Creative agency Higuita starts collaboration with agency collective

The agency collective MakerStreet is taking a stakes in creative agency Higuita so that the company can continue to grow in the coming years. The partnership will add digital creation and campaign development to MakerStreet's street of specialties.
MakerStreet was already well acquainted with Higuita, as co-founders Tom Hoogenboom (head of operations) and Martijn Hermans (technical director) had been part of one of their agencies as developers for many years. Jorn de Geus, business director Higuita: "With the brand knowledge, creative and digital development skills of our 12 professionals, we are complementary to MakerStreet's 18 other agencies. And vice versa, working with the collective allows us to extract synergy from MakerStreet's rich client portfolio and, where relevant, collaborate with the other agencies."  The agency was founded in 2020 by the above, along with creative director Niek Eijsbouts.

Jasper Olieroock, Managing Partner MakerStreet: "Within MakerStreet, we are always looking for agencies that are complementary within our 5 specialties: Innovation, Design, Technology, Marketing and Interim. The special thing about the creative agency Higuita is that in addition to thoughtful brand strategy, creation and design, they can also build everything themselves because it is in the DNA of the company." 

Findability increased with backronym

The agency is named after the eccentric Colombian goalkeeper René Higuita - because of his unorthodox style of play. Such an exotic name regularly caused the wrong spelling: Hiegwieta, Hieguita, Hiquita. With the launch of Higuita's revamped website, the agency decided to increase its brand awareness and findability with the proven technique of backronym. Watch the video here.

With this, the Amsterdam-based agency joins the ranks of other famous backronyms such as AMBER Alert (America's Missing Broadcast Emergency Response), ZIP Code (Zone Improvement Plan), MADD (Mothers Against Drunk Driving) and DINGFLOFBIPS (the first countries where you could pay with the Euro).

To make life easier for their clientele and other interested parties, the agency also conveniently registered hieguita.amsterdam, hiquita.amsterdam, hiegwieta.amsterdam and the backronym horseignitiongladiatorumbrellainstrumenttorchastroid.amsterdam.

Through spelling instruction, the new urls and collaboration with MakerStreet, Managing Director de Geus expects to see an upward trend in conversions to higuita.amsterdam. "For our clients, we also make sure they stand out and that campaigns and websites convert well. Then it would be crazy if we didn't optimize this for our own agency as well. Because if you want good work, you have to be able to find us well," de Geus said.