Henny van Gerwen

Brussels Area, Belgium Belgium

Head of Direct Marketing BBDO

I started in 1987 as a direct response copywriter. During the past decades, I've witnessed the nature of communication becoming more and more direct. More and more tailored to what customers and prospectors really want to hear. Having a more and more significant impact because of the multitude of response media. I've believed for 29 years that relevance is the secret of good response-driven communication. And that a creative/emotional approach often breaks inertia, especially in the case of B2B decision makers. In the end, all communication is direct. Specialties: Direct response strategy Direct response concepts Direct response copywriting