On My Radar: Anneke Schogt

What’s the best ad campaign you’ve seen recently?

It's not an ad campaign, but I love the Before I Die initiative that Candy Chang started in New Orleans. It's a participatory public art project that took on a life of its own. In a very straightforward way, Chang gave people the chance to reflect on their lives and share their personal aspirations. I love the simplicity of the idea to connect people.

What website(s) do you use most regularly and why?

This may seem a bit boring but a lot of my daily online consumption occurs between my mail, Google drive and Facebook, as well as some occasional shopping or getting lost online finding the best travel tips.

What’s the most recent piece of tech that you’ve bought and why?

Tidal - for Prince's music, of course.

What’s the last item – tech or otherwise – you bought that genuinely improved your life?

My new bike, which is crucial to my happiness living in Amsterdam!

Facebook, Instagram or Twitter?

Good old Facebook.

What’s your favourite app on your phone and why?

WhatsApp, because of all these little groups sharing endless anecdotes about life, such as NYibizaeggwhitereunion.

What’s your favourite TV show and why?

New Girl, for its laugh-out-loud moments!

What film do you think everyone should have seen?

I have just seen Cowspiracy and am having a hard time trying to process the experience and figure out what I should do as a result.

Where were you when inspiration last struck?

Last week on top of Huashan Mountain in China.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

Social media has made the digital universe become a breeding ground for new communities and niche networks. These are collectives with a voice and capacity to make movement happen. A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is. That is why influencer marketing is a vital part of the marketing mix and is here to stay.

If there was one thing you could change about the advertising industry, what would it be?

Perhaps a bit more societal conscience.

What or who has most influenced your career and why?

My drive to keep learning and exploring new things has inspired me to make some bold career moves throughout my life. The true inspiration behind this is a very close supportive group of family, friends and a lot of brilliant co-workers.