2025 was just the beginning

In that context, we said goodbye to our old name and chose a new identity: Cartel Agency. Not as a fresh coat of paint, but as a clear decision. We are a creative collective where collaboration is central, ideas are allowed to collide and grow, and long-term thinking is a foundation for sustainable growth.

We believe in a way of working where ideas don’t disappear after a single campaign, but are deepened, repeated and reinforced. We call that compound creativity: creativity that grows, expands and builds value for brands. As you can see, our rebranding wasn’t a detail. It was a statement, a starting point and an invitation to think bigger.

You can see that vision reflected in our work. Together with our clients, we created campaigns we could stand behind wholeheartedly. Along the way, we picked up an Effie, a Best of Activation and three Best of Content awards. But it’s not the trophies that truly stick.

What meant the most to us were the moments when clients chose the long term. Short-term effects still matter for a marketer’s peace of mind, but brands that dare to invest in future demand – through creativity and emotion – create compound effects and sustainable growth.

That’s why more and more of our clients are moving from one-off campaigns to integrated annual and multi-year plans, built on data, insights and research. The trust they place in us by doing so is one of the most valuable outcomes of 2025 for us.

In 2026, we’ll continue to build on that ambitious, growth-focused vision. Within the Glowi group, we have all the room we need to keep our own identity as a creative agency, while also strengthening it with financial, strategic and technological firepower.

We’re investing in our people and actively recruiting. At the same time, we’re rapidly developing our own ‘agents’ to make our processes smarter and our output more consistent. New collaborations with brands, freelancers and other agencies or production partners are already in the pipeline – partnerships we know will open doors. The first announcements are coming soon.

We’re doing all of this with one goal: turning creativity into a concrete business accelerator for our clients. And we want to bring those clients even closer together, just like our partners. Through a community where expertise, cross-pollination and connection are central, we want them to benefit from those same compound effects.

Our ambition for the year ahead is crystal clear: to bring ideas that move people, shift behaviour and deliver measurable results. Creativity that works, that goes beyond making noise and that actually builds value. Today, tomorrow and in the years to come.

So, I want to say thank you: to clients, partners, colleagues and everyone who challenges and inspires us every day. 2025 was a year of change and thanks to you, also a year of growth.

With our new name, new energy and the same unwavering love for strong ideas, we’re stepping into 2026. Let’s make it another year of taking chances, building and moving forward. A year in which we keep choosing creativity, emotion and courage. Because that’s how brands truly make a difference.