Five years ago, it started with a dive into the unknown. No rigidly mapped-out path, no heavy-handed vision of where it all had to end. But an endless belief in curiosity, critical questions, and the courage to do things differently. Fast forward to today: the team has grown, the playing field has widened, and the ambitions… are far from exhausted.

So what now?

“Becoming market leader” would be an easy summary. But it lacks movement. The real goal? To be a benchmark. For strategic innovation, for research that matters, for clients who want more than just an answer to their briefing. Because what if the answer to the client’s question… turns out not to be the right question at all?

Agility is then not a buzzword, but a mindset. Clients don’t always get what they ask for here. Sometimes because they simply can’t know what’s possible. Sometimes because a different approach will have more impact. Not to be right, but to deliver better work. Because experience shows that the greatest added value often lies just beyond the briefing. And because the best collaborations begin with the courage to change course.

The years ahead are all about the things that make the difference:

• The combination of AI and human intelligence, to achieve better, faster and more relevant insights;
• Hyper-personalised, ethically responsible output, that goes beyond what is standard or seemingly common;
• A strong team of professionals, who can be themselves and grow in an environment that is simply fun to work in.

Impact becomes visible in real life. Products on the shelf. Campaigns that spark recognition. Changes that are felt. Not because everything was predicted correctly, but because strategically right choices were made. Choices rooted in insight, not in assumptions.

Proud? Yes. Not because of an impressive client list, but because a Belgian agency helps steer global brands, using an approach that proves just as relevant for SMEs. Often, there’s already so much data available. Data that elsewhere gathers dust, but here serves as a starting point. Not to research endlessly, but to use it strategically and purposefully. Without unnecessary baggage. Without standard solutions. Always sharp, never shallow.

Five years of One Inch Whale calls for more than just a moment. We’re celebrating: boldly, creatively and close to the water. Not with a standard recipe, but in places that surprise. With those who truly helped build this story. No reflection without foresight: this milestone is as much about looking back as looking ahead. From the familiar HQ and from keynote spots that spark the imagination, we reflect, listen, share. And yes, there’s something else in the pipeline. What exactly? That remains just beneath the surface for now.

A thank you to everyone who believes in this story. Clients, partners, colleagues. You made the difference and help shape the course for everything still to come.

The next one? That’ll be exciting. Promise.

Wim & Jasper