Who we are

HDNM are a network agency of cooperating experts in different but related fields of commercial strategy: vision-/mission development, service concept development and business composition, brand identity, image and communications, positioning and brand architecture, pricing strategy, customer relationship strategy en –organization.

Floris HurtsFloris Hurts is specialized in service innovation, marketing strategy and brand architecture for service organisations.

He founded HDNM dienst- en merkontwikkeling bv in 2003 and leads the agency to the present day.
His professional experience includes two years as a senior consultant at Twynstra Gudde, a ten year partnership at marketing consultancy Corp Consultants bv, four years as strategy director at communications agency FHV/BBDO en four years at head of advertizing at Randstad’s Dutch head office.
Next to his consultancy work Floris chaired the Services Marketing Chapter of het Dutch Marketing Association NIMA for four years.

He graduated at the The Hague School of Economics (Commercial Economics) en studied Grafic Design at