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​Jeroen Bours

Founder & CEO
Jeroen is well known for introducing the world to the timeless "Priceless" campaign for MasterCard running in over 175 countries together with Joyce King Thomas. Other world-wide ongoing campaigns include "beyond petroleum" for BP, OPEN for American Express as well as "The Responsibility Project" for Liberty Mutual (Responsibility. What's your policy?) and other campaigns. He founded Darling Agency because both creatives and clients have forgotten the power of a fundamental idea.

My personal website
jeroenbours.com

History: This is the first Priceless commercial for MasterCard. The idea was born on a Sunday morning when Joyce King Thomas and Jeroen met and continued working on the MasterCard pitch. The two discussed how expensive going to a baseball game can be when you count up the costs of the tickets, souvenirs and snacks. The night before, Jeroen took his sons Benjamin and Aaron to a Mets game. Joyce and Jeroen discussed how it can be worth every penny when you get a real conversation with your son in return. The way they wrote down the spot that morning became exactly the way they presented it to the client - and later, after winning the business, produced it.

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