"My kids call advertising “reclama”—a mix of the Dutch words for advertising ("reclame") and drama—because it interrupts their YouTube videos. It’s funny, but also a good reminder of the challenge we face: if our work feels off or irrelevant, it simply doesn’t work.

"That’s what drives me in my role at VML Belgium, where I lead a team of strategists and work with clients across telecom, automotive, FMCG, and retail. Together, we take on complex challenges—whether that’s repositioning Samsonite to connect with a younger audience, or helping Bavaria Malt shift from a non-alcoholic beer to a soda brand in the MEA region. Across brand strategy, experience design, behaviour change, and content, I’m always chasing work that’s well thought-out, creatively exciting, and has real-world impact.

"I’m really looking forward to being part of the Effie jury this year. I hope to be jealous as often as possible."