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The past eight and a half years he worked at Alfred International, where he developed campaigns for clients such as LiGa, Beter Horen, Conimex, Bonduelle, Becel, Knorr and Lotto. During the past two years he shared ultimate responsibility for all international accounts belonging to the sister company MullenLoweAlfred.

Life is made up of moments, both big and small. People may for instance get absorbed by a good book for hours, enjoy reading the newspaper during breakfast, or spontaneously surprise someone with a nice gift. This campaign shows all kinds of people during these types of moments in life. It reminds you of the fact that Primera plays a role in many of these moments, and it tells you that Primera is happy to turn such moments into special moments.

Sander Tacx (1970) has quite a lot of experience in the digital agency world. He was account director at Media Republic and Lost Boys. At Boondoggle (later: Havas Boondoggle) he was the managing director. On September 1, Tacx transferred from the agency Born05 where he was a senior client partner. Sander Tacx: “In order for brands to come alive, working from one major idea is essential. By integrating our digital labels DIFR and Icemedia, GUC Agency is even more equipped to provide brands not only with a heart, but with a beat as well. With our own digital creative studio in Lisbon, we also have the necessary execution power in-house. I’m extremely excited to contribute to the further development of this agency and its clients.” Brian Hirman, Managing Partner GUC Agency: “After acquiring Icemedia last year and DIFR this year, we’ve invested greatly in the substantive and operational integration of these digital activities into GUC Agency. With Sander joining us, I’m confident we’ll be able to further increase our added value to clients on the digital field.