In a constantly evolving marketing and communications sector, staying relevant means continuously navigating and adjusting course. “Our approach has always been about experts and expertise, about people and craftsmanship. That’s how we’ve always worked, and that’s how we’ll continue to work,” says CEO Tom Van den Bergh.
Today, that vision is taking shape under a new name. The group of agencies formerly known as RCA and HeadOffice is transforming into Friends of Cartel, with Lex & Turner as one of the four specialized agencies.
“Saying goodbye to a strong brand is never easy. RCA has built a solid identity. But now is the right time. The merger with HeadOffice and the partnership with Glowi, nearly a year ago now, marked the beginning of a new chapter. Today, we take the next step, under a new flag. Or better yet: under new flags,” says Tom.
Cartel Agency will act as the lead agency within Friends of Cartel. Here, we build brands and campaigns across industries, cleverly combining the group’s expertise and services. Clients such as Wibra, BelOrta, Het Poetsbureau, CM, and Opgroeien (Flemish Government) rely on this collective craftsmanship.
Friends of Cartel: A platform for specialized agencies
With Friends of Cartel, we are giving our expert centers room to grow under their own names. Because specialization deserves visibility. And a unique brand identity makes them stronger.
In addition to Cartel Agency, we’re starting with four “friends”:
- Cartel Works — focused on employer branding and recruitment marketing.
- HeadOffice — dedicated to content marketing and custom publishing.
- Lex & Turner — branding and design with character.
- RCA PR — covering all forms of PR: corporate and lifestyle, influencer marketing, and crisis communication. They also carry the honor of keeping the RCA legacy alive.

Why ‘Cartel’?
Cartel is a layered word. It originates from Latin. In our language, it echoes the idea of a “guild.” To some, it may even carry an edge. “Originally, it signifies a collaboration — an alliance of craftsmen. And that’s exactly what we are: a collective of ambitious talents and seasoned experts. People who choose the craft. The craft of branding, marketing, and communication,” explains Tom Van den Bergh.
More than just a name change
Nomen est omen: a new name is a powerful signal. It marks a new chapter. A conscious step forward. To strengthen our agencies. To attract and empower talent. To make a difference in a sector where content, creativity, and strategy together create impact.