van de wouw is an independent global creative strategy studio.

A hybrid studio model for global brands, founded by former Wieden+Kennedy CSO.

Based in Tokyo | Working Worldwide

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Trusted by teams at

Not an agency.
A studio built around you.

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Strategy and Creative Leadership

Strategy defines direction.
Creative turns it into something people feel.

We work across both, shaping the idea from insight to execution so the work stays sharp all the way through.

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Embedded Collaboration

We plug into your team or join forces with your agency to guide, shape and evolve the work, from sprints to long‑term partnerships.

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Backed by Experts

Trusted senior collaborators brought in when needed: creatives, cultural researchers, and production partners.

Our Services

01

Brand & Creative Strategy

We define the strategic foundation of your brand’s world: its narrative, its role in culture, and the creative platforms that guide its future.

Brand Architecture & Positioning

Brand Narrative Development

Campaign Platforms

Creative Direction

02

Cultural Strategy & Intelligence

We help brands connect authentically within new or existing markets, leveraging our global perspective and local expertise to ensure your brand's world is built to be welcomed.

Cultural Intelligence & Trend Analysis

Go-to-Market Strategy

Brand Relevance & Turnaround

Cross-Cultural Adaptation

03

Gaming & Fandoms

We partner with the world's leading gaming and entertainment brands to build and serve their universes, from launching new IPs to fostering deeper engagement with lifelong fans.

Gaming Audience Strategy

Community Research & Intelligence

Fan Engagement Strategy

Audience Insights & Reports

Selected Work

Nike Japan

A culturally resonant campaign that ignited public debate and drove meaningful change beyond advertising.

Brand Strategy • Cultural Impact • Campaign Development

Case Study

HP OMEN Korea

Taking an unknown gaming brand to the #1 market leader in Korea through strategic partnerships and deep gaming community insight.

Market Entry • Gaming Strategy • Brand Development

Case Study
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About the Founder

Van de Wouw is a hybrid creative strategy studio founded by Thijs van de Wouw, former Chief Strategy Officer at Wieden+Kennedy Tokyo & Seoul.

After 15+ years at leading global agencies including W+K, Droga5, and AKQA, Thijs founded Van de Wouw to offer senior-level strategy without traditional agency overhead, combining hands-on leadership with a trusted global network.

Today, Van de Wouw partners with brands and agencies across gaming, tech, and entertainment to build culturally relevant, globally resonant, and creatively distinct brand worlds.

  • 🏆 70+ awards across strategy, creative, and innovation

  • 🌏 Global leadership across Tokyo, New York, Seoul, Sydney, Amsterdam

  • 🎮 Deep expertise in tech, culture, and fandoms

  • 📍 Based in Tokyo, working worldwide

Ready to build what's next?

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