Herbert van Hoogdalem | Professional Outsider

Resume

Herbert van Hoogdalem | Professional Outsider (1970)

* Creative Consultant * Strategist * Business Developer * Copywriter * Publicist * Entrepeneur

Main activities
As ‘Professional Outsider’ I mainly function as a creative consultant on boardroom level, advising companies, brands (and even individual people) on the fields of marketing, identity, branding, communication, advertising, PR, new business and sales. I work on an interim base, or free lance. Never as ‘part of the furniture’: I like to keep my independence at any price, making sure I have an outside view on companies and give an independent and honest advice (no matter how confronting it will be). Besides that I am a typical ‘Web 2.0 evangelist’, teaching companies, brands and individuals how to use the internet in the most efficient and effective way by giving lectures, workshops and seminars. In my spare time I like to (co-)develop business concepts and companies, mostly in the internet field. After setting them up, I always ‘stay tuned’ as an Advisor to the Board, Creative Consultant, or even as an Investor, using my strong and large trusted network to make sure the best people are in charge and connected to each other at the right time. I believe there is more in this world than only business, because of that I spend one fifth of my time on working with NGO’s and initiatives in a sustainable environment.

Profile
A strong and visionairy personality, who likes to start-up and build.
Focus on and passion for marketing, advertising, communications, PR, corporate consultancy & media (especially internet).
Explosive and energetic on the short track, delegating personality in the phase of implementation (therefore has a trusted and talented network of preferred suppliers around him, called ‘The Professional Outsiders’).
Hands-on, no-nonsense, “work hard-play fair”-mentality.
Honest and confronting, yet tactical. Conceptual, yet practical.
Combines leadership and passion for people with a strong sense for brilliant ideas.
Always looking for solutions. Broad thinker in terms of means and media.
Active and creative multi-mind, strong sense of environments and political issues, networker ‘pur-sang’. Great believe in talent and talented people, soft spot at the ‘NGO’ front, likes to share knowledge and wisdom, constantly looking for an inspiring environment to grow and to stimulate growth.

Background
I started in advertising as a junior copywriter back in ’88, did not finish my highschool and was rejected as a student at the Academy of Arts. At ARA/BDDP I won my first Dutch Creative Award (ADCN-Lamp), aged only 21. Together with my former art director Maarten Bakker (we worked intensively as a team for more than 12 years)
I created many brands and campaigns for big clients, both local as well as international. After ‘doing’ DDB/Needham & Leo Burnett as a senior creative team,
I became Creative Director/Managing Partner at Euro/RSCG, aged 26. Two years later I was asked for the same job at Ammirati Puris Lintas, where I successfully implemented the merge with LOWE together with the rest of the management team.
Aged 31 back in 2001, and having won or being nomitated for over 50 times at
national and international creative award festivals like ADCN, Clio, The New York Festivals, Epica, EuroBest, DA&D and Cannes Lions, I started my first own agency: Montego Bay. Despite of the economical recession (due to some fuckers who decided to fly into the Twin Towers with some Boeings) Montego Bay grew from 0 to 11 people in 9 months. Then I decided to sell the company to Ogilvy & Mather, where I became Creative Director/Managing Partner again. Wrong decision. I did not fit in the corporate culture of a big, traditional advertising company anymore, so that’s why I decided to reject my earn out and to leave before my contract of 3 years was done.
I took a sabbatical in Barcelona, leaving Holland for two years. When I returned in 2005, I tried to set up a new agency again: The Buccaneers. It worked quite well and we where covering the press for weeks. But having 5 employees again and being busy managing instead of advising and creating, I suddenly ‘saw the light’.
I am a Professional Outsider, a ‘loner’ and an individual – I can work perfectly in a team and inspire and stimulate that team, as long as I am not directly responsible for their salaries and their private lives. I shut down the Buccaneers and started hiring myself as an interim creative consultant/free-lancer. Now I am finally on the right track. I can add my know-how, my talent, my vision, my network and my skills on an independent base to those who can handle it, leaving enough time for some personal business adventures and for writing my first book.

Work experience.

Currently:

* Interim creative consultant/freelance strategist, copywriter and Web 2.0 evangelist (directly for clients as well as for agencies).

* Founder of the trusted network of talented and preferred suppliers ‘The Professional Outsiders’ (mainly in the field of creativity, marketing and internet).

* Full time connector in networks such as Naamlooz, Elvenstone, Nieuwe Garde, Buutvrij, Natural Networking Festival, Linked In and Xing.

