Beautiful Lives joins The Relevance Group
Press release
Hamburg, May 2025
The Relevance Group continues to grow its presence in the Benelux region and welcomes Beautiful Lives as the newest company to join its European network. With this step, the Utrecht-based agency becomes the fourth firm in the region to join the group, alongside Markteffect, Techonomy, and TDA Group.
Beautiful Lives is renowned for its strong expertise in qualitative research, behavioral insight, and proposition development, rooted in the principles of design thinking. The agency supports clients such as FrieslandCampina, AkzoNobel, AS Watson, and Bonduelle by exploring the intersection of human behavior, data-driven innovation, and strategic growth.
Andreas Hannemann, Group CEO of The Relevance Group:
“Beautiful Lives adds a crucial dimension to our network: the ability to decode human behavior and translate it into meaningful strategy. Their people-centric approach and commitment to innovation align perfectly with our ambition to make communication more intelligent, relevant, and effective across Europe.”
The addition strengthens the group’s capabilities in understanding the "why" behind the numbers – creating a powerful combination of behavioral depth and analytical precision across the entire TRG network.
“We always start by focusing on the individual behind the customer’s needs,” says Gaby Siera, Managing Partner at Beautiful Lives. “Clients increasingly seek context and interpretation based on data — and this step allows us to deliver that more precisely. What drew us to The Relevance Group is their entrepreneurial spirit and their passion for insights — not as a goal in itself, but as a tool for gaining a deeper understanding of human behavior.”
The collaboration also opens up opportunities for cross-company innovation within the network. One strong example is the close cooperation already emerging between Beautiful Lives and fellow Dutch agency Markteffect.
“Data gains real value only when you understand the human behavior that drives it,” says Hesam Fahimi, CEO of The Relevance Group Benelux. “That layer of understanding makes every data-driven strategy more powerful. With Beautiful Lives, we add exactly that depth.”
“Each agency has its own distinct area of expertise,” Fahimi continues. “Markteffect delivers sharp, data-driven insights. Beautiful Lives builds on that by adding depth and translating insights into innovative, practical solutions. Together, we offer a comprehensive proposition that is unique in the market.”
