International marketing consultancy Lexicon Branding has expanded into mainland Europe, opening its doors in the Dutch capital of Amsterdam. To lead the operations the branding services firm has lured Michiel Maandag to join its ranks, an experienced marketeer and consultant with over 20 years of working experience.
Founded in 1982, Lexicon Branding is a marketing advisory firm that specialises in the development of brand names. Since its inception the company has completed more than 2,500 projects across industries and geographies, working with clients in among others the US, Canada, the UK, Japan, Singapore, Germany, Holland, France, Israel, Italy, and Finland. Key testimonials of Lexicon Branding include the firm’s contribution to iconic category-changing brands such as BlackBerry (engaged by RIM), PowerBook (commissioned by Apple), Swiffer (created for Procter & Gamble) and Pentium (for Intel).
On the back of its growth, the firm over the years expanded from its base in Sausalito, California to London, England, and currently employs a team of more than 20 professionals. Amidst a growing project portfolio in mainland Europe, the marketing consultancy has decided to expand its wings further East, and opened an office in Amsterdam, the Netherlands. “The new office allows us to expand our client service offering and is a core part of our strategy to develop our European client base,” reflects David Placek, founder and president of Lexicon Branding.
To lead the new hub Placek has attracted Dutch native Michiel Maandag to join the firm – in his new role he will serve as European representative and be tasked with developing strategic business opportunities in Europe and helping to manage overseas projects. After starting his career with Atos, Maandag worked for Nokia for over 10 years, most recently as as global director of brand and product marketing. During his years at Nokia, Maandag lived in Helsinki and New York and worked internationally. In 2012 he left the telecom giant to develop his own international consulting practice, and between 2014 and 2015 he was associated as a partner with Business Openers, a Netherlands-based marketing consulting firm. Besides his work as a marketeer and consultant, Maandag has authored the best-selling book ‘The Only Book You Will Ever Need on Branding’.
Placek says he is “delighted” with Maandag’s commitment, adding “Michiel’s hard working and energetic nature combined with his welcoming personality makes for a perfect fit at Lexicon. We could not be happier with his decision.”
Similar to Lexicon Branding’s global focus, the Dutch office will mainly target clients in the technology and consumer categories. Lexicon’s studio in California will remain chief responsible for developing the firm’s creative solutions.