Creative director, youth marketeer, trendwatcher and artist Jeroen Boschma talks about creativity and how creativity can save the world in a unique way.
Creative director, youth marketeer, trendwatcher and artist Jeroen Boschma talks about creativity and how creativity can save the world in a unique way. Jeroen is a very experienced speaker who has a world of knowledge, sharing experiences and anecdotes about topics such as: creativity, youth marketing, generational differences and (the addiction to) social networks.
Jeroen was a successful artist in the collective organization DNA in the 1980s, with exhibitions in Berlin, London and Los Angeles. Afterwards, he pursued a profession in marketing and made a name for himself in the world of advertising in the Netherlands, Spain, Germany and India.
Jeroen is the creator of Target Group Marketing, one of the biggest innovations in the marketing/ advertising world in the last 25 years. In 1998 he was the founding father of the first youth marketing agency in Europe: Keesie. Keesie produced high-profile campaigns for exemple Mars, Postbank, SoaAids, Nivra nova , Doritos, Trimbos, Unilever, NS, ANWB, KWF.
In 2005, Jeroen Boschma wrote the bestseller ‘Generation Einstein’ with Inez Groen, which won the marketing literature prize in 2007 and was subsequently published in Spain and India, amongst others. It is still used as standard literature at many international universities, even though in the eyes of Jeroen it is rather outdated; it was written in the time that the social media platform Hyves was the largest in the Netherlands.
Jeroen works, writes and talks not only for and about, but especially with young people. For example, in 2012 he set up the telecom provider *Bliep, with an Advisory Board consisting entirely of young people aged 15-18 years. *Bliep became the start-up of the year in 2013.
Jeroen has been giving lectures since 2005. He gave a total of more than 150 lectures, with a focal point in the period just after publishing Generation Einstein. His best memory is the lecture he gave in 2010, at the ‘International Youth Conference at Windsor Castle’, where he received an honorary membership of the Duke of Edinburgh’s International Award Foundation from H.R.H. Prince Philip.
In recent years Jeroen has spent his time advising international clients on the development of future-proof brands, campaigns and innovations. He also started a creative education: The School Of Fish. The mission of School of Fish is to teach people how to tap into their existing creativity; the creativity which everyone is born with and which, by the design of our society and our school system, only decreases after our fifth birthday.