FRAMEWORK
A Global Agency Initiative by Kilowott
Across the world, agencies are shaping the future of business through creativity, strategy, and innovation. Behind every successful agency is a story of vision, resilience, and growth stories that often remain confined to local markets.
Framework was created to bring those stories to a global stage.
Launched as an initiative by Kilowott, Framework is more than a magazine. It is a platform dedicated to highlighting the journeys, achievements, and leadership of agencies worldwide. We believe that when agencies share their experiences, insights, and milestones, the entire industry becomes stronger and more connected.
Our vision is to build a globally connected agency ecosystem one that transcends geography and fosters collaboration over competition. In an increasingly interconnected world, growth is no longer limited by borders.
At its core, Framework is about scaling not just in size, but in influence, reputation, and opportunity. By amplifying powerful agency stories, we foster collaboration, inspire emerging leaders, and contribute to a more confident and ambitious global agency community.
Framework goes beyond featuring agencies. It recognizes their role in shaping modern business and gives them the global recognition they deserve creating momentum for both individual firms and the industry as a whole.
Framework stands as a commitment to growth, to visibility, and to the power of shared stories.
This is where agencies go beyond borders.
This is where vision scales.
This is Framework.
CONTENT
01
03
A Workplace Shared By Ambitious Companies
Magnus Palm Meisal - Group CEO at FOMO Sandnes, Rogaland, Norway
02
05
Scaling Growth Through Autonomy
Jesse Machiels – Business Lead at Traffic Today Overijssel, Netherlands
Online growth is never luck—it’s built on strategy
Mark Gelderblom Owner at GOOHW B.V.
Roosendaal, The Netherlands
04
Inside the Minds Shaping Modern Marketing Philipp Pfaller – CEO & Partner at LIMESODA Vienna, Austria
Where Good” Ends and Real Impact
Begins Hüda Öksüz - Managing Partner at Analy ticaHouse Istanbul, Türkiye
06
Building Brands That Get Chosen Esra Küçükyalçın - Founder & Growth Strategist at Retzking İstanbul, Türkiye 07
Where Neuroscience Meets
Performance
Andrew Redfern Founder at Growth and Brains Liverpool, England
FRAMEWORK
April 2026 | Issue #004
A Workplace Shared
By Ambitious Companies
gROUP ceo - fomo Sandnes, Rogaland, Norway
FOMO Design
Interior design and office planning. Make your office stand out in the crowds.
Office & Storage
Dedicated space for teams of 20-150. Your brand, your culture, your rules - inside FOMO's ecosystem.
& Conference A meeting or conference at FOMO is always something else!
AIl-inclusive
High end workspace for 1-20 people. Join the most connected ecosystem in Stavanger Soi21 Business lunch, café, bar and private dining
FRAMEWORK
April 2026 | Issue #004
Inside the Minds
Shaping Modern
Marketing
Philipp Pfaller
CEO & Partner - LIMESODA
Vienna, Austria
LIMESODA,
Photo Credit: Daniel Shaked
Dr. Philipp Pfaller and his partners have established LIMESODA as one of Austria’s leading digital agencies by uniting performance, people, and purpose into a clear leadership vision.
Under his guidance, the agency has received major recognition, including Best E-commerce Agency in Austria (Anton Award), the National BGF Award for workplace health among 1,200+ companies, and the iab webAD Sustainability Award, along with certification as a state-recognised familyfriendly employer reflecting a strong commitment to both business excellence and employee well-being.
Beyond agency leadership, he is an active industry voice, appearing on platforms such as ZIB Magazin, where he has spoken about AI influencers and the importance of transparency, and is regularly featured in Austrian media including Die Presse, OTS Presse, and Werbemonitor, sharing insights on digital strategy, agency growth, and workplace culture.
This philosophy is embedded in LIMESODA’s work, delivering high-performing digital experiences that combine UX/UI, development, e-commerce, CMS platforms like TYPO3 and WordPress, and ERP/CRM integrations focused on conversion, speed, security, accessibility, and measurable impact.
Philipp shares one of his project journeys, highlighting the scale and complexity of working with the University of Vienna, one of Europe’s largest and most prestigious educational institutions. The challenge extended far beyond a simple website redesign; it involved rethinking and revamping the university’s entire digital ecosystem. With 185 academic institutions, over 11,000 staff members, and more than 85,000 students accessing information daily, the platform needed to reflect its global significance while supporting vast content and user demands.
