Edsard Schutte

Consumers these days no longer automatically assume the things TV-commercials or print advertisements tell them are true. Consumers however do believe the things they experience themselves and what their environment tells them about a brand or product. That is the reason social media are so successful and why their role is growing ever larger. Because let’s face it, would you be more likely to buy a deodorant because some advertisement tells you it keeps you dry, or because your best friend tells you it does?

In the future, the consumer will decide which brands are successful and which are not. And so the challenge is for brands to win those consumers over in a credible way. By starting a dialogue with them. By playing a role in their lives. By telling a story. By making them move. And that is what Edsard Schutte does. Move people. Independent of the media.

Edsard worked for years as an above-the-line creative for ARA, TBWA/Neboko, Ogilvy and Alfred. Later he worked through-the-line as creative director and shareholder at Kumpany. He won more than sixty-five international nominations and awards and has been part of the Cresta Awards Jury twice, the Copy Jury of the ADCN, the Best Yet Jury of the ADCN/Cebuco twice and the Grand Jury of The New York Festivals.