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

Wouter Glaser

Glaser (1983) is founder and managing director of Glasnost. He started his career working for several companies including TBWA\, TomTom and social network Hyves. In 2012 Glaser founded Glasnost as he wanted to start a revolution in the world of PR agencies. Within the agency he is responsible for PR strategy, business development and account direction. Besides his role as MD at Glasnost, Glaser is board member of the Advertising's Guilt (Genootschap voor Reclame) and involved in a social enterprise that offers holidays to Cape Verde.

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.

Merijn Doggen

Merijn Doggen

Content Director

Merijn Doggen

Merijn Doggen is Content Director and Senior Consultant at Glasnost. Over 13 years of experience in TV and internet journalism (for RTL Nieuws, RTL Z / Bright / RTL Boulevard) has given him a keen insight into how brands can best reach diverse target audiences with information in (digital) print and video format. Merijn is a strategic contributor to the team, is media training instructor and remains unfazed when asked to take on the role of presenter or moderator at events. His ultimate goal is to also make Glasnost into the best video PR agency.

Stijn Zwinkels

Stijn Zwinkels

Senior Consultant / Partner

Stijn Zwinkels

Stijn Zwinkels is Senior Consultant and Partner at Glasnost. He oversees the overall strategy planning for clients such as Vodafone, travel organisation srprs.me and Marktplaats (eBay), but as a start-up specialist, he is also involved with the introduction and positioning of companies like Twickto, felyx and Aeromeister. His love for developing creative campaigns was sparked at British PR agency Grayling where he worked on the Nikon, British Airways and Bosch accounts. At Glasnost, Stijn heads the Traineeship programme and manages the international network.

Amber Haank

Amber Haank

Senior Consultant

Amber Haank

Amber Haank, who specialises in Lifestyle PR, is a Senior Consultant 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.

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.

Maud in 't Veld

Maud in 't Veld

Office Manager

Maud in 't Veld

Maud in ’t Veld is Office Manager at Glasnost. She supports the management team and is the spider in the web for everything related to Glasnost facility services, finances and HR. Maud not only completed secretarial training at Schoevers educational institution, but also obtained a bachelor’s degree in Communication Studies, providing her with substantive knowledge of Glasnost’s area of expertise.

Sophia Heemskerk

Sophia Heemskerk

Consultant

Sophia Heemskerk

Sophia Heemskerk is a Consultant at Glasnost, working on accounts for Lifestyle and Tech clients such as Friesland Campina, Twitter 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

Content Creative and Innovator

Christian Brienen

Christian Brienen is a Content Creative and Innovator 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 the Fundamental Rights Agency of the European Union. 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

Consultant

Matthijs van Unen

Matthijs van Unen is a Consultant at Glasnost and focuses primarily on Lifestyle clients such as Magnum, Bowers & Wilkins and Nescafé. 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.

Beau Moesman

Beau Moesman

Account Executive

Beau Moesman

Beau Moesman is an Account Executive at Glasnost. He feels right at home in Tech PR and works on productions for, among others, VodafoneZiggo, Twitter and Blizzard. He began his career at Linden & Barbosa, immersing himself in the Gaming and Tech fields while working for Sony Interactive Entertainment. Beau has a penchant for strong copy.

Tinka Snoeijs

Tinka Snoeijs

Account Executive

Tinka Snoeijs

Tinka Snoeijs is an Account Executive at Glasnost and is part of the teams handling accounts such as travel organisation srprs.me, Marktplaats (eBay) and JUKE. 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.

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 Marie Jo, Breyers Delights and David Lloyd. 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.

Xaviera Wong A Soy

Xaviera Wong A Soy

Consultant

Xaviera Wong A Soy

Xaviera Wong A Soy is a Consultant at Glasnost and works on accounts such as Breyers Delights, AXE and Google Netherlands. She brings together social culture, influencers and PR. Her PR experience for various lifestyle platforms and online TV channels enables her to translate the wants and needs of Generation Z into strong, engaging and creative PR productions. These skills make Xaviera perfectly suited to handle Glasnost’s own social media communication.

Lonneke de Boer

Lonneke de Boer

Account Executive

Lonneke de Boer

Lonneke de Boer is a Account Executive at Glasnost and contributes to the teams working for Lifestyle clients such as Mona, Nutella and Etsy. 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.

Boris Wielers

Boris Wielers

Consultant

Boris Wielers

Boris Wielers is Consultant at Glasnost, he is responsible for a mix of Lifestyle, Tech and Corporate clients, including Vodafone, Nestlé and Interpolis. Previously, Boris worked at communication agency Winkelman en Van Hessen, including the PR strategy for the Unox Nieuwjaarsduik. He graduated at the University of Tilburg with a degree in Marketing.

Linh Vu

Linh Vu

Account Assistant

Linh Vu

Linh Vu is Account Assistant at Glasnost and Works on accounts such as Ben & Jerry’s, Twitter and Blizzard. 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.

Lizzy van der Hofstad

Lizzy van der Hofstad

Account Assistant

Lizzy van der Hofstad

Lizzy van der Hofstad is Account Assistant and supports the project teams working on a variety of accounts, such as VodafoneZiggo, Google and Unilever. 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.

Julian Smink

Julian Smink

Account Assistant

Julian Smink

Julian Smink is Account Assistant at Glasnost. He is interested in Tech PR and supports the team on clients such as Activision and Google. Julian has a background in International Communication and experienced PR first hand during his internship at Hill+Knowlton.

Manny Tang

Manny Tang

Account Assistant

Manny Tang

Manny Tang is PR intern at Glasnost. Following several creative education tracks, she is now 100% focused on generating publicity in the world of modern PR.

Romy Kessing

Romy Kessing

Account Assistant

Romy Kessing

Romy Kessing is PR intern at Glasnost. During the last stages of her BA in Communication Science, Romy fulfils a supportive role in various teams working on accounts such as Magnum, Hertog and DeLonghi. She previously gained experience in the field of communication during other internships at, among others, Shabbies Amsterdam / Fred de la Bretoniere.

Georgie Bews

Georgie Bews

Account Assistant

Georgie Bews

Georgie Bews is Account Assistant and supports the project teams working on a variety of accounts, such as Twitter and Blizzard. Georgie is finishing the last year of her BA in ‘Media and Culture’ at the University of Amsterdam. Before joining Glasnost, Georgie gained work experience at several start-ups, such as the Dutch chocolate company Hagelswag.

CSR: Revolution

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