Building a Scalable Digital Backbone for a Global Institution
Built for scale, this project went beyond technology to deliver precision, structure, and long-term clarity for the University of Vienna. The solution enhanced the existing TYPO3 CMS, preserving continuity while enabling the internal IT team to independently evolve the system. A centralised multisite architecture unified over 1,400 subsites, while CSS variables enabled seamless portal customisation. A modern Tailwind-based frontend ensured speed and consistency across the platform. Performance, accessibility, and control were core priorities, with multilingual support plus integrated news and events improving usability, and all modules built from a single source to maintain full oversight of performance, security, and accessibility. WCAG 2.1 Level AA compliance shaped key design decisions, including colour contrast optimisation, while performance enhancements such as WebP images, lazy loading, and GDPR-compliant video integration ensured a fast, scalable, and fully accessible global digital experience.
When a digital platform serves tens of thousands daily, performance, accessibility, and usability become essential requirements rather than enhancements. This project began with a migration to the latest TYPO3 version, ensuring a technically robust, future-ready foundation, alongside full WCAG 2.1 Level AA compliance to guarantee inclusive access for all users. Beyond infrastructure, the transformation significantly improved UX, making the platform more intuitive for a diverse audience, while also streamlining internal workflows and simplifying maintenance for a large network of editors. These upgrades delivered faster loading times and stronger SEO performance, enhancing both usability and visibility. At its core, the project reinforced that in complex, multi-stakeholder environments, success relies on careful planning, clear decision-making, and consistent communication from the very beginning.
The industry is currently defined by what Dr. Philipp Pfaller describes as the “AI Value Paradox.” While AI has made agencies more efficient than ever, it has also commoditised the very services that once formed their “bread and butter.” The challenge is no longer the technology itself, but the business model because as efficiency increases, traditional ways of pricing and delivering services become less relevant. As a result, agencies must shift from selling “hours of effort” to delivering “business outcomes,” fundamentally redefining how value is created and measured.
At the same time, “Digital Excellence” has shifted from being a luxury to a survival requirement. What was once optional is now expected, while user experience is becoming increasingly hyper-personalised. Customers no longer compare brands only to direct competitors, but to the best digital experience they’ve had that day whether that’s Uber, Amazon, or Netflix raising the bar for even mid-sized companies to deliver seamless, high-end commerce and service interfaces.
“In parallel, the industry is moving toward an era of composable business, where rigid, all-in-one monolithic software suites are being replaced by modular ecosystems built from best-of-breed CMS, ecommerce, and CRM solutions connected through APIs. This shift enables far greater agility, allowing agencies and organisations to continuously evolve by replacing individual components without having to rebuild entire systems every few years.”
Balancing Creative Agility with Technical Reliability
LIMESODA combines the discipline of a top-tier digital consultancy with the spirit of a creative, agile team shaped by a “Digital Refreshment” mindset where professional excellence goes hand in hand with openness, collaboration, and team well-being.
This balance becomes especially important in complex, multi-stakeholder environments involving interfaces, APIs, and cross-partner integrations, where challenges are handled through clear communication, technical expertise, and proactive risk management.
“LIMESODA operates on a simple belief: reliability and creativity are not opposites—they strengthen each other when built on transparency, care for people, strong communication, and a shared commitment to delivering consistent excellence even in the most complex digital environments.”
Dr. Philipp Pfaller highlights that the most defining experiences are not the smooth projects, but large-scale international migrations with legacy systems and complex integrations, where success depends not only on technical capability but equally on change management, structured redundancies, and guiding clients through both operational and emotional aspects of transformation.
This philosophy also shapes how escalations are handled addressed immediately through direct conversations rather than prolonged email exchanges, focusing on solutions over blame, and supported by clear recovery paths that turn challenges into opportunities to reinforce trust and long-term partnerships.
Dr. Philipp Pfaller CEO & Partner - LIMESODA
FRAMEWORK
April 2026 | Issue #004
Scaling Growth
Through Autonomy
Jesse Machiels
Business Lead - Traffic Today
Overijssel, Netherlands
FRAMEWORK
April 2026 | Issue #004
Where “Good” Ends and Real Impact Begins
Hüda Öksüz Managing Partner - AnalyticaHouse Istanbul, Türkiye
#neverenough — Where “Good” Ends and Real Impact Begins
In the ever-changing rhythm of the digital world where trends are quickly consumed and data often floats on the surface — Hüda Öksüz and Analytica House chose a different path: not to follow the noise, but to become a guiding compass.
Because here, “good” is never enough.
Built on a #neverenough mindset, AnalyticaHouse is driven by a culture of continuous evolution where learning, teamwork, and mutual success are not goals, but expectations.
It’s a space shaped by speed, automation, and original thinking, where feedback flows openly, adaptability is constant, and every individual contributes with an entrepreneurial spirit.
At its core, the agency is built to drive digital innovation turning insights into marketing that drives growth. This philosophy is not just a statement, but a system, where SEO, performance marketing, creative solutions, and data science are not treated as separate functions, but as parts of a unified, multidimensional digital environment working in sync.
