Jan Rijkenberg

Joost Perik and myself are currently establishing the company further as a leader in creative branding consultancy and in creating international brand campaigns for international clients out of Amsterdam, Shanghai and São Paulo. We have a great multi-disciplinary team consisting of many nationalities and all follow our Concepting philosophy. Find all about it on www.bsur.com

Giving lectures about Concepting, branding, company identity and communications around the globe

Being entrepreneur for the first time. With Roel Wijland whom I had just hired at GGK to manage operations. An unplanned, but successful profitable year, thanks to clients who just walked in admiring the fresh approach of being '360' from the start.
But strong creative directors we didn't bring from the GGK adventure, so I scanned many creative stars as potential partners. And found this KesselsKramer avant-le-lettre hotshop 'Orgasms', owned by Joost Perik and Hjarald Agnes A couple of Indonesian ricetables was enough to decide to start BSUR (be as you are) Jan. 1st 1995

Wanted to develop my managerial skills taking over the lead of this Amsterdam office of a boutique style, highly creative European network. And I got what I wanted: a 2 yr. managing experience in just a couple of months, coping with shareholders who had bought the network only for trading it. I jumped out with 4 people just before the international holding went bankrupt. I now knew I was skilled enough to start my own agency.

My longest stay as a pay-roll employee. Tough but unforgettable roller coaster rides with the best creative team in the Netherlands, Paul Meyer and Wim Ubachs. Five years of 'Even Apeldoorn bellen' made me understand what top creativity and consistency was about.

Working with Claude Bonange and Uli Wiesendanger on my first international new business wins made me want to have my own international agency one day. Thanks for inspirational sessions in Paris guys!

In the JWT International division lead by Michael Brockbank. The real advertising school at the time. Made me fully understand the essence of strong advertising.

My first advertising agency. Shareholder dominated. Taught me how to use elbows and diplomacy to have people work for you internally.
I almost thought maybe advertising was a wrong choice after all. Until the newly hired CD Rob Sikkink, a great guy, adviced me 'Go to Amsterdam!' The rest is history

Had to 'coordinate' marketing and communication activities for Belgium, France and Japan. Learned that 'coordinating' means 'having to push everybody but without any power or budget'. And experienced 'central vs. local' battles, lessons still valuable today to understand processes within international clients.
I saw a lot of Europe too. And briefed agencies to find out that I wanted to be at the other side of the table.