Lionell Schuring

Creative director, brand expert, concept creator, team leader and problem solver. My expertise lies in coming up with innovative solutions that combine creativity with data, tech and design in a collaborative environment. Throughout my career I’m continuously searching for ways to make brands relevant to people. Combining brand with customer experience, digital innovation with traction and research with gut.

Experience

Skills

Mobiquity

Chief Creative Officer,
p
art of MT Europe
April 2019 - Present

Creative Director, EU
Dec 2017 - Mar 2019

Grey

Exec. Creative Director
Aug 2015 - Nov 2017

Being There

Creative Director
Jan 2013 - Jul 2015

Y&R

Creative Director
Jun 2011 - Dec 2012

Senior Creative
Aug 2006 - Jun 2011

Ogilvy

Creative
Sep 2001 - Jun 2006

At Mobiquity I'm able to close the gap between what brands promise and what people actually experience. Developing value propositions from strategy to concept to building and continuously expanding them. As head of the creative department I'm responsible for the creative output, talent recruitment, development, coaching, training and retention. Partnering closely with key leaders from other disciplines to keep elevating the quality of our work, managing client relationships and being hands-on in projects. Together with my fellow MT members responsible for managing our operations, supervising our performance against agreed targets, developing our go-to-market strategies and making Mobiquity an awesome place to work for everyone. 

Highlights

  • rebuild the creative department from 4 to 24 member in the first three years

  • with an average annual retention rate of 93%

  • broadened creative service offerings with visual, UX strategy, motion and content design

  • professionalized the creative department by introducing instruments like the career framework, OKR's, quarterly performance reviews and way of working

  • developed Digital Traction; Mobiquity's innovation proposition

  • drove multiple value proposition programs for global brands

  • helped define Mobiquity's global branding and initiated its marketing strategy

  • got the company through Covid-19 without any lay offs

  • helped realise an average annual growth of 27% (2017-2021)

Working with the global creative leaders at Grey showed me that brands can even become part of popular culture. Transforming my thinking from campaigns and activations into content, stories, experiences and even new products and services that are relevant to people. Responsible for the agency’s creative output and vision as well as providing strategic and creative leadership to clients such as Volvo, P&G, Gillette, Axe, Nationale Nederlanden, Dutch Government, IGLO, Eurojackpot, Eli Lilly, MSD, FSHD & Bottel

Highlights

  • 17 Pitch wins in 2 years

  • #2 Turnaround Agency of the Year GREY’s Global network

  • Improved GREY Amsterdam’s Global GREY Creative Ranking from 64 to 11

  • Part of MT, responsible for business objectives, vision, staff, processes & product

  • Initiated Camp Grey; a summer program for Young Creatives
    to attract new talent

  • Member of the GREY European Creative Council

During my time at Being There I discovered how brands can activate people by really doing something for them instead of just talking about it. Existing in real life, around real people. Inviting, encouraging and bringing them together so you’re able to bump into them, make contact, join and even learn from them.

Highlights

  • Winning the Amstel Beer pitch

  • Creating 'NK Tegenwindfietsen' for Eneco

  • Introducing Netflix to the Netherlands

  • Repositioning NPO Radio 2

  • ADCN Jury president for Print & Outdoor and member of the Integrated Jury

  • Awarded at the Dutch ADCN for NPO Radio2 and Eneco's 'NK Tegenwindfietsen'

Working at Young & Rubicam helped me interact more personally with people through digital. It’s where I experienced the power of well-executed online campaigns and viral videos.

Highlights

  • created an online commercial for LG that hit 7 million views in just 3 weeks.

  • won the C1000 pitch (Dutch supermarket chain) and handled all tv, digital and activating campaigns for 3 consecutive years

  • nurtured and extended the Dutch liquorice brand Klene to a point where the campaign was rewarded with a golden Effie.

  • won the 3-year tender for the Dutch Government, resulting in multiple behavioural changing campaigns

  • first position as a creative director, supporting multiple teams

  • honoured with national and international awards for LG's Smart Thief, Go Fast's Canal Bike and the Sandwichboard of Shame for the Amsterdam Torture Museum.

The first years of my career at Ogilvy taught me how to capture the essence of a brand in TV commercials, print ads and outdoor campaigns. It’s where the foundation of my conceptual skills was laid and the love for distinctive ideas and craft.

Highlights

  • Part of the team that won the Center Parcs account,
    which was honoured with gold at the Epica

  • Won the Dutch Young Dogs competition twice

  • Created campaigns for Ford, Dove, Holland Casino & JVC 

  • WPPED Cream award nomination, WPP's global internal awards 

  • Creative Direction

  • Concept Development

  • Brand Strategy

  • Brand Design

  • Digital Innovation

  • Digital Transformation

  • Copywriting

  • Facilitating

  • Communication

  • Leadership

  • Relationship Building

  • Sales

  • Guitar slashing

Awards

ADCN

1x Gold

3x Silver

1x Bronze

16x Shortlisted

ADC Global

1x Silver
 

Cannes Lions

1x Gold

2x Silver

1x Bronze

3x Shortlisted

Clio Awards

1x Gold

D&AD

1x Shortlisted

Effie

1x Gold

1x Bronze

Epica

1x Gold

Esprix

1x Silver

4x Bronze

1x Shortlisted

Gouden Loeki

3x Finalist

London Int.

1x Silver

1x Shortlisted

NY Festival

1x Silver

1x Bronze

The One Show

1x Merit

SAN

6x Accent

5x Finalist

Education

Junior Academy Amsterdam

Advertising & Design

1999 - 2001

Ichthus University
of Professional Education R'dam

Communication & Design

1996 - 1999

Amersfoortse
Berg Lyceum

VWO
1989 - 1996