Jeroen Bostoen is a painter and a fly fisher, but also executive creative director at TBWA Brussels. He started his story at agencies like Ogilvy, DDB, LDV, created some great work along the way, gathered those awards, but the most valuable of all: he met great people. When he finally switched to TBWA Brussels, he discovered the strength of the network, decided to stay, and became creative director in 2015.
He believes that in our business it’s all about people. Bringing the right people together at the right time is much more powerful and resilient than anything else. Supported and surrounded by talented people he loves to shape, shift and build strong relationships and brands like Telenet, Stella, AB inbev, National lottery, Play Sports, Playstation, VW, Audi, Lotus,… and many more.
“We have this incredible power to tell stories. Stories for and about brands. Let’s tell them in a way that inspires people to look at the world differently. Because work that has that kind of potential is by far the best work.”
Because maybe we don't talk enough about the work.
Let's talk about how hard we work, sweating and digging for that one idea.
Let's talk about the energy you get when that one idea turns out to be so different.
Let's talk about the chaos wherein it comes to life. 't Zottekot. Le bordel.
The drama of the client presentation, the euphoria, the misery, the rework of the reworked rework… and finally… some luck. Well, that's precisely the work we are looking for.
The kind of work of which you say: "Hey mum, look, I made this.". The work that makes us proud. The work that has to be seen and will be seen because it's unseen in its category. A billboard that makes you stop to take a snapshot, a joke on the radio you can't wait to tell your friends, a film that makes you go ice skating in your living room. The work that doesn't let you go. The work that sticks.
So let's practice what we preach. Let's be brave, and let's go for the biggest, the boldest and the best work. Because to be brutally honest: outside our advertising bubble, few people care. Ough, that's hard. But it's true. So let's reward the exceptional work that made people smile, wonder, think, …
Real work that works because it's relevant and right. For a brand, for a client, for us, and for the many people.