Founded in 2011 by a Brit, Rikki Khanna (founder of AKQA Amsterdam) and a Dutchman, Hesling Reidinga (founder of Pool Worldwide), Khanna \ Reidinga is an independent, socially-led, creative agency based in Amsterdam. The agency believes that social is about what happens in the real world as much as in the digital world. Which pretty much means that they like 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. Khanna \ Reidinga works on both international and Dutch clients – brands that include Vodafone, Crocs, NN, Car2go and Beats By Dr. Dre.