It was during an internship at Unilever in 1998 that I discovered the power of brand building. I instantly knew; this is what I want to do. But to not throw away my law degree, I decided to become a lawyer for a while. To be precise, a trade mark lawyer. In 2003 I decided I wanted to work with brands in a more creative environment and switched my career to advertising. And after 5 years I started working directly for brands, to be at heart of fundamental brand management. In 2017 I wanted 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 organizations.
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 gave many other guest lectures at educations. In the United State, for example, at NYU, Colombia University and Boston University. In 2019 I also started a podcast, called Creative Achievers, in which I interview successful creative minds. At the moment I am working on a second book, about innovation.