Gives brands attention

We are Glasnost

We believe openness
has the power
to connect people

Glasnost? Say what?

Glasnost (literal translation: transparency) is the legacy of government openness popularised by Mikhail Gorbachev in the Soviet Union during the 1980’s. Gorbachev led the revolution that culminated in the fall of the Berlin Wall. In 2012, the year that Wouter Glaser founded his PR firm, the history behind the Russian word was exactly what modern PR and communication needed. Nowadays, the agency has moved beyond the boundaries of the terminology but is still connected to this–almost retro–communist ideology in its own quirky ways, to which the original Trabant (in use as a meeting room) and Glasnost vodka (to celebrate work-related achievements) bear witness.

Core values: Openness, trust & passion

We believe openness has the power to connect brands to consumers. Our communication with clients, media relations and each other is equally transparent. With Glasnost, what you see is what you get. That is how we build trust. That is the basis of a good working relationship–with clients and within our team. We have a passion for our business and know the lay of the media landscape like no other. That passion vibrates in the atmosphere and the people; it is in our company DNA.

Work hard, play hard

At Glasnost, we work hard, we play hard, we invest time and energy in training and coaching, but we always make room in our hectic schedule for…vodka. We like to celebrate our achievements with fitting and inspiring fieldtrips to places like St Petersburg, Odessa and Split. Our Christmas parties are the stuff of legend, we have cracking karaoke nights, dance the night away during party bus trips and we end our workweek at our very own Checkpoint Charlie café.

The team

Our ever-expanding team consists of experienced PR specialists, who each have their own large network of niche journalists, bloggers and influencers to tap into.

Wouter Glaser

Wouter Glaser

Managing Director / Founder

Wouter Glaser

Wouter Glaser (1983) is Glasnost’s founder and Managing Director. Before launching his PR venture, Wouter worked at, among others, TBWA, TomTom and Hyves. Glasnost was born out of a desire to start a PR revolution. Wouter is the leading light for Glasnost’s PR strategy and Business Development and he manages various account teams. When he doesn’t wear his MD hat, Wouter is a judge for the Dutch Marketing Communication Awards, Effie, and member of the advisory board for RA*W, an organisation connecting talented students with the creative industries.

Henk Boersen

Henk Boersen

Managing Partner

Henk Boersen

Henk Boersen (1977) has been active as Managing Partner / Account Director at Glasnost since 2013. His focus is on strategy, concept and creation on the various accounts. He is co-responsible for the development of the agency strategy, marketing and the 3M's model with which Glasnost creates hybrid PR, Native and influencer campaigns in the new world of PR. What you see is what you get.

Laura Snapper

Laura Snapper

Operational Director

Laura Snapper

Laura Snapper (1982) is Operational Director at Glasnost. Laura’s main focus is on the optimization of (internal) processes and project management. Additionally, she is responsible for the development of the agency strategy. Laura also enjoys contributing to ongoing Glasnost projects and motivating our team. With 13 years of work experience at –among others – The Gardeners, Ogilvy and FHV BBDO under her belt, she is a very valuable asset to our company. Laura balances out her Glasnost position with equally challenging yoga poses.

Stijn Zwinkels

Stijn Zwinkels

Account Director / Partner

Stijn Zwinkels

Account Director and Partner since 2017. Stijn is account wise and strategically responsible for a large number of clients, including VodafoneZiggo, Google, Nestlé, Netflix and Interpolis, but also as a start-up specialist involved in the introduction, media training and positioning of companies such as Onefit, felyx and Endeit. His love for storytelling and developing creative campaigns started 10 years ago at the British agency Grayling. Within the organization, Stijn is responsible for the Glasnost Traineeship and the international network.

Amber Haank

Amber Haank

Strategist

Amber Haank

Amber Haank, who specialises in Lifestyle PR, is a Strategist at Glasnost and responsible for the Lifestyle portfolio. She also has a keen interest in the latest developments in Native Advertising and Influencer Marketing. Amber works on, among others, the Magnum, Nutella and Moxy (Mariott) accounts. She started her career at UPR and gained in-depth knowledge about the fashion and luxury fields while working for clients such as Tiffany & Co, Oilily and the Dutch Fashion Foundation.

Lin Schakenraad

Lin Schakenraad

Senior Consultant

Lin Schakenraad

Lin Schakenraad is a Senior Consultant at Glasnost and responsible for clients such as Adyen, Interpolis, Twitter, o9 Solutions and Floryn. Lin has more than 10 years of experience in PR and content marketing. She is especially passionate about impactful companies in finance, tech and telecom and is closely following the current revolution in the financial sector.

