15 years ago, Rogier Vijverberg and his co-founder walked out of an agency that got acquired. They lost their independence. They thought starting SuperHeroes would give them freedom—they’d have fun, make great work, be their own bosses.
Then they hired their first employee.
“The moment you have your first employee, you’re responsible for that person,” Vijverberg reflects. “You need to make sure you’re there. It’s not just about yourself anymore.”
That shift—from “let’s have fun” to “we’re responsible for people’s livelihoods”—was the reality check that defined year one. Freedom in spirit, yes. But the operational reality? You’re responsible for every person who bets on you.
Susan Vugts joined SuperHeroes years later as Managing Director after spending her career on the client side. She was drawn by curiosity: how does creativity actually work from the inside? At first, she was impatient. Why does it take three days to come up with an idea? Then she understood—ideas don’t arrive in straight lines.
Today, SuperHeroes operates in Amsterdam, New York and Singapore. They’re Ad Age Small Agency of the Year. Clients include Netflix, NBA, Puma, Lenovo, Fenty and Balenciaga. Their mission that sounded absurd 15 years ago—save the world from boring advertising—turned out to be exactly what brands needed.
But year one wasn’t about awards or clients or global expansion. It was about figuring out: can we actually do this? And what does “freedom” really mean when people are counting on you?
The reality check that changed everything
Vijverberg and his co-founder thought starting an agency would mean freedom. No more politics. No more compromises. Just them, making work they wanted to make.
“We thought we’d just have fun,” Vijverberg admits. “Then reality kicked in. The moment you have your first employee, that reality kick was like, all right, this is going to be quite serious.”
The question became: how do we do this in a fun way while also being responsible? The answer was their mission—saving the world from boring advertising. That cheekiness gave them permission to work with clients who wanted the same thing: brands willing to take risks and go there.
For anyone about to start: that responsibility shift hits hard. It’s the difference between freelancing (just you) and founding (people depending on you). Be ready for it.
What year one looked like: competing with all of the internet
SuperHeroes shared their first office with an artist collective. Walls covered in art. Illustrators and animators working next door. That aesthetic became foundational to how they approach creativity.
When you’re a digital agency making content, you’re not competing with other ads. You’re competing with music, entertainment, comedy—everything on the internet. You’re at a disadvantage because you’re also trying to communicate a brand message.
So SuperHeroes pulls from those worlds. Speed rappers. Viral videos. Influencer collaborations. Anything that stops the thumb mid-scroll and makes the brand part of the conversation.
“We’re looking for different ways to grab attention,” Vijverberg explains. “Then, in a clever way, make sure the brand is part of that conversation.”
Year one was about figuring out: what does that look like operationally? How do we brief teams? How do we present work to clients? How do we make advertising that doesn’t feel like advertising?
The client challenge nobody warns you about
Here’s something they learned fast: clients are often of two minds. They want something creative and edgy. But they also want something safer that’s easier to sell internally.
SuperHeroes’ job isn’t to force edgy work on cautious clients. It’s to give them the ammunition they need to confidently present bold work up the flagpole.
“Can we present a case that makes them feel comfortable—checks all the boxes, and it’s really fun?” Vugts asks. “That’s the balance.”
By year 15, clients come to SuperHeroes expecting something different. The body of work shows their approach. But in year one, you’re establishing that trust. You’re proving you understand their constraints while still pushing boundaries.
For anyone starting, early clients are testing you. They’re figuring out if you can deliver both creativity and business results. You have to prove both.
What they wish they’d known before starting
If you’re facing a corporate layoff right now, here’s what 15 years taught them:
The moment you hire someone, everything changes. Freedom isn’t just about you anymore. It’s about being responsible for people who bet on you. Get comfortable with that weight.
You’re competing with entertainment, not just other ads. Especially if you’re digital-first. Your work has to stop the scroll. That means pulling inspiration from pop culture, art, music—not just advertising playbooks.
Clients need ammunition, not just great ideas. The work has to be defendable internally. Give clients the words they need to sell it up the chain. Your job is to make them feel confident presenting bold work.
Get specific about your mission. “Saving the world from boring advertising” sounded absurd, but it attracted exactly the right clients and talent. A cheeky mission is better than a generic one.
From client side to agency side isn’t easy. Vugts’ experience: she was impatient at first. Why does creativity take so long? Then she understood—ideas take a walk. You go left, back to center, take another turn. That process matters.
Year one will test whether you’re serious. You’ll lose the freedom you thought you’d have. But you’ll gain something better: the chance to build something that matters to people who depend on you.
Learn more
SuperHeroes
Rogier Vijverberg LinkedIn
Susan Vugts LinkedIn
Elliot Stewart-Franzen LinkedIn
SuperHeroes LinkedIn
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