As young founder of Tribal DDB, I devised the first internet strategies for major players like Volkswagen, Centraal Beheer, McDonalds, Philips, Bavaria, Riedel and Achmea. I then became a freelancer and later, as the founder of Nobla, worked on activation campaigns for Postbank, ING, Intratuin and Inshared. As a result of my interactive background I’m always looking for what brands can DO. Brand values, after all, have to be experienced.
But what was I really doing?
Probably a classic case of a midlife crisis, but all of a sudden everything just had to change, and I went for ‘good’. I really wanted to teach my children some life lessons. And the best way to do that is by living your ideals. So after years of pursuing an ideal rooted in economic growth, I have spent the last eight years focusing on internal growth.
This has meant making new, sustainable choices, each and every day, at work and at home, both as a professional and as a consumer. I get a huge amount of energy from working toward a more social, more sustainable and healthier world and dedicating my time, talent and determination to that goal. Something Gandhi so beautifully called trusteeship:
“We exploit talent or the ability for personal gains in the belief that we "own" the talent or ability. We don't own the talent, but we are appointed ‘trustees’ by God and so we must use the talent to help others, less fortunate or talented than us”.
In addition to creating my own projects such as K( )E 7951 - intended to reduce meat consumption by increasing consumer awareness – and Cleantogather - my dream of a large-scale clean-up of the world’s beaches – I feel right at home at Generous Minds. To advise a mixed clientele together with a wide variety of professionals, make investments, and learn from them….
That just has to lead to something ‘good’.