Michel van Velde and Floris Derksen launch I.C.Y. group: three agencies, one vision for growth - Emerce

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Michel van Velde and Floris Derksen launch I.C.Y. group, an independent agency group focused on sustainable, measurable growth. The group combines three specialist bureaus: Ablestar for strategy, Craftmore for creative and digital work, and GrowMads for digital marketing and growth engineering. The founders argue that companies often lose effectiveness when strategy, creative, platform work, and performance marketing are split across disconnected vendors. I.C.Y. group positions itself as a coordinated model that can work as separate specialists or as one integrated team, with AI strategy, brand building, e-commerce, and conversion optimization as key capabilities.

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