Strategic leadership for moments that matter.
For global brands navigating culture, fandom, and new markets.
Trusted by
Nike / Block / Square / One Piece / Bandai Namco / BVLGARI
Selected Work
Nike Japan
Sparked one of Japan's biggest cultural debates about identity and belonging.
A culturally-rooted campaign built on an insight about belonging and standing out in Japan that ignited public debate and drove meaningful change beyond advertising.
Brand Strategy • Cultural Impact • Campaign Development
HP OMEN Korea
Turned an unknown challenger into Korea's #1 gaming brand.
Took an unknown gaming brand to #1 market leader through deep gaming community understanding, strategic esports partnerships, and positioning rooted in how Korean gamers feel about society.
Market Entry • Gaming Strategy • Brand Development
Built for moments that matter.
01
Launching something new.
Whether you're entering a new market, launching a new product or redefining your business, we help uncover the opportunity worth building around.
02
Finding your edge.
We define the role only your brand can credibly own, then turn it into a strategic platform that guides products, campaigns and growth.
03
Navigating what's next.
From global expansion to organisational change, we help ambitious companies adapt without losing what makes them distinctive.
About the Founder
Former Chief Strategy Officer at Wieden+Kennedy.
Forbes 30 Under 30.
Thijs van de Wouw has spent over fifteen years helping some of the world's most ambitious brands earn their place in culture.
Before founding Van De Wouw, he led strategy across Tokyo, Seoul, New York and beyond at AKQA, Droga5 and Wieden+Kennedy, where he served as Chief Strategy Officer. His work has helped shape brands including Nike, Google, Samsung, Activision Blizzard, Rimowa and Game of Thrones.
He founded Van De Wouw with a simple belief: the most important business moments deserve direct access to senior strategic leadership.
Today, he works directly with founders, CMOs and creative leaders to define brand strategy, shape creative platforms and guide ideas from insight through execution.
Based in Tokyo. Working globally.
How we typically work
Small senior teams. Direct access. Built for focused, high-leverage collaboration.
01 — Project
A defined deliverable with a clear scope: a brand strategy, a campaign, or a go-to-market launch.
02 - Embedded Partner
An ongoing, senior‑level partnership, embedded with your team to lead strategy and creative direction for as long as the work demands.
03 — Advisory & Coaching
A lighter-touch retainer: strategic guidance, creative reviews, coach for your teams, and a sounding board as you scale.
Testimonials
“Thijs worked with me at Square, on defining the brand strategy for our Japan market, and bringing to life the biggest campaign for the market the business has invested in to date.
I truly cannot say enough positive things about how much Thijs contributed to the team and the business in the time we worked together.
Thijs overdelivered at every opportunity and became a central leader for our team in Japan.
The brand strategy was so deeply rooted in a thoughtful understanding of the audience and the cultural landscape. He then built out a truly standout creative brief and platform, getting to the heart of what small business owners actually need, positioning Square to be truly breakthrough in the category.
His team also brought a new level of creative excellence to the concepting phase and led to one of the strongest creative presentations I've seen in my time at the company.
He is a multidisciplinary value add in ALL the ways."
— EVYN STANLEY, HEAD OF BRAND & CREATIVE STRATEGY @ BLOCK / SQUARE
“Thijs has a huge brain and an even bigger heart. He’s not only a greatly talented strategist but also a brilliant mentor and coach to his teams. Wherever he works will be a brighter and warmer place for it.”
— DAN HILL, GLOBAL CHIEF STRATEGY OFFICER @ WIEDEN+KENNEDY