At the turn of the new millennium, Egon Diekstra and Claudio Missaglia founded Hamilton Bright (now Smollan), a field marketing agency for A-brands in retail. With limited resources but great ambition, the Sneek-based company grew rapidly. By focusing on quality and personal attention—for both clients and employees—Hamilton Bright (now Smollan) evolved year after year. The company expanded into Belgium, acquired specialized businesses, and attracted top young talent. In 2020, following the acquisition by Advantage Smollan, the founders handed over day-to-day management to a Benelux executive team.

As of January 20, 2026, Hamilton Bright continued as Smollan. A new name, but with the same people, the same energy, and the same ambitions. Under the international banner of Smollan, active in more than 60 countries, we continue to build strong brands.

Today, Smollan employs over 80,000 people across 61 countries and is among the world’s leading field marketing agencies. With its comprehensive service offering, it supports every stage of the customer journey. Thanks to this “one-stop-shop” approach, clients can rely on speed, efficiency, and the benefits of global scale.

Timeline: from Hamilton Bright to Smollan

2000: Hamilton Bright is born
2004: Hamilton Bright Belgium is established
2006: Retail Service Partner is added
2006: Brand activation forms a new specialty
2010: Opening of the current headquarters in Sneek
2010: HB Training is added
2012: Sales management forms a new specialty
2012: Trade marketing is added
2012: SmartSpotter is added
2014: Twin Shop Support is added
2017: Acquired by Advantage Smollan
2019: Acquired by Dutch Moving Media
2023: Awarded a Great Place to Work
2024: Partnership with Dayes and again awarded the Great Place to Work title
2026: Hamilton Bright becomes Smollan