10 questions with Kevin Doutzenberg

After gathering as much information as possible, I distill that information and pick out a handful of things that inform what we should and shouldn’t do – in order to solve a problem. 

Most recently, I’d say the Fiat advert in which they announced they’d stopped producing grey cars. It’s so refreshing to see a great ad from a car manufacturer again, and the brand message behind it is incredible! The Bulb Energy unicorns always make me laugh, too.

I started speaking English when I was about 7 years old,  at a time when it wasn’t taught in schools. I learned it through video games and TV.

From that moment on, I’d made up my mind that I wasn’t going to live in The Netherlands my entire life. I could speak to so many more people now, why stay in one place?

Keep it simple! As someone who has a tendency to over-elaborate and loves detail, this comes in super handy. 

Oh, there are so many… by far the best tapas I’ve ever had in my life was at a tiny restaurant called Tinto Fino Ultramarino in Valencia. I think it still exists, so if you ever visit, you must go there.

As a Dutch person, friet & frikandel is the only correct answer.

Do you have a favourite possession?

My cats!

“Dee oh you tee zed ee en bee ee are gee.” Me spelling out my last name over the phone. The struggle is real. 

‘What are things that Dutch people find normal but are weird in any other country?’ 

The answer:

1. Directness: Dutch people are known for their direct communication style. They tend to speak their minds openly and honestly, which can come across as blunt or rude in some other cultures where indirect communication is the norm.
2. Bicycles Everywhere: The Netherlands is famous for its extensive network of bike lanes, and cycling is a common mode of transportation for many Dutch people.
3. Kissing on the Cheek: Dutch people often greet each other with three kisses on alternating cheeks. 
4. Splitting the Bill: When dining out with friends or colleagues, it’s common in the Netherlands to split the bill evenly, regardless of what each person ordered. 
5. Celebrating Sinterklaas: The Dutch holiday of Sinterklaas, celebrated on December 5th, involves a character similar to Santa Claus but with some unique traditions, such as the controversial use of “Black Pete” characters, which can be perceived as racially insensitive in other countries.

Not sure if it’s my favourite but Lovemarks by Kevin Roberts plays a big part in what got me into the industry. I think it gets a lot of stick, because when we think of ‘love’ we instantly think about our closest relations – something that a brand could never replace. Whatever you think of the theory or model, there is truth in the power of emotion in advertising. If we would merely act on rational levels, hardly any advertising would be effective and many brands wouldn’t even exist.