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the future of Advertising
more resources : 58 Advertising


the future of Advertising

Thursday, October 29
, 2009
Registration: 18:30-19:00, Conference: 19:00-21:15


Pakhuis de Zwijger, Expo Zaal, Piet Heinkade 179, first floor, 1019 HC Amsterdam

The conference language is English.

In collaboration with the
Freelance Factory


Barbera Wolfensberger, CEO, FHV BBDO & Thecla Schaeffer, Head of Strategy Department, FHV BBDO
The future of branding and advertising

Jacco Ter Schegget, Managing Partner, Tribal DDB
The Future of Advertising: Stealing Time, or Waisting Time

Richard van den Boogard:
Future of Advertising - Networked Media & Networked Agencies



Thought-leaders in the advertising industry will share their vision on the future of advertising. What is in the near future going to change in the strategy of the large and influential advertising agencies? Will there be a future for the 'old media' advertising (paper, TV, radio, billboards) considering the influence of Internet and other digital channels? The financial crisis reduced the size of many larger agencies and let them focus on their core business, creativity. Will that be a permanent trend? How is that going to influence the cooperation with smaller companies and freelance professionals in the creative industry? What will be the new, innovating concepts that will drive the advertising future? What is the role of the consumer going to be?

Barbera Wolfensberger
CEO, FHV BBDO & Thecla Schaeffer, Head of Strategy Department, FHV BBDO
The future of branding and advertising

Advertising has long been a sort of commercial art with an obscure ROI. Today, with the new possibilities created by the internet on the one hand, and the financial pressure of the economical crisis on the other, advertising is changing rapidly, asking agencies to completely rethink their way of thinking, their way of working and business models. This presentation talks about three mayor changes in advertising and their impact on agencies: one on one, day to day, and rationalisation.

Jacco Ter Schegget, Managing Partner, Tribal DDB
The Future of Advertising: Stealing Time, or Waisting Time

The marketing landscape is shifting. The advent of social media means we all have to rethink how brands engage with consumers. The most successful brands employ two strategies; they either steal time by being interesting, or they give time back by understanding how to fit into and around people’s lives. Jacco ter Schegget shares his vision of the industry and presents inspiring cases to highlight the latest trends in digital marketing and communications.

Richard van den Boogaard, Seasoned marketer and specialist in the field of content syndication
Think distributed: be where the audience is

Media proliferation and attention-deficits have a profound impact on media consumption. If we project current trends in media spending, the future of advertising lies in branded content on syndicated channels. Are marketers and – in particular – traditional ad agencies ready for these shifts? Richard van den Boogaard shares his vision.

18:30 - 19:00
Registration & welcome drinks

19:00 - 20:00
Introduction by our Moderator
Joep Dirven, Partner & Consultant, X-markt

Part I:

Barbera Wolfensberger
CEO, FHV BBDO & Thecla Schaeffer, Head of Strategy Department, FHV BBDO
The future of branding and advertising

Jacco Ter Schegget, Managing Partner, Tribal DDB
The Future of Advertising: Stealing Time, or Waisting Time

Richard van den Boogaard
, Seasoned marketer and specialist in the field of content syndication
Think distributed: be where the audience is

20:00 - 20:30
Coffee break with drinks and snacks.

20:30 - 21:15
Part II: Open discussion

Tickets for this Season Event are

....Regular Ticket: € 30,-
....Discount Ticket: € 20,- [*]
....Student Ticket: € 10,-
As a non-for-profit foundation we don't charge VAT.
[*] see

How to pay for the tickets?

....a) Online booking with credit card: Ticket Corner

....b) By bank: send an email with your details, number of tickets, type of tickets
........and event name to:
........Bank: Fortis Bank, Club of Amsterdam, Account 976399393, Amstelveen,
........The Netherlands, IBAN NL46 FTSB 0976399393, BIC FTSB NL2R

....c) By invoice: send an email with your billing details, number of tickets, type of event name to:

....d) At the registration desk the evening of the event - unless we are sold out
........earlier: 18:30-19:00

Freelance Factory
The Freelance Factory is a network organization for freelancers and small companies in the creative industry. They organize free monthly network events in more than seven cities in The Netherlands. On a regular basis workshops are organised to professionalise the members in entrepreneurial and work skills. With more than 350 network members and 1500 professionals registered for the monthly newsletter, they are the largest professional freelance network in The Netherlands. They work closely together with influential partners in the creative industry, such as Club of Amsterdam, Pakhuis de Zwijger, Creative Cities Amsterdam Area, CHI Nederland, Cultuurfabriek, IPAN, Digikring, Open Circles and many others.

Tribal DDB

We are an ideas agency that enables brands to talk to people in the digital space and beyond. We don't ask the question, above the line or online? We ask, what will interest, excite and entertain people and make them want to spend time with a brand?

We come up with ideas for stuff that gets noticed and talked about. Yes we still make advertising, and websites, we also create content and services. Whatever solves the clients' problem best.

Of course, an idea for brand building and engagement is nothing unless it works. That's why we make sure all of our campaigns are tracked, measured and reported on. ROI sits comfortably alongside creativity; user journeys and purchase funnels anchor even the best ideas. We don't just say it works - we make sure of it.

Innergy Creations

Innergy Creations develops new Internet & Multimedia driven products and services. Innergy Creations initiates & implements innovative business cases. We believe that business innovation is all about balance. Balance of vision, ideas, creativity, business, marketing, information technology and the management of it.

Barbera Wolfensberger

Barbera is responsible for both Proximity and BBDO in the Netherlands since March 2009. She has extensive agency experience having worked for Young & Rubicam and PPGH/JWT in the Netherlands. She then moved to the client side and worked interim for several highly respected retailers like Laurus, Intratuin & Etos. During the past three years Barbera was Head of Corporate Identity and Communications at Hema.

