It was during an internship at Unilever that I discovered the power of brand building. I instantly knew; this is what I want to do. Nevertheless, I briefly became (trade mark) lawyer – after all, I got my Law degree. In 2003 I wanted to work with brands in a more creative environment and switched my career to advertising. After five years, I started working for brands directly, because I wanted to be involved more broadly and fundamentally. In 2017 I chose for a change of scenery and became marketing director at MTV in New York. A wonderful experience, but in 2018 I returned to Amsterdam to do what I like most, building solid brands in close collaboration with ambitious organisations.
ON THE SIDE
Besides my work as a brand strategist, I am fascinated by creativity. About this topic I published the book Defining Creativity in 2014 (2nd print; 2016), which concisely explains what creativity is and how it works, from different scientific angels. In 2015 the faculty Art & Economy of the Utrecht School of the Arts adopted my book in its curriculum. And I became their visiting lecturer. I have given many other guest lectures at educations (in the US, for example, at NYU, Colombia University and Boston University). I also write articles and columns (in the past for Advertising Age, Adformatie, Marketing Tribune, and – more recently for – Marketingfacts). And in 2019 I started a podcast, called Creative Achievers, and in 2022 a series called MerkPioniers (about brands that are conquering tomorrow’s markets). At the moment, I am also working on a second book, about innovation.
