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Our evening started with a presentation by the Managing Partner of the Brand Potential Agency, Jos Govaart. From the very first slide, it was clear that this Academy was not going to be a passive learning experience. This was about stepping into the real world of branding, strategy, and PR. 

Jos shared insights into the agency’s philosophy, its vision, and most importantly, what is expected from us. Brand Potential is not just another communications agency; it’s a full-service brand agency built around the idea that impact is not accidental, it’s intentional. At its core, Brand Potential brings together strategic thinking, creativity, design, digital expertise, social engagement and PR. By digging beneath the surface, they uncover what truly drives a brand and translate that into ideas and campaigns that help it stand out in a meaningful way. We are so excited to have a taste of what it’s like to apply that mindset ourselves: thinking beyond communication alone and shaping ideas with true strategic intent.

And as if being selected wasn’t special enough already, this year carries extra meaning. The ten of us are part of the 10th anniversary edition of the Academy and the very first cohort under its new name: the Brand Potential Academy (previously Coopr). That makes us the “first” in a new chapter. Pretty cool, if I say so myself! What makes this edition even more exciting is its expanded scope. Where previous editions focused primarily on PR, we will now also dive into social media marketing and brand strategy. 

One of my favourite parts of the evening was when everyone presented their mood boards. It’s such a simple assignment on paper, but it reveals so much about a person: how someone thinks, what they value, and how they see the world of communication. The effort people put into their presentations was genuinely impressive, and the creativity was outstanding!

It was also the first time I realized how diverse and talented this group is. Different backgrounds, different strengths, but a shared motivation to create something meaningful. I already feel so inspired by the people around me, and we’ve only just started!

Of course, intense thinking requires fuel. Luckily, we were treated to a lovely dinner. And let me be honest: as a broke student, a free warm meal automatically elevates any event ;). But beyond the food itself, dinner gave us the space to connect more personally. Conversations shifted from portfolios and strategy to hobbies, studies, and the occasional self-deprecating joke about quarter-life crises. 

That informal setting made everything feel more real. We’re not just ten individuals working on a project. We’re a team in the making (or actually two teams of five people each, but that didn’t sound as philosophical).

And while we were still battling the after-dinner dip, our client was announced… Motorola! We were presented with an intriguing brief that immediately sparked ideas. The kind of brief that picks your brain and invites you to ask better questions. It gives us room to explore, to rethink, to innovate. It will be a challenge, but one we are very happy to take on. 

What stood out most to me during this first session was the sense of possibility. We’re at the very beginning. No fixed ideas yet. No limitations. Just potential. The potential of a brand. The potential of a team. And the potential within ourselves. No wonder they call it the ‘Brand Potential Academy’ ;).

I walked out of that building energized, and this time it wasn’t from the coffee. This is only the beginning. Over the coming weeks, we’ll brainstorm, debate, research, create, refine, and eventually pitch. There will probably be moments of doubt, creative blocks, and constructive disagreements. But there will also be breakthroughs, shared laughter, and that unbeatable feeling of presenting something you’re truly proud of.

I cannot wait!

Stay tuned, because this journey is going to be one worth sharing!