Mandible
Business strategy, C-level consulting
2025
Being a leader today is not enough to stay a frontrunner tomorrow. That’s why tech giant Samsung NL tapped us to help them stay in the know on culture. We developed custom trend reports in line with the brand’s product categories and overall brand roadmap, enabling them to turn those insights into brand content that effectively inspires, heroes, and leads.
Business Strategy
In the FD.weekend campaign we highlight iconic inventions that were thought up during the weekend. Solidifying FD as the go-to weekend newspaper for aspiring trailblazers.
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Saturday is the most important day for newspapers—it’s the moment when print truly shines as a medium. This means that the Saturday newspaper essentially acts as FD's flagship. By refreshing its weekend edition, FD was able to convey its brand essence in a clearer, more appealing, and more inspiring way, drawing readers in even further.
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But today, nearly every newspaper offers a weekend edition, giving audiences endless choice. Our mission? To make FD stand out as the top choice for anyone with ambitions to shape the future—and win “the battle for the weekend.”
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Weekdays are filled with meetings, constraints, and pressures, making time your most valuable asset. This leaves little room for personal development or reflection. But during the weekend, anything is possible. You have the freedom to relax or be challenged, and it’s precisely during this time that the best ideas are born. We leaned into this insight in our campaign approach, positioning FD.weekend as the clear choice for professionals with serious ambition.
Ronan Vonk | Founder Mandible
“Cindy transformed the way I think about and sell my business. The value proposition she developed gave me the clarity & confidence to launch new products — and generate real revenue.”
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Cliq.de
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
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![FD bedacht in het weekend key visual]()
FD
Positioning FD's Saturday newspaper as the stand-out choice for any professional with serious ambitions to shape the future.
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What Design Can Do
Equipping start- and scale-up founders with the strategic tools, mindset and knowledge to take charge of their creative business.
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de Baak
Helping renowned institute de Baak shift brand perceptions and reclaim their leading position as The Netherlands’ original trainer.
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Rijksmuseum
Enabling the Rijksmuseum to reach beyond its core audience, inspiring both loyal and new visitors to connect with their exhibition.
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Tomorrow belongs to the brands that act today. So let’s turn your vision for the future into a strategy that propels you ahead.