* Part time weblogger at www.herbertfilosofeert.nl & www.the-wall-of-shame.nl

01/2006-06/2007

Setting up and closing down ‘The Buccaneers’.
Clients amongst others:
Health Connections, Kylla Europe, De Gier | Stam & Attorneys, Harley Davidson, Rituals.
Claim to fame: My full potential is not realised by being a manager of an advertising agency. My full potential is realised by being myself.

02/2004-01/2006

Sabbatical in Barcelona
(Part-time entrepreneur/creative advisor Prince Identity & Communications and Source23 Internetservices)

10/2002 – 02/2004:

Ogilvy & Mather (Creative Director/Managing Partner)
Clients amongst others:
JVC, Ford, Dove, Holland Casino, Ford, Brits Tourism board, Kimberly Clark,
DHL, BP & Stinger.
Claim to fame: an international Dove Exposition, a creative breakthrough on Ford’s print advertising and a handful of Awards for Ogilvy & Mather itself.

05/2001 – 10/2002:

Montego Bay (Founder & Partner)
Clients amongst others:
Quote Media, Stinger, Honig and Digipay.
Claim to fame: learned to be an entrepreneur in ‘downhill economics’, managed to build a company with 11 young people and sold it to Ogilvy & Mather for a few million euro’s by earn-out. And: to be awarded by ADCN as well for client Quote Finance, while ‘playing’ the CEO.
.

05/1999-04/2001:

AP Lintas, since 2000 ‘Lowe’ (Creative Director)
Clients amongst others :
IgloMora, Unilever, Planet Internet en Amnesty International.
Claim to fame: responsible for the introduction of Planet Internet in the rapidly growing market of ISP’s. Planet Internet became a market leader with 700.000 subscribers in only 3 years.

01/1997 – 05/1999:

Benjamins, van Doorn/EURO RSCG (Creative Director/Managing Partner)
Clients amongst others: Citroën, Amnesty International, Visa Card Services, FBTO Insurances.
Claim to fame: A major breakthrough with Amnesty International on 2 campaigns. With one of them we won in Cannes, the other helped to get 3,4 million (!) signatures instead of the 1.000.000 we aimed for.

02/1996 – 01/1997:

Bruns Van der Wijk (Copywriter)
Nutricia, Extran, The Aidsfoundation, Amnesty International.
Claim to fame: nothing, really. That’s why we decided to leave after six months.

10/1994 – 03/1996:

Noordervliet en Winninghoff/Leo Burnett (Copywriter)
Creative team working on Fiat, Marlboro, Red Bull, Procter & Gamble, Verkade, Samsonite and NCM Credit Insurances. We had our international ‘breakthrough’ by an ad for Amnesty which won every Award possible, worldwide.
Claim to faim: to be used as a so called ‘team to fly in’ within the Leo Burnett network, seeing almost every capital in the world, fixing new business pitches for big international clients.

Januari 1994 – oktober 1994:

Result/DDB Needham Worldwide (Junior Copywriter)
Worked for Sony, Honda and Mc Donalds.

Oktober 1990 – januari 1994:

Grey, ARA/BDDP, DataGold (Junior Copywriter)
First awarded for Dujardin en Suisse Life.

Trackrecord:

Over 50 times awarded and nominated by:
ADCN, Epica, Eurobest, Cannes Lions, DA&D, New York Festivals, Clio, SAN, Esprix.

For:
Suisse Life, Amnesty International, All Sports, I&I, Planet Internet, Iglo / Mora Group, Dujardin, Artifour, Vicks Blue, Ford, Quote Finance, Environmental Pollution (Milieudefensie), Ogilvy & Mather.

Side kicks:

* Member of the Board ADCN (Art Directors Club Nederland) 1999-2002

* Member of The Jury (for Citroen) “Rotterdam Film Festival”, 1997.

Education:

1982 – 1988: Atheneum A, Groen van Prinsterer Lyceum, Vlaardingen.

Languages:

Dutch : mothertongue.
English : fluently.
Spanish : average
French : average
German : average

Competences:
Non-conformistic, creative, passionate, professional, looking for solutions, commercial, financial knowledge, initiator, perfectionist, demanding, stimulator, people manager, big intuition, inspiring, content and result driven instead of form and proces driven, energetic, refreshing, a-typical, sprinter in stead of marathons, broad thinker, no means or media, networker, social, new business getter, idealistic, young at heart, entrepreneur, visionary mind, intelligent, reader, information-addict, non-authority minded, self starter, work-a-holic, sensitive, fast learner, effective, confronting, fast thinker, hates bull shit.

Weaknesses:
As mentioned above.

Areas of interest:
Film, to cook (and to eat), classic cars, to read, to write, photography, internet, culture, Quinten, to be curious, people, news papers, magazines, new media.