Manifesto
Ice cream is often associated with happy thoughts and memories, perhaps of childhood and simpler times.
Ice cream is also surprisingly complex chemically: technically an emulsion, a combination of two or more liquids that don’t normally mix together.
Ice cream exists in a seemingly contradictory and ephemeral state, creating a delicious combination as a result.
Ice cream requires the right ingredients, methodology, and temperature to go from complex chemistry to a simple dessert.
Similarly, I leverage research, strategic thinking, and game design to go from complex situations to simple solutions with clients.
I believe design, communication, and play are powerful assets for the development of businesses, brands, and everyone.
I believe dogma, bigotry, and blandness are hindrances to the development of businesses, brands, and everyone.
Playful brand strategy fosters a play state of mind leading to high levels of reasoning, insightful problem solving, and empathy for participants.
I play with elements that don’t normally mix together and combine them into remarkable brands and powerful business results for clients.
Willem van der Horst
I have over 20 years’ experience in global brand strategy, integrated marketing communications, and workshop facilitation. I have lived and worked in New York, Paris, London, Singapore, and Chicago.
With unique and broad views of the world, I draw multicultural insights from my time in rural Southwestern China, as much as from my time spent in consumer focus groups rooms, chatting with strangers online, and listening to executives in board rooms.
Prior to moving back to Paris in 2019, I served as VP, Global Brand Strategy Director at Energy BBDO in Chicago. In this role, I led global marketing communications strategy for SC Johnson’s brands, such as Raid, Baygon, and OFF!/Autan in over 20 markets worldwide.
I have also worked with agencies like Saatchi & Saatchi in Singapore and iris Worldwide in London, with clients including Shell, Hertz, Toyota/Lexus, Subway, Ariel, Rexona/Sure, Lenovo, and Google. Nowadays, I consult with small and large businesses directly and via agencies.
I believe fostering a play state of mind in a professional setting benefits strategic thinking. I incorporate elements of tabletop game design, play, and pop culture to encourage breakthrough thinking and new ideas, which in turn drive business results for clients.
Beyond my consultancy work, I teach at ISCOM Paris, and previously at The American University of Paris. I volunteer with aspiring professionals through mentoring programs such as the 30 Minute University of Planning, and I support the CreativeMornings event series in Paris.
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I write and publish two different editions: One is in English, l’autre est en français.
You can browse past editions in English here, et en français, ici.
