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Laurens Hoekstra
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“We bring a rational approach to this specialist field”
Laurens Hoekstra (1971) likes the good things in life. A brand is ‘good’ when it works at an organisational level, has a consistent image and does what it promises. This gives it demonstrable added value.
Laurens has a broad background and extensive experience in international business and logistics. He has worked at NykampNyboer since 2002.
“We bring a rational approach to this broad specialist field. We look at brands very much from a business-oriented perspective. This is where our strength lies. Take a look at our list of clients and you’ll see that I’m not exaggerating.”
As a chain manager with a huge amount of innovative drive and specialist know-how, NykampNyboer has a crucial role to play. Laurens thinks it’s fantastic that NykampNyboer is continuing to develop: "For us, our position as market leader in the world of visual identity management was certainly no reason to rest on our laurels. We saw that the challenges involved in managing a corporate identity also apply to managing the brand as a whole. It is becoming increasingly difficult for brands to manage the growing number of marketing and communication channels effectively, to be visible and consistent in all places and at all times – not only in terms of visual appearance, but also in terms of communication and the realisation of the brand promise. That’s what we want to help our clients with.”
Laurens is always looking for a balance between his working and home life (“work hard, rest hard" is his motto), but he always likes to have people around him. After all, “you develop your ability to learn when you are with people, both inside and outside the workplace.”
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Marc Cloosterman
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’Where there is an abundance of visual impressions, an identifiable and clear picture makes all the difference.’
Marc Cloosterman (1969) has worked at NykampNyboer since 1997 and has been CEO since 2005. Marc has a financial (KPMG), marketing (INSEAD) and business development background. This allows him to appreciate the innovative services NykampNyboer has on offer that little bit better. And there is more: ‘The amount and variety of clients indicate that visual identity management is increasingly looked upon as important for the results of any organisation. And it is. Our Brand Finance company (http://www.brandfinance.com) demonstrates this unequivocally.’
Marc loves working with professionals. ‘Our own people are all highly motivated and well educated. This makes working with them a joy. And our clients are people who are actively committed to their brands on the verge of change, and they want to make that visible.’
NykampNyboer developed the ImpactValuator that reviews rebranding costs and scenarios specifically for these kinds of operations. The uniquely versatile services on offer at NykampNyboer are not yet available on the international market. But it is Marc’s firm belief that NykampNyboer’s international unit, the Visual Identity Management Group (http://www.vim-group.com), will be able to match the Dutch successes in the very near future.Marc spends his spare time with his family and three children.
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Rene Kroeze
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'Our clients immediately notice that something that lay dormant, suddenly awakens and starts running smoothly.’
René Kroeze (1969) has been working at NykampNyboer since 2004. His experience and training (including Nyenrode) are in the fields of economics, logistics and commerce. He has been seized by the dynamics of NykampNyboer. ‘Clients, but also people who want to work with us, often tell us that there is an almost palpable energy and enthusiasm at NykampNyboer.’
As a true team player, René values an inspiring environment. The energy needed to lead such a team forces him to charge his batteries regularly. His family and playing sports provide the necessary relaxation. ‘If I do not have both, I would be deeply unhappy.’
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