Marketing and communications. Your work stands out, your figures add up.
For advertising agencies, PR and communications agencies, designers and content creators, from 1 to 25 people. Rights to the work, media budgets, freelancers and clients who pay late: Alvelion handles the accounting around it.
Request an introductory meetingSole proprietorship or BV? Work it outWhat matters for a growing agency?
A marketing or communications agency sells ideas, hours and work the client is going to use. It often also buys media, print or freelancers for the client. That is where most of the rules are.
At the Chamber of Commerce you are registered under SBI code 73.11 (advertising agencies), 73.30 (PR and communications) or 74.12 (graphic design). If you mainly build websites, 62.10 sometimes fits better. That depends on your main activity.
According to Statistics Netherlands, on 1 October 2026 there were more than 35,000 advertising agencies, 10,600 PR agencies and 29,000 graphic designers. Most are one-person businesses. In advertising, 47% of turnover in 2024 went on purchases, such as media and production. The trade association VIA also looks beyond turnover, at gross agency income.
Where things go wrong for agencies
Do you recognise one of these situations? Then your accounting needs attention.
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Promising rights you don't have
If a freelancer makes the design, the copyright stays with them. It only passes by a written deed. Without that deed you cannot give the client more than you have yourself. A line on the invoice is not enough.
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Media bought in your own name
Do you buy media, print or an influencer in your agency's name? Then passing it on is your turnover and you charge VAT on the whole amount. And you must pay the supplier, even if your client does not pay you.
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A big brand that pays after 60 days
A large company may not make a small agency wait longer than 30 days. A longer term in the purchasing terms is void. Still, many agencies wait longer, and so finance their client's media.
With your accounting in order, you know per client what your margin after purchases is, what is still outstanding and what you set aside for tax.
The work and the money
The work
Who may use it?
Work by your employees belongs to the agency. Work by freelancers only with a deed. Record in the quote which rights the client gets, and what was made with AI.
The money
What is left after purchases?
Media, print and freelancers kept apart from your own hours. That way you see your real margin per client, and know which amounts you advance.
We link bank, invoices and purchases to your accounts, so you know every month where you stand.
How Alvelion handles the figures of your agency
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Getting to know you and setting up
We look at your clients, what you make yourself and what you buy in. We set up your accounting and VAT codes accordingly, with purchases for clients kept separate.
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Keeping up to date
Invoices, purchases and bank are processed continuously. Every month you see your margin after purchases and which clients still have to pay.
Every month
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Payroll and tax returns
Your own salary, your staff's payslips, the VAT return and the corporate income tax go out on time.
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Looking ahead
A first designer on the payroll, a large client with a large media budget or a retainer? We work out in advance what it means.
You work with one dedicated contact who knows your business, not a changing team or a general helpdesk.
Where Alvelion helps your agency
Projects and purchases in the books
Invoices, purchases and bank are processed continuously, with media and production for clients kept apart from your own turnover.
Go to online bookkeepingRights and contracts
Deeds for freelancers, licences for clients, agreements with influencers and the data processing agreement for campaigns. Our own legal team helps you.
Go to legal adviceVAT on recharged costs
When is it your turnover and when a disbursement? We make sure your invoices and your VAT return are right.
Go to tax adviceStaff on the payroll
Payslips and payroll tax returns for your designers and strategists, and your own salary as a DGA.
Go to payroll administrationMargin per client
We show what each client brings in after media, production and freelancers, and where hours leak away. Every month.
Go to financial insightPaid on time
We track your outstanding invoices and send reminders, with statutory interest when a client is late.
Go to credit managementCalculators
Sole proprietorship or BV, and what you pay yourself
Enter your expected profit and see what you keep net as a sole proprietorship and as a BV, with the 2026 rates. Already have a BV? Work out what salary the Tax Administration expects from you, and whether you are better off taking salary or dividend from your BV.
Calculate sole proprietorship or BVThe client sees your campaign. We see what is left for you after the media.
Your agency and your figures with one team
Knows the rules for agencies
Copyright, recharged media, VAT, freelancers and payment terms: we know the rules that apply to marketing and communications agencies.
Wages straight into your figures
Payroll and bookkeeping run side by side. That way you see every month which share of your margin goes to staff.
One contact
Bookkeeping, payroll and advice with the same dedicated team.
Frequently asked questions
The freelancer's, until they transfer the copyright. That is only possible in writing, with a deed that arranges the transfer. What is not expressly in it does not pass. Work by your own employees does belong to the agency. Arrange the deed before you promise the client rights, because you cannot transfer more than you have yourself.
Perhaps not. Work made almost entirely by AI may not be protected by copyright. Then there is nothing to transfer either. There is no Dutch court ruling on this yet. State in the quote what you make with AI and which rights the client gets.
Since 2 August 2026 European transparency rules apply. AI images, audio or video that look like real people must be clearly recognisable as AI. In doubt about a campaign? Ask us before it goes live.
If you buy the media in your agency's name, yes. Then it is your turnover and you charge VAT on the whole amount. Only if you pay in the name and for the account of the client, with the client as the contracting party, is it a disbursement without VAT. "Costs for the client's account" on the invoice does not make it a disbursement.
That it is advertising, with words such as advertisement or paid partnership. That notice must be in the video itself and in the description. This also applies to small accounts, regardless of the number of followers. A discount code or affiliate link is advertising too. Put these rules in your contract with the influencer.
Not if the brand is a large company and you are a small agency. Then the term may not be longer than 30 days, and a longer term is void, also in the client's purchasing terms. If the client pays late, you are entitled to the statutory commercial interest, 10.4% since 1 July 2026, and at least €40 in collection costs.
For tax purposes, the part of the price that belongs to work already done counts in that year, even if you only invoice at delivery. With a retainer, also agree on what happens to hours the client does not use: do they lapse or roll over.
That is when the legal presumption of employment starts. If a freelancer works for a low hourly rate, the law presumes an employment contract. The law says €36 an hour, the government €38 (as of 1 January 2026). The minister has yet to announce the exact amount. You must then prove that it is a self-employed assignment after all. With higher rates too, watch how the work is done: since 2026 the Tax Administration can impose penalties again.
For advertising, communications and design agencies there is no compulsory cao and no compulsory pension fund. You arrange employment terms and pension yourself. If you print or apply lettering yourself, or make outdoor advertising, the Graphic Media cao may apply, with a PGB pension. Have that checked before you hire someone.
Knowledge for your trade
All articles on marketing and communicationsReady to grow your agency further?
Tell us how your business runs now. We deliberately work with a limited number of clients. That is why we first look together at whether we are a good fit. You'll hear back within one working day.
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