Ok, I’ll admit it: I’m a permanent eavesdropper. I never listen to music or podcasts on public transport. Instead, I’m listening to you explain why you finally started investing instead of letting your money sit idle, or dissect last night’s argument with your partner like it’s a post-campaign analysis. Why? Because as a strategist, I’m endlessly fascinated by how people think, talk, and behave. Same in restaurants and coffee shops: I always pick the seat facing the room. Observing people, their habits, contradictions, and small rituals is where it starts. It’s where insights live.
That curiosity has shaped my entire career. I started in advertising in 2011, after a Master in Communication Sciences, specialising in Media and Popular Culture. Since then, I’ve worked as a strategist at agencies including Publicis Groupe, on brands like Samsung, BNP Paribas Fortis, Orange, Efteling and Hoegaarden. Since 2019, I’ve been part of BBDO (via DDB and DVLR DDB), working on brands such as hey!, Bolero and Kom op tegen Kanker, always turning sharp human insights into work that’s creatively strong, and effective in business or behaviour.
I’m driven by curiosity, but equally by impact. The work that sticks understands people first and proves its value in the real world. I’m looking forward to being part of the Effie jury and seeing ideas that make me think: damn, I wish I’d been part of that.
