De Melkweg, Amsterdam

Photo: Wikimedia Commons/DigiDaan

Meet our new Head of Communications and Marketing: Jeroen van Waardenberg

Jeroen van Waardenberg shares his plans for the future, tells us about his media experience and favourite artwork.
10 December 2020
By Michaël van Brouwershaven

Having spent the past decades in the world of media and communications, Jeroen has recently started to work at DutchCulture. We sat down with him to discuss his life and work.  

What does your new function entail? 

"As Head of Communications & Marketing I lead the newly-formed Communications & Marketing (C&M) team. The various activities we undertake need to come together coherently, while ensuring that we make use of all the experience our colleagues have. I give strategic advice to the directors and position the organisation on a corporate level. By keeping on top of current developments and telling the story of how DutchCulture can play a role in them, we want to become an opinion leader."

What are your plans for communications and marketing at DutchCulture? 

"After learning and experiencing how DutchCulture works currently, I will formulate a new vision on our C&M strategy. Although this has yet to be done, I can already lift the veil on some points that will definitely be included. The message we want to communicate, should arrive at the people who we want to communicate to by strategically utilising certain platforms. We also want to create more audio-visual content, to supplement the articles in our magazine. Our various stakeholders, the people we work with and work for, furthermore have a lot of content we can turn into fantastic stories. In the end, that is what it boils down to: we have so many fantastic stories to tell!"

Jeroen van Waardenberg
What kind of work did you do before this? 

"After my studies at the Utrecht School of Journalism I started working as a journalist at the Algemeen Dagblad, focusing on art, culture and sports. By chance I stumbled into the world of television, working for the communications department at Joop van de Ende Producties. After many years here I became Head of Communications at Mojo Concerts, where I could dive into my passion for music, attending festivals and concerts. After four years here I went back to Endemol, as head of the corporate Marketing and Communications team. In total, I worked for over twenty years at Endemol, so I was quite ready for a new challenge: I took up several freelance assignments and worked temporarily at NLPO. Finally, I ended up here at DutchCulture, where I’m happy to work in a team on a long-term strategy."

Do you have a favourite cultural discipline? 

"If I had to choose one, it would be music. I collect vinyl records and enjoy going to concerts and festivals, which sadly are not taking place these days. I prefer the intimacy of venues such as Paradiso and De Melkweg, but I also for instance immensely enjoy Lowlands, which has grown into a complete cultural circus bringing people into contact with all kinds of artistic expressions. The first time I experienced the impact art can have, was as a 7-year-old boy when my dad took me to the Stedelijk Museum Amsterdam. He showed me The Beanery by Edward Kienholz, a small American-style bar filled with dolls whose heads are made of clocks. Walking through it, with café sounds emanating from the speakers and the smell of beer and cigarettes all around me, I was frightened and happy at the same time. Since that experience I go back every few years."