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
Trusted by teams at
Not an agency.
A studio built around you.
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.
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.
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
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
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
đź“Ť Based in Tokyo, working worldwide
Frequently Asked Questions
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Both. I was the Chief Strategy Officer of W+K Tokyo, but come from a creative background. I work closely with creative teams and help shape the work as it evolves.
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Yes. Often. Whether you need an extra pair of hands, a senior strategist to lead the work, or a mentor/coach to elevate the team. I am super flexible on how we work together.
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You get senior thinking and direct collaboration without layers. It’s faster, more honest, and closer to the work.
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I usually plug into the team that’s already there, or serve as a external partner. You can see me as an extension of your internal brand team, and can scale with the right talent.
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I stay involved. The value is not just the thinking, it’s making sure the idea stays powerful all the way into the final work.
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Both. I’m based in Tokyo but most of my work is international.
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Just reach out. We’ll talk through what you’re trying to solve and see if it makes sense to work together.