Positivity wins

The Dutch agency world could still use some female leadership. Fonk magazine explores and speaks to female changemakers operating in today's agency world. What is their drive? How do they deal with success and failure? What kind of managers are they? Today: Femke Westerhof (managing director Blacklist Amsterdam). 'It's time to step out more.'

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Why did you choose the agency world?

Femke Westerhof: 'Before Blacklist, I worked in a creative team at Paramount. I made the switch to agency side because of my click with the founders of Blacklist in London and the trust they expressed in me to set up Blacklist Amsterdam and lead the agency. I found the opportunity to work for different clients to be sooo cool.'

What dot on the horizon are you currently working towards?

'For the past two years, during the build-up phase of our agency in Amsterdam, I have been able to operate very much in our comfort zone with broadcasters and various production houses, among others, as clients. But now we want to start looking at how we can translate our knowledge and skills to other brands and industries. Lifestyle and sports, for example, could be a logical next step. For me personally, moreover, it is time to go public more.'

young team

What do you find the most attractive part of your daily work?

'No client or project is the same. That is very attractive and instructive. And exciting at times.

I also really enjoy working with the team. We have a young team and I can therefore really teach people something. I really enjoy both training and managing.

But also the constant search for solutions, business development and finance; in summary, it is mainly the diversity that makes my job mega-attractive.'

How do you describe your management style?

'Being very approachable to the team is very important to me. I always hope that people will come to me themselves and together we can find solutions to their issues. In general, I approach everything from the positive. Thinking along without being everyone's friend.

We are still a very flat organisation now, although that will change because of growth. But even then, I especially want to remain approachable.'

What is your strongest attribute?

'My enthusiasm and positivity.'

What is your biggest pitfall?

'That one is an extension of that. I think letting go/delegating is the hardest thing for me. As managing director, I will have to get better at that.

Not wanting to do everything in detail yourself.'

What do you think is your biggest achievement so far?

'In terms of work, being where I am now. I actually got stuck in project management roles for quite a long time before this. I have also been able to rebalance my private life. I went back to work two months ago after giving birth.

Thanks to the support I get from the company, it all works out at the same time; I now work four days a week and that's going really well.

Not having to choose between career and motherhood feels really nice.'

What are your longer-term ambitions?

'I hope that we will succeed in achieving a greater variety of brands in our portfolio and that with the team in Amsterdam we can always continue to recognise opportunities in the market and grow our team further from there. We want to make Blacklist future-proof with a nice diverse team.'

A miss that makes you smile smugly now...

'I think it was two years ago, when I went to a client for the first time. I had not prepared a presentation AND I came in with sweat on my forehead because I had left too late. Still, I managed to make up for it, because we did end up winning the job!'

What is your tip to young people who want to be successful in the agency world?

'Above all else: Stay yourself. Mega cliché maybe, but so important. Plus: remain approachable and kind. Positivity is a contagious thing. This industry could use a bit more of that.'