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ANCHOVY. – How It All Started And Where They Are Now, In Amsterdam

Two brothers, two minds.

Benji and Zak Borg have been hustling since 2013, trying to make ANCHOVY. greater every day, with a team of over 40 people backing them as of 2017.

How it all started?

Starting in 2012, before ANCHOVY., the brothers built and developed ideas for apps. Their app Next Gozo Ferry was a great success, with over 35,000 downloads, a significant number for a country with a population of just 400,000 people – many of whom are not tech-savvy.

It generated enough buzz to grab the right people’s attention. As Benji noted – the brothers were able to identify a gap in the market for Malta; a country where conversion-driven digital marketing had not quite picked up.

Zak Borg added:

Back then, digital marketing didn’t even exist! Thus, ANCHOVY. was born.

It all started from their bedrooms and garage at home. But that didn’t stop them from launching huge projects like Lufthansa, New York Best and Smart City.

Their youthful enthusiasm kept them going and #pumped.

Benji and Zak Borg

What they do?

Digital marketing is what ANCHOVY. is all about. Although it surrounds us, digital marketing in Malta is not a concept that many people are familiar with.

The Borg brothers look to change, and change the landscape of digital marketing in Malta – and to add a touch of Mediterranean culture to digital marketing efforts internationally.

People are consuming social media such as Facebook, Instagram daily, and they are constantly being influenced by what they are seeing online. ANCHOVY. capitalises on this with works for their clients such as InterContinental Malta, Briiz, FetchIt, GasanMamo Insurance, Visa, Malta International Airport and many more.

ANCHOVY. generates great online traffic for their clients and converts that traffic into increasing the client’s bottom line – which can be increasing sales or organic growth of their social media.

ANCHOVY. assists clients with sustaining or increasing sales by delivering specific and tangible goals for their clients.

They evolved from a digital agency, into a performance based agency, assisting clients achieve specific online key performance indicators (KPIs) across various sectors.

What they stand for?

The company culture of ANCHOVY. is one-of-a-kind. Loud music and a trendy interior will be noticed when you walk into their Head Office in Ħamrun, Malta.

One of the cornerstone of ANCHOVY.’s culture is to ensure that all employees feel at home and are happy doing what they’re best at.

They are a hard-working company, and you can find empowering words all over the office walls – #pumped, #hustling, #winning.

Benji Borg shared:

We’re young, cool, hard-working, edgy, misfits, creatures, loud, Maltese, aggressive, respectful – We’re ANCHOVY.

Where they are now

Almost 5 years later, ANCHOVY. has grown tremendously fast. From 2 people to now more than 40 employees – also known as Anchovies – the team is one big family, spread across 4 offices.

They are taking over Ħamrun with two offices in the main street, with their second Malta office opening in April 2017.

They expanded their their borders in September with the launch of their office in Amsterdam at the Prinsengracht – a famous location along the canals which offers many possibilities.


So why Amsterdam?

Amsterdam is known for their good-feel vibe, creativity and multiculturality. It is a place where everything is possible – where ANCHOVY. can spread its own culture.

ANCHOVY. has many Dutch interns and employees walking around in their offices, including Marvin – once an intern, now Country Manager at the office in The Netherlands. He is the first employee who is permanently based outside the Head Office in Malta.

Marvin, Country Business Manager Netherlands at ANCHOVY. said:

There’s so much opportunity in Amsterdam, it’s insane. I’m just very grateful we have the chance to provide an added value to a whole new spectrum of people and businesses.’

We know one thing now: ANCHOVY. is growing fast, and it’s not planning on stopping.


ANCHOVY. is a lead generation agency based in Malta, Dubai & Amsterdam and aims to be at the forefront of an age of Creative & Lead Generation.

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