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Multilingual (EN/FR/NL) advertising professional. Expert in integrated with considerable digital expertise, proven strategic skills and a strong connection with creative talent. Bringing you: 1) Proven experience in developing Brand and Consumer Strategy 2) Expertise in driving big ideas through full integrated channels, including digital and social 3) Over 15 years of Operational Management experience ‐ Built and led complex, integrated campaigns spanning all channels - TV, OOH, print, digital, social/content, activation and PR. Both regional and global; ‐ Developed and managed digital projects, production of sites, micro sites, on-line activation platforms, viral campaigns, content management and CRM; ‐ Expert in Business Planning, Financial Forecasting, driving organic growth, optimising P&L and resources; ‐ Optimised operational processes and resources, increased profit considerably and reorganised a small advertising agency (staff of 35) in a GM role; ‐ A proven track record of successfully delivering complex, multilingual campaigns to budget and on time in global and regional markets. 4) Team and C-level Client Leadership Gained whilst working on leading FMCG (Mondeléz, Kraft Foods, Sara Lee, Häagen-Dazs, RB, L’Oréal), DRINKS (Martel), RETAIL (Delhaize, Tom&Co), AUTOMOTIVE (Toyota, Lexus, Peugeot, Citroën) and TELCO/FIN Brands (Philips, Belgacom, Proximus, ING Bank, Bank Degroof) and Media, Beauty and Non-Profit clients at agencies including PUBLICIS, HAVAS and BBDO. 5) Innovative thinking with a keen sense of creative added value 6) Integrity and discretion Highly educated (Master’s Degree in Architecture), multilingual (EN/FR/NL), widely travelled and adaptable. Currently working at BBDO BE on a contract base. I’ll be back and ready for roles in the UK as from January. www.linkedin.com/in/dirkwerkers CV, client and agency referrers and cases are available upon request.Locked Pro Plan feature
Managing ATL and Integrated for PROXIMUS, Belgium’s leading telecom operator. Developed the new portfolio campaign in TV, radio, OOH and Print and coordinated Social and POS/promo activities.
Happiness (www.happiness-brussels.com) is one of Belgium’s top 5 digital/integrated agencies leading brands, including Toyota, Lexus, Nivea, Hansaplast and Schweppes, into the 3.0 communications era. ACHIEVEMENTS Managing the TOYOTA/LEXUS accounts with a team of 3. - Developed and produced ATL/digital campaigns and sales promotions. - Led the annual Brand Review; including strategy for future campaigns and an in-depth forecast of the automotive market and car ownership trends (global trends/regional impact). - Asked to take care of on-going pitches, I developed strategy, media, creative and final presentations for 3 pitches resulting in 1 business win.
The Hong Kong-based group (www.sprg.asia) is one of the largest and most awarded financial communication and PR networks in Asia. JOB DESCRIPTION My mission was to develop a CONSUMER client base in addition to existing FINANCIAL clients. ACHIEVEMENTS - A series of new business wins (including CIMB Bank and Taxi Monger). - Initiated necessary agency assets (strategy, digital and creativity) and coached and trained staff for servicing consumer PR clients. - Managed consumer PR clients with a team of 5. EG: CIMB BANK (Pitch and account lead): A viral campaign to seed video-content of the brand icon “Octo” on social media (#cimbocto).
(3M contract extended to 1Y+.) La Scheers was an advertising agency with a staff of 35. Founded by creative professionals and although very successful, it missed out revenue streams through lack of management and operational structures. JOB DESCRIPTION - Knowing me as a down to earth manager and problem solver, culturally flexible, with a strong connection with creative talent, the Dutch CEO, an ex-colleague, saw me as the ideal candidate to counter the situation. - I was first invited to make an analysis and recommendation, then asked to drive the requisite change and manage the agency. ACHIEVEMENTS - Under my management, the company improved profitability (YTD +35%) and diversified (www.naladesigns.com). - Coached and trained staff, introduced workprocesses and made people proud and happy to work at an agency with an amazing creative culture. - Beside the GM role, I was HEAD OF ACCOUNTS and managed a portfolio of advertising, branding and digital clients, including: EG DIGITAL: Morais, Selangor Polo Club, Hit&Mrs, Troika EG: BIG RETAIL (www.thebiggroup.co): OOH/Press, POS, Publishing EG: SEE HOY CHEN GROUP (http://www.shcsb.com.my): Launch campaigns for real estate projects. Positioning strategy, ATL (OOH/Press), Promo collaterals, Micro Sites and Social Media.
In 2000 Tienen Sugar -the biggest non-network client - brought in a Dutch Marketing Manager. Being a French agency, Havas needed a driven multicultural, Dutch/French client service professional like me to secure this account. In 2012, he was still a Havas client. In a dual role due to my interest and knowledge, I served as Account Hand and Lead Strategic Planner leading to Brand Watchdog roles overseeing client’s activities and being their right-hand man. ACHIEVEMENTS INCLUDED - Drove 3 brands (Côte d’Or, LU and Tienen Sugar) into the top 10 position of most popular brands in the region (Ref.: GFK Top 10 of Most Popular Brands 2010, 2011, 2012). - Led brands in LOCAL and GLOBAL markets from a strategic to an executional level covering full integrated channels, including digital/social. - Part of HAVAS DIGITAL -a task force driving digital/social in the agency- I developed a considerable number of projects. EG: SARA LEE|JACQMOTTE « Créateur d’Arôme » New Website, Social Media plateforms, Content Mgt, Brand Activation (contests) and CRM. EG: TIENEN SUGAR « The Great Bake » An on-line activation platform making people use TS for baking so to counter the use of retail brands. EG: KRAFT|MIKADO « Comment Mikadez-vous? » Brand Activation - Established various HAVAS CBI’s (CREATIVE BUSINESS IDEAS). EG: TIENEN SUGAR - TMAN - I Developed the successful brand icon TMAN, still in use today. A campaign resulting in a considerable increase in market share and rewarded with a SILVER EFFIE Award and a BRONZE CANNES Film Award. EG: TIENEN SUGAR - EASY - Transforming a catergory. In a declining commodity market, we created a new SOB by developing product innovations.
MASTER OF SCIENCE DEGREE (Equivalent to UK level 7)
For Tiense Suiker / Building Brand Loyalty http://www.effiebelgium.be/nl/winner-2013_tiense-suiker.asp