Uprising: The Next Generation of Media with Renee Van Den Oetelaar

With an abundance of energy for the role, sharing her enthusiasm throughout the process is the aspect that keeps her going. “I believe so much in the vision and mission of Boomerang FT and I can’t stop talking about it. I don’t hesitate to argue with a boomer or a skeptical customer. I love working with my amazing team. I’m lucky to have great mentors inside and outside of Boomerang. This kind of collaboration towards a new way of doing things is what makes my heart beat faster.

An avowed defender and cheerleader of her team, it is the management and organizational skills that Renee wishes to continue to develop in her role. “I’m still learning how to be a good manager, but I’m definitely not there yet. I know my strengths lie elsewhere, like encouraging my team and helping them grow within themselves. Organizationally, I I have a lot to learn. I’m starting to understand that it’s okay not to be good at everything and it’s okay to hire people who are better than you at something they really enjoy (so that I don’t like to deal with).

But she takes time to balance that by acknowledging herself for her strengths: “I’m good at other things, like thinking outside the box and solving problems creatively. Being the dynamic and enthusiastic woman that I am, coming with a dose of chaos too, and that hasn’t always been easy. Building an agency while again facing setbacks with my health has been a challenge, but it also makes me stronger.

The goal for Renee and Boomerang FT is to continue to find new ways to connect with new brands and consumer groups. She says, “I want some of the young talent to be really recognized in the industry and make room for new voices. In the years to come, as we grow, I want people to see Boomerang FT as a proven professional growth opportunity for future talent/the next generation. With her finger on the pulse of trends (supported by the next generation around her), she credits this as one of the aspects that keeps her fresh and able to come up with new creative ideas. But that’s not all, “I do a lot of research reading TNYT, Cassandra and Gen Yeet. I also keep myself busy scrolling the landscape (TikTok – namely content from Rodger Cleye, IG Reels, BeReal, Snap, Roblox).

Part of the frustration of working within this market is the notion that people can’t “reach the next generation,” which Renee says is a lackluster excuse for not taking the time to understand demographics. “It’s the people in our industry who are pitching their ‘big ideas’ to reach a generation they don’t understand. The result? ‘Absolute cringe’ and a new competitor: creators who have full freedom to play with new digital content creation techniques and make them their own like no generation before.”

With next generation consumers as those who will take over the industry, this is who she believes should be at the center of how the industry operates. She says: “By joining Jonge Honden’s board, I was able to visit Cannes Lions for the first time (2022); it was a great experience to live and also a great revelation; where were all the young people; junior creatives, creative students, content creators, etc? With what she describes as “an old-fashioned agency world”, she wants to “give future talent a stage and take them seriously.”

Since passion and enthusiasm are a priority for Renee, it’s no surprise that an inspirational person she looks up to is someone who speaks with these qualities. Namely, Marion Setiey, the director of international media for Europe and global productivity at LVMH. “I don’t know her personally, but a few months ago, we, Boomerang FT, had the chance to speak at an internal Publicis Luxe conference for LVMH. Marion was present and also led a conference on their learning and their objectives of the POV LVMH. Her whole vibe, her appearance and the way she presented herself was very inspiring. There was such confidence. The experience certainly stayed with her.

She says: “I also admire Yvon Chouinard (founder of Patagonia) and maybe a little more his team of public relations/branding consultants. We all know he made a very clear, important, and heartbreaking statement about giving all of Patagonia’s benefits to planet Earth. very admirable and really a very powerful message from him and his brand is also so believable. Shout out to the team behind him.

When she’s not working, you’ll find Renee pursuing her other interests and hobbies, “Working out is my (boot camp) meditation. The energizing and peace that follows is the best feeling, it seems. so nerdy but it’s true for me. I also surround myself with my lovely friends, spending hours cooking in the kitchen as a sort of relaxing therapy for me, hosting dinner parties for friends, buying fine wines and Introducing to my friends pretending I know what I’m talking about. And I have the best boyfriend in the world who is my sounding board, my pillar of support and a nice distraction all rolled into one.

It’s hard to call her hobbies “passions” because she uses that word to describe the effort she puts into everything. “I honestly believe and can say for myself that everything I do is filled with all my passion. I do/say/love ‘things’ with all my heart, always. Combined with sharing my energy/ enthusiasm and with an irresistible urge for what is new/to come.”

She leaves us with this: “Being ambitious by nature pushes me to keep creating new opportunities for myself by wanting to see/find them. The most random conversations, social posts, articles, or news flashes can push me to come up with an idea that I will be passionate about. And every day I am filled with new ones. I’m also impulsive with house viewings and other life changing decisions haha. Boomerang FT. is my priority and my greatest motivation in my life right now.

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