About

Why this blog?
This blog is an extension of the bookDefining Creativity – The Art and Science of Great Ideas,” written by Wouter Boon (wouter_boon) and first published in March 2014.

Though the book quite comprehensively covers the most important theories on creativity, from many different viewpoints, I started this blog because I wanted to be more flexible in explaining what creativity is than the static format of a book. On this blog I share the knowledge about creativity that I constantly obtain from new articles, books, and films, so that Defining Creativity becomes a dynamic title that evolves along with the posts published here.

If you have any suggestions, additions or commentary on my book or blog, I would love to hear from you – leave a comment or send me an email.

About myself
I am a brand strategist who was born and raised in Amsterdam. I obtained my law degree at the University of Amsterdam in 1998 and after a short career as legal counsel at Unilever and lawyer at Boekel De Nerée, I switched to advertising in 2003 and worked as a strategist for ad agencies McCann Erickson and Lowe-Draftfcb.

In 2008 I became a freelance brand strategist (Boon Strategy) and at the same time founded Amsterdam Ad Blog (an international blog about advertising) of which I am editor-in-chief. Since 2015 I teach ‘Creativity & Research’ at the Utrecht School of Arts (HKU).

Talks
Since the publication of my book I’ve given many talks about creativity at companies, institutes and educations. You can find more information about these talks here.