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JuniorSenior is a name which represents more than 20 years of expertise in innovative young people marketing. Initially JuniorSenior existed with three separate companies; Down Under, KidsBizz and In-game Advertising. These three historical names were in 2005 combined into a singular, strong international brand: JuniorSenior, leading in young marketing. One name which makes clear that we are focussed on young marketing. But also a name which shows that we have become an authority in the target group, young people, and also in rejuvenating existing brands in the market. JuniorSenior is a perfect mix of young energy with the necessary experience. |
Down Under [The Creative Tribe] was founded in 1997 by Ab Kuijer. Ab worked initially as a journalist for several Dutch daily and monthly magazines. After the establishment in 1985 of WAPS; The Netherlands' first legal young people radio station in Amsterdam, Kuijer launched a magazine of the same name that was freely spread to middle schools. At the beginning of the nineties he became involved in the opening of Euro-Disney in Paris. By the middle of nineties his activities spread to being part of the team which established the first Dutch young people broadcasting TV-channel 'BNN'. At BNN Ab was the spokesman and cooperated in concept development. This was for three years from 1995 to 1998. BNN is now The Netherlands largest public young people broadcasting channel. In 1997 he started with the concept of Down Under [The Creative Tribe]. Fabienne van Dillen founded KidsBizz in 1998. Fabienne worked as an international marketing manager in Paris, with amongst others Warner Home Video and Sanoma's Disney Book Club. A move to the action marketing agency Draft Worldwide gave her an insight into the potential of kids marketing. She concluded that there was an opportunity to establish in the Dutch market a communication consultancy specifically aimed at kids. KidsBizz was born and made a flying start. Adformatie asked her to write a book 'The Empowerment of the Kids' in which she gave marketers more insight in the power of this notoriously fickle target group and how to manage this. KidsBizz was then, because of its logical fit, incorporated into The Creative Tribe in 2000. In-game Advertising started in 2003, as a specialised division of Down Under. Creative Director Maarten Brands and Commercial Director Andrew Hooke developed In-game Advertising into a worldwide operating marketing agency for brands that wanted to explore emerging media and to advertise more effectively in the world's best videogames. Maarten Brands worked previously as a TV reporter and magazine journalist. He joined Down Under in the Press Agency and looked after the pr for Sony PlayStation for two years. Andrew Hooke has meanwhile an impressive management career behind him. He has worked as amongst others, CEO Asia with Australia's largest dairy manufacturer 'National Foods', CEO Asia for 'Detpak', the Australian and Asian market leader in food packaging.
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