Don't fake the funk
Maarten van Huijstee / creative director
Maarten is a culture junkie with an addiction to brands. Whether it’s in film, art, design or music, for Maarten it always starts with people and the stories that move them. His career path travels the world and migrates from brand management to creative leadership, giving him an uncommon ability to mix the intuitive with the analytical.
Maarten first discovered the power of cultural resonance for brands while working at Unilever SA for the local jewel, Mrs Ball’s chutney, which is strongly rooted in the local Braai (BBQ) culture. His return to Amsterdam to join Heineken headquarters was the next step in Maarten’s evolution on strategic and creative brand concept development.
While at Heineken in 2005, he brought his devotion to strategy, creativity and pop culture together founding ON, a creative content and cross-media club and bar TV network, designed to build brands in over 500 high-end Heineken establishments.
Divesting the network part of ON in 2008, Maarten en Eric founded the independent creative agency Ottonico to continue their work for clients like Heineken, Converse, Volkswagen and Telfort. Ottonico was acquired by TAXI in 2009, where Maarten’s leadership rallied his team and his clients around his passion for brands and culture.
And, as if to prove the point that brands can change the world, Maarten co-founded Return to Sender in 2005. This fair trade brand sources marketable products made in poverty-stricken regions of the world and facilitates the creation of sustainable markets for them in the west.
In 2011 Maarten and Wessel met each other in their passion for yoga and meditation but soon realised that they had more in common: creativity and brand building. This led to their partnership in Delight Agency and Delight Yoga.