THE BEGINNING OF MARKETING MADHEADS
When normal projects aren’t enough
Which company offers customers a service that makes themselves obsolete? Well, we do! This remarkable statement was made by Stefan Picavet, Wouter Swagemakers and Bas van Steen, founders of Marketing Madheads. Last year they broke through the approach of traditional online marketing agencies with their concept. “The power goes to the customer. We offer them the right tools to do this.” Are they really ‘mad’ at Marketing Madheads, or have they correctly assessed the market’s needs? To find this out, we will go back in time together with the founders.
“I have worked six years at KPN, the biggest Telco provider in het Netherlands”, says Stefan Picavet: “I was selected for a prestigious management traineeship, where I was able to get lots of responsibility. Within KPN, online was super-important and we always had a lot of help from different service providers. What I noticed was, that we always found it very difficult to continue achieving results when a project ended and the external service providers finished their tasks. That is strange, right? As a company, I thought it should be possible that at a given moment we could take it to the next level ourselves…? ”
That opinion was shared by Wouter Swagemakers. As a senior online marketer working ‘on the other side’, at the bigger online marketing agencies. “At the online marketing agencies”, Wouter says “everything was focused on taking over as much work as possible from companies. The idea always was that we should not teach companies to do it themselves, because then they would eventually no longer need us as an online marketing agency. Soon Stefan and I were on the same page: it had to be different. Companies need to have the opportunity to improve online marketing themselves and we will help them with that.”