Huib van Bockel is a digital marketing and media thought leader, writer of The Social Brand, former Head of Marketing Red Bull UK and founder of TENZING Natural Energy (one of the fastest growing drinks in the UK).
Between 2006 – 2014, Huib was Head of Marketing for the Netherlands, UK and Europe at one of the most admired brands in the world: Red Bull. Here he played a key part in the transition from an energy drink business to the media business it is today. Van Bockel led many of Red Bull’s largest projects including Red Bull Revolutions in Sound, Red Bull Air Race Ascot and Danny Macaskill’s Imaginate. In the UK he helped pioneer the current set-up of the Red Bull Media House, launching a magazine, TV channel, and significantly helped grow the digital and social presence of the Red Bull brand.
Huib started his career as a management trainee at Unilever where he received 6 years on the job expertise and training and was earmarked as high potential. He then moved to MTV Networks and gained invaluable experience in traditional and new (social) media, and was responsible for one of the world’s first social networks.
Because of his background in both FMCG and media, he is seen as one of the new marketing thought leaders in the digital, social and content era; where brands should behave more like publishers then traditional marketers.
“Van Bockel’s background, including leading roles at Unilever, MTV, and Red Bull, give him a unique, industry-leading perspective on marketing in the digital age.” Patrick Kalotis, Head of Marketing, Pepsico.
The Social Brand, a marketing manifesto of today’s social era, is set to revolutionise how brands conduct their marketing activity. The book introduces a new marketing framework, The Brand Bank Account, which identifies a simple four-step plan which will enable brands to become social through giving people something truly worthwhile that people will want to seek out and share with others.
The Brand Bank Account: a tool which will enable brands to discover the many different possibilities they have at their disposal to give something of value to people, making a deposit instead of a constant withdrawal.
Each of us has a virtual Brand Bank Account in our minds for each brand or business we deal with. Every day we have hundreds of “transactions” with many brands – seeing an advert, buying a product, reading a review. The value of those experiences either adds or takes away from the balance of our “account” for that brand.
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