Three Amsterdam agencies, BeyenMeyer, B&E (Brands & Entertainment) and Pool are going to share the same office at BeyenMeyer. The new combination is a partnership rather than a merger. All agencies will therefore keep their separate names. It seems to be a smart move, since the agencies will create the perfect triangle of traditional advertising, strategy and digital. More and more agencies are working according to this network model, that gives all participants the freedom to develop in their own preferred directions, but makes everyone profit from the added value of the combined qualities.