The relationship between brands and consumers at one hand, and companies and their employers on the other hand, has been the nucleus of his professional life for more than 30 years. After his graduation in Business Economics his career got traction in marketing and communications. Started at KLM (marketresearch) followed by Pepsico / Lays (marketing management) as a marketeer. His switch to the agency world ( DDB and Lintas) led to a focus on commerce and strategy. In the capacity of CEO / Chairman of Young & Rubicam and Havas he was a trusted business advisor for many iconic companies as KLM, KPN, Heineken, ING and De Bijenkorf.
Together with Rob Benjamens he started in 2008 Brand & Business Architects. This boutique consultancy advises at the the pinnacle of marketing -media – brands and markets. More recently, as a market-watcher, his focus is more on the fundamental digital shifts in the international agency landscape concerning online media, data en creative craft. In this capacity he is a much asked for keynote speaker for local management drives en international C-level summits.
Next to his professional life Fred contributed to a series of societal issues commisioned by SIRE (firework injuries and social media behaviour of youngsters). For a few years he was member of the advisory board of NFL Europe (American Football).
On a regular basis Fred shares his filtered and unfiltered opinion on the state of the marcom industry at BNR Radio, Adformatie and Marketing Tribune.
Skills and expertise
- Strategic business sense
- People and result driven
- Key note speaker / Panel leader
- Inspirator / motivator
- Ajax fan/visitor and Techno lover