Gadfly the increation company.

Een full service marketing- en communicatiebureau voor elk merk dat jongeren als doelgroep heeft. Gadfly kent deze generatie als geen ander. Wat ze doen. Hoe ze denken. Waarom ze iets willen. Waar ze zijn.

Maar het belangrijkste wat we weten is juist wat we niet weten. We hebben niet overal zomaar een antwoord op! Maar we weten wel hoe we de juiste oplossing kunnen creëren. Wij noemen dat increatie: Fans en Masters samen in een team. Een nieuwe manier om uw marketing- en communicatievragen op te lossen. Oplossingen die echt werken, omdat ze zijn ontwikkeld door uw doelgroep.

*bliep is live!

Posted: May 30th, 2012 | Author: | Filed under: Uncategorized | No Comments »

Het resultaat van een geweldig Increatietraject!

Posted: September 14th, 2011 | Author: | Filed under: Uncategorized | No Comments »

“You always should give presents so they remember you” – Andy Warhol’s mother

“Je moet het niet zeggen je moet het doen!” vertellen we onze bevriende klanten. Anders voelt het zo commercieel en niet warm en persoonlijk. “Je moet voor jezelf eens wat commerciëler worden” reageren ze dan. “Je bent niet op zoek naar nieuwe vrienden maar naar nieuwe KLANTEN toch?” Nou, bij deze dan:


Increation? Increation!

Posted: May 9th, 2011 | Author: | Filed under: Uncategorized | No Comments »

Wat is increation nu eigenlijk? In ieder geval geen kwalitatief onderzoek/focus groepen/diepte-interviews. Het is ook geen co-creatie, maar wat dan wel? Bas Westerweel legt het nieuwe concept van Gadfly uit.

Pilot Generatie Einstein in business

Posted: April 15th, 2011 | Author: | Filed under: Uncategorized | No Comments »

Luister naar Bas Westerweel in gesprek met een talent en een master met als thema duurzaamheid. Een prachtig gesprek, tussen 2 mensen die een passie delen en vol respect elkaar bewonderen. De een 17, de ander 47. De een via Unilever naar Max Havelaar naar de Apenheul, de ander sinds een jaartje op een bakfiets. Prachtig hoe zonder blikken of blozen Thijl vertelt dat hij binnen 3 jaar in heel nederland wil bezorgen, en de ander hoopt dat het dit weekend druk is in de apenheul 😉

Het geheel volledig natuurlijk bijeengehouden en geleid door Bas.

Deze pilot is gemaakt voor de gelijknamige radioshow die naar verwachting binnenkort bij BNR te beluisteren is. Opmerkingen zijn welkom, tips/suggesties voor talents/masters ook!

Pilot generatie einstein mixdown

Leidse schouwburg

Posted: March 14th, 2011 | Author: | Filed under: Uncategorized | No Comments »

For this Theater from 1705 we are asked to see how to make more and younger fans!

What About People Whose Concern Is their Next Meal, not Internet Connectivity?

Posted: February 16th, 2011 | Author: | Filed under: Uncategorized | No Comments »

By Divya Mansukhani, Samyak S. Chakrabarty (Our partner within YRP)

In an internet age in which information equals power, societies that do not have access to information and communication technologies suffer a serious setback, compounding the burden of poverty, disease, debt, and illiteracy.

The ripples from the invention of the Internet in 1989 continue to spread, with industrialized countries at the centre and developing countries at the periphery. But, an information gap remains between the two groups of countries. As a consequence, the term “digital divide” has entered everyday language, describing the disparity between those who have access to the latest information and communication technologies and those who do not. However, it is important to explore the nature of the digital divide and of a social divide within each country between the “information rich” and the “information poor.”

As information and communication technologies become inexpensive and pervasive across the world, the question is whether it is the availability of and access to hardware and software, or more about social possibilities and the inclination of societies to engage with these technologies. We are in an emerging internet age in which information equals power. Therefore, societies that do not have access to information and communication technologies suffer a serious setback, compounding the burdens of poverty, disease, debt, and illiteracy. Often, people in those societies do not even have access to a telephone—their concerns are focused on their next meal.

Of all the developing regions, Africa stands out as the least networked. A history of colonialism, poor physical and human infrastructures, large distances, and the absence of governmental stability in some parts have contributed to delayed socio-economic development and slow introduction of the Internet. One of the biggest deterrents in Africa is the extremely high cost of providing and accessing the Internet which, in turn, has prevented the emergence of sufficient demand to reduce overall cost.1 Not ones to be left behind, many African countries have overcome this obstacle by using mobile phones not only for basic communication, but also for internet usage, health services, and even educational initiatives and programmes.2

If technological diffusion can be achieved, the Internet could provide multiple opportunities for social as well as economic advancement. Rapid internet expansion represents substantial promise for developing nations, which can benefit greatly from the Internet’s communication and information delivery capabilities. Electronic networking is a powerful, rapid, and inexpensive way to communicate and exchange information, and it is also crucial to scientific research and development efforts, many of which yield tangible economic benefits.

Access to electronic networks also strengthens the impact of the development community, comprising international agencies and non-governmental organizations working locally and abroad. It is also critical for connecting the world’s younger generation on a single platform, such as through social media networks, thus strengthening bonds, the collaboration on ideas, and inter-cultural exchanges. This way, young people from different geographic and economic backgrounds can be brought together to adopt more progressive and productive lines of thought. A solid example of this would be how students who attended the India-Pakistan Youth Peace Conferences have started using digital media to stay connected and have even invited others from their campuses to join the conversations. Access to information affects political democratization efforts at the global level, as well as within countries.3

Due to dominating societal factors, especially in economically disadvantaged regions, the older generation tends to look at the Internet as a negative influence on their cultural fabric, thus preventing it from penetrating their societies. As a first step, they need to be educated about its utility and acquainted with its positive potential. In turn, this will enable the older generation to encourage their children to adapt quickly, learn to use the medium effectively, and gain more global exposure.

