MACAW acquires digital agency netzkern and accelerates expansion into German market

03. Mar 2021 |

Today, the Dutch digital service provider Macaw announced the acquisition of the German full-service digital agency netzkern. This makes Macaw the largest Sitecore player in the German market and the company aims to significantly increase its share in this segment. In addition, the Microsoft Gold Partner wants to further strengthen its Microsoft business with local expertise.

Macaw has already established itself on the German market at the end of 2019 with the acquisition of B+D Interactive, a full-service agency for digital communication and e-business. Until then, Macaw's growth has been organic. Now, with the support of investor Avedon Capital Partners, the company can accelerate its growth strategy - by acquiring associated or complementary companies. Macaw's goal is to become a leading European provider of Microsoft and Sitecore technologies.


netzkern is one of the largest Sitecore Partners in the DACH region

A first step towards this goal is the acquisition of netzkern. Since its formation 20 years ago, the full-service digital agency with offices in Wuppertal and Hamburg has grown organically and currently employs 100 people. netzkern was one of the first Sitecore partners in the DACH region and now provides one of the largest Sitecore teams in Germany, Austria, and Switzerland. The Sitecore Platinum Implementation Partner and Microsoft Gold Partner offers expertise in various areas, from strategy and design to the development of customised Sitecore and Microsoft solutions. Customers include companies such as Düsseldorf Airport, Bayer, the Ergo Group, RWE and TÜV Süd as well as many medium-sized companies. The two managing directors of netzkern, Thomas Golatta and Daniel Schulten, will continue to shape the growth of the Microsoft and Sitecore business under the name "netzkern, Part of Macaw" - alongside Macaw Germany, which has so far focused primarily on social media campaigns, and creative and digital marketing strategies.


Culture, passion and ambition align

"The past 20 years have been a fantastic journey and we are very proud of the team that has shaped netzkern into what it is today," comments netzkern CEO Thomas Golatta. "Especially in the recent past, we have seen the agency world change dramatically. To enable us to serve our clients even better, we are delighted to be joining forces with Macaw, a partner with whom we are completely aligned in terms of corporate culture, passion, and ambition. We look forward to our first joint projects and to now pursuing our journey of discovery together."

William van der Pijl, CEO of Macaw, adds: "Already in our first conversations with Thomas and Daniel, we discovered our shared passion for making our customers more successful through innovation and digitalisation. And we agree that to do this, we need an environment that focuses on trust, authenticity, collaboration, and constantly questioning and improving ourselves. We are pleased to be able to further expand our competencies in Sitecore consulting and marketing technology with the acquisition of netzkern."


Focus on the best technology

Macaw's decision to choose these two solution partners is a choice of conviction - and is based on the high quality of the products: Microsoft has been one of the best technology companies in the world for years, Sitecore is recognised as a leader in Gartner's Magic Quadrant for Digital Experience Platforms. The Danish company, which specialises in software for customer experience management (CEM), received a financial injection of 1.2 billion US dollars in January to accelerate growth and the pace of innovation.


Market for digital and innovative customer experience grows rapidly

Over the past year, much business has moved to digital, including companies' interactions with customers and prospects. Under the current conditions, companies and consumers are looking for ways to communicate easily and to continue trustful collaborations. This has dramatically increased the demand for software that enables an innovative customer experience. And the demand continues to grow. According to data from the consulting firm McKinsey, digital customer management solutions made a leap in 2020 in just two months that would normally have taken them five years.


About Macaw

Digital services provider Macaw supports large enterprises with solutions and services in digital marketing and e-commerce, data and AI, cloud and integrated enterprise applications. Macaw specialises in software solutions from Microsoft and Sitecore. Customers thus benefit from first-class technology, the extensive wealth of knowledge, and the experience of around 350 employees who support customers such as Heineken, Eneco, Henkel and Vorwerk in their success at the headquarters in Amsterdam (Netherlands), at the German branch in Cologne and from Lithuania. Macaw's penchant for challenges creates a unique company culture. The company has also ranked high on the Great Place to Work seal of approval provider for years. Further information:


About netzkern

netzkern is a partner of large and medium-sized companies in the further development of their digital transformation. The 100 passionate digital experts deliver unique digital experience and e-commerce solutions with technical and creative excellence - always implemented in an agile manner and with full focus on end customer success. Large companies such as Bayer, Covestro, RWE, Vonovia, EWE, Düsseldorf Airport, Festool and HEM as well as numerous SMEs such as Aktion Mensch, Hermes Sweeteners, Gedore and Crem Solutions are mostly long-time fans of netzkern's work. netzkern has locations in Wuppertal and Hamburg and works very closely with leading software manufacturers: Sitecore Platinum Implementation Partner, Kentico Xperience Gold Partner, Episerver Partner, Microsoft Gold Partner Application Development, Microsoft Gold Partner Cloud Solution Provider, Kontent Qualified Partner, Cognigy AI Partner, Google Partner and member of the German UPA. Further information: