Paid media and brand strategy for European brands going international.
About Jaap Willem van de Plasse
I'm Jaap Willem van de Plasse, a senior strategy consultant based in Breda. I've been doing cross-border digital marketing for fourteen years, the last decade running Studio Curious independently.
Most of my current work is for European D2C brands scaling into other markets, and for scale-up marketing teams who want senior support without adding to headcount.
Paid Performance
Cross-border paid media is the part of the work I get hired for most. The reason is that channel behaviour changes when you cross a border, and most teams underestimate how much.
What works on Meta in the Netherlands often falls flat in Germany.
Bidding behaves differently, and audiences read creative differently in each market.
I run paid media that finds its feet quickly in a new market, instead of spending six months learning what should have been thought through up front.
Some of the brands I’ve worked with
Brand Strategy
It all begins with an idea.
Paid performance without brand infrastructure is rented growth. You're buying attention you don't own, and there's nothing to compound.
The brands I work with build a position that makes paid cheaper over time, because the brand is doing the selling before the ad fires.
Embedded Senior Consulting
Most agencies extract. They take the brief and come back weeks later with a deck.
I work inside your team instead. I'm in the Slack channels and specific meetings, looking at the same data your in-house people are looking at. The work stays inside your organisation when I leave, which is the point of the model.
I call this the Embedded Senior Model. It sits between freelancing and an agency retainer, with the depth of an in-house hire and none of the headcount.
Some great partners in crime
I work together as well with these great agencies, they are all top notch and have a sense of humor (and good coffee)
