Last week’s newsletter, I spoke about how we’d be opening our doors to those who are facing redundancy at the moment - we’ve had a host of new faces and folk arriving, so welcome.
In addition - I published a "pragmatic quickstrat” guide to move from redundancy into freelancing, if that’s something you’re exploring right now.
This isn’t just for strategy, and not just for people who work in agencies - but anyone who finds themselves faced with needing to generate some income in the short-term, or if you’re considering it longer-term.
I hope it’s useful - over 1500 people have already read it, which is a worryingly high number.
And if you’ve joined our little community because you’re in a similar position - a suggestion: ask lots of questions.
As we know, as strategists, asking lots of great questions creates useful insights. But here, you don’t need a great question - just a stupid question, half-formed observation, concern, thought - they’re all welcomed. The more questions you ask, the better equipped you’ll be.
I’ve also had so many people reach out and offer their support to people who are facing redundancy - so people are willing and keen to offer their time and help. Just make sure you’re asking.
PS. this might not be for you, but if you’re established and loving independent life, maybe spread and share the word, so those who are struggling a bit can find connections and support.
This week, I jumped on the phone with Joe Burns. You might know him from his beautiful and insight LinkedIn carousel decks, and more recently, his new research, more of a census really, asking 200+ strategists about their experiences and feelings on work, and how their work is valued.
I was expecting to ask a few questions, grab a couple of quotes for the newsletter, and be happy with the column inches for this week - but our short chat turned into a brilliant and broader conversation, which I thought (despite the potato quality of the audio) would be better if I just shared it, in its entirity. Don’t worry, I’m not starting a podcast.
We talked about strategy and creativity tensions, and whether there’s a disconnect between what strategists think they do and what others expect from them in the creative process.
We explored the changing landscape of advertising, how traditional agency models are breaking down.
We discussed his research on strategic perception, how strategists are viewed within agencies, and whether strategy remains relevant in a "post-thought" world.
We’ll be taking a little rest over the summer. Gigs and Curiousity Stream will be here, but we might otherwise be a little leaner. So if you’d like to do a weekly takeover, and fill the feed with your thinking - email me. Here’s the schedule:
W31: Open for submissions
W32: Takeover scheduled
W33: Takeover scheduled
W34: Open for submissions
W35: Open for submissions
W36: Open for submissions
» Jenny Chang on Armchair economics, recession indicators, and the politics of desire and consumption
» Helen Brain asks “what does it actually mean to be ‘part of culture’”?
» Edmond Lau on the post-irony-to-meta-sincerity loop. Also, loving the diagramme aesthetic from creators like Lucinda, Mara and Edmond at the moment.
» David Reece on 4 narrative scenarios for the next 100 years. (Thanks Simon)
» I was on the NDA podcast this week, talking about freelancing
» Wilder Collective is looking for insight from self-employed women on the price of playing nice and self-confidence. Take part here.
» Lauren Cooper is working on a project around Mothers & Indentity, and looking for moms who have returned to work after having children. Take part here.
» Jasmine Bina on tension branding. Thanks Sally
» Rob E. on Practical advice for junior strategists.
» Adjusting for optical corrections in architecture and typography - Thanks Nick
» The rise of the generalist - Thanks Emre
» Skibidi Rizz. Mew. Sigma. Thanks Claire
» What the “big beautiful bill” could mean for US freelancers
👋 Hi, I’m Willem van der Horst.
I’m a global brand strategist. I was born in the US (Long Island, NY), grew up in France, started my strategy career in London, then Singapore, Chicago, and now back in Paris.
I've been independent since 2018, before that I worked for advertising agencies, in Chicago I was VP, Global Brand Strategy Director for Energy BBDO, working on SC Johnson household brands.
I love tabletop board and roleplaying games. I study game design and play as a behaviour, and leverage those in brand strategy and training workshops to foster new and original ideas with participants.
I just finished a week long challenge for students, and it was a blast. It was the last week of the 5 year master studies, the school asked me to come with something fun and original for their last challenge.
I named it "Designing Wonder and Thrills." Student groups were tasked with creating a new theme park land with an exciting ride, food and beverage concept, retail experience, etc. I took the students to hear from a professional at a theme park in Paris, we got to ride their brand new family roller coaster, ran sketching and collaging workshops to encourage to get their ideas out of a PowerPoint or Canva file, old school analog - before touching a laptop or writing IA prompts.
The students loved it and found it memorable to end their studies on a high and creative note! The school and the Jardin d'Acclimatation (a public/private partnership between the City of Paris and LVMH) appreciated as well.
Things have been quieter on the 'regular' brand strategy work these past few months so I'm doing my best to diversify; toward corporate training among other areas.
This student work went so well that I'm beginning to work on an idea of a corporate retreat taking place either in a theme park to work on certain more active or outward looking skills; or somewhere more quiet and un nature for an inward looking experience.
I'm also working on a marketing training game to practice either the 4Ps or 4Cs of marketing.
Three things I’m consuming right now:
READING: I'm reading The Dawn of Everything: A New History of Humanity, by David Graeber and David Wengrow. Every new page is blowing my mind and setting lots of taken for granted information in completely new light.
WATCHING: I'm a sucker for science-fiction and fantasy. I just started watching Murderbot, it's fantastic! I wanted to stop after the first episode to go read the novel it's based on first (All Systems Red) but couldn't help watching a few more.
CELEBRATING: It's my birthday tomorrow! I'm treating myself to a lovely pre-birthday steak frites in St Germain des Prés while writing this. Jazz concert in the Parc floral tomorrow afternoon, and a big Szechuan restaurant lunch with a bunch of friends on Sunday.
Say hello to Willem in the community or on Linkedin.
Briefs discovered and curated from across the stratosphere.
Promote your brief - or tell us if you’ve found work via the project.
Freelance Marketing Science Senior Analyst (London,UK)
https://outsideperspective.co/gigs/20250718-tribal.html
Freelance French strategist / researcher
https://outsideperspective.co/gigs/20250718-pepsico.html
Freelance Sr. Content Strategist (Remote/PST)
https://outsideperspective.co/gigs/20250718-hrvist.html
Senior Digital & Communications Strategist (Remote/UK)
https://outsideperspective.co/gigs/20250718-digital.html
Freelance Strategist with DCO experience (UK)
https://outsideperspective.co/gigs/20250718-dco.html
freelance senior brand & comms specialist (Birmingham,UK)
https://outsideperspective.co/gigs/20250718-birmingham.html
Freelance Associate/ Strategy Director (DE)
https://outsideperspective.co/gigs/20250718-berlin.html
freelance Senior Digital Communications Strategists (UK)
https://outsideperspective.co/gigs/20250712-climate.html
If you’re a business working with freelance strategists, Outside Perspective can now host your alumni. Keep your best freelancers close, reducing costs and saving time - plus share your briefs to our entire network for no additional cost.
If you’re keen to know how we can support your bench … drop me a note.
That’s all for this week.
mk✌️
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