With almost 30 years of experience in advertising in Belgium, including 20 years in agencies and 10 years as a freelancer, I have worked for small local startups to big international brands, and everything in between.

Starting as a traditionally trained art director, I had the chance to work with some of the pioneers of web design and development in Belgium in the mid to late 90s. I quickly discovered the vast opportunities of this new medium and the creative playground it offered. After a few years in digital advertising and marketing, the line between 'online' and 'traditional' advertising began to blur, leading me to evolve into a more hybrid creative role the following years.

As the creative director of an agency's online branch, I led a team building bridges between brands and their audiences, on- and offline.

For the past 10 years, I’ve worked as a freelancer, assisting agencies and companies whenever they need a fresh, experienced perspective on briefings for pitches and existing clients, or when they are short on creative staff. I also work directly with startups and small companies to help them get noticed by their new audiences.

I have experience on briefings for financial services, telecom, automotive, FMCG, technology, retail, non-profit, healthcare, governmental & institutional,... both in B2C and B2B.