TBWA\BEC activates brands via the worlds of sport, music, film and culture. In a changing advertising
landscape, the currency of people's passions is more powerful than ever. At TBWA\BEC we create ideas that
capture the mind of the consumer encouraging him to seek out your brand. Working a tailor-made mix of
traditional and non-traditional media, our activation campaigns and platforms yield brand building, brand
loyalty, and sales results.

Founded in 1997 TBWA\BEC was the first agency in the Netherlands to team content expertise with
creativity to create impactful brand activation marketing programs. The agency can be characterized by a
combination of strategic knowledge, creative innovation and operational professionalism. The management
team consists of Antonie van Schendel (Managing Director/partner), Kari Shaw (Creative Director/partner),
Robert Guis (Commercial Strategist), David van Geene (Client Services Director) and Gerben de Zeeuw
(Client Services Director). In January 2010 TBWA's interactive unit Agency.com was fully integrated into
TBWA\BEC broadening the agency proposition into a full service activational offering. Also by then the
name TBWA\Brand Experience Company was changed into the already often used abbreviated version
TBWA\BEC.

TBWA\BEC believes experiential or activational marketing is not a medium but an approach that can be
used to achieve specific marketing-communication objectives. This approach is media-neutral and one in
which individual and voluntary engagement with the brand plays a central role. Our strategic process leads
to a Commercial Activation Idea - the inspiring answer to specific business dilemmas, ultimately leading to a
media- and means-neutral Creative Activation Idea - an authentic way to gain and maintain the attention of
a brand's potential consumer groups.