EVP, Brand Marketing & Creative, Spike TV
Membership Committee Co-Chair
Niels Schuurmans is the driving creative force behind the development of the Spike brand, and has overseen its evolution from an unknown entity seven years ago to the recognized premier entertainment destination it is for men today. Schuurmans helped launch the channel in 2003 with a unique and distinctive campaign to super-serve an audience that was lacking a true television home of their own – men.
As EVP, brand marketing and creative for Spike TV, Schuurmans oversees the consumer marketing operations, in addition to managing all creative aspects relating to the visual presentation of the network. He utilizes his incredible passion for the brand as well his foresight to position Spike as a must-have to consumers on Main Street and advertisers on Madison Avenue. Schuurmans spearheaded the network’s effort to clarify the brand for both advertisers and consumers. His “Get More Action” campaign created a tangible calling card for sales and furthered the bond the network had developed with the audience as a place to be unapologetically male. Schuurmans’ focus on audience retention helped in the development of the innovative “Men of Action” pod-busting promotional spots that integrated sponsors into creative vignettes.
As the network’s focus to build meaningful franchises intensified, Schuurmans provided a platform for the channel to speak directly to its target audience. With focused campaigns using traditional and non-traditional marketing strategies such as Facebook and Twitter, Schuurmans has helped elevate properties such as “The Ultimate Fighter,” “TNA iMPACT,” “1000 Ways To Die” and “The Deadliest Warrior” by talking directly to hard-to-reach young men in places in which they consume media. By utilizing innovative social media tactics in all consumer plans, Schuurmans looks to build the fan base around each Spike property. The goal is to activate social influencers and have them take an active part in driving the creative aspect of each campaign. The results are evident with record ratings for “The Ultimate Fighter” and a burgeoning franchise in “The Deadliest Warrior,” which includes the launch of a successful video game.
Schuurmans has been part of the MTV Networks family since 1990, most recently as SVP, creative director, at Spike TV, where his team managed all of the network’s on-air and off-air look and sound, as well as its print media creative.
Prior to his arrival at Spike in 2003, Schuurmans was SVP of on-air creative at Nickelodeon, where he oversaw the creative teams that developed and created Nickelodeon’s on-air brand identity, Nickelodeon’s LIVE and Daypart Packaging, tune-in promotion and on-air theatrical movie marketing as well as a variety of special events and program specific on-air creative.
Previously, Schuurmans also served as the head of on-air creative at The Cartoon Network from 1993 to 1994, where he worked to set up the creative department and helped develop the Cartoon Network brand.
Throughout his career, Schuurmans has received numerous awards for outstanding marketing and creative, including being named to Electronic Media’s Top Ten Marketers in the Entertainment Industry.