Personal Fact Sheet Kees Winkel

Kees Winkel (1958) lives in Amsterdam and works in Utrecht. He graduated as a teacher in 1979 and then studied Communication (1984) He started his marketing communication career in the early eighties as a copywriter. Soon he took interest in the psychological aspects of communication and specialized as brand strategist with advertising agencies. In 1999 Kees moved to Finland where he worked as Sr. brand strategist with Satama Interactive, mainly consulting companies on digital and mobile marketing, branding and customer care. In 2005 Kees 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. Kees wrote ‘Vision, Mission, Compassion’ which was published October 2007 by Royal van Gorcum Publishers. 

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. My own field of research I try to incorporate 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 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). I contribute to the social tagging program PACE and represent the research group’s 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.