Kees Winkel

Research Fellow

I live in Amsterdam and work in Utrecht. I graduated as a teacher in 1979 and then studied commercial Communication (1984) I started my marketing communication career in the early eighties as a copywriter. Soon I took interest in the psychological aspects of communication and specialized as brand strategist with advertising agencies. In 1999 I moved to Finland where I worked as Sr. brand strategist with Satama Interactive, mainly consulting companies on digital and mobile marketing, branding and customer care. In 2005 I returned to the Netherlands to lecture marketing and communication and do research on Crossmedia Content at the Hogeschool Utrecht (University of Applied Sciences), Institute of Communication, The Netherlands. In 2007 I published 'Vision, Mission, Compassion', a book on communicative strategy.

As a research fellow with the Research Group Crossmedia Content it is my assignment to develop and conduct applied research on selected themes in the field of Crossmedia. This research is both assigned and my own. I try to incorporate my own field of research in existing assignments. Also, I take my role as validator seriously; turning research and its outcomes into innovative education. My research tags include: Crossmedia, modern marketing, permissive marketing, social networks, hubs, dynamics, tagging, communication patterns, branding, participation, user experience, social media, segmentation, business modeling and earning logics.

My applied research themes focus on 'new marketing'-type of topics, such as new target audience segmentation modeling in the context of social networks, their mentality (attitude towards life) and crossmedial behavior and social network penetration and on crossmedia formats and campaigns, including mobile issues (TV, MMS, SMS, Internet). I represent the research groups involvement in the RAAK program, focusing on 'mentality approaches' and crossmedia consumption. Furthermore, I teach marketing and marketing communication, topics in which I incorporate the gained knowledge from research.