Hogenhouck M&A advised Public Matters on this transaction. The partnership
creates the largest independent corporate affairs consulting group in the Benelux.
At the same time, Whyte EU is being launched: a new European public affairs firm in
Brussels that offers clients direct access to expertise in the areas of EU policy and
decision-making.
Public Matters and Whyte Corporate Affairs share a common vision:
to integrate public affairs and corporate communications to help organizations
navigate complex social and regulatory environments.
Although both firms will retain their own identities and market positions, together they can
better meet the growing demand from international clients for integrated
Benelux support. The new group comprises more than 85 consultants. With the establishment
of Whyte EU, the parties are strengthening their presence in Brussels and laying a solid
foundation for further expansion within the Benelux region and beyond.
About Public Matters
Public Matters is a leading Dutch firm specializing in public affairs and strategic
communications, with offices in The Hague, Amsterdam, and Brussels. The firm advises
companies, industry associations, and government agencies on policy advocacy,
stakeholder management, and reputation issues. Since 2022, Public Matters has been listed among the
FD Gazelles—the fastest-growing companies in the Netherlands.
Day-to-day management will remain in the hands of Pieter Walraven, Bas Batelaan, and Tom Brouwer.
Pieter and Bas will also join the board of the new group. Founder Peter van Keulen
will remain affiliated with Public Matters as an Associate.
“Hogenhouck played a key role in establishing this
partnership,” says Bas Batelaan, Managing Partner at Public Matters.“With their
strategic and personal approach, they managed to strike exactly the right balance between
ambition, culture, and continuity. Throughout the entire process, we could count on them 24/7—
as a strategic advisor, process facilitator, and sparring partner.”
About Whyte Corporate Affairs
Whyte Corporate Affairs, with offices in Brussels and Antwerp, is a leading
Belgian consulting firm specializing in corporate communications, reputation management, and
public affairs. Founders Joris Bulteel and Eveline de Ridder position the firm as
a bridge between societal interests and administrative decision-making. With the establishment of
Whyte EU, Whyte is strengthening its European presence and offering clients direct access
to the heart of European decision-making in Brussels.
Role of Hogenhouck M&A
Hogenhouck served in a trusted role as a strategic sparring partner for the team at
Public Matters—from formulating the growth strategy to selecting the right
international partner and structuring the agreement. The starting point was
to create a sustainable combination that makes sense not only financially, but also culturally and
strategically.
Mark van Beusekom, Partner at Hogenhouck M&A:“The merger between Public Matters and
Whyte Corporate Affairs creates a major Benelux player with deep-rooted
expertise, European clout, and a strong entrepreneurial DNA. With this typeof
partnership, it’s not just about the numbers, but above all about vision, trust, and the
right chemistry between partners.”
