about

What happens after selling your business? For ABN AMRO MeesPierson, we developed a format together with De Ondernemer that puts this question at the center. In Recipe for Success, entrepreneurs take a seat at restaurant The White Room of Michelin-star chef Jacob Jan Boerma. While top-level cooking takes place, conversations unfold about choices, doubts, and new ambitions after an exit.

The setting creates calm and openness. Not an interview across the table, but a shared experience. This allows stories to surface that would normally remain untold. That is exactly where the strength of the format lies.

The series was developed as part of a broader branding and lead generation campaign. By combining strong content with a distinctive format, the result is content that not only inspires, but also builds trust.

Our role focused on concept development, format thinking, and production. We brought together brand, audience, and content in a series that leaves a lasting impression—both in substance and in visuals.