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I started my career almost 18 years ago as a copywriter at agencies such as Euro RSCG United, Y&R and BBDO. During those early years, I worked on several campaigns in Belgium that are still remembered today.
At Y&R, together with my art director, I created Devos & Lemmens: two guys promoting sauces in a long-running series of radio commercials that grew into a true Belgian classic and is still alive more than 15 years later.
While working at BBDO, I wrote the copy for one of the most popular Belgian TV commercials of the past decades for Belgacom. “Who took my badjas?” introduced a mix of English and Flemish and unintentionally gave birth to Flenglish. Some of the quotes are still very much alive. Yes, including “Helaba, sebiet no koffiekoeken for you!”
I later became Executive Creative Director at Ogilvy Brussels, where my work contributed to the agency’s first-ever Cannes Lion. Before joining iO as Executive Creative Director, I held creative leadership roles at Serviceplan Benelux, Make Lemonade and Prophets.
My work spans TV, print, radio, digital, social and integrated campaigns for brands and organisations such as Devos Lemmens, Volvo, Mercedes, BMW, Amnesty International, Pepsi, Proximus, the European Parliament, KBC, ING and Audi. Some of that work was rewarded with awards made of metal, wood and paper at Cannes Lions, One Show, Eurobest, Effie, Epica, CCB and NY Festivals.
Today, I’m available for conceptual work, creative direction and senior-level copywriting. I enjoy building strong ideas, sharpening work together with teams and helping brands find the right words, tone and direction when it really matters.
I love my bicycle(s), wifey, daughters, music and wine. Not necessarily in that order.
Creative Director
