About me
Koert Bakker is Head of Strategy at PwC’s Experience Center Amsterdam, focused on solving important problems for people, business and society. He’s passionate about enabling transformational growth through experiences based on fundamental human insights.
Koert began his career as a pioneer in co-creation. As a young agency strategist who saw that traditional advertising was increasingly ineffective, he co-founded Amsterdam agency Fanclub in 1999. Gaining traction and recognition immediately, Fanclub offered experiences and community engagement at the intersection of culture and commerce for some of the most progressive brands, including Nike, Smirnoff and Levi’s. As a result, Koert was recruited by CP+B, the same year they won multiple Agency of the Year awards. Over the course of the next 12 years, he expanded his skills into evidence-based design with top digital agencies R/GA in New York, Victors & Spoils in Boulder and YML in the Bay Area before returning to Amsterdam in 2019.
Koert’s work contributed to multiple awards, including Cannes Lions for Onitsuka Tiger, Jay Chiat Strategy Award for American Express OPEN Forum and Mashable Top 5 Digital Agency to watch for Victors & Spoils. Koert previously served on the jury of 4A’s Jay Chiat Award for Strategic Excellence in New York and the 2020 Eurobest jury for Innovation & Creative Data.
