Amsterdam as USP
Without Amsterdam, 180's business model wouldn't be as successful. Alex Melvin, managing partner and co-founder, is sure of that. When Melvin and his three partners decided to set up an agency, they had a well-defined idea of how it should be different.
Work-life balance
"Our strength is that we create communications that work all over the world," says Melvin. "To make that happen, you need to bring the world to one place. In other words - bring the best creative talents of all nationalities together in an inspiring environment, where they can produce their best ideas."
"This can only work if you choose a location where the biggest talents want to live," says Melvin. "Amsterdam Metropolitan Area offers us this added value. The people that we're interested in think it's extremely important to have a healthy work-life balance for themselves and their families. In fact, choosing this city to start our agency has become one of our most important USP's."
Catching the bug
Melvin caught the Amsterdam bug when helping to set up the Wieden+Kennedy's city office. "Living and working in Amsterdam Metropolitan Area is almost addictive," he says. "Everything is a stone's throw away. Yet it feels very cosmopolitan. The creative industry keeps increasing in size and quality. When I cycle to work in the morning, I almost feel guilty about the lack of stress I feel."
Other key factors in choosing the region included its excellent transport network and the national mindset. "This is an outward-looking society in every way," says Melvin. "The Dutch have been exploring other cultures and trading with them for centuries. This is important when you want to work on international accounts. Here, you're not restricted by rules that try to hold you back when working internationally. In fact, you're encouraged to do things differently."
Village charm
This attitude, combined with the low cost of living and excellent facilities for expats, has resulted in a whole group of companies like 180 emerging in the region. These non-Dutch ad agencies use Amsterdam Metropolitan Area as a hub to work with Europe and beyond. "This is only the beginning of this development," predicts Melvin.
"More and more organisations that work with ideas are setting up here," he explains. "Not only agencies but all types of creative companies. It becomes self-perpetuating. Amsterdam and the surrounding area are starting to have a critical mass effect, making the city even attractive to clients. I predict that Amsterdam's creative industry will double in size in the next five years," he says. "As long as the city is able to hang on to its 'villagey' charms, of course."
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Photo: Mart Engelen
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