RCA becomes Cartel Agency and launches four specialized agencies

Today, that vision is taking shape under a new name. The group of agencies formerly known as RCA and HeadOffice is transforming into Friends of Cartel, with Cartel Agency as the lead creative agency, supported by four specialized agencies.

“Parting with a strong brand is never easy, but the time was right. The merger with HeadOffice and the integration of Glowi nearly a year ago sparked a new dynamic. Today, we’re stepping things up under a name that reflects this evolution,” Tom explains.

Cartel Agency now becomes the creative heart of Friends of Cartel, driven by the expertise of four specialized agencies. This new ecosystem is a vibrant talent hub, cleverly combining the strengths of each agency. Clients like Wibra, BelOrta, Het Poetsbureau, ACM Insurance, CM, and Opgroeien (including Kind en Gezin) have already placed their trust in this collective know-how.

With Friends of Cartel, each agency now enjoys greater visibility while remaining rooted in its specialization — a distinct identity for increasingly visible and defined expertise.

Here are the four friends that make up Friends of Cartel, alongside Cartel Agency:

• Cartel Works – Employer branding and recruitment marketing
• HeadOffice – Content marketing and custom publishing
• Lex & Turner – Branding and design boutique
• RCA PR – Press relations, corporate and lifestyle PR, influencer marketing, and crisis communication

Nomen est omen. A new name is not just a change — it marks a fresh start, a strategic move to strengthen our agencies, attract new talent, and respond even more effectively to market challenges. Today, Friends of Cartel is a 100-strong team of experts spread across Hasselt, Leuven, and Brussels.