Marketing firm behind iconic “I Amsterdam” campaign files for bankruptcy
KesselsKramer, the Amsterdam-based marketing agency behind the city's iconic “I amsterdam” branding campaign and the self-deprecating advertisements that made the Hans Brinker Budget Hotel internationally famous, was declared bankrupt after three major commercial assignments fell through unexpectedly, according to court-appointed curator Els Doornhein and company leadership. The firm had received a suspension of payments prior to that.
Curator Doornhein said she is still investigating the causes of the collapse and is also examining whether a restart is possible. “It is very unfortunate, because it is a good and reputable advertising agency that makes strong campaigns,” she told RTL. “Very recently, it also worked for the Stedelijk Museum and the Holland Festival. The entire city is currently full of posters for the museum.”
According to co-owner Matthijs De Jongh, the bankruptcy resulted directly from lost business. “It was an accumulation,” he said. “Three major commercial assignments did not go through, which caused the company to go under.” De Jongh said those contracts were essential for financial continuity.
The bankruptcy marks the downfall of one of the Netherlands’ most influential creative agencies, founded in 1996 by Erik Kessels and Johan Kramer. KesselsKramer first gained attention with its work for the Hans Brinker Budget Hotel on Kerkstraat in Amsterdam, a budget hotel now known for turning its lack of amenities into intentionally ironic advertising. Shortcomings such as windowless rooms and dog droppings at the entrance were presented as selling points.
The agency also shaped Dutch media culture through its work with Het Parool, including the creation of PS, the newspaper’s daily supplement. For two years, it designed a new cover every day. One of the most notable appeared the day after the death of Princess Diana in 1997, featuring a negative image of her as a reference to the paparazzi pressure surrounding her life and death.
It also produced large-scale poster campaigns across Amsterdam for Het Parool, including images of newspaper delivery workers displayed throughout the city.
KesselsKramer became central to Amsterdam’s global branding after Erik Kessels created the “I amsterdam” slogan in 2004 following a city competition inspired by “I love New York.” The campaign became a major success, with an average of 6,000 selfies reportedly taken daily at the Museumplein installation, according to Amsterdam Marketing.
The letters were later removed from central Amsterdam in 2018 amid criticism over tourism and commercialisation. More recently, they were placed near the Sloterplas and were previously displayed at Schiphol Airport.
Johan Kramer left the company in 2005 to focus on filmmaking before the agency expanded internationally with offices in London and Los Angeles. In 2019, Erik Kessels stepped back from day-to-day leadership. The agency also built a reputation through campaigns for telecom company Ben, including “Ik ben Ben,” and other widely recognised advertising work.
Despite the bankruptcy, Doornhein said a restart remains under consideration. KK Holding, the parent company, is not bankrupt, though it reported negative equity in its most recent filings. The agency previously operated from a converted church on Lauriergracht in Amsterdam, which has been on the market for four months with an asking price of 5.25 million euros.