Thecla Schaeffer
Head of Strategy Department, FHV BBDO

Thecla Schaeffer is head of the Strategy dept. of FHV BBDO and responsible for the strategy of a number of the agency's larger clients such as Robeco (investing), Douwe Egberts (coffee) and Campina (dairy). Thecla has her background in social and cultural psychology and writes regular columns about marketing and communication.

Jacco ter Schegget
Managing Partner, Tribal DDB

Jacco ter Schegget is a digital veteran with well over a decade of experience in combining communication, design and technology. In this period Jacco has been helping clients building their brands in a digital environment by creating high performance teams and organizations that increase ROI by pairing innovation with creativity.

Currently, Jacco is Managing Partner of the Amsterdam office of leading global agency network, Tribal DDB. The Amsterdam office is a strategic hub that helps clients such as Philips, KLM and Unilever with their international marketing and communication needs. Recently Tribal DDB Amsterdam won the prestigious Grand Prix at Cannes for their work for Philips, becoming the first digital agency to win in the Film category.

Before joining Tribal DDB, Jacco led the Amsterdam office of the SATAMA group (now sold to Lbi), where he grew the agency from 32 to 70 people, and drastically improved the agency’s profitability. SATAMA Amsterdam and its subsidiaries offered award winning design and communication services to brands such as KPN, Audi, ABN AMRO, UPC and ING and Vodafone.


Richard van den Boogaard
Seasoned marketer and specialist in the field of content syndication

At Rabobank Nederland he was responsible for project content sharing. This involved syndication of video content from Rabo SportTV on external platforms: among other, the first branded channel in the Netherlands on YouTube. The effect of video search engine optimization are foremost on YouTube for Rabobank. Type the dutch search term ‘paardensport’ and see what the effect for RaboSportTV is in terms of search results.

Since February 2009, Richard set up an independent consultancy with a focus on video marketing through branded and partner channels on YouTube. He currently works for Oad Reizen (pilot) and INHolland (partner channel). Services include consultancy, content re-purposing, content syndication, video SEO and video tracking.

Joep Dirven
Partner & Consultant, X-markt

Since 2000, Joep Dirven an active partner/consultant in marketing, organizational and communication related requests, at X-markt based in Amsterdam. The majority of his work and assignments come from midsized and multinational companies such as; P&O Ferries, Whitbread plc, Siemens, Molecular Probes, Accor-hotels, van Lanschot bankiers and Deloitte. Joep specialises in premeditated dynamic marketing and hands-on implementation of strategy, often through interim management projects. Prior to X-markt Joep worked as a consultant at lagroup, Leisure & Arts Consulting and as senior consultant and manager for Center Parcs. He completed Harvard University post-graduate Marketing and TIAS with a Master degree in Marketing and acquired a bachelor's degree in business administration from HHS Maastricht.

Pakhuis de Zwijger
Expo Zaal
Piet Heinkade 179, first floor
1019 HC Amsterdam

Public Transport
By train or metro to Amsterdam Central Station.
From Central Station –> Go to the back entrance, turn right going east, you’ll find De Zwijger after 1,5 km.
From the square in front of the station (Stationsplein)
- tram 26 leaves direction IJburg, stop Kattenburgerstraat
- bus 42 direction KNSM eiland, stop J. Schaeferbrug
- nightbus 359 direction IJburg, stop J.Schaeferbrug
- a taxi at the back of the station

From within the city
- tram 25 goes from Martin Luther Kingpark, via Ceintuurbaan, Vijzelstraat and Prins Hendrikkade to the Passenger Terminal Amsterdam. From this stop it is a 2 minutes walk.
- tram 10 goes from Van Hallstraat to Azartplein via Rietlandpark. At Rietlandpark you can change to tram 26, direction Central Station, stop Kattenburgerstraat.

By car from outside Amsterdam
Coming from the circular road Amsterdam-Noord A10 junction s114; direction Centrum. Coming out of the Piet Heintunnel turn right to Piet Heinkade. After 800 meter you’ll fi nd Pakhuis de Zwijger on your right.

By car or bicycle from within Amsterdam
Coming from Tropenmuseum –> Mauritskade turn left at the fi rst bridge (past the wind- mill) then turn right across the bridge into the Czaar Peterstraat – underneath the rail- way; take a left onto the Piet Heinkade; you’ll fi nd De Zwijger after 1 km on your right. From Waterlooplein -> Mr. Visserplein – Valkenburgstraat – turn right onto the Prins Hendrikkade – then straight away left past the Scheepvaartmuseum – Kattenburgerstraat – underneath the railway. You’ll fi nd De Zwijger straight across the road.

There are several parking possibilities in the vicinity of De Zwijger. There are no public parking spaces directly next to Pakhuis de Zwijger.

P I -> Parking Passenger Terminal Amsterdam, also on the Piet Heinkade, is the largest parking park, containing app. 450 parking spaces. From this car park it is 500 meter on foot to Pakhuis de Zwijger (or one stop with tram 26 directien IJburg). Prices: € 2,- an hour | € 20,- a day. (from circular A10 Noord – junction s114 – direction Centrum – follow P PTA).

P II -> Car park De Loodsen is situated to the right of De Zwijger and contains app. 70 parking spaces. Note: You can only pay with Dutch Chipknip.

P III -> Car park Nieuw Amerika (Withoedenveem 10, 1019 HE, Amsterdam) is situated app. 300 meter to the right of De Zwijger and contains app. 80 parking spaces.

P+R Zeeburg, (also for touringcars) is situated near the Piet Heintunnel. After parking you can take tram 26 direction Central Station, stop Kattenburgerstraat. (from circular A10 Noord - junction s114 - follow P+R Zeeburg) Price: € 5,50 a day.

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