Sophia Heemskerk

Sophia Heemskerk

Senior Consultant

Sophia Heemskerk

Sophia Heemskerk is a Senior Consultant at Glasnost, working on accounts for Lifestyle and Tech clients such as KraftHeinz, Samsung and VodafoneZiggo. Sophia started her career at the international PR agency Text100, learning all there is to know about Lifestyle and Tech PR while climbing from Junior to Senior Consultant. She worked for various Text100 clients, such as Philips, Lenovo and TomTom.

Christian Brienen

Christian Brienen

Creative Producer

Christian Brienen

Christian Brienen is a Creative Producer at Glasnost. He is responsible for creative concepts, content production and creative quality control.  Christian works on a variety of accounts, such as Activision, VodafoneZiggo and Tata Consultancy Services. He is always on the lookout for innovative technologies and original solutions for creating engaging content and experiences for all types of audiences.

Matthijs van Unen

Matthijs van Unen

Senior Consultant

Matthijs van Unen

Matthijs van Unen is a Senior Consultant at Glasnost and focuses primarily on Lifestyle clients such as Magnum, KLM and Bud. Matthijs started his career in the field of Lifestyle and Hospitality PR at Typhoon Hospitality, working on accounts for clients such as Deliveroo, Hyatt Regency and Taste of Amsterdam.

Boris Wielers

Boris Wielers

Consultant

Boris Wielers

Boris Wielers is Consultant at Glasnost and works for Corporate, Tech and Finance clients, including Centraal Beheer, Pon, GoFundMe and De Vegetarische Slager. Previously Boris worked at Communications Agency Winkelman en Van Hessen, where he was responsible for the PR for the Unox New Year's Dive, and completed a study Marketing at Tilburg University.

Tinka Snoeijs

Tinka Snoeijs

Account Executive

Tinka Snoeijs

Tinka Snoeijs is Consultant at Glasnost and is responsible for accounts such as Netflix, Marktplaats (eBay) and Starbucks. Her interest in creating a sustainable society made her a perfect contributor to the Glasnost campaigns for the Ben & Jerry’s social mission and the introduction of electric scooter sharing initiative felyx. Tinka got experience working at social media agency Goud Uberconnected, where she was a content contributor for the social media channels of, among others, KPN, Delta Lloyd and the Dutch Red Cross. At Glasnost, Tinka looks after our media relations.

Beau Moesman

Beau Moesman

Consultant

Beau Moesman

Beau is Consultant and has a penchant for technology and innovation. He moves effortlessly between marketing and corporate PR for brands such as Adyen, Vodafone and Twitter, and is internally in charge of strategy, concept and creation. He is also our unofficial Sonos curator.

Tim van Aerschot

Tim van Aerschot

Creative Strategist

Tim van Aerschot

Tim van Aerschot is Creative Strategist at Glasnost. In this capacity, he translates strategy into creative concepts and stories worth sharing. Tim started his career at an experiential agency. Three years later, he moved on to international advertising agency Ogilvy Amsterdam where he gained experience as a creative strategist with a strong focus on PR and Digital. In this position, Tim was responsible for campaigns created for organizations such as KFC, ProRail, Bacardi, Ford and TK Maxx.

Carolijn Pennings

Carolijn Pennings

Consultant

Carolijn Pennings

Carolijn Pennings is Consultant at Glasnost and specialises in Lifestyle and Tech PR. Before joining Glasnost, Carolijn gained experience in these fields at PR agencies Ketchum and Weber Shandwick where she worked on accounts such as Adidas, Unilever and Philips TV. This background enables her to always find the perfect angle for drawing in specific target audiences. At Glasnost, Carolijn is part of the teams working on accounts such as Nestlé, Google and felyx.

Lonneke de Boer

Lonneke de Boer

Consultant

Lonneke de Boer

Lonneke de Boer is Consultant at Glasnost. Lonneke is in the lead on Lifestyle clients such as Ziggo, Nutella and Ola. Her strength lies in her ability to merge traditional PR with successful (paid) collaborations. Lonneke is well-informed about the latest trends, hotspots and influencer developments. Before joining Glasnost, she gained experience at Sanoma, Hill+Knowlton and Vogue while completing her bachelor’s degree in Communication Studies.

