As a former co-owner of an advertising agency Ruud knows very well that coming up with an advertising message is only relevant if the base is good. That base can be found on the streets, in the media, on the Internet. His world is the world of Urban Exploring: using the DNA of cities to feel changes in time and make them visible.
When you combine these ingredients, you get an ‘Urban Explorer’ (of which there are only 421 across the globe!). Together with his team of local scouts, Ruud develops all inspiration tours for Fresh Forward, both in the Netherlands and abroad.