This blog is founded and led by Wouter Boon. It writes about the Amsterdam advertising industry; its hotshops, its people and – of course – its outstanding advertising.

I started the blog in 2008 by sharing my vision on marketing and advertising in short and snappy advertising reviews. When the blog started to acquire a substantial audience I added new categories (such as news, columns and interviews) and invited other professionals from the industry to share their inspiration and views.

The blog has always remained a mere hobby; in daily life I am a strategist, working for brands and agencies. I am also the author of Defining Creativity, a book that concisely explains how creativity works. At the moment I am working on a second book about creativity, which will explain how creativity can be invoked and enhanced in organizations.