Who we are

The ABC Group has been build by the founders on a passion to combine Western expertise and a pragmatic, no-nonsense approach rooted in Dutch practicality, with a deep understanding of the Middle East. A proven track record of innovation, cultural insight, and straightforward problem-solving has fueled rapid growth. While the company continues to expand beyond the founders, they remain actively involved—shaping the vision and maintaining a personal commitment to every challenge.

Since graduating from the Utrecht University of the Arts and earning my Master of Arts degree in Interactive Multimedia from the Royal College of Art in London, I have worked for almost three decades in various roles within the advertising and digital industries (including Tribal DDB, DDB Worldwide, MediaMonks Singapore, TBWA\ and Wunderman).

“What sets me apart is my versatility, hands-on approach, can-do attitude, and pragmatic approach.”

Throughout my career, I have learned how important it is to effectively collaborate (inter)nationally with clients, business teams, creatives, strategists, and developers. I strongly believe in the exchange of ideas and the pursuit of results that everyone can be proud of. My experience in leading teams, setting up satellite offices, working with clients on different continents, and winning new clients has prepared me for any challenge.

With 30 years plus experience, I still thrive on building connections, collaboration is the cornerstone of my leadership style. With a solid background and calm demeanor, I blend a results-driven mindset with enthusiasm and a human touch. What truly sets me apart is my rare expertise in not just marketing and advertising but also communication. This unique skill set enables me to merge expertise across disciplines.

“I believe in empowering those I work with, promoting individual growth, and ensuring successful project outcomes.”

My management skills enable me to navigate change effortlessly, allowing me to effectively engage with varied organizational dynamics. I recognize both formal and informal structures, which helps me build rapport and develop tailored, creative solutions for my clients. Throughout my long career, I have had the privilege of working for some of the biggest companies and organizations in the world.

Having spent my 25 years of experience across the strategy consulting and digital industries I bring deep experience in both business and transformative digital solutions for organizations in both the public and the private sector. I thrive on defining and implementing tailor made solutions that improve an organization’s strategic and operational effectiveness. 

“Effective dashboarding solutions are able to unlock the hidden value of data in your organization and leverage it as a strategic asset to drive data-driven decision making.”

Over the past 7 years I have been working across the Middle-East for various companies and government institutions, focusing primarily on mobile applications and performance dashboards. I combine a high-level strategic view with the knowledge and experience of the details that are required to bring strategies into being and I enjoy getting down into the details to ensure that the solutions we define truly meet the organization’s goals and expectations.