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Marcus Strijdveen
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Why This Episode Matters
Marcus Strijdveen opened Horizon Media's first European office in Amsterdam, built campaigns for Adidas, Red Bull, and Heineken, and now pioneers AR/VR experiences in Los Angeles. In this conversation, he reveals why he moved from Amsterdam to LA to play in "the Champions League of advertising," how he spotted Snapchat years before it exploded, and why the metaverse represents the next frontier for brands. For marketers seeking to stay ahead of trends and anyone building experiences in virtual worlds, this is a masterclass in staying curious and saying yes to the unknown.
Key Takeaways
Play in the Champions League
Marcus left a comfortable life in Amsterdam for LA because he wanted to compete at the highest level. Los Angeles is the capital of entertainment and advertising—if you want to play big, go where the game is played.
Never shut down an opportunity
When new technologies approach you for a meeting, don't say "I'm too busy." Force yourself and your team to stay open-minded. Marcus saw Snapchat in 2012 but couldn't sell it to Adidas or Red Bull—two years later it exploded.
Surround yourself with curious people
Go to events, join associations (like AIGA), volunteer for boards. Marcus surrounded himself with 600+ creative minds monthly—not by paying, but by contributing. That's how you stay ahead of trends.
The metaverse is real—and it changes everything
VR experiences are so immersive that even knowing you're safe, your body freezes on a virtual cliff edge. Marcus's mom screamed at a virtual T-Rex. Brands need to design for these new realities.
Create spaces for ideas to emerge
Marcus created a "brain room" at his agency—a living room setup where people could post ideas on walls, add sticky notes, and let things develop organically. Innovation needs space to breathe.
Conversation Outline
00:00 — "The wall opens up and I'm standing on a tiny plateau, so high up I froze"
01:00 — From Amsterdam to LA: playing in the Champions League
03:00 — Opening Horizon Media's European office from scratch
05:00 — Seeing Snapchat in 2012—and failing to sell it to Adidas and Red Bull
07:00 — Never shut down an opportunity: staying open to new tech
09:00 — Creating the "brain room" for organic idea generation
11:00 — AIGA board membership: surrounding yourself with 600 creative minds
14:00 — The metaverse and designing for virtual worlds
17:00 — VR experience: freezing on a virtual cliff edge
19:00 — L'Oréal as a tech company: AR glasses in the lab
22:00 — What Marcus believes: you can accomplish anything if you set your mind to it
Marcus Strijdveen
→ Opened Horizon Media's first European office in Amsterdam (2002)
→ Built campaigns for Adidas, Red Bull, Heineken, Unilever
→ 15+ years in US advertising and entertainment industry
→ AIGA LA board member—surrounded by 600+ creative minds
→ Pioneer in AR/VR and metaverse brand experiences
→ Based in Santa Monica, Los Angeles
Show Notes & Links
Mentioned In This Episode
→ Horizon Media — largest independent media agency in the US
→ Snapchat — Marcus saw it in 2012-2013 before explosion
→ AIGA — oldest association of graphic designers, Marcus was board member
→ Adidas — former client
→ Red Bull — former client
→ L'Oréal — example of cosmetic company as tech innovator
→ Active eSports Arena — Dutch gaming company Marcus advises
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