Big Macs and Big Impact: Susanne Afman's Communication Journey

For over 25 years, we have been connecting organizations with the best marketing, communication and content professionals. We find suitable assignments or positions for junior, medior and senior professionals. In Spot On, we would like to introduce them to you. This time, Spot On: Susanne Afman, Senior Communications Advisor at Babbage's Inhouse Bureau for Communication and Content.

“You can only advise on something if you have felt and experienced it yourself.”

Why did you choose the communications profession at the time?

Susanne starts her story with a smile. “My passion for communication started early. As a child I was already busy making my own newspapers and booklets.” After her social studies she decided to continue with communication science, with a special interest in political communication and information. “Information campaigns have always had a special attraction for me”.

You started your career in communications execution, right?

“Yes, that’s right, and I think that’s very good,” Susanne answers. “You have to understand how the basics work, how channels work. Find out what doesn’t work. And you only learn that in practice.” She emphasizes the importance of practical experience, especially after a university degree, where internships are not common. “You can only advise on something if you have been able to feel and experience it yourself.”

How did you then come to Babbage?

“At one point I was done with a foundation where I worked for a long time after my studies,” says Susanne. “It was a fairly flat organization where I really enjoyed myself. It was also a creative playground. But I was fully developed.” After several conversations with agencies, including Babbage, Susanne felt attracted to Babbage’s honesty and sincerity. “I could agree with their advice to first go to a large company on a permanent basis and then possibly start working as an interim.”

Susanne & McDonalds

“I was able to start working at McDonalds through Babbage,” says Susanne. “It was a pioneering role in the HR department to put McDonalds on the map as an employer. The labor market was extremely tight and the employer brand had to be redeveloped. From strategic insight to concept, campaigns and website.” Susanne was surprised by the social impact that McDonalds has as a major youth employer in the Netherlands. “I felt a real drive. It seemed like a cool challenge and I went for it.”

After a few years, a solid Employer Branding foundation was in place. “I was lucky enough to be able to move on to a position in corporate communications at that time. There, I worked with behavioral scientists on campaigns to combat litter, for example. And I did all the urgent communication to franchisees and customers during the corona period.” She found it special to work for a brand that everyone knows. “You reach so many people, that way you can really make an impact. And that is immediately a parallel to working for the government. Major brands are just as much under a public magnifying glass.”

What attracted you to the central government?

After completing her recommended flight hours at a large organization, Susanne, with a backpack full of experience, was able to start working as an interim at Rijkswaterstaat via Babbage. There she launched the new Employer Brand, a job where her commercial background came in handy. “With that experience, I could really bring something to Rijkswaterstaat. A receiver-oriented view, adding effect measurements to campaigns or challenging agencies on sharp KPIs. That resulted in a successful campaign, where we even got the chance to produce a beautiful TV commercial. And we realized about 75% more applications during the campaign period.” She saw her work at Rijkswaterstaat as an opportunity to be part of something big and crucial for the Netherlands and the infrastructure. ''Rijkswaterstaat has so many interesting projects and extremely driven employees, I had no idea!''

Central government & business

Susanne's experience in both the public and private sectors has convinced her of the potential of knowledge sharing between government and business. Susanne powerfully summarizes her vision: "The government can learn from the business community how to convey information attractively and effectively. And how to sometimes be a bit more brazen in demanding attention. And conversely, the business community can learn from the high ethical standards that the government applies." She strongly believes in the interaction between both worlds and the possibility of learning from each other and strengthening each other.

Susanne indicates that she did not start working as an interim for nothing, and that is why she wanted a new challenge after a while at Rijkswaterstaat. 

Babbage's in-house office

That's how she came across Babbage's in-house agency, where she has constant variety. "I'm now at the in-house agency, a full-service communications agency where I work for multiple clients at the same time, I'm completely in my element here." She beams when she talks about her work for various clients, including the Brabant Zuidoost Safety Region and the Allowances Service. "It's a dynamic environment where I can really indulge my passion. I think it's quite a luxury that this is also an option for me as an interim consultant." 

“With our network and our own communication and content specialists, we offer clients project-based full service in the field of communication and content. It is great to be able to help clients with their communication needs in this way. From analysis and strategic advice, via concept and design to the desired end product.” 

Wish for the coming year 

My wish is to spread the current activities and expertise of the full service agency more widely. With our team, we want to make a valuable contribution both within and outside the central government. By having both sides in our portfolio, we can let knowledge flow back and forth and help both groups move forward. Plus, I really like the variety! 

Are you also looking for a new challenge? We would love to talk to you and find your next step together.