Maarten Albarda

Flock Associates is the first and leading marketing integration and effectiveness company. It was designed to help increase marketing effectiveness through better integrated marketing. Flock fixes and fine tunes your integrated marketing resources.

Flock helps marketers and procurement select the right agencies, gives them the right contracts and ways of working, and optimises their outputs through integrated marketing planning, execution and evaluation.

We do not make ads, or websites, nor do we buy media. We do help clients to get all the practical tools and support to deliver the most effective integrated campaigns:

- Get the best marketing structures (i.e. organization, process, evaluation, remuneration)
- Select the right agencies i.e. run agency pitches
- Get clients and agencies to work together as an integrated marketing team
- Project manage key integrated marketing initiatives e.g. marketing campaigns and launches
- Measure marketing effectiveness across all marketing channels (what, how, who with, etc.)

We are analytical, consumer-centric, honest and impartial. Visit www.flock-associates.com for more details.

With over 25 years of Advertiser and Agency experience, Maarten Albarda offers one-of-a-kind global insight and strategic advice for Marketers, Agencies, Start-Ups, Media Companies and other Marketing Services related businesses, NGO's and charitable organizations in the field of Integrated Marketing Communications.

Through my consulting business I work with start-ups and other companies that are part of the new marketing economy and help them develop business plans and a business pitch that drives their bottom line.

At AB-InBev I had global responsibility for all aspects of Consumer Facing connections. These include media, digital, Sports & Entertainment marketing, CRM, Licensed Merchandise etc. I reported to the CMO and the CEO.

My responsibilities focus on all aspects of Consumer Connections: strategy, capability development and training, process and organisational design, recruitment of key country leaders in Connections, identification, negotiation and activation of major brand marketing platforms (e.g. FIFA) as well as measurement approaches and standards. I was also closely involved in the selection process of agencies, consultants and other partners such as research & measurement, sharing platforms for knowledge management, etc.

I manage five area's of Marketing Communications: (1) Strategic Connection Planning for our Global Brands that will guide us in the rapidly evolving world of communication opportunities. (2) Agency Operational Management: managing a portfolio of global agency assignments for media, creative and design agencies in terms of fee negotiation, resource allocation,evaluation and auditing. (3) Marketing Communications Capability Development: developing a comprehensive training curriculum for all Worldwide Marketing Associates. (4) Measurement & Effectiveness of Marketing Communications. (5) Marketing Communication Productivity: driving productivity efforts across our portfolio of Marketing Communications investments (several billion US$) with tangible hard and value added track record. I manage a team of 10 people and interact and collaborate with a global marketing community of 500+.

Managing a department of 20 people. Responsibility for development, execution and implementation of all advertising, media, e-communications, packaging/equipment/graphics look & feel, and sponsoring of events and celebrities.

Led the Integrated Communications department for all brands. Created and managed the FIFA World Cup 2002 local market implementation team. Led the development and management of the World of Coca-Cola Tokyo, and licensed merchandise across Asia.

Led the global team delivering media and communications strategy, planning, buying and implementation.

Led the Europe team for client media and communications strategy, planning, buying and implementation.

Led the media planning, buying, implementation for Philip Morris and Procter & Gamble Europe, Middle East and Africa.

Led the media department of the Leo Burnett Amsterdam office across all clients.