In the fast-moving world of marketing and branding, creative ideas are the foundation of every successful campaign. But at Friends for Brands, creativity doesn't stop at client work, its embedded in how the company is built and run. with using Share Council. The agency has introduced co-ownership to its team, creating a workplace where collaboration, motivation, and growth are shared at every level.
Why Co-Ownership? Because Great Ideas Deserve a Shared Future
At Friends for Brands, the belief is simple: when people feel a real sense of belonging, they give their best ideas and energy. But rather than sticking to traditional employment models, the company wanted to offer something deeper the opportunity for the team to become genuine co-owners of the agency.
By giving their employees a personal stake in the brand, Friends for Brands builds more than loyalty, they build collective responsibility. The results? A team that's not only more engaged but also more empowerd to think long-term and innovate with purpose.
The Role of Share Council and the STAK Model
To make this vision a reality, Friends for Brands partnered with Share Council, a platform that makes employee ownership accessible, legally secure, and easy to manage for any business size.
Through Share Council, the agency set up a STAK (Stichting Administratiekantoor) a Dutch legal structure where the actual company shares are held by a foundation, while employees receive ownership certificates. These certificates give the team economic rights, such as profit sharing and value growth, while the company maintains clear governance over strategic decisions.
This arrangement ensures that employees get meaningful rewards for their work, without the legal complexity of traditional shareholder roles, a perfect balance for a creative agency that values both flexibility and focus.
Learn more about STAK in our next webinar!
Growing Together: Shared Success and Stronger Culture
Since introducing co-ownership, Friends for Brands has seen more than just financial alignment. When employees are also co-owners, their mindset shifts from simply executing tasks to building the future of the company. This creates a workplace culture based on trust, transparency, and shared ambition.
And for clients, it means working with an agency where every team member has a personal stake in delivering outstanding results because their success is tied to the agency’s success.
A Modern Example of Purpose-Driven Business
With the help of Share Council, Friends for Brands is redefining what it means to work in a creative agency. It’s no longer just about who works on a project, it’s about who owns the journey. In an industry where collaboration is the heart of every campaign, Friends for Brands shows that ownership should be just as collaborative as the work itself.
As more businesses look for ways to engage their teams and build long-term resilience, Friends for Brands is proof that co-ownership isn’t just a financial strategy it’s a cultural one.
