Our new management

After eight years at the company, Bob van der Lee will leave Total Identity. Harry Smeets will take over his role as CEO.

Bob van der Lee became general director at Total Identity with a mission to lead the company into a next phase. In the past years the agency has grown its revenue, and has widened its range of expertizes. Beside this KoeweidenPostma joined the group. Bob van der Lee delivered great work for clients such as Royal Flora Holland and Prorail, and spent his attention on developing an international business network, with clients like LG, and the development of the identity for a new city in India. Van der Lee: “As a team, we worked hard on establishing a truly integral branding & design proposition. It has been a fantastic period, but it’s now time for a different phase, both for me and for the agency. Harry Smeets, with his entrepreneurial spirit, is the perfect candidate to lead Total Identity in this next phase. I am happy to have him as my successor, and wish him all the best.”

As an experienced entrepreneur, Harry Smeets has led a diverse range of organizations to a successful future. Recently he bought AXA Stenman, made it more profitable, and sold it to an American industry partner. Before that Harry led the Neroc companies for five years, so he is also familiar with the agency world. Additionally he is a shareholder of consultancy agency Management Drives and travel organization Tenzin Travel. Smeets: “I’m really looking forward to leading Total Identity. My aim is to invest in further digitizing our services. Total Identity wants to be part of the European leaders as a Dutch design agency, and I want to support this ambition as an entrepreneur.”

Beside Van der Lee, former partner and shareholder Hans Brandt also sold his shares to Smeets. Hans will remain active at Total Identity, focusing on strategic advice and supporting clients’ transformations.

The management of the Total Identity group – with the labels Total Identity, Total Active Media and KoeweidenPostma – will now consist of Harry Smeets, Martijn Arts and Hugo van den Bos.

To find out more about our new management, please contact us directly  

Harry Smeets

M +31 653 950 200