Adinda Grobben

Adinda Grobben

Account Executive

Adinda Grobben

Adinda Grobben is an Account Executive at Glasnost and contributes to the teams on accounts such as Lipton, Breyers Delights and Unox. She specializes in Influencer Marketing and content creation. Upon her return from a year in Australia, she started working as a Category Content Specialist at vtwonen, where she was part of the Category Management team and contributed commercial and engaging articles for vtwonen.nl and Living.nl.

Lizzy van der Hofstad

Lizzy van der Hofstad

Account Executive

Lizzy van der Hofstad

Lizzy van der Hofstad is Account Executive and supports the project teams working on a variety of accounts, such as GoFundMe, Hertog and Magnum. Lizzy has been a blogger for over 10 years and is an influencer marketing aficionado. During her Sales & Marketing Management studies, she gained work experience as a PR Assistant at Sony Electronics Benelux.

Linh Vu

Linh Vu

Account Executive

Linh Vu

Linh Vu is Account Executive at Glasnost and works on accounts such as Heinz, Twitter and Samsung. Linh has a soft spot for innovative brands that take social responsibility seriously. She originally started at Glasnost when she was still a student, wanting to gain PR experience in the context of her studies in Communication Science.

Sophie Lips

Sophie Lips

Creative Designer

Sophie Lips

Sophie Lips (1985) is Creative Designer at Glasnost and works on creative concepts both print as digital. She started her career at digital retail agency Kega. After almost 8 years she made the transfer to advertising agency Vuur which is in Utrecht. As of January 2020 she is part of the Glasnost team.

Sophie Benink

Sophie Benink

Media strategist

Sophie Benink

Sophie Benink is a Media Strategist at Glasnost. After working at a media company for 5 years she now knows how to use  creativity and effectivity in the best way. Her specialism lies in making brands bigger, her passion for data, target groups and the consumer journey. Sophie is also lead within our native advertising label Yuri.

Sanne Borkus

Sanne Borkus

Account Assistant

Sanne Borkus

Sanne Borkus is Account Assistant at Glasnost, where she works mainly on clients such as Google, Storytel, Nestlé and Adyen. After her Bachelor of Communications she gained experience in the media and events industry, where she worked at Viacom International Media Networks and Xsaga. Last year, Sanne completed her master's degree in Corporate Communication and New Media, in which she specialized in influencer marketing. Now she can't wait to dive into the world of PR!

Irene Laghi

Irene Laghi

Office Manager

Irene Laghi

Irene Laghi (1982) is Office Manager at Glasnost. Irene arranges stuff and has an eye for the teams needs to do their job well and relaxed. Irene has experience in the world of publishing and ended up in Advertising through an other agency before she joined the Glasnost team. At Glasnost the team brings her the energy she needs and  the right balance between her family and work.

Romy Kessing

Romy Kessing

Account Assistant

Romy Kessing

Romy Kessing is Account Assistant at Glasnost. Romy fulfills a supportive role in various teams working on accounts such as Magnum, Hertog and GoFundMe. She previously gained experience in the field of communication during other internships at, among others, Shabbies Amsterdam / Fred de la Bretoniere and Glasnost. After her internship at Glasnost offered Romy to become part of the Glasnost team.

Emilie van Eijk

Emilie van Eijk

Management Assistent

Emilie van Eijk

Emilie van Eijk (1989) is a Management Assistant at Glasnost. The past 5 years she has worked at Vandebron as a Customer Journey/Experience Marketer. With this knowledge she helps with mapping and implementing the Customer- and Employee Journey. She also supports the management on People & Culture and GDPR related tasks. Structure, planning, organizing, working efficiently and quick results is what Emilie gives energy. She also loves sports Côte d’Or chocola, French cheese and Ajax.

Vera Möhrlein

Vera Möhrlein

Account Director

Vera Möhrlein

Vera is Account Director at Glasnost and is responsible for clients such as Unilever, Rabobank, Centraal Beheer and Bud. She discovered the love for PR at 'The PR agency', where she worked for campaigns like Vodafone, Libresse, Nintendo and Etos. Next to her high level experience at PR agencies she also worked as a PR manager at HelloFresh and Marqt.

Xanne Liebregts

Xanne Liebregts

senior consultant

Xanne Liebregts

Xanne Liebregts is a senior consultant at Glasnost. Her clients are Samsung, Accor Hotels, Ben & Jerry’s and storytel. Xanne previously worked at PR Agency 'Simply PR' and the allround creative company Gardeners.

CSR: Revolution

We invest in change. In revolution.
In reform. There were it is needed most.
From ‘The Present Movement’ to ‘Kiva’.