A working example of harnessing the power of the Internet in India can be found in an initiative by a private company called e-Choupal. The initiative leverages the Internet to empower small and marginal farmers who constitute the majority of the 75 per cent of the population below the poverty line.4 By providing them with farming expertise and services, as well as timely and relevant weather information, transparent pricing, and access to wider markets, e-Choupal is transforming the way farmers do business and the way rural markets work.

Another revolutionary initiative, the Millennium Development Goals eNabler, was recently launched by the United Nations Global Alliance for Information and Communication Technologies and Development to help reach the UN Millennium Development Goals. eNabler was developed as an online portal where governments of developing countries can access vital information on best practices, information and communication technology solutions, and applications for their health, education, and development needs. eNabler also includes information on effective programme implementation and cost efficiency.

These examples show that the Internet can be used effectively to help bridge not only the developmental divide between the developed and developing countries, but also the social divide within countries, and help to improve the lives of people everywhere.

1 E. M. K Osiakwan, “Is Africa in a Digital Quagmire?,”

2 D. Smith, “Africa calling: mobile phone usage sees record rise after huge investment,”

3 Dr. S. Madon, “The Internet and Socio-economic development: Exploring the Interaction,” (London School of Economics, 2000).



Posted: February 4th, 2011 | Author: | Filed under: Uncategorized | No Comments »

The biggest mistake one can make these days is to think things still work the way they used to, when we were young our selves.

Up to six years ago, when people asked me what is it that you do, the answer was easy: I’m a youth marketeer. I market things to the youth, and if I may say so, I was successful at it. The book Generation Einstein I wrote on the subject didn’t win the marketing literature price for nothing – I hope.

When people ask me the same question today, I don’t know what to say anymore. Our world and its youngsters have changed dramatically. Old ways of marketing don’t work anymore, old strategies don’t, old campaigns don’t. And even this is old news, everybody working in the creative industry knows this. What we don’t know is how it does work these days. We know what we can’t do anymore – but to know what we can do, is the hard part.

The world is changing so fast and will change faster everyday that we need a new way of thinking. Wasn’t it Einstein who said that with the knowledge of today we can’t solve the problems of tomorrow, and tomorrow has started yesterday and hit most of us by surprise.

Let me try to explain what has changed. All we do as marketeers is fulfilling the needs of what we used to call consumers. This is one of the reasons why all brand models are based upon the Pyramid that Maslov designed to explain the human needs.

We grew up in a world that has moved from the third level of the pyramid (belonging) to the fourth level (esteem) in the last decade. And now we see a generation that has moved even a step higher. Generation Einstein (12-24 yrs old) is a generation that has become self actualizers all over the world. And not just for a brief moment in between realities but as the new reality.

This has a huge impact on our work. We are used to the idea that people looked up at us and at brands. Brands were something above us, something to strive for, to aspire too. It made us move upwards. This new generation is on top themselves. They don’t need stuff and brands to become something new – they are what they are and perfectly at ease. They look down on us and on brands. Not necessarily in a negative way, they don’t see us as less worthy, but they do ask us: Why do we need to accept you in our lives? What do we, the world of our relation with friends gain from accepting you?

This means that the old fashioned marketeers question: what are the reasons to believe, that one question that was the basis of what we do, doesn’t work anymore. The answers to the reasons to believe have become a non issue. The question generation Einstein want us to answer is: “What is our reason to be?” Why are we here? What do we as brand believe? What is our soul? What is our true DNA?”

There is good news too. If we have a soul, if we really do believe in what we are, if we are self-actualizers ourselves, this generation will love us. And love us means they really LOVE us, they will become our fans, they will help us as friends and they will tell their friends about this love.

This is why Maslov V brands will have the biggest share of the market, and will leave all the old world Maslov IV brands behind with nothing left than the crumbs to fight for.

This is a silent revolution and one that is happening as we speak, in a speed we can hardly grasp. Tomorrow has already started and the only way we can become part of the future is to bring what we think, what we say and what we do, in harmony. And wasn’t it Gandhi who said it was exactly this that would bring us happiness…

Happy soul searching!

Jeroen Boschma


Posted: January 16th, 2011 | Author: | Filed under: Uncategorized | No Comments »

Some time ago Bas came with a great idea for children who play football. The fan and exceptional creative talent he created it with is his son Sebastiaan. The idea has been reviewed by more children (oa. the football team Bas coaches 😉 and all are fanatic and enthusiastic. Publishers and TV producers were already onboard and this friday we hope a sponsor will join us to make this dream possible…

8 new increation projects.

Posted: January 16th, 2011 | Author: | Filed under: Uncategorized | No Comments »

Last week we did the presentation for “Nederland Maritiem” a wonderful increation project with creative fans and future maritime officers.
When the first film is ready I’ll post it here. For now we can say that the same organisation asked us to do 8 (!) more sessions! Fantastic news and can’t wait to get started again…


Posted: December 10th, 2010 | Author: | Filed under: Uncategorized | No Comments »

Yesterday we promised to 80 marketeers of the HU we would publish the films we used… well here they are!