Wave Amsterdam’s flying start

‘Making sure you have different eggs in one basket’ was one of the main reasons Wave Recording Studios searched for a new establishment beyond the Soho and UK borders. The best part of this move was the ease of expanding their footprint. Approximately a year ago the audio post production company set up shop in Amsterdam further entering the Continental European market.

Wave Studios provides audio post production, mainly for the advertising sector with a majority of work in the television advertising. Wave is actively involved in various online media projects such as pod casting and viral work and are one of the leading Sound Design studios. Being audio ‘Guns for hire’, their client base is heavily populated by advertising agencies but they find more and more projects in the film production companies and other post houses. The new studio in Amsterdam was a logical step as Wave Studios felt a new market would create additional opportunities and insights to their specialised boutique company.

Deciding on Amsterdam as the first overseas location was the result of a year’s thorough research throughout the globe. Choosing Amsterdam, so close to home, seemed the best solution taking their existing client base into account. With many Benelux’ based clients finding it harder to bring work to London due to financial constrained budgets, Wave Studios brought their expertise to them. Wave Studios found that Amsterdam has a significant creative sector with many of their current clients present. Wave Studios owner and Creative Director Warren Hamilton commented: 

“I knew Amsterdam to be a busy market but the vibrancy and quantity of work that is out there for those who seek it, astonished me.”

However, these shorter term factors were endorsed by other reasons to invest in the Netherlands, such as:

• the Amsterdam office would be easy to manage from the London mother ship.
• the Dutch workforce is incredibly good, easy to get on and to do business without any language barrier.
• establishing in the Euro zone created financial advantages.
• Wave Studios can offer its staff different experiences working between London and Amsterdam.
• Wave Amsterdam can act as a springboard into other territories in Europe.
• London neighbours Glassworks helped in the early stages by informing them of their recommendations and experiences with Amsterdam.

The Amsterdam advertising industry and amsterdam inbusiness welcomed Wave Studios at their successful opening event in November 2008. Since then, business is going well but Wave Amsterdam is determined to prove their worth to the local market and show they are there to stay. Blending into Amsterdam accelerated after Wave Amsterdam worked together with ADCN (Arts Directors Club of the Netherlands, Dutch equivalent to D&AD) as well as helping the Miami Ad School with guided tours and lessons in audio advertising. This year, Warren will even complement the judge panel of a prestigious Dutch advertising competition organised by the ADCN.

Warren states that doing business in the Netherlands is easy but culturally different.

“The Dutch, he explained, all seem to know each other in Amsterdam. This presents a grand advantage as many an after-work drink turns out to be the best networking location available. They even have a word for it: Borrel!“

Also, Warren indicated how important it is to find the balance between local knowledge and offering the UK experience. Working with an experienced well connected Dutch manager their market share is gaining steadily. With Wave Amsterdam’s stock rising they find themselves well and truly accepted in the Amsterdam advertising industry.