- How brands can break free from the ‘commodity trap’ in a saturated market.
- The role that creativity plays in brand differentiation and long-term growth.
- How to build cultures that enable creative thinking and innovation.
KEYNOTE. Creativity as competitive advantage: Building brands that break through the noise.
11:15 - 12:00 Keynote – Main stage, 1st Floor
Kars Kooistra – Commercial Director, VML Netherland
Keynote Presentation: 40 minutes
In an increasingly commoditized digital world, creativity is no longer a luxury—it’s a necessity. This session explores how brands can harness creativity as a strategic lever to stand out, connect with audiences, and drive meaningful growth. From avoiding the commodity trap to empowering creative cultures, we’ll examine real-world examples and practical strategies for future-proofing brands.
You’ll learn:
About Kars
Kars is the Commercial Director and a member of the Management Team at VML Netherlands, spearheading the company's growth strategy through new business acquisition, client retention, and revenue expansion. He leads the sales, marketing, partnerships, and account management functions to achieve tangible business results and market leadership for VML's clients.
Drawing on over 15 years of experience in the digital industry, Kars has a proven record of driving business growth and crafting compelling sales propositions across EMEA markets. Kars is passionate about helping brands uncover their unique story and leverage data and technology to create engaging digital experiences. A self-proclaimed ‘Digital Maker’, Kars is an avid photographer and AI enthusiast.