Big news: I just started my own company

Well, I just quit a great job.

To start what I feel will be an even better one.

March 1st will be my first day as an entrepeneur.

I’m starting my own creative start-up, called B.R.A.I.N. Creatives.

Together with my creative partner of 12 years, Deborah Bosboom.

B.R.A.I.N. stands for Behavior, Really Awesome Ideas & Nudges.

Our motto: creativity, inspired by science.

These last few years, we’ve been reading and studying.

Learning more and more about behavioral economics and the brain.

And we feel this will be the next big step in advertising.

At the same time, we feel creatives are underrepresented in this area.

Dan Pink said: there is a disconnect between what science knows and what business does.

Nowhere more so than in creative advertising.

We live in very exciting times, a golden age of behavioral science.

Yet most creatives choose to ignore this and hold on to their old habits and concepts.

Fine for them, but not for us.

So we’ve been figuring out how to apply the insights of Kahneman, Thaler, Cialdini and Fogg.

Not just to improve details. But to inspire big ideas.

And after years of experimentation, we feel we’re ready to take this show on the proverbial road.

So yeah, we quit the comfy creative director’s jobs at the renowned agency.

Returned the company cars.

And rented desks at one of those hipsterish start-up places.

(Seriously, they have a barber come in to trim your beard).

My new title will be Left B.R.A.I.N. – creative strategy & copy.

And I’m honored to have Deborah as my Right B.R.A.I.N. – art & creative director

Our website (in Dutch for now) is

If you’re interested to hear more, please let me know.

Or come over for a no-strings-attached B.R.A.I.N.storm.

(And, possibly, a trim & shave)

Scary? A bit. Exciting? You bet.