A multi-partner initiative exploring urgent leadership themes

De Staat van Leiderschap is an annual talk show and content platform initiated by De Baak, VNO-NCW and Artishock Events. Each year, the program focuses on a pressing societal or organizational theme such as dilemmas, moral leadership, or polarization. Creatives United was responsible for the integrated marketing coordination of the project.

Our scope included the development and implementation of the content and media strategy, brand translation, production of video content, and stakeholder management. We aligned all marketing activities with the broader campaign goals, ranging from brand awareness to audience engagement.

In collaboration with the editorial team, we curated a diverse lineup of contributors and speakers, aiming to reflect multiple perspectives and leadership styles.

In addition to the live talk show, we coordinated the production of special video segments and supporting content across social platforms.

• Duncan Ward, conductor of Philharmonie Zuidnederland, on creative leadership.

• Erik Wegewijs, former commander of Dutch Special Forces, on navigating polarization.

• Shona Shukrula, public prosecutor and the first female referee in Dutch professional football, on moral leadership.

We also managed media planning and buying, and contributed to the development of a refreshed visual identity for the platform.

De Staat van Leiderschap aims to foster reflection and dialogue among professionals, leaders and decision-makers. Our role was to ensure that the platform communicated its message clearly, credibly and consistently across all channels.