyond traditional media relations or advertising to find ways for a brand to add genuine value to a specific group of people. Whether it's a local neighbourhood, a professional network, or a global fanbase, BAAS designs communications that foster participation, loyalty, and advocacy. The approach relies on a mix of earned media (press coverage), paid channels (targeted advertising), and owned media (brand content platforms), but always with the community dynamic as the central organizing principle. For example, a campaign might start by identifying an unmet need within a community, then use influencer partnerships and social media to create a movement that the brand can authentically support. This method requires deep listening and data analysis, which BAAS integrates into its strategic planning.

Services and Specialties

BAAS offers a full suite of communications services, built around its community-first model. While the agency is best known for integrated campaigns that combine multiple channels, its capabilities span the following areas:

• Earned media strategy and press relations
• Paid media planning and buying
• Content marketing and owned media development
• Influencer marketing and creator partnerships
• Social media strategy and community management
• Data-driven communications and analytics
• Brand storytelling and narrative development
• Crisis communications and reputation management
• Event marketing and experiential activations

The agency's team of over 80 professionals brings together expertise from both the OONA and BAAS heritage, allowing for a multidisciplinary approach. This scale enables BAAS to handle complex, multi-market campaigns while maintaining the agility of a specialist agency. The Amsterdam office, located at 23B Overhoeksplein, serves as a hub for international clients, while the Antwerp office strengthens its Benelux footprint.

Client Portfolio and Track Record

BAAS works with a diverse roster of global and local brands, including Airbnb, Gucci, IKEA, and Telenet. These partnerships reflect the agency's ability to serve both premium lifestyle brands and large-scale corporate clients. For Airbnb, BAAS has likely focused on community-driven campaigns that highlight local experiences and host stories. With IKEA, the agency's work probably centres on connecting the brand with design-conscious communities and sustainability advocates. The inclusion of Gucci suggests capacity for high-fashion, culture-driven communications, while Telenet points to experience in telecommunications and technology sectors. This range demonstrates that BAAS's community-first approach is adaptable across industries, from luxury goods to essential services. The agency also serves many smaller, local brands in the Netherlands and Belgium, balancing its international work with deep regional roots.

BAAS is a strong fit for brands that want to move beyond transactional marketing and build lasting relationships with their audiences. Its community-first methodology works particularly well for companies entering new markets or launching products that require grassroots support. Organizations in the lifestyle, technology, and consumer goods sectors will find the agency's integrated approach valuable, especially if they value authenticity and long-term engagement over short-term metrics. With offices in both Amsterdam and Antwerp, BAAS is ideally positioned to serve clients across the Benelux region while maintaining a global outlook.