Founder & CEO
In case you're wondering, yes our agency name's inspired by the movie Memento and its mazy plot. A bit of the puzzle here and there to solve the mystery...
I’m the nosey guy who gets a buzz from seeing the big picture, or just a vague outline.
I love filing in the pieces and building something from small fragments of inspiration.
That's where I get my high.
Senior Research & Strategy Manager
I've always been massively fascinated by brands. If you think about it, almost everything is a brand. Brands completely shape someone's life and tells a story without words. This fascination is what motivated me to work with and for brands, in whatever way possible. After studying Business Administration at the Vrije Universiteit of Amsterdam, I switched to Communication Science and finished my Masters Degree here. Writing my master-thesis on brands, consumerism and the creation of social identity through brands within the sneaker culture.
I strive to build genuine relationships with the consumers, and leveraging these relationships to help brands understand their consumers better. Creating strategies for brands to be leading and equally remain relevant.
Research & Strategy Manager
Where others turn right, I tend to turn left. I am self-willed, have a critical eye, and am inexhaustibly searching for the answer to why things or people are as they are. This triggers my special interest for different minded people, through whom I eagerly broaden my worlds’ perspective.
Observing present-day circumstances analytically from multiple angles, I love being creative in examining the entrepreneurial and strategic opportunities they bring along. Goal-oriented and in organized fashion, I aim for the most efficient way to a successful execution.
When applying for a journalism school in 1997 a professor harshly summed up my approach as this: "Ah, you’re one of those, who want to meet interesting people, have fun and make money at the same time..?" He gave me one of the rare places and after finishing my studies I worked as a lifestyle and fashion journalist for almost 15 years.
Today I consult brands and companies, teach and support different nonprofit projects. I like biographies of highs and lows including doubts, failure and turning points. My intuition always helped me to see new opportunities, random encounters turned into new life chapters.
I strongly believe in networking, compassion and the power of change.
My work with thisMemento allows me to orchestrate spending time with people of all backgrounds, listening to their stories and getting a feeling for what drives them. Only today I value that my old professor was right…
Maartje van den Hurk
Researcher & Strategist
I like to see myself as an undefinable young creative, but in most people’s eyes I am a quirky/geeky Hypebeast or sneaker head. My most favourite things in the world are sneakers. They’re like me…colourful, sometimes full of surprise and expressive with a strong identity.
I’ve worked in retail for as long as I can remember, and always try to stay up to date on new developments and innovations in fashion, consumerism and brands. As a result of struggling with dyslexia, I developed strong visual skills, so connecting dots, researching trends and immersing myself into other cultures is what I love to do. Thinking differently and doing things in my own creative way is how I work best. This makes me a great link between research and creation.