SERGE
MAKES IT MATTER

Who:  Serge

What: Creation

WHAT IS YOUR ROLE?

‘I’m an all-round concept creative and copywriter. My job involves coming up with ideas and concepts – often based on a briefing – and writing those ideas in a fun way. But I also love to write a scenario, interactive script, e-learning, web copy, socials or simple text. All with the concept as the main priority.

I have a background in television, internal communication, and advertising, so I feel at home in all the communication markets. This helps me to know what, who, how and at which moment it matters to someone. In the end, our profession is always about motivating and touching people. Activating. That is only achievable with a powerful message.’

HOW DO YOU MAKE IT MATTER?

‘Attention is the key. Attention is the key. Giving attention but especially receiving it.

To touch people, you must grab their attention first. This is hard enough on itself. That is why it is essential to convey your message most purely and briefly possible. After all, you often only have their attention for a short while. To find out what the pure message is, I ask a lot of critical questions. This is not always fun to do, but it is effective to find out what the most impactful message can be. A message that is based on both the ratio as well as the emotional. Even though many people think the prior is more important ('as we are all sensible people'), it is the latter that is often the more important of the two. People aren’t touched by a spreadsheet. But they can be by a beautiful, hushed, and well-made film – to give an example. But to prevent me from getting carried away by the importance of the medium: it is the story that is crucial. And I’m keen to tell yours – as well and honest as possible.’

WHAT ARE YOU WORKING ON AT THE MOMENT?

‘I’m currently busy with a lot of Brand Accelerators and co-creative meetings, in which we sit with the people of a brand or company and come up with workable concepts. I hereby cooperate with our creative strategist. Besides that, I’m also working for ING, other financials and Vattenfall. Next to my job at SowiesoHelder I have also some other clients. In my ‘spare time’ I’m working on a film script about a bank robbery. And on a book about a kidnapper, I’ve met on an atoll in the Pacific Ocean (true story!). But I mainly work … together! Because the ingredients found in the cooperation and cross-over of all disciplines at SowiesoHelder makes for a result that makes it matter.’

Next:
Frédérique
MAKES IT MATTER
Her story about video production