About Diederik Heinink

Welcome to my blog. My name is Diederik Heinink, marketing, communications and PR consultant. 

From 2002 to 2009 I´ve been working as an entrepreneur under my company name C-people. Both large corporates and smaller companies have been hiring me to setup or improve their marketing, (crisis) communications or PR strategy. In August 2008, for example, I left Singapore after 1,5 year to manage crisis communications with Fortis in the middle of the worst crisis our generation and our parents´generation have ever seen.  Although an extremely hard time for the company and its employees, it was cynically enough one of the greatest professional experiences I’ve ever had.

As from June 15th 2009, I’m heading up global PR activities for Rotterdam (the Netherlands) based Robeco Asset Management. This is a permanent position.

Ivory tower

My firm belief is that -especially Western- companies should descend from their ivory towers. Marketing efforts often can be made much more efficient and (cost-)effective by minimizing ‘distance’ to the target group. That way marketing will contribute much more to the company’s revenues. And that´s what marketeers are there for.

Anyhow, my job is to put companies on the map as good and effective as possible, leading to increasing brad awareness which should lead to added sales.

At this blog, I look at all aspects of marketing and business on a global level, of course, with a Dutch taste to it:-) I am open and honest in my judgements, so from time to time my postings will be a bit spicy. I’m sure you can handle it.