Willem van der Horst

Marketing & brand strategy consultant

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  • LocationLondon, United Kingdom

Projects

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Skills

 

  • Advertising
  • Marketing PR
  • Creative Agency
  • Presenting
  • Market Research
  • Project Management
  • Strategic Planning
  • Client Management
  • Consumer Behavior
  • Creative Thinking
  • Game Design
  • Powerpoint
  • Social Media
  • Digital Marketing Advertising
  • Brand Creative Strategy
  • Brand Communication Planning

Work history

Currently

Marketing & Brand Strategy Consultant

Ice Cream for Everyone

Dec 2014
  • On returning from Asia I reprised my independent consulting activity, working with agencies and clients such as visual effects studio Framestore to help them develop successful brand and marketing communication strategies with their clients (e.g. CIMB bank in Malaysia), pitch process, and internal branding workshops. I am currently working with Proximity BBDO Paris on a regional project for a large FMCG client.

2014

Head of Strategy, Planning and Asia-pacific

POSSIBLE

Apr 2014 - Jul 2014
  • I joined global digital WPP agency network POSSIBLE to manage the strategy and planning team, working closely with the Analytics and User Experience teams on projects with clients Standard Chartered Bank, SAP, Audi Singapore, Allianz Insurance, and new business initiatives. After much consideration I decided to hand my notice from this role in order to leave Singapore and move back to Europe.

2014

Senior Strategic Planner

Saatchi & Saatchi

Aug 2012 - Mar 2014
  • I was responsible for planning and strategy across four main clients regionally representing approx. SGD 4M revenue for the agency; and worked on new business opportunities. Achievements • Successfully led strategy for a competitive pitch to win Scoot LCC against 19 other creative agencies (approx. SGD1.4M revenue per year) • Completed an Asia wide competitive brand & communications audit for Lexus, uncovering unique insights in the relation between communications messaging consistency, media spends, and sales. This led to Lexus creating sets of unified creative layouts for the region • Developed strategic direction for Subway Singapore in 2013, so far achieving an 8% increase in sales and 16% increase in profitability, devised mechanics leading to doubling the Subway Facebook Page likes from 80k to 160k over the course of 4 weeks, and won a Silver Effie award for the Christmas advertising campaign in 2012 • Conducted qualitative research and strategic development for the new IS model launch. The campaign was launched on multiple media, including a successful regional campaign on Youtube generating 4.7M video views and 2% CTR from an interactive masthead ad leading to a custom branded Page, and 450k+ videos views in total • Co-led a series of brand planning workshops with the regional marketing team of Mondelez to research and re-position chocolate consumption in Malaysia for Cadbury’s Chocolate • Developed a pan-Asian social media monitoring solution for Toyota (approx. SGD 300k revenue/year), used to research consumer sentiment and support new marketing content development.

2012

Marketing & Brand Strategy Consultant

Ice Cream for Everyone

Feb 2011 - Jul 2012
  • Independent consultant working with agencies and direct clients, helping them understand the digital media landscape to leverage digital and social media technologies in order to best achieve communication, marketing and commercial objectives with their audience. Achievements • I developed a client list from nothing and generated sufficient revenue to keep traveling • Developed strategies leading to two pitch wins with SI Media in Trinidad & Tobago for Caribbean based clients Republic Bank and Atlantic LNG – both were website redesign and social media management. • I worked on a wide variety of projects: launch strategy and media planning for a social game launch on Facebook, Google AdWords media planning and execution, social media strategy, digital strategy for several eCommerce clients, Website design & build user experience, brand planning for start-ups, etc.

2011

Digital Strategist

Iris Worldwide

Nov 2007 - Jan 2011
  • iris is an integrated creative agency network, headquartered in London. I joined iris in 2007 as a digital strategist as the agency had just started developing their digital capabilities and offering; at the time the department had less than 20 people. In addition to strategic responsibilities, I supported the growth, hiring strategy, department structure, and interview process, to create a strong digital offering for iris – the department grew to over 50 people in about 4 months. Projects highlights • New business pitch win for VW Commercial Vehicles (approx. GBP 5M revenue/year) • Shell Retail global digital strategy for Get the Most Out of Everydrop brand proposition • Shell Retail and Loyalty FuelSave desktop / online application strategy (project revenue approx. GBP 1M per year) • Hertz Europe online booking process redesign, Hertz Recruitment rebranding and social media strategy (approx. GBP 1M revenue/year) • Connect by Hertz global to local and social media marketing strategy (approx. GBP 750k revenue/year) • adidas and Chelsea FC Made of 100% Chelsea online and social media campaign

2007

Digital Talent Strategist

Creative Personnel

May 2005 - Aug 2007
  • As a digital talent strategist, my responsibilities included: • Consulting with clients to devise a strategy for the talent required to develop a digital offering consistent with their business objectives • Seeking the best talent to develop clients’ digital capabilities based on the objectives and strategy roadmap. Main clients included EF, Dare Digital, IPC Media, Draft FCB, Us Two.

2005

Programme Manager & Personal Performance Coach

Landmark Worldwide

May 2002 - Apr 2005
  • Landmark Worldwide is a global leader in the fields of personal performance coaching and innovative educational programmes. Their flagship course is The Landmark Forum, specifically designed to bring positive and permanent shifts in participants’ quality of life. Landmark has developed original methodologies for their programmes inspired from research in areas such as ontology, behavioural psychology and existential philosophy. My role evolved over the course of three years to take on more responsibilities, including: • Programme / event management for up to 300 participants • Leading training courses for up 50 participants in the areas of leadership, communication, public speaking and effectiveness.

2002

Graphic & 3D Designer

D&P Communication

Aug 2000 - Mar 2002
  • As a designer for this event-marketing agency, my responsibilities included: • 3D modelling, animation, and web design (3D Studio MAX, AutoCAD, Photoshop, etc)

Education

2001

Graphic Design

MJM Graphic Design

Aug 2000 - Sep 2001
  • Graphic Design

2000

Cinema

Université Paris III Sorbonne-nouvelle

Aug 1997 - Apr 2000
  • Performing Arts

Awards

2014

Bronze Asia Marketing Effectiveness Award

  • Won Bronze AME for P&G Eukanuba Australia "Play Fetch" campaign

2013

Bronze Effie

Effie Awards

  • We won a Bronze at the Singapore Effies for the 2012 Subway Christmas campaign.