Partnering with visionary and innovative businesses, AnalyticaHouse goes beyond visibility. As a Meta Business Partner and Google Premier Partner, the team combines access, expertise, and strategic intelligence to deliver marketing that is not only seen, but felt in results.
In practice, this means operating in a #neverenough mindset where continuous improvement is the baseline, not the goal.
Decisions are shaped by a balance of data and intuition, ensuring that every campaign is both measurable and meaningful. Rather than reacting to change, the team builds systems that adapt in real time connecting signals across channels and turning complexity into clarity.
“What we learned from this project is that media performance is no longer about isolated campaigns, but about building connected ecosystems that continuously learn, adapt, and improve outcomes at scale. True effectiveness comes when optimization is treated as a living process—one that evolves in real time based on audience behaviour, context, and intent. This shift moves marketing away from static planning and toward always-on intelligence, where every decision compounds into stronger performance over time.”
“Working on Corendon Airlines showed us that in highly competitive markets, attention isn’t bought—it is engineered through the precise combination of data, creativity, and real-time decisioning. It reinforced that when media systems are properly connected, every signal becomes actionable, allowing us to refine messaging, optimize delivery, and drive more meaningful engagement across every touchpoint. In an environment defined by noise and rising costs, the real advantage comes from building intelligence into the system itself, not just the campaign.”
Hüda Öksüz on Industry Shifts and Emerging Trends
First-Party Data: The Measurement Security Shield
First-party data has evolved from a simple data source into a core strategic asset for domain ownership and measurement security. In a landscape where platform control is diminishing, it acts as a protective layer that ensures brands retain ownership of their data, maintain reliable measurement, and make informed decisions with confidence in a fragmented digital ecosystem.
Changing Human Behavior: The Search Shift and the “Messy Middle”
User behavior is becoming increasingly unpredictable as traditional search patterns dissolve, with many users shifting from Google to AI platforms, creating a growing visibility gap in conventional analytics. At the same time, the “messy middle” between trigger and purchase has become non-linear and complex, making it harder to map journeys and requiring more adaptive, behavior-led approaches to influence decisions.
From Clean Signals to Human Authenticity
First-party data is often misunderstood as just contact collection, but in reality it is a “clean signal” strategy in a privacy-first world, designed to feed better, more reliable data into AI systems. As users move away from traditional search toward AI agents and fragmented micromoments, the industry is splitting between generic AI-driven content production and more advanced, human-centered approaches that combine data infrastructure with authenticity and real emotional relevance.
Owning Your Signal: The Only Way Forward
With third-party data losing reliability, the focus must shift to owning the identity layer through first-party data infrastructure, not just collecting emails but building full measurement systems using tools like sGTM, CAPI, and Events API. This creates a secure, brand-owned data foundation that ensures consistent, verifiable signals across platforms in a privacy-dominated ecosystem.
“AI
agents
will increasingly decide which
based
brands are considered
on how clear, structured, and trustworthy their data is. As automation grows, human authenticity emotion, imperfection, and storytelling becomes the real competitive edge.”
The Next 5 Years of Marketing
By 2028, marketing is expected to shift from traditional Search Engine Optimization to Agent-to-Agent (A2A) optimization, where AI agents—not humans—will evaluate brands on factors like price, ethics, delivery speed, and trust signals, making it essential for brand data to be structured, readable, verifiable, and “truststamped” for instant AI interpretation or risk being excluded from consideration entirely.
In this new landscape, brands are no longer competing for human attention alone but for inclusion within personal AI ecosystems that act as decision-makers on behalf of users, reshaping how visibility and relevance are defined.
As automation reaches near-complete execution, human creativity and “vibe” become increasingly valuable, driving a backlash against generic AI-generated content and shifting brand authenticity toward emotional resonance, imperfection, and relatability rather than keyword optimisation or technical perfection.
The focus moves from producing scalable content to creating meaningful, highinformation, emotionally engaging signals that only humans can truly generate.
In parallel, measurement is becoming more scientific through Marketing Mix Modeling (MMM), where tools like Google Meridian and Bayesian modelling replace assumptions with true incremental impact analysis, enabling precise understanding of channel saturation, marginal ROI, and real business contribution.
This shift turns marketing from a subjective, intuition-led function into a data-validated system where every budget decision is grounded in measurable impact and long-term efficiency.
FRAMEWORK
April 2026 | Issue #004
Online growth is never luck—it’s built on strategy
Mark Gelderblom Owner - GOOHW b.v.
ROOSENDAAL, THE NETHERLANDS
GOOHW is a data-driven growth agency that transforms online success into a structured, repeatable system through strategy, content, and analytics that deliver consistent, organic results.
FRAMEWORK
April 2026 | Issue #004
Building Brands That Get Chosen
Esra Küçükyalçın
Founder & Growth Strategist - Retzking İstanbul, Türkiye
Retzking
Building Brands That Don’t
Just Get Seen, But Get Chosen
In İstanbul’s fast-moving digital landscape, Esra Küçükyalçın founded Retzking on a clear belief: brands don’t need more visibility—they need visibility that converts.
