Dirk Werkers




About me

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


  • Advertising
  • Business Development
  • Client Services
  • Management
  • Marketing
  • Leadership
  • Strategy Agency
  • Digital
  • Social
  • Brand Strategy

Work history


Account Director


Sep 2016
  • Brussels, Belgium
  • Freelance
  • 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.


Account Director

HAPPINESS Everywhere

Aug 2015 - Dec 2015
  • Freelance
  • 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.


Client Service Director & Head OF Strategy

SPRG Malaysia

Mar 2014 - Jun 2015
  • Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
  • Full Time
  • 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).


General Manager

LA SCHEERS Kuala Lumpur

Jan 2013 - Feb 2014
  • Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
  • Full Time
  • (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.


Group Account Director


Jan 2000 - Dec 2012
  • Full Time
  • 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.




University of Antwerp

Mar 2016 - Mar 2016
  • Antwerp, Belgium
  • MASTER OF SCIENCE DEGREE (Equivalent to UK level 7)



Bronze Film Lion Award CANNES

Cannes Lions


Silver Effie Award

Effie Awards

  • For Tiense Suiker / Building Brand Loyalty http://www.effiebelgium.be/nl/winner-2013_tiense-suiker.asp