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Merger? Make it an experience! How GSE The Agency brought Newtone to life

Ingrid Peters

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A new name, a new identity, but above all: one team. The merger of three accounting firms required more than just a logo presentation and a LinkedIn post. This had to feel like a new era. But how do you make 1100 people, from different backgrounds and corporate cultures, feel connected from day one? GSE The Agency got the assignment: create an event that launches Newtone and brings it to life immediately.

From name to next-level experience

The brief was clear: create a spectacular moment to unveil the new name and branding. At GSE The Agency, we know: you don't build a strong brand in one evening. The event was just the starting point of a journey that took employees step by step into their new reality. A brand only really lives when people identify with it. That's why we went big.

The theme? Future, innovation and AI. No standard presentations, but an experience in which employees themselves played the leading role. Because why watch when you can also become part of something bigger?

Merger event

future, innovation & AI

1100 employees

"From the initial consultation to the post-event handling, we were very pleased with the team's professionalism, creativity and attention to detail."

Back to the future

The Space Girls Tour

On Feb. 26, 2024, the buzz began. The Space Girls toured the country, bringing energy to the offices of merger partners and lighting up a tip of the hat. With their LED bracelets, which lit up synchronously to the music, and a personalized QR code in the Newtone app, employees began their own onboarding journey. At GSE The Agency, we felt the excitement rising as employees began to find each other in the app. A first meeting even before the event, that works to connect.

Swipe, match, connect

Upon signing into the app, employees were challenged: who are you, what do you bring and who do you want to connect with? Via Match Day you didn't swipe to a date, but to a colleague with the same interests. Fun and effective, because it made networking easy. It's a match!

The invitation you don't want to miss

No boring email with "Sign up here. Nope. A video of an inspiring innovator challenged everyone not to miss this event. Because if you didn't go? Then on Monday you heard from all your colleagues that you had missed the most talked-about experience of the year.

"GSE The Agency quickly understood our needs and translated them perfectly into an event that exceeded our expectations."

The big reveal: Newtone is born

An entrance with impact

April 12, 2024. 1931 Congress Center Den Bosch. Red carpet, Space Girls in action, management ready to receive guests. Employees already felt it: this will not be a standard company party.

Time travel 2.0

Before you get to the future, you have to learn about the past. At the Time Machine, employees stepped through the history of the three companies. Headphones on, 80's and 90's hits on, and with each step Newtone moved closer. This merger was not a breakup, but a logical next step.

The moment suprême

975 employees counted down. Fireworks. Streamers in the new "Newtone colors. A banging brand video. And there it was: the unveiling of the brand new employer. Not as a name, but as a feeling. From that moment on, three companies no longer existed. There was only Newtone.

"Super organization, nothing is too crazy and colleagues think about everything."

Why this event worked

You know you've put something good down when employees say the next day, "I'll never forget this.

This was no standard corporate party. This was employee engagement at the highest level. And that's why GSE The Agency is the partner for events that don't just launch a brand, but start a movement. Curious? Read here more about Newtone.