The company plans to bring a fresh perspective to existing clients by introducing innovation and technology. Keeping his past experience in mind, TIC will leverage Berghuis' strengths in areas of event conceptualization from international standards and add value to their existing experiential marketing background.
"In the immediate future, Berghuis will aim to come together with our existing portfolio of clients and enhance the service offerings. However, in times to come, his vision is to train our existing workforce on the various practices in the experiential marketing space as per international standards. He will also direct the teams in the areas of innovation and technology, owing to his vast experience and project management skills," said a TIC spokesperson.
"Through his experience, TIC will take its event conceptualization expertise to the next level because of the fresh perspective he will have to offer to the existing experiential marketing space. We will also enhance the overall knowledge of our existing workforce through a robust training and mentoring plan facilitated by him," added the spokesperson. "There will be no difference in the way TIC conducts its business. However, the coming year will promise enhanced business marketing strategy for our clients owing to the legacy TIC has and the newness this appointment will bring in the BTL segment."
Berghuis has worked in the automotive marketing field since the start of his career. Initially, he worked at advertising agencies like TBWA and DDB with clients like Renault and Mitsubishi Motors, covering the broad spectrum of marketing tools. He later specialised in experiential marketing. He has worked in his native country, Netherlands, and in Japan, China, and the US, and has been based in Dubai since 2007. From 2004 to 2009, he worked for German live marketing agency VOK DAMS, setting up and managing offices in Beijing and Dubai. Since 2010, Berghuis has worked as a freelance automotive event marketing consultant on projects for Lamborghini, Skoda, Porsche and Volkswagen.