WILLEM VAN DER HORST
International Strategy Consultant, Ice Cream for Everyone
Willem was born in New York, raised in Paris, lived in London, travelled extensively around Asia, and lived in Singapore. His international background, passion for games, and travels has provided him with an appreciation of people from a variety of cultures. Ever since the early days of the Minitel, he has also been fascinated with digital technologies. Willem has 15 years professional experience in the creative communications industry helping brands such as Shell, Lenovo, Subway, or Toyota define effective digital marketing and brand communications strategies on local, regional and global levels. Previously APAC Head of Strategy for Possible in Singapore, he now runs his own consultancy, Ice Cream for Everyone, working with agencies as well as directly with brand clients.
"What can strategic planners learn from tabletop games?"
While almost everyone seems glued to their smartphone screens these days, and video game “eSport” competitions are broadcasted live on TV, another interesting trend is emerging: tabletop games. Consulting firm ICv2 says the hobby games market has been growing in double-digits for the past five years, now estimated to be worth $880M in North America. We are social creatures first and foremost, and gathering around a table to play a game in person is not going out of fashion. In this talk Willem inquires into the social dynamics at play around gaming tables to see what planners might be able to learn from them.