Supercharging brands with million watts of energy
As you climb the narrow staircase to Megawatt’s office at the Strijp-R site in Eindhoven, nothing prepares you for what you will find. As soon as you step into the space, you are immersed in a vibrant environment that looks more like an urban jungle than a standard office. Everywhere you see creative minds in action, baskets of fruit, walls filled with impressive campaign images, and an atmosphere that feels electric with energy.
In the midst of this organized chaos, we meet Stephan Kwast, one of the three founders of Megawatt. Stephan, a man bubbling with energy himself, has not been idle recently. We’ve seen him appear in interviews and magazines, all promoting their new proposition around 360° activation of brands. But today we want to dig deeper. How did these three marketing guys from Eindhoven build a 65-person agency of international stature? And more importantly, how do they maintain that undeniable energy?
”We used to slide into the table as the underdog, but more and more often we took home the assignment as Brabant rioters.”
From 40 watts to megawatts
“We started as 40 Watts,” Stephan says with a smile. “A nod to Eindhoven and its lighting history. But our ambitions were bigger than some mood lighting. We wanted – and still want – to pop, it takes more ‘watts’ to do that.” Years back, that ambition translated into a new name: Megawatt. With the payoff “We supercharge brands. “That’s a million watts of energy. Exactly what we have here.” Recently, Megawatt merged its four entities under one brand and now claims authority in 360° brand activation. “We are a creative powerhouse that develops impactful 360° activation campaigns that leave a lasting impression on audiences,” Stephan explains. “We work for brands such as Coca-Cola, Netflix, State Lottery, Samsung, Haribo, Peroni, as well as the creative vocational school Sint Lucas.”
From underdogs to trendsetters
Megawatt has grown from underdog to a serious player in the market. “We used to slide into the table as the underdog,” Stephan recalls. “But more and more often we took home the contract as Brabant rioters.”
“We were modest for years,” he admits. “We preferred coming up with creative campaigns and executing them, rather than climbing to the top of the monkey rock with agencies that primarily value them. But now we’re taking the stage more often, especially to spread our 360º activation proposition.”
Energy as fuel
It quickly becomes clear that energy is not just another buzzword for Megawatt. It is at the heart of everything it does. Stephan explains how Megawatt began encouraging a healthy lifestyle among employees as early as nine years ago. “Every Friday morning we meditate, every Monday afternoon we have personal training. We offer fruit, unlimited days off, coaching; you name it. But don’t get me wrong,” he adds with a wink, “we’re not the best boy in the class. We also like a glass of wine and sometimes go over our limits. It’s about balance.”
Stronger together: daily huddles and rocks
What stands out at Megawatt is the emphasis on collaboration and shared responsibility. Stephan explains, “We do ‘Daily Huddles’ here, a daily 15-minute check-in at the beginning of the day.” Megawatt also works with ‘rocks,’ quarterly goals where team members sign up from intrinsic motivation to achieve the goal. “That way you get real supporters in your organization,” Stephan emphasizes. “And not all the responsibility lies with the MT.”
”I get energy from people who take on adventures and are ambitious in life.”
Growing while maintaining fire
When asked how they keep that energy high in a growing company, Stephan explains, “Every team member has a development meeting every four months. We discuss development goals based on everyone’s personal job score card where we have defined mission of the position, core responsibilities and kpi’s. It’s about keeping people mentally and spiritually fit, with a good work-life balance. And that everyone works in their ‘strength’. Working Genius is what we call that.” Stephan emphasizes that he does not do this alone. Megawatt has a six-member board that includes his two associates, Richard and Simon. We also contact them and ask them what energizes them.
”The fuller my head, the more complex my cooking recipes.”
Richard, the youngest of the trio, jokes, “I’m ten years younger than those other two guys, so I have more energy by default anyway.” His source of energy? “Humor and fun. I do what I get energy from: commerce and doing it with people I have fun with. The three of us are super complementary to each other and never have to sit in each other’s chairs. This gives more air and space to laugh and keep each other on our toes. That’s our secret energy recipe if you ask me.” Richard recharges by traveling – last year he took eight weeks off to do so – and by cooking. “The fuller my head, the more complex my recipes. And sports huh, that makes me happy too. And we make really cool, impactful things in marketing for the most beautiful brands, who doesn’t get energy from that?”
”When people leave here, I want them to be ambassadors of energy.”
Simon adds: “In business, I get energy from putting the creative puzzle together. Finding the creative solution to a complex issue. It seems very simple to come up with a simple insight, pay-off or campaign, but a lot of thinking goes into it. The feeling you get when everything falls together; then the whole room fills with energy. I can still enjoy that intensely after 15 years.”
Simon’s role is slowly changing, increasingly to that of mentor, giving space to new talent. “If you keep thinking you always have the best idea, you become an old, dated advertising guy with a big ego. Engaging talent and putting it in power is beautiful.”
On work-life balance, Simon says, “I strive for a strong and fit body, a sharp mind and a nice balance. My goal is: when people leave here, I want them to be ambassadors of energy. Energy is not a trendy story we develop here to attract people, it’s an intrinsic motivation built into our culture.”
Personal drive and vision for the future
Stephan’s personal energy sources? “Kickboxing, skiing, HITT training, hot yoga, surfing – being physically fit is essential for me. And I get energy from people who take on adventures and are ambitious in life.” What does he get deflated by? “On people who make things unnecessarily complex and slow things down.”
In business, the ambition is great: “We want to establish Megawatt as the 360° activation agency. First in the Benelux, then throughout Europe. We want to claim authority in our category, like Tesla did with electric vehicles.”
It is clear to us: this is not just work, this is energy creation. And if these three gentlemen are to be believed, that is exactly what brands need in these turbulent times. Megawatt seems ready to send that energy out into the world.
This article previously appeared in Eindhoven Business and was written by Ine van de Laar.
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