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 Business it is his assignment to develop and conduct applied research on selected themes in the field of Crossmedia. This research is both assigned and his own. Also, Kees takes his role as validator seriously; turning research and its outcomes into innovative education. Kees’s research tags include: Crossmedia, Mobile, Business Modeling, Modern Marketing, Permissive Marketing, Social Networks, Hubs, Dynamics, Tagging, Communication Patterns, Branding, Participation, User Experience, Social Media, Segmentation, Business and Earning Logics.
Kees’s 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, Location Based). For an update on research issues, please visit crossmedialab.nl/work.