From RCA Hasselt to Friends of Cartel

 What the Rebrand Means for New Stagiaires

For anyone familiar with the vibrant agency scene in Hasselt, RCA has long been a recognized name. As a former stagiaire there myself, I know the kind of creative energy that buzzed within its walls. Recently, however, RCA underwent a significant transformation, emerging with a new identity: Friends of Cartel, with Cartel Agency as its lead agency. This transformation is more than just a cosmetic change; it represents a structural evolution that has the potential to significantly alter the experience for upcoming stagiaires.

Let’s dive into what this change entails and explore its potential impact on those looking to get their start in the world of marketing and communication at this renewed Hasselt hub.

The Evolution: From RCA to a “Collective of Friends”

RCA, founded back in 1977, had built a strong reputation as a full-service marketing and communication agency. The recent shift sees it transform into Cartel Agency, the central agency within a broader group called Friends of Cartel. This move, which follows an earlier merger with HeadOffice and a partnership with Glowi, signals a strategic step toward specialization and collaborative expertise.

According to their new website and announcements, Friends of Cartel positions itself as an “agency collective built on expertise, united by craft, and driven by humans.” The philosophy is rooted in “compound creativity” and “craftsmanship through collaboration.” The name “Cartel” itself is intended to evoke a “gilde” or an association of skilled craftspeople—a collective of “young wolves and seasoned experts.”

This new structure features several specialized bureaus operating under the Friends of Cartel umbrella:

  • Cartel Agency: The lead agency, focused on building brands and integrated campaigns across various sectors.
  • Cartel Works: Specializes in employer branding and recruitment marketing.
  • HeadOffice: Continues its dedication to content marketing and custom publishing.
  • Lex & Turner: Focuses on branding and design with character.
  • RCA PR: Carries forward the RCA legacy specifically within corporate and lifestyle PR, influencer marketing, and crisis communication.

What Could This Mean for New Stagiaires?

A rebranding and restructuring of this scale inevitably brings changes, many of which could be particularly impactful—and potentially very positive—for new interns:

  1. Deeper Dives into Specializations:The most significant change for a stagiaire is likely the opportunity for more focused learning. Instead of a general “full-service” experience, you might now choose to immerse yourself in a specific niche like employer branding (Cartel Works), content marketing (HeadOffice), PR (RCA PR), or design (Lex & Turner). This type of experience allows for a deeper understanding and skill development in a chosen area. For those who already have a clear passion, such experience is a giant plus.
  2. Exposure to Expert-Driven Environments:The emphasis on “experts working together” and “craftsmanship” within Friends of Cartel suggests a culture where profound knowledge is valued. For an intern, these qualities could translate into excellent mentorship opportunities and the chance to learn directly from seasoned professionals who are leaders in their specific fields.
  3. Understanding Collaborative Frameworks:While specialization is key, the “collective” nature of Friends of Cartel means these bureaus will ideally collaborate, especially with Cartel Agency leading integrated campaigns. Stagiaires could gain valuable knowledge about how different specialisms interact and contribute to a larger marketing strategy, learning the art of “compound creativity” in action.
  4. A Modern Brand and Culture:The new branding feels fresh, dynamic, and human-centric. The agency speaks of a “shared culture” and a desire to give “talent…room to grow.” Such an arrangement could foster an inspiring and supportive environment for stagiaires eager to contribute and develop.
  5. Varied Project Opportunities:With clients like Wibra, BelOrta, CM, and even the Flemish Government mentioned in relation to Cartel Agency, the scope of projects is likely to be diverse and impactful. Depending on the bureau, stagiaires could find themselves working on anything from cutting-edge digital campaigns to intricate branding projects or impactful PR initiatives.

Things to Consider for Prospective Stagiaires:

  • Clarity in Your Application: With specialized bureaus, it might be beneficial to research which “Friend” aligns best with your career interests and tailor your application accordingly.
  • Embracing the “Craft”: The new identity strongly emphasizes “craft.” Showcasing your passion for a particular aspect of marketing or communication and a desire to hone your skills will likely be well received.
  • A Blend of Old and New: While the overall structure is new, the continuation of “RCA PR” shows respect for the agency’s legacy. This blend could offer a unique environment that values both innovation and established expertise.

A New Chapter for Stagiaires in Hasselt

The transformation from RCA to Friends of Cartel marks an important shift. This change appears to provide new stagiaires with opportunities for more specialized learning, mentorship from dedicated experts, and experience within a modern, collaborative framework. Despite the name change, RCA’s enduring dedication to strong brand building and creative communication appears set to persist, albeit through a more focused and collaborative approach.

If you’re considering an internship, this new setup at Friends of Cartel offers an exciting prospect to dive deep into the specific facets of the marketing world that ignite your passion, all within a structure designed to foster growth and expertise. It’s a chance to become a “friend” in a cartel of true craftspeople.