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My strength lies in connecting: organising co-creation and creative association

Hi, I'm Simone, Creative Strategist at Insiders. You'll meet me during strategy projects, where I translate ideas into branding and campaign concepts. After work, you can find me in Dongen in Brabant, where I live with my boyfriend. Creativity and culture run like a thread through my life: from recycling, making clothes and binging living programmes(Blind Bought) to museum and theatre visits. In addition, I regularly go out in my own country - often inspired by the special places I discover through my work.

Simone Maas

Trained as a trend researcher and concept developer, I have immersed myself in various sectors. The minor in Amsterdam and Creative Cities at the HvA awakened my fascination for cities. Dynamic places full of stories and energy. My skills in target group research, brainstorming, trend spotting and concept advice proved broadly applicable. At a consultancy for the sharing economy, I advised municipalities and companies on concepts that stimulate the sharing of stuff, among other things. Valuable work, but I missed the creative challenge and working together in a team. This I found at Insiders. Here, I supervise strategic processes and build brands, and regularly appear on stage during internal and external events. Always with enthusiasm about the subjects I feel most passionate about.




Do you have a question for Simone?

Call: 073 684 15 90

I want to contribute to brands and campaigns that make the local residents themselves feel: ‘This is right, this is who we are.’

I supervise strategic processes to not only put destinations on the map, but to make them truly loved. No generic 'something for everyone', but places with a unique and daring story. In interactive working sessions, I bring marketers and entrepreneurs together, spark creative ideas and help them make choices that give direction to brand and positioning. From these sessions, I translate insights into brand books, storylines, campaign concepts and content strategy. My strength lies in connecting: organising co-creation and associating creatively myself. As an expert lifestyle finder, I also help you choose target groups and appeal to them with text, images and an appropriate offer.

In my work, I am driven by two things: sustainability and pride in local stories. I want to inspire people to discover special places close to home and thus travel more consciously. From my outside perspective, I also help inspired locals to make strategic choices, hoping to contribute to brands and campaigns that stand out to potential visitors, but which also make people in their own region feel: 'This is right, this is us.'

A project I am proud of

I am really proud of the collaboration with Toerisme Vlaanderen Natuurlijk. How do you position Flemish nature as an attractive international destination? We took up this challenge in a co-creative strategy process. The team was really open to making choices and experimenting. This resulted in our own communication concept, campaigns and a content series around micro-adventures. Flanders is the nature destination for micro-adventurers. You don't visit the nature parks for big adventures, but for small ones. Curious about this assignment?

This is Simone's favourite place

On a day off, I love going into a thrift or vintage shop. I learned the art of 'browsing' and scoring pearls from my parents. A favourite is definitely Dirkson & Dirkson in Oosterhout. This warehouse is full of antique and vintage furniture and accessories. My best finds? Two rust-brown cinema chairs and a German wool winter coat, both of which I wouldn't part with anytime soon.

And while you're there, at Dirkson & Dirkson, take a tour of the Galvanitas site right away. Besides vintage shops, you'll also find MOYA (Museum of Young Art), factory hall and city beach de Houthallen and a cosy market on a regular basis. Who knows, maybe I'll see you there!

Can I help build your destination brand?

Would you like to spar? Simone is happy to think along with you, from branding challenges to target group advice or a presentation. Contact us for an appointment online, at our fine office in 's-Hertogenbosch or (even better) at a special location in your destination.

Get in touch with Simone

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