Not your typical
Marketing Agency
We're a bunch of behavioral science nerds that happen to be very good at marketing.
(Oh, and we have our very own All-In-One Marketing Software)
Cutting through the competitive noise in a saturated marketplace is getting harder.
We live in an era of information overload. So before you even start thinking about funnels, conversions, media, or advertising, you need to consider how to cut through the noise of a saturated marketplace. Don’t just take our word for it, look it up yourself. The human brain is increasingly filtering out irrelevant information, and our attention spans have been shrinking in recent years.
To be effective, we must develop strategies that bypass the brain’s biological gatekeepers and tap into the emotional triggers that drive behavior, before we can begin to implement the techniques to convert those people into customers, fans, followers, or voters.
We see around 8.000 advertisements. Every day.
500 Hours of new YouTube content. Every minute.
We make around 2.000 conscious decisions. Every day.
Our brain processes 34Gb of information. Every day.
With only an attention span of 8 seconds (goldfish have 9)
You were right all along
and the numbers do not lie.
Studies from Harvard and reports from Meta are confirming your gut feeling.
People are sick and tired of content that's screaming to empty your wallet.
By harnessing the power of behavioral science in media & advertising, we make people
feel heard and understood, and thus more receptive to your brand and offer.
Advertising based on traditional & conventional methods
Advertising based on behavioral sciences and micro-targeting
Understand People. Become Relevant. Cut through the Noise.
You were right all along
and the numbers do not lie.
Studies from Harvard and reports from Meta are confirming your gut feeling.
People are sick and tired of content that's screaming to empty your wallet.
By harnessing the power of behavioral science in media & advertising, we make people
feel heard and understood, and thus more receptive to your brand and offer.
Advertising based on traditional & conventional methods
Advertising based on behavioral sciences and micro-targeting
Understand People.
Become Relevant.
Cut through the Noise.
Let us control your full funnel and get you the sustainable growth you're looking for.
We’re not just marketing professionals, spending your budget on visibility. We’re your business partners, streamlining your marketing efforts. From communication strategies to psychological branding, from paid media to organic social posts, from lead generation to email marketing, and from landing pages to scaling up conversions.
By understanding people, their interests, psychological traits, behavioral patterns, and intrinsic motivations, we’re able to advise and create content, copy, and targeting strategies that genuinely engage and activate your ideal customers or fans. We're your remote audience and market researchers!
The numbers are clear: people are tired of pushy ads screaming “Sales”. Our track record proves we’re the ones helping them find value in your content, building authentic connection and loyalty to your brand. And that’s what turns audiences into paying customers, loyal fans, and brand ambassadors.
Understand people.
Become relevant.
Cut through the noise.
Our Services
Comms. & Content Strategy
We create science-backed strategies that'll resonate with your ideal audiences.
Content Creation with AI
Never worry about creating content again with the possibilities that AI is giving us.
Social Media Management
Transform your Social Media to a free audience engagement machine.
Social Advertising & Funnels
Target the right people and convert them into customers, fans, and ambassadors.
Lead Generation & Automations
Never worry about generating new business again with our lead generation.
Direct Marketing
Nurture your leads and build trust with a consistent flow of emails & Whatsapp.
Flow. Our All-In-One Marketing Toolkit!
Stop paying for all those different tools when you can have it in one!
Experienced in different industries
E-Commerce
Ticketing
Brick & Mortar
Entertainment
SaaS Companies
Politics & Non-Profit
Experienced in different industries
Some of our success stories
Our Success
Selling Concert Tickets
Post-COVID, the live entertainment industry faced another challenge: selling tickets to audiences when a lot of people still had their tickets for shows being postponed. Because of it, famous Dutch..
Generating a ROAS of 78
Streetwear brand In Gold We Trust had an average ROAS of 20, which means every Euro spent on advertising was bringing in €20 in return. They generated this by only targeting Hip-hop audiences..
Building a Music Career
Dutch rapper and singer Antoon was initially marketed as the rebellious pretty boy, but without major success. This top-down approach clearly didn't work, and the record company considered..
About Us.
Founded in Amsterdam in 2017 as Paúw Agency, the company, led by media strategist Noah Smits, quickly rose to prominence in the Dutch music and entertainment industry, building careers, selling tickets, and growing fanbases through out-of-the-box digital strategies.
Within a few years, the agency rebranded as People Amsterdam, evolving into a full-service media and PR agency. By leveraging data science to map the psychological traits of audiences, the agency shaped the reputations of individuals and organizations to drive business growth. It ran global campaigns for major names such as Ed Sheeran, Afrojack, and Rico Verhoeven, as well as renowned consumer brands like In Gold We Trust and The Tattoo Garden, helping them to scale up businesses.
Today, Noah has returned to his roots in digital strategy through Smidswater, where he continues to consult for high-profile public figures and brands. He is also gaining recognition for his unique methodologies, delivering keynotes on the application of behavioral science in communications at conferences and universities across Europe and the USA.
Let's talk about the possibilities!
Contact us for a free consult or presentation of our work
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