BL2

Based in the coastal town of Bloemendaal, Netherlands, BL2 (formerly known as Blink2Blinked) has established itself as a focused communications and public affairs agency since its founding in 2012. Operating from the heart of Noord-Holland, the agency serves clients from a region known for its concentration of corporate headquarters and international businesses. The Dutch market, particularly the area around Bloemendaal and nearby Haarlem and Amsterdam, demands a nuanced understanding of both local governance and global corporate communications—a balance that BL2 has built its practice around.

Core Focus and Services

BL2 positions itself as an innovation agency with a strong emphasis on corporate responsibility programs, public affairs, and public relations. The agency’s work typically involves helping organizations navigate complex stakeholder environments, from government relations to media outreach and event management. While BL2 does not publish an exhaustive service list, based on its stated focus areas and industry keywords, its likely capabilities include:

• Corporate responsibility (CR) and sustainability communications strategy
• Public affairs and government relations counsel
• Media relations and press office support
• Executive and leadership communication coaching
• Event management and stakeholder engagement
• Crisis communication and reputation management
• Internal communications and change management

These services are typical for agencies that combine public relations with public affairs, as BL2 does. The inclusion of coaching in its description suggests the agency also works directly with executives to improve their communication effectiveness, a growing need in the Dutch market where transparent leadership is highly valued.

Industries and Client Work

BL2’s client base is likely drawn from sectors where corporate responsibility and public affairs intersect. This includes multinational corporations with significant Dutch operations, technology firms, and organizations undergoing transformation or facing regulatory scrutiny. The agency’s location in Bloemendaal, Netherlands, places it near the headquarters of several major companies, particularly those in the Haarlem and Amsterdam metropolitan region. BL2’s expertise in corporate responsibility programs suggests it works with clients looking to enhance their sustainability reporting, community engagement, and ESG communications—areas that have become critical for businesses operating in the Netherlands and across Europe. The public affairs component indicates that BL2 helps clients navigate the Dutch political and regulatory landscape, which is known for its consensus-driven approach and active stakeholder dialogue.

Expertise and Approach

With over a decade in operation, BL2 has developed a reputation for integrating communications with broader business strategy. The agency’s approach appears to be hands-on and advisory, blending traditional PR tactics with coaching and event management to create comprehensive campaigns. BL2’s focus on innovation suggests it adapts to new communication channels and tools, though the agency does not overemphasize digital or social media in its public positioning. Instead, its strength lies in high-touch, strategic counsel—helping clients define their narrative around responsibility and public engagement. The coaching element is particularly distinctive; it implies that BL2 works closely with senior leaders to refine their messaging and presentation skills, a service that adds value for clients facing public hearings, investor meetings, or media scrutiny. This combination of public affairs, PR, and coaching makes BL2 a versatile partner for organizations that need both strategic direction and tactical execution.

Who BL2 Is a Good Fit For

BL2 is best suited for mid-sized to large organizations in the Netherlands that require integrated communications support with a strong public affairs and corporate responsibility angle. Companies undergoing significant change—such as mergers, regulatory shifts, or sustainability transformations—will find the agency’s blend of PR, coaching, and event management particularly useful. BL2 is also a strong choice for executives who need personalized communication coaching alongside their agency’s broader campaigns. Given its location in Bloemendaal, Netherlands, the agency is especially accessible for clients in the Randstad region, though its services can extend nationally. Organizations looking for a straightforward media relations firm may find BL2’s focus on corporate responsibility and public affairs too specialized; however, for those seeking a partner that understands the intersection of business, policy, and reputation, BL2 offers a focused and experienced approach.