What I love to do Lovestorytelling. It’s what I love. I relish telling your love story to move the audiences you are or want to be in a relationship with. Engaged audiences, are more passionate about and stay true to deserving brands. Let me be your heavenly matchmaker. What can I do for you? Strategic marketing communications advice. Concept and content development. Online and offline copywriting. Concepting and copywriting for direct mailings, advertising. Copywriting for social media: Whatsapp, Facebook, Twitter, Instagram, snapchat. What have I done already? • Download my cv for a full listing of accounts I worked for and some relevant case descriptions Jules van Veen Hawkwood Sterz | Copywriting Company Amsterdam Area, Netherlands

1. EXTRAVERTED INTROVERTED
INTUITIVE OBSERVANT
THINKING FEELING
JUDGING PROSPECTING
ASSERTIVE TURBULENT
Myers Briggs: ENTP-A
Competences
EducationJobs & Projects
Community
Sports performance
Personal tags
open empathetic able to read people
quick witted strong opinion
stimulating feeling nuanced
thinking pattern recognition
solution oriented
06-81 4749 61 | jules@hwkw.nl
Gieterij 2 | 1021 ND Amsterdam
Air France, Albert, BlackBerry, Athlon
Groep, CARe, CountrySwap, CBR,
Dorint Hotels & Resorts, Dutchtone,
Esther Vergeer, Hogeschool van
Amsterdam, hollandsnieuwe, De
Regenboog Groep, The Phone
House, Bridgebond, ChunkID,
Gehandicaptensport NL, De Hypo-
theekadviseur, Kumpany, Letter-
helden,Moederannecasting,Netmatic,
Only Friends, Shiraz Communi-
cations, Shoeby, Stratel
Curriculum vitaeJules van Veen
1
Creation
Direct marketing
Marketingcommunicat.
Strategy
Copywriting NL & EN
Marketing
Content management
Social media
sep 2011-juli 2012
Teaching qualif. programme for lecturers
(certificate), Vrije Universiteit (Amsterdam)
2006-2008
Marketing & business management (bachelor)
Johan Cruyff University (Amsterdam)
aug 2016-feb 2017
In-Edit, music documentary festival
(Amsterdam)
Sponsor manager
2010-present
Reade, rehab center (Amsterdam)
Experience expert
2007
World Championship Wheelchair Tennis
(Amsterdam)
Public relations consultant/Editor
2006 - 2007
Nederlandse Basketballbond
(Nieuwegein)
Communic. consultant/Project manager
2006 - 2014
World Championship Wheelchair Basket-
ball (Amsterdam)
Reporter/Editor
2007 - 2010: basketball coach
LandslakeLions(Landsmeer),assoc.headcoach:
4x prem. league (1x champion), 1x Euro league
2006 - 2014: basketball coach
Only Friends (Amsterdam), head coach/
manager wheelchair basketball dept.
1992 - 1998: basketball coach
Various clubs, head coach: 4x prem. league
1980 - 2009: basketball player
Various clubs: 18x premier league, 8x Euro
league (1x champion Euro league div II)
april 2017-present
Hawkwood Sterz (Amsterdam)
Founder. Copywriter and marketing
communications consultant
sep 2016-feb 2017
University of Amsterdam (Amsterdam),
Alumni Relations and University Fund
Communications officer
aug 2010-aug 2016
Univ. of Applied Sciences (Amsterdam),
Lecturer Marketing & business management/
Johan Cruyff University (2010-2015)
Lecturer Marketing & Entrepeneurship
(2015-2016)
nov 2008-oct 2015
Hawkwood Sterz (Amsterdam)
Founder. Copywriter and marketing
communications consultant
feb 1997-aug 2004
Jules van Veen/Copywriter (Amsterdam)
Founder. Copywriter and marketing
communications consultant
jan 1989-apr 1998
LOI (Leiderdorp)
Copywriter
jan 1988-dec 1988
City of Amsterdam, District of Noord
(Amsterdam)
Associate Public relations officer
jun 1986-nov 1987
Aackosoft computergames (Leiderdorp)
Copywriter

