Youthwatching ‘09

After receiving a Master of Laws at Leiden University, Willem started his career in 1994 at Michael Porter’s strategy consultancy Monitor Company. In 1998 he launched an ‘incubator’, which helped create several new companies and concepts. Willem has been involved in marketing and innovation ever since. In a number of startups he actively sought out consumers to play a part in marketing. The incredible enthusiasm of the ‘user‘ to be able to get involved and the raw power of their opnions left him wanting more of it. Better harnassed, managed and stimulated. Buzzer is the result.

About Buzzer

The verb ‘buzzen’ (‘to buzz’) has rapidly become a household word in The Netherlands. Buzzer, the first European WoM Marketing agency, is responsible for this language innovation. Willem Sodderland launched the agency in 2004 with the ambition to let consumers play an active role in the marketing process. Since then, tens of thousands of consumers have tried out new products, spread on- and offline buzz and provided feedback. Millions and millions of word of mouth interactions between consumers have resulted, and many products and marketing programs have been optimised through the feedback. In 2008, Buzzer is working for an impressive list of local and multinational brands and has become a recognised authority in the domain of WoM and consumer dialogue and participation. Amsterdam-based, Buzzer has expanded to Belgium and will be launching in other markets in 2008.

More about Willem:

• Willem Sodderland on Linkedin
• More about Buzzer