Based in the Netherlands, MM Creative Agency supports industrial, technical, maritime, and real estate companies in building websites designed for performance, user experience, and transparency.
To meet its clients’ privacy requirements without adding friction to their digital journeys, the agency has recently transitioned its consent management approach. Following Axeptio’s acquisition of CookieCode, MM Creative Agency began moving gradually toward a more customizable CMP, aligned with both local regulatory expectations and marketing challenges. This article looks back on the start of this international collaboration, through the insights shared by Evert den Toom, Operational Account Manager at MM Creative Agency.
Supporting High-Performance Digital Projects Across Key Dutch Industries
Founded in the Netherlands, MM Creative Agency has spent several years working with companies in the industrial sector, particularly in technical and real estate markets, which are deeply rooted in the region.
Its client portfolio includes organizations such as Holland Water, Xycles Textile, Bumaco and Constructif.
The agency offers a full-service approach, from marketing strategy and branding to website design, lead automation, and email marketing. Their methodology is guided by one key principle: shaping the site’s structure, content, wireframes and brand story before moving on to design.
We always start by understanding the client’s story — what they want to communicate — and then looking at their conversion funnel. Working on the site structure, content, and user journeys is the first phase of the project. Design comes afterward, to serve the user experience and business goals.” — Evert den Toom, Operational Account Manager, MM Creative Agency
This methodology guides all of the agency’s projects, including when implementing cross-site elements such as cookie banners.
Building Privacy and Consent into the Website Design Process
For MM Creative Agency, consent is part of a broader commitment to transparency and control over digital tools. It is also an area the agency often handles on behalf of its clients who may not be familiar with regulatory complexities.
Most of our clients do not work with very large volumes of data. Above all, they expect their website to be straightforward, reliable, and compliant, without having to dive into the subtleties of the GDPR. So it is up to us to anticipate and manage these topics and their evolutions.”
Evert den Toom Operational Account Manager at MM Creative Agency
This trusted intermediary role is especially relevant in the Netherlands, where the Autoriteit Persoonsgegevens (AP) has recently increased scrutiny of cookie banners. Having a CMP that can evolve alongside regulatory requirements helps both the agency and its clients operate with greater confidence. A dedicated article that explores the Dutch authority’s expectations in detail is available on our blog.
In most cases, MM Creative Agency deploys standard cookie banners — first with CookieCode, and now with Axeptio — ensuring they remain consistent with the overall UX of the websites they build.
The tools most commonly used by clients (and requiring tracking) remain widely adopted solutions such as Google Ads, Meta, and sometimes Hotjar. In this context, the CMP becomes a key component of the site’s traffic acquisition strategy.
As a result, the CMP’s ability to connect smoothly with marketing platforms, especially within the Google ecosystem through Consent Mode v2, has gradually become a key requirement when selecting a consent solution.
A Natural Transition Following Axeptio’s Acquisition of CookieCode
For several years, MM Creative Agency relied on CookieCode for consent management. CookieCode has long been well established in the Netherlands and widely used by local agencies. Last July, Axeptio’s acquisition of CookieCode marked a turning point, opening the door to a gradual transition toward a more international platform offering new features.
While the move to a larger-scale CMP initially raised some questions for Evert, the transition ultimately proved smooth and well supported, thanks in large part to the involvement of Gordon Plomp, Sales Director Benelux at Axeptio. The support was described as fast, accessible, and well aligned with the expectations of the Dutch market.
Beyond the onboarding process, adopting Axeptio also gave the agency access to features that had previously been limited or unavailable with CookieCode: multilingual and multi-domain management, a consent registry, advanced analytics, and compatibility with Google Consent Mode v2, now central to conversion modeling.
Rolling Out Consent Gradually, with Customization and Next Steps in Sight
One of the most positive surprises for MM Creative Agency has been the widget customization options offered by Axeptio. This is a central consideration for an agency whose core focus remains UX and the consistency of user journeys.
The cookie banner is a visible element. Being able to customize it in detail — images, logo, text, colors, buttons, and now even video — is essential to remain aligned with the site’s identity.” — Evert den Toom, Operational Account Manage, MM Creative Agency
For Evert, this ability to deliberately shape how consent is presented stands out as a clear differentiator compared with their previous solution. This is especially true given that, from the end-user’s perspective, the transition takes place smoothly and progressively, on a project-by-project basis.
MM Creative Agency is already considering the next steps with Axeptio, particularly the ability to create customized privacy policies directly within the platform, in order to round out a service offering that is already regarded as premium.
For us, the CMP is part of the website experience. With Axeptio, it feels like there is still a lot more we can build on.” — Evert den Toom, Operational Account Manager, MM Creative Agency
Need help making your cookie banner compliant with AP expectations in the Netherlands and turning consent into a performance lever?
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