2. For over 100 years, the University fund of the
University of Amsterdam has been taking care of
conservation of cultural heritage, funding of research
and scholarships. Alumni are loyal supporters, but
the real - read: donating - ones are getting older and
older. To also engage the young, I thought up an email
campaign that aims to break through existing
heuristicsandenhanceothersinsupportofthemessage.
job: increase conversion of yearly mailing to market
segment: young & international
mix: online: e-mailing, website, social media, offline:
direct mailing
result: a disruptive approach, for transmitter and
receiver
When telcos still purely focused on
features of the mobile phone, new kid
on the block Orange thought different.
Juicy as the brand was, it didn’t set out
to improve people, but instead let
them be themselves. The tone of voice
I helped create didn’t deem the cell an
extension, but an integral part of your
life. Working on this premise, I
configured a team of 5 copywriters to
write the full content of the website.
job: help develop the tone of voice at
the introduction to the Dutch market
and create all content for website 1.0
mix: online: website, offline: dm, POS
result: introduction Orange as life cycle
brand
direct
marketing
Through cycle sports, Rabobank wanted to bond
emotionally with the customer. But how to engage the
managers of local branches, the actual owners of this
co-op bank? Top-down? Or by empathising with their
needs? Well, the latter was my suggestion ;) I wrote a
product catalogue. And the story that won managers
over. The content on offer, consisting of a comprehensive
collection of brand activation tools assisted bank
managers to make it a true story for their local clients.
job: get the managers of local branches (the actual owners
of the bank) to embrace a strategic marketing plan
mix: online: website, offline: catalogue brand activation
tools
result: successful local implementation, reinforcement
of the emotional bond with the customer
HEMA aims to make choices easier and more fun. In
packaging design the brand succeeded brilliantly, in
packaging copy, it remained too functional. My
concept for the tone of voice was to engage in
customer conversations with the full flavour of small
talk. And so HEMA became truly HEMA, at one of the
last touchpoints in the customer journey.
job: develop a concept for packaging copy that
evokes the same customer experience as the
packaging design of HEMA does
mix: offline: packaging
result: the brand is unmistakably HEMA at the
touchpoint of purchase
Fancy being a car reporter, do you? A whole test drive
long? And then share your unadulterated opinion on the
new VW Transporter? Scores of (busy) small business
owners said yes. Co-creation was at the core of concept
I helped develop. All reporters uploaded their clips to
the website. The video with the most likes won a tour of
Volkswagen in Germany. Ultimately 1200+ reports were
uploaded. The winning video was liked over 700 times.
job: invoke engagement from the target group
entrepreneurs for the new VW Transporter
mix: online: website (video), social media, offline: dm,
test drive
result: over 1200 test drives and the target group telling
the story instead of Volkswagen itself
Cases
2
Naughty KLM! By starting to sell airline tickets online, it
became a direct competitor of the travel agent, the
brand's beloved intermediary and curator. To clear the
air, KLM presented the channel with loyalty program
Smiles. I created concepts and content for KLM Smiles.
The concept focused on one of the primary drivers for
agents: being able to travel themselves. Including all
the trips, freedom, fun and all the other goodies, Smiles
can buy.
job: create loyalty with the travel agent as an
intermediary and curator, knowing you’re his competitor
mix: offline: direct marketing, account visits, online:
website
result: sustainable preference of travel agent for KLM
content
marketing
branding
content
marketing
storytelling
branding
customer journey
direct
marketing
fund
raising
brand activation
1999-2003
2010-2012
2009
2017
1997-2001
2001-2002

3. 3
campaign
campaign
direct
marketing
loyalty
marketing
loyalty
marketing
direct marketingconversion
serious gaming
Cases
fund raising
2001
2015
2009-2012
199520092016
Amsterdam was built on
piles. And originally, not
designed all the cars crossing
the city or claiming parking
space. On the one hand, there
is a need for mobility with
cars. On the other, there’s a
need for livable space
without them. The campaign
I developed for the City
aimed at winning minds
and hearts for raising
parking taxes: to balance
out the conflicting interests.
job: increase understanding
of parking policies
mix: offline: print, tv, online:
website
result: campaign influenced
knowledge, attitude en
behaviour positively
Use blunt force if you can, sophistication if you
must. To combat the pesky, prizefighting
competition, KPN saw engaging the sales team
as an excellent weapon. With brand activation
firm @Hand, I designed serious gaming platform
‘Kings’. Kings empowers you. Takes you serious.
So you, in turn, will acknowledge KPN. I created
concepts. Online games sparked employees to
go for gold. And in the process, acquire useful
sales knowledge.
job:developaseriousgametoengagethesalesforce
mix: online: website, social media, sms, dm,
offline: events, POS
result: improve ‘customer journey’ by offering
salesforce experiences at crucial touchpoints
In-Edit is the largest music documentary festival in the
world. It started in 2003 in Barcelona. Now, it’s
organized yearly in 11 countries around the world, with
different brands als main sponsor. In februari 2018, the
first Dutch edition will be held at the Westergasfabriek
complex in Amsterdam. As sponsor manager, I co-
created the sponsor proposition. I approached around
60 high potentials. KPN and Red Bull are on board, apart
from local ‘Westergas’ sponsors and brands like
Melkweg and Paradiso.
job: recruit (commercial) sponsors for international
music documentary festival In-Edit
mix: online: emailing, website, social media, offline:
phone, personal contact, presentation
result: a number of subsponsors contracted, ongoing
selection and matching of main sponsor
Dutch football association KNVB faced a shortage of
referees. On top of that, it was bleeding members due to
injuries. KNVB initiated a campaign to recruit for referee
training to reverse this trend. With the retention of
members as a welcome bonus. My concept was ‘no ref,
no football’: the boy or girl in black as the pivot of the
game. It proved beneficial for the image of refereeing.
Also, trainees gained in confidence and self-esteem.
job: set up a dm campaign to recruit junior referees and
to retain members
mix: offline: direct mail, online: website
result: conversion mailing of 6%
With positivity and pride. And aimed at being able to
pick up the everyday things in life again. In the media
plan, I suggested using billboards, Facebook, online ads
and a mailing to general practitioners.
job: make senior citizens aware they might have a
cataract - and can be treated for it
mix: offline: billboards, dm, online: website, social media
result: appreciated campaign, that made it easier to
see the eye surgeon
The ‘Sint Andreas Lucas’
hospital (nowadays:
‘OLVG West’) specialises
in eye care. Cataracts
are common disorders
that are often not
recognised and therefore
remain untreated. The
campaign I started,
focuses on taking the
target group serious.
Everyone - young or old
- wants to be seen as
they see themselves.
That’s why the ads don’t
talk about seniors, but
directly to them.
Distance education institute LOI always caught a
bad rep. Potential students wandered what their
LOI degree was really worth. Would employers
take it serious? To blaze the trail, I suggested a direct
mail campaign with a prominent role for Dutch
captains of industry. The campaign, featuring
KLM boss Orlandini as one of its eye catchers,
appealed to the ‘expert’ heuristic: experts invoke
an above average association with reliability.
job: increase conversion of prospectus requests
to student registrations
mix: offline: direct mailing
result: conversion: from 1,5% to 5,5%