I'm an all-round digital creative with 10 years of experience in design and over 4 years in several leading digital advertising agencies. The most important goal in my work is to deliver bright and effective campaigns within any briefing. My technical and digital background gives me the power to go outside the traditional advertising box. Down here you can find a selection of my work. Enjoy!

American Express's coverage gap issue involves the perception between where individuals think the American Express Card is accepted and where it is actually accepted. Improving this so called 'Perception of Coverage' was the primary goal for this campaign. Because of the divided base (proprietary and Flying Blue cardholders) the game was designed and build in two different variations.

Following up on the earlier 'awareness' and 'spend stimulation' campaigns we choose to create an interactive and engaging game to get our message across. Reward points and miles where used as an extra incentive to play. We used over 90 of American Express's top merchants in the Netherlands and divided them into 6 categories to create a clear overview of the richness of coverage. In every category the user had to pick his personal favorite.

The six favorites where then used to create a dice with a logo on every side. With these personalized dice the game 'Best Of 5' is played. Best of 5 is based on 'Yahtzee' and object of the game is to win points by rolling five dice to make certain combinations. The dice can be rolled up to three times to try to make one of the possible winning combinations.

Besides a better perception of the cards coverage with the cardholders, American Express enriched their client database with valuable data of personal favorite merchants in six different categories. This data will be used in upcoming campaigns and personalized offers.

For the commercial transport clients of Mercedes-Benz we developed a special program to convince them to install a route registration device in their cars. The clients recieved a mailpiece with their own 'Vito' or 'Sprinter' as a model car. Within the original model car package was a leaflet informing about the 'ZERO Delta' route registration system.

On the website users could see the special deal for placing the ZERO Delta system in their cars. To show the benefits of ZERO Delta we used the model cars in combination with the registration system. A hand places the USB-sick in the device before driving one of the cars around. It shows what is registered, how it's registered and shows registration of multiple drivers or cars.

David Ogilvy was big on testing, and his effectiveness as a communicator improved dramatically as a result. It’s amazing what you learn when you test different elements on a website: simple tweaks of headlines, changes in calls to action, different placements of elements, tracking how design changes improve conversion of your objectives. And I think this should also apply to your own website.




The biggest problem with the previous version was that it was build in Flash, so it didn't work on the devices we all love so much. Besides that it was pretty complex to add content so most of the news and cases were outdated. That's why we decided to take the next step and build a future proof website which was easy to update and could easily be improved by small tweaks and changes. After all, at Ogilvy we never stop testing.

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IBM and Business Partners can solve any challenge. The Dutch midmarket however, is not aware of this. How to change this misperception?

Midsize businesses could experience how easy it is to get the best solution. Just by entering their business problem in a unique business competition, that completely ran on LinkedIn. With IBM's midmarket leader himself acting as a host in interactive video's, businesses could enter their challenge and vote for the best solution. The winning case got € 30.000 to start the implementation.

Thousands participated by competing or voting with their LinkedIn profile. Adding the extra viral effect of innumerable LinkedIn connections being in the loop too, it resulted in unprecedented exposure and midmarket business growing 13%. Proving IBM solves any challenge, including their own.


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For this Google Adwords sales event entrepreneurs first received a miniature art-frame-mailing inviting them to an exclusive art exhibition. A couple of days later they recieved the real invite with a personalized tagcloud of search words.

At the gallery branch specific words were printed, framed and presented as if it were art. Thus communicating that certain words can be very valuable to a company. At the event the Country manager of Google in the Netherlands, an Adwords user and a known dutch writer told about their personal 'Value of Words'.

Lots of entrepreneurs choose, when their van gets older than 4 years, to take the car to ‘the workshop around the corner’ instead of to the official Mercedes-Benz dealer’s workshop. But if you stay consistent in giving your van the best possible maintenance with original parts, the car will be more reliable, safer, live longer and it’s resale value will be higher.

Mercedes-Benz’ After Sales department wanted to address existing Vito and Sprinter owners and confirm them that they made the right choice to bring their van to the official Mercedes-Benz workshop. And moreover, to convince them that they should continue to do so.

Hence the Mobility-Treatment: consistent maintenance grants a healthy van. The entrepreneurs with a Vito and/or Sprinter received a drug box with vitamin sweets and a leaflet. The leaflet contains - in the way leaflets in drug boxes are usually written - the whole message. So no brochure, no letter, not even an envelope. There was just the box in the mail, with the pharmacist’s label as the address sticker.

Mercedes also wanted to collect e-mail addresses. So we added a code to the pack. After logging I and filling in the code, you could instantly see if you had won one of the prizes (free accessories or reduction on the next service). Over 11% of the visitors gave their e-mail address on the website. The website itself had an unusual navigation: you could see the content by moving your mouse over the strip. Each pill had it’s own subject. By pushing a pill from the strip (and hearing the ‘crisp’), you got all the information in a text box.