file Rotterdam 2022 nº 345 41 Female agency leaders: Rotterdam champions them ‘In my ideal world, the project basis no longer exists' In 2016, Kirstin Esser took charge of one of the oldest agencies in the Netherlands, the Rotterdam based agency Nijgh. She has a background in Small Business & Retail Management and has a master's degree in Marketing. Before she became CEO, she already was Client Services Director at Nijgh and before that she had worked at BMW, among others. It turned out to be the ideal basis for her current work as CEO. Kirstin Esser: 'I am good at structure and overview.’ In general, management in the Dutch agency world can still use some female leadership. You are one of the women who opted for a managerial position at an agency. What has been decisive in your choice for the agency world? Kirsten Esser: 'Actually a coincidence. The desire to be able to think strategically for several brands and a love for the automotive industry that was relevant in my first job at Nijgh.’ How can your management style best be described; what makes you different? ‘Difficult question: I think by wanting to cooperate, teamwork. Not really directive, but open to all ideas. And structure. I am good at structure and overview. When faced with a question, I can see the various routes to a solution in front of me. I think it's important to have a grip on the situation and to be able to give the client a grip as well.’ open up What is the dot on the horizon you are working towards? ‘Towards a cooperation between agency and client that goes further than tackling a campaign or strategic issue. It is about the client's potential, the earnings model and the business importance of an agency's contribution. Preferably very creatively and professionally executed. But focus on the long term. This requires clients who want to spar and dare to be open about their business. In my ideal world, projects no longer exist.’ What do you find the most attractive part of your daily work? ‘The diversity, analysing and thinking up. Creative people around me. Being able to work with beautiful brands.’ Is there a different mentality on the work floor of a Rotterdam agency than in Amsterdam, do you think? And if so, what is the difference? ‘No, I think a creative agency consists of people who want to make cool work, people who can make things and people who manage that. The difference that there is, is perhaps mainly created by the clients you work for.’ super intense What is your work-life balance like? ‘Both are super intense in my case. Maybe a bit too intense now. I have two little ones of 1 and 3. And an unstoppable passion for my work and for entrepreneurship. It is a lot. But I keep it going myself.’ What is your biggest pitfall and how do you deal with it in daily practice? ‘That I don't give my head enough time to stand still. I try to enforce that more and more often. And that I still allow myself to be dragged into the operation too regularly. Sometimes you must resist that temptation.’ What is the biggest hurdle you have successfully overcome so far? ‘Everything HR-related that I had to work with. Not my hobby.' Kirstin Esser's tip for making the step to the agency world ‘Try to have a helicopter view, become good at filtering what matters and what matters less, and keep your agreements. And above all, realise what you aspire to; managing is fun, but it doesn't always go hand in hand with other things that also give a lot of energy.’
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