“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” - David OgilvyThe most fun and challenging part for me is taking complex ideas and translating them into simple, tangible arguments people can understand. But it needs to go beyond understanding. It needs to impact! Storytelling is key to achieve this. (This is where my screenwriting passion really pays off.) It's about products/ services and how they impact YOUR life. A true insight embodies the spirit of what’s real in a consumer’s life. Only that has the potential to drive their behavior. For me, details are crucial. I have a natural eye for details and perfection. Or to paraphrase one of Stephen Sondheim's key principles: "God is in the detail"Writing / editing newsletters, websites, presentations, brochures, social,...Note: I am freelance copywriter (as secondary occupation), with my own company Thinkit bvba.

I believe a script moves forward in proportion to how much the writer can leave out, to make way for clarity so in the end only the story remains. The point is what happens to the hero, not what happens to the writer. At the very essence it’s always about a character who wants something, is having difficulty getting it and pays a price for trying.For now, script editing is a passion, but I do it with great energy and professionalism.