With a fresh and innovative approach to digital marketing, Retzking focuses on creating impactful, trend-aligned strategies built for measurable outcomes rather than surface-level reach.
Esra’s background in banking shapes her analytical, systemsdriven mindset, where marketing is treated as infrastructure design—turning complexity into scalable growth systems.
At Retzking, the emphasis is on strategic positioning, performance-driven campaigns, and authority-building content, all supported by continuous data-led optimisation.
The agency works with B2B brands and consultants aiming to move beyond visibility alone and achieve real impact in revenue, authority, and sustained demand.
Where It All Started: A Story That Needed to Be Seen
Esra Küçükyalçın’s journey began with a powerful purpose: addressing the lack of visibility and support for women in both professional life and sports.
One of her earliest initiatives focused on helping university graduate women return to the workforce, which soon revealed a larger reality, many inspiring stories of women across Turkey, from athletes to scientists and the families behind them, were not reaching wider audiences.
As she deepened her work in content production and storytelling, Esra also identified a broader challenge: even strong, purpose-driven brands were struggling to communicate effectively in digital spaces, leaving meaningful impact unseen.
To address this, she developed a content-driven, strategy-led approach rooted in storytelling with intent, beginning with social media management for women-focused initiatives and expanding into “Women in Sports,” where she highlighted athletes, scientists, and sports communities with greater visibility and emotional depth.
Combining hands-on content creation with a strategic mindset shaped by her banking background, she moved beyond content creation to build structured communication systems aligned with real business goals.
Today, through Retzking, this approach enables brands to communicate consistently and effectively, delivering measurable impact.
“Esra Küçükyalçın believes real impact doesn’t come from producing more content, but
from building clarity and direction behind it. For her, when strategy and storytelling work together, content becomes long-term value rather than short-term visibility.”
From 30+ Brands to 3+ Year Partnerships
From 30+ Brands to 3+ Year PartnershipsWhere Stories Turn Into Long-Term Value, this journey has led to collaborations with more than 30 companies and ongoing work with over 10 active clients, primarily across consulting brands, along with experience in the retail sector.
Rather than limiting the work to content production, Esra Küçükyalçın stays closely involved across the full communication process. She provides monthly reporting and guides clients based on evolving trends.
This approach has helped build partnerships that often last over three years. It has also positioned Retzking as both a content production studio and a strategic agency aligning storytelling with broader business goals.
Her key belief is that meaningful stories, when combined with the right strategy, create lasting impact and long-term value.
She also highlights a deeper industry shift: the real gap is not content, but clarity, as brands produce more than ever but often lack the strategic thinking needed for differentiation and consistency.
In a landscape of rising content volume and more selective audiences, she sees a move away from noise toward conscious, story-driven communication, where authenticity and relevance matter more than scale.
Looking ahead, Esra believes the future belongs to integrated thinking, where content, strategy, and performance merge into a single communication system that drives sustained, measurable value.
FRAMEWORK
April 2026 | Issue #004
Where Neuroscience Meets Performance
Andrew Redfern Founder - Growth and Brains Liverpool, England
Growth & Brains is a data-driven agency, where neuroscience meets marketing precision, transforming strategy and analytics into a repeatable system for consistent, measurable, and scalable growth.
“Great marketing is about applying ideas with speed, scientific rigour, and transparency. When you learn from every project, solve problems early, and stay grounded in real human behaviour, you don’t just improve performance—you build lasting trust and drive sustainable growth.”
How Growth & Brains Learns, Adapts, and Builds Client Trust
Andrew shares how past project experiences and internal principles have shaped the way Growth & Brains operates today.
Working at the intersection of neuromarketing and performance marketing has significantly sharpened the team’s approach.
One standout experience was the Golf Care mobile homepage redesign with Ripe Thinking, a multi-million-pound insurance client, where attention science directly contributed to a 33% uplift in insurance quotes.
Projects like this reinforced the importance of moving quickly without compromising scientific rigour.
Working across industries such as legal, insurance, construction, and e-commerce has further strengthened the team’s ability to apply behavioural principles in very different commercial contexts, making their thinking more adaptable and robust.
When it comes to client escalations, the approach is built on transparency first. Issues are raised early often before the client is even aware and always accompanied by a clear diagnosis and a proposed path forward.
Rather than reacting after problems escalate, the team is trained to surface risks proactively as soon as they appear.
This directness strengthens client trust, ensuring clarity and confidence in every stage of delivery.
FRAMEWORK
SCALING AGENCIES IN 2026
THIS IS WHERE AGENCIES GO BEYOND BORDERS. THIS IS WHERE VISION SCALES.
