Prepr’s Agency Talks are exclusive video interviews with top agencies, where industry experts share key insights and invaluable tips. In this session of Prepr Talks, we had the pleasure of sitting down with Steven Ammerlaan, co-founder of Social Brothers and SB Group. Steven shared his expertise on transforming digital platforms, adapting to new technologies, and creating strategies that meet clients' dynamic needs. Leading the conversation is Jouko Huismans, CEO of Prepr.
Main discussion points:
- Evolving from simple websites to dynamic digital experience platforms.
- Adopting headless architecture for scalability, flexibility and growth.
- Integrating AI for workflow optimization.
- The importance of tailored team structures to meet diverse client needs.
Hear it straight from the experts
"The only certainty in the digital world is change. To thrive, agencies must embrace new technologies and invest in constant learning." – Steven Ammerlaan
And these are the key topics and takeaways form the interview.
1. The evolution of the digital platforms
Steven emphasizes how the digital market has transformed dramatically over the last 15 years. The discussion highlights a significant shift in client needs. Websites are no longer just digital business cards; they have evolved into dynamic platforms that enable personalization, community engagement, and deep integration with social and mobile channels.
“We’ve moved from crafting WordPress templates in our attic to building community-focused platforms and personalized digital experiences,” Steven explains.
Steven highlights a growing trend where traditional sales models are replaced by digital tools, with manufacturers and trade companies now prioritizing digital-first strategies.
Takeaway:
Businesses must recognize that digital solutions are no longer static. A digital presence must integrate evolving technologies and user engagement strategies to stay relevant.
2. Structuring for success: The power of specialized teams
Social Brothers’ decision to divide its services into three distinct labels stems from a clear understanding of the market. Different client needs and team skill sets demand tailored approaches.
“We realized that our clients’ demands were becoming more diverse,” Steven says. “This prompted us to create separate teams that could focus exclusively on unique challenges, ensuring we deliver the best solutions for each market.”
Social Brothers operates under three distinct labels: Social Brothers (marketing), WP Brothers (WordPress development), and 2Digits (digital transformation). This segmentation allows them to tailor their approach based on the unique requirements of each client.
Takeaway:
Segmenting teams to align with specific client needs and industries creates a more agile and focused organization. It also fosters innovation and expertise in specialized areas.
3. Technology adaptation: Headless architecture
When asked about technical advancements, Steven emphasized the agency’s adoption of headless technologies for their flexibility and scalability. While these solutions require a different skill set, they offer unmatched potential for innovation and adaptability.
Monolithic systems remain viable for smaller projects, but headless architecture is ideal for long-term growth and adaptability.
“It’s always about balancing customer needs with the right technology,” Steven says.
Takeaway:
Choosing the right technology should be guided by client needs and project scope, balancing flexibility, speed, and scalability.
4. The role of AI in digital transformation
Steven describs AI as both a fundamental and transformative force for digital agencies. Social Brothers integrates AI into its operations for strategic insights, automation, and development efficiency.
Takeaway:
AI is not optional—it is essential. Agencies should invest in AI tools to stay competitive and better serve their clients.
Founded 15 years ago by Steven and his brother Rob, Social Brothers began as a small agency crafting WordPress websites. Today, they are industry leaders, providing innovative digital platforms under three specialized labels:
- Social Brothers: Focused on marketing and social media.
- WP Brothers: Experts in WordPress website development.
- 2Digits: Dedicated to digital transformation and consulting.
From their early days creating WordPress websites to becoming a leader in digital transformation, Social Brothers has consistently evolved to meet market demands. Their journey reflects a willingness to embrace change, adopt new technologies, and align their strategies with the needs of their clients.
“It’s not just about technology—it’s about understanding the market and how we can help our clients achieve their goals,” Steven says.
Steven’s top tips for agencies
- Be adaptable: Stay open to new technologies and approaches.
- Invest in partnerships: Align with clients for long-term success.
- Leverage AI: Use it to drive innovation and efficiency.
As Steven puts it, “The only certainty is change. Embrace it, and you’ll thrive.”
Stay tuned for more insights from Prepr’s Agency Talks, where we dive deep into the strategies driving success in the digital age.
Social Brothers – Agency Background