In 2011 Rikki Khanna (founder of AKQA Amsterdam) and Hesling Reidinga (founder of Pool Worldwide) quit their jobs and decided to work together. Khanna \ Reidinga now works for several Dutch and international brands such as G-Star Raw, Starbucks, car2go, GGD, ING Insurance and Really Good Juice. The agency believes that ‘social’ should relate to what happens in the real world, as much as what happens in the digital world. Which more or less means that Khanna \ Reidinga likes to help brands to express themselves in ways that audiences actually care about. The viral for fictional brand Boss Noodles, could be called the prove of this brand proposition pudding.