Trendwatching

whoever understands the customer best, wins

When I joined the world’s leading trend agency, Trendwatching, in Amsterdam, they were at a pivotal growth point. To propel them to the next level, I rapidly led them through a rebrand, including a new, rallying cry of a mission:To inspire and empower better innovations—to not just change our world, but to transform it. After that, I brought together a cross-discipline team to develop a new product—Trendwatching Academy—to acquire new customers, retain existing ones, and make progress toward our mission. My team and I created an interactive digital training program, including insights on how to spot trends and put them to work. And we ran a global trend seminar series, taking our inspirational trend content and innovation workshops from Singapore to Amsterdam to Stockholm to New York City with sold-out success.

The results

• Launched a new product division called Trendwatching Academy—a digital & in-person global training program—generating a 35% increase in business revenue while adding nominal costs.

• Led and conducted client workshops and all global events for Fortune 500 companies from Marriott to Bank of America.

• Spearheaded the creation of a new brand identity, including a new voice, communications, and creative.