Machteld Rijnten, Creative Director, Macaw
‘The people in the ADCN network became my friends. It’s the social collaboration we need in the Dutch creative industry. They inspire me and I still feel we are going somewhere.’
WHAT AND WHEN WAS YOUR FIRST ADCN ACTIVITY?
I became a member of ADCN when I was working at Clockwork in 2001. Before that, it seemed like the Champions League to me. Probably because when I was studying at the Academy my boyfriend in advertising (a bit older and wiser:) took me to the ADCN gala in Carré in 1988. I was so impressed by all the stylish people winning prizes that I was happy to study Visual Communications at that time. It felt like a promise.
COULD YOU PLEASE INTRODUCE US TO YOUR PLACE OF WORK?
Macaw is a technology driven company with the best developers I’ve ever worked with. That might seem boring if the only thing you want to do is run home with some kind of award in communications. But for me it is engineering for brands in their innovations for people. I think that’s an effort less rewarded by prizes, but very rewarding for me seeing people use our good stuff every day. Furthermore I am coaching a team of 12 interactive people with great skills in designing user-friendly front-end. I try to give them a bigger stage to develop themselves. They make the visible proof of our innovative power.
WHAT ARE YOU CURRENTLY WORKING ON?
With my interaction team I’m working on a blended learning concept incorporating social collaboration. On mobile workplace apps for a big retailer. On collaboration in the energy bizz. On Marketing Intelligence, combining brand-owned data with big-data. And we are visualizing the vision of 2024 in spatial planning for the government. Which means great progress compared to the situation now where you have to check 10 sites to know what to do when you want to rebuild your bike-barn or are a big business with new construction plans.
WHAT WORK ARE YOU MOST PROUD OF?
When looking back on my career I realized I am most happy pioneering with digital innovations. At Clockwork changing FBTO into the first real online insurance company in The Netherlands. Bringing Citroen online. Creating banners strategically, reaching insane click-rates. Concept the KPN-Hi store online at Lost Boys, etc. So I’m proud of work combining technology with concepts for brands that really work. That’s why after 6 years of flirting with digital communications only, I returned to the digital core of innovation.
WHAT’S THE BEST PIECE OF ADVICE YOU’VE RECEIVED DURING YOUR CAREER?
One of my managers once told me: ‘Take ten steps back when presenting your concept because your audience is not so well educated in digital Rijnten’. When making a presentation I still have to remind myself a lot of people get nervous when it’s really visionary (read complex:).
WHAT WOULD BE YOUR DREAM PROJECT/BRIEF TO WORK ON?
I hope to once help education in developing countries by separating content from personal attention. The same content is spread by teachers every day, and teachers are rare. Better digitalize most of that content in a great way and have more focus on personal attention and developing talent. That’s a dream.
But also I’d love to help organize urban gardening on a large scale. (Yes, I have a concept for that!) Both are future issues we have to keep an eye on I think.
WHAT WORK FROM OUR ARCHIVES MAKES YOU THINK ‘I WISH I’D DONE THAT’ AND WHY?
Sweety by Lemz; it’s innovative, problem solving and excellently executed.
One last remark: digital is more than the advertising digital campaigns that receive all the awards. Conclusion: I still have some ambassador work to do here:)