Business objectives get lost in translation before they reach the creative team. I fix that.
Over ten years on both sides of the client–agency table. Based near Amsterdam, working across Europe.
Available for interim engagements: hi@bart.works
Both sides of the client–agency table
In over ten years with Philips, Dept and Ogilvy, I've seen the same problem repeat itself: business objectives get lost in translation before they reach the creative team. The result is stalled projects and work that doesn't perform.
I've worked at global network agencies (Ogilvy Amsterdam), digital agencies (Dept), on the client side (Philips), and most recently as interim account team lead at a creative social agency. I know what clients actually need to say yes, and what agencies need to hear to deliver it.
I work as an independent contractor (freelance) for multiple clients, typically on interim engagements of three months or longer.
Structure that ships work
Clarity
Strip the ambiguity out of briefs and feedback, so teams work on the right thing the first time.
Alignment
Keep strategy, creative and business moving in the same direction, not three directions at once.
Momentum
Remove the blockers that keep work stuck in progress, so it ships and starts performing.
Selected work
Coca-Cola / TCCC
Led campaign delivery across 40 European markets and drove a major consolidation of Coca-Cola's social accounts: aligning stakeholders, budgets and ways of working across a network that wasn't built to align.
Also at Ogilvy: South African Tourism, "Live South Africa" — featured on LBB
Philips, Mizuno, Fitbit
Directed brand and social accounts for four international brands simultaneously: global work for Philips, European campaigns for brands like Mizuno and Fitbit. Annual planning, commercial ownership and delivery.
In the press: The Drum, Ad of the Day (OneBlade 360) · The Drum (body hair) · Campaign (The Right Nose) · Ad Age (Multigroomer)
Campaign work from this period earned twelve awards, shortlists and honoree mentions across the Lovie Awards, Anthem Awards, Webby Honorees, One Show, DCA and Luum Awards.
Philips
Ran marketing communications from inside the brand: the experience that shaped how I brief, evaluate and push agencies today.
Creative social agency — NL
Interim leadership of the account team at a growing agency: new business, key account oversight and team development.
What I do
Interim account leadership
Running or rebuilding account teams at agencies: key accounts, commercial oversight, team development.
Marketing lead
Client-side marketing leadership on an interim basis: brand, social and campaign management with agency-side fluency.
New business
Structuring and driving new business development: qualification, proposition and process.
Client–agency relationships
Fixing or strengthening the relationship itself: expectations, ways of working, commercial terms.
Not on offer: retail media, trade-channel activation and performance buying. If that's the core of the brief, I'm not the right call — and I'll tell you early.
Key accounts Brand & social Campaign delivery Pitch process Team development Annual planning Commercial ownership EMEA & global markets Briefing & feedback Stakeholder management
Contact
Have a complex objective that needs translating into action, or a team that needs a decisive lead?
Let's chat