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

Stijn Zwinkels is Account Director 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

Account Director

Amber Haank

Amber Haank, who specialises in Lifestyle PR, is a Account Director 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 Senior Consultant bij Glasnost en verantwoordelijk voor klanten als Samsung, Twitter en KraftHeinz. Ook werkt ze op projecten voor Ziggo en Interpolis. Lin heeft ruime ervaring in corporate en marketing PR en contentmarketing. Ze heeft een sterke maatschappelijke antenne en weet als geen ander hoe je maatschappelijke ontwikkelingen via doordachte PR en content voor je merk kunt inzetten. Hiervoor werkte Lin bij PR en contentmarketingbureau Zandbeek voor onder andere ABN AMRO, Rijkswaterstaat, KPN, VTech en Simpel.

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

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.

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.

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 KLM. 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, 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.

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.

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.

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.

Roos Advocaat

Roos Advocaat

Account Executive

Roos Advocaat

Roos Advocaat is Account Executive at Glasnost for brands such as Samsung, KLM and Ziggo. Before joining Glasnost, Roos experienced PR from the other side of the table while working for C&A Nederland. After gaining experience at a Content & Production agency, she chose to combine both these aspects at Glasnost in our Lifestyle and Tech departments.

Julian Smink

Julian Smink

Account Executive

Julian Smink

Julian Smink is Account Executive 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. Julian is also part of the Glasnost Creative team.

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.

Demi-Jo Smith

Demi-Jo Smith

Account Assistant

Demi-Jo Smith

Demi-Jo Smith is Account Assistant at Glasnost. She plays a supporting role in projects for clients such as Lipton, Magnum and VodafoneZiggo. Demi-Jo is interested in a wide range of industries and studied both Commercial Economics and Communications. As an intern, she gained experience at Van Lanschot Private Banking and Picnic Supermarkets. The variety of projects she is involved with brings out the best in her.

Sanne Borkus

Sanne Borkus

Account Assistant

Sanne Borkus

Sanne Borkus is Account Assistant at Glasnost, working primarily for clients such as Google, Nestlé and Albert Heijn. Upon completion of her BA in Communication, Sanne got her feet wet in the world of media and events at Viacom International Media Networks and Xsaga. Over the past year, Sanne specialised in Influencer Marketing during her master’s degree in Corporate Communication and News Media and is eager to jump into the world of PR.

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.

Femke Klare

Femke Klare

Intern

Femke Klare

Femke Klare is a PR intern at Glasnost. She supports various teams during their projects. Femke’s main focus during her studies Media and Entertainment Management is on concept and strategy creation and on research relating to media companies. After completing a minor in Event Management in Asia, Femke is now set to gain more in-depth PR experience during her final internship at Glasnost.

Naomi Verburg

Naomi Verburg

Intern

Naomi Verburg

Naomi Verburg is a PR intern at Glasnost. She supports the teams on different projects, among which Ben & Jerry’s, Starbucks and Kraft Heinz. Naomi is currently in the last stretch of her master’s degree in New Media and Digital Culture. During her BA in Media and Culture, she interned with Dutch public television channel NTR, gaining experience on the production side of things with trivia quiz De Kennis van Nu.

CSR: Revolution

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