Brands aren't just competing with other brands for attention anymore. They're competing with everything and everyone: Netflix, the Substack that actually gets read, run clubs, a creator who has a voice of their own.

The strongest brands don't think like advertisers. They think like media brands: they create content that contribute to culture.

At Hearst Netherlands, I translate brand identity into content partnerships across Cosmopolitan, ELLE, ELLE Decoration, Harper’s Bazaar JAN, National Geographic, Quest, and Quote - working with clients like Dyson, Unilever and G-Star to build stories people genuinely want to engage with. From creative strategy to execution.

My way of working comes from three worlds. At GroupM, I learned how content partnerships are built and distributed. At Ogilvy, how brands get built through strategy and creativity. And at Hearst, I see firsthand every day how iconic media brands earn loyal audiences through storytelling and cultural relevance.

Commercial creativity, strategic brand thinking and editorial instinct - three disciplines that rarely come together in one person. In me, they do.

The result: campaigns that are culturally relevant, strategically sound and commercially valuable - and that people actually choose to spend time with.

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