SUE Amsterdam

SUE Amsterdam is a creative marketing agency founded right at the start of 2012 by Astrid Groenewegen, Tom de Bruyne and Mirelle Janssen, previously known as managing partners of Boondoggle Amsterdam – just after it became Dutch interactive agency of 2011. Aiming to be the creative agency of the future they see themselves as designers of behaviour. Seducing, persuading, triggering and converting ‘on the way’ to develop smart ideas – not funny ones. The people at SUE are fond of brands that inevitably bubble up wherever people are looking for them. Oh, and why SUE? If you ask SUE they will ask you if you know this song by Johnny Chash. They want to be that good in telling a story.

Recent posts about SUE Amsterdam

First World Problem Pills

Sue Amsterdam created a “First World Problem” pop-up store in Amsterdam with placebo medicine for first world problems. The store sells products such as ‘Always Super Wifi’, ‘Flowery Farts’ and ‘Gaydar’ pills that improve your hit rate on the social medium. The collected money goes… More.


Bob Roulette

For the Holiday season Sue Amsterdam created a very nice surprise present; Bob Roulette. In the Netherlands BOB is the word for the designated driver – a word once coined in Belgium. The package consists of two identical bottels, one filled with vodka, the other with water. Before… More.


Uncommon open for applications

A few weeks ago Uncommon, the first cross-agency advertising traineeship, was officially launched by Natwerk, Sue, Achtung! and Dawn. Uncommon this week announced that it starts to take applications. The 2-year traineeship will be available for 4 creative, strategic or digital thinkers, who will spend… More.



Uncommon is seeking the uncomfortable in the comfortable. Uncommon are those who dare to fly without wings. Uncommon is seeing big, in small. Uncommon is 4 agencies, 3 months each. Dawn, Natwerk SUE and Achtung! launch the first cross-agency advertising traineeship program in the Netherlands (maximum age… More.


Two girls, one dog

There was a bit of a stir the past weeks over the Radio 538 ads; two girls licking a German wiener. I am guessing that many people found it shocking because they imagined it to be a human wiener – especially when seeing the pixelated… More.


Sue partners with Mookum

Creative marketing agency Sue Amsterdam is partnering up with Belgian e-commerce start-up of the year Mookum. The design label scouts and supports upcoming product designers by producing and commercializing their ideas. Label founder Gert Gijbels was inspired to create the “design factory of the future”… More.


Salon Désir

We like agencies that make their own stuff. That is, not for a client, but directly for the consumer. That’s what brand new agency Sue Amsterdam did with Salon Désir, a webshop (or “e-commerce platform”) for luxurious lingerie. According to Astrid Groenewegen, partner at Sue… More.