Moniek is a psychologist specialized in organizational psychology and cultural psychology. In 1989, she started working on understanding consumer behavior in a research environment at Millward Brown, which she continued doing later at Censydiam. After 15 years of being in direct contact with consumers, she decided to broaden her experience in the creative industry, first as a strategy director in design at DJPA and later on, in advertising at TBWA.
At Innate Motion, Moniek enjoys being in touch with consumers across the world, visiting them in their homes, and talking about dilemmas in daily life with her analytical sharpness and unintentional humor. These conversations are a great source of inspiration and information on which to build insights and relevant brand strategies.
Born and raised in the Netherlands, Moniek and her husband now live in Utrecht and just turned into empty nesters of their twin daughters. To lash out at this new life stage, she goes swimming in open air pools as low as 11 degrees celsius.
Let’s get the basics right
Build something that lasts
Losing stability and sensibility
Be down to earth, take responsibility, be practical and modest
Down playing everything,
being too careful
Wastefulness and Squandering
Lack of realism and responsibility
Vision without action