MG Partners-backed Happy Horizon Acquires B&S Media Internetmarketing to Expand Digital Reach

Happy Horizon, a leading Dutch digital agency group backed by MG Partners, has acquired B&S Media Internetmarketing, a Kampen-based firm specializing in internet marketing services for small and medium-sized enterprises (SMEs). The acquisition, announced on May 19, 2026, marks a strategic step in Happy Horizon’s ongoing buy-and-build approach to expand its digital marketing footprint.

Financial terms of the transaction have not been disclosed. B&S Media serves more than 500 SME clients across the northern and eastern regions of the Netherlands, providing a strong regional client base and specialized internet marketing expertise.

Happy Horizon describes B&S Media as a company with a unique service model that delivers rapid, tangible results for its customers. CEO Ubbo Maagdenberg highlights the strategic fit: “By integrating their unique model with our scale, AI tooling, and data infrastructure, B&S Media becomes a valuable addition to realize our growth ambitions.”

Maagdenberg further explains that this acquisition initiates the second phase of Happy Horizon’s buy-and-build strategy, which focuses not only on increasing volume but also on acquiring specialist agencies that excel in their niches. “We aim to elevate our platform through the craftsmanship of these niche experts,” he adds.

Since 2020, Happy Horizon has been supported by external investor MG Partners, which continues to finance its expansion efforts. The acquisition of B&S Media aligns with this strategy by broadening Happy Horizon’s service offerings and client portfolio.

The deal is expected to generate synergies through cross-selling digital marketing services to an expanded client base, consolidating marketing and sales functions, and leveraging shared technology platforms. Operational integration will focus on enhancing campaign effectiveness, streamlining project management, and improving data analytics capabilities.

The acquisition strengthens Happy Horizon’s position in the competitive Dutch digital marketing sector, potentially increasing its market share in internet marketing services. It also accelerates industry consolidation as competitors may respond with similar strategic moves to maintain their market positions.

Challenges ahead include aligning company cultures, integrating technology systems, retaining key B&S Media personnel, and ensuring a smooth client transition to maintain service quality.

Looking forward, Happy Horizon plans to integrate B&S Media’s expertise and client base to expand its digital marketing solutions and drive revenue growth. The company remains focused on leveraging data-driven insights and AI tools to enhance return on investment for clients.