Local Heroes Over Celebrities: Marketing That Feels Personal with Wendel Schulp

Wendel Schulp (Global Brand Manager at Aegon) has watched marketing move from paper to platforms — and argues the hard part never changed: actually reaching people and holding their attention.

In this episode she talks Jennifer through Aegon's "Living Happier for Longer" campaign, built around health, social connection, exercise and mental flexibility, and explains why she works with local heroes and community voices instead of celebrities. Along the way: sending flowers to new retirees, sponsoring Dutch skating events, and what it takes to talk about pensions with a generation that sees saving very differently.

Connect with Wendel Schulp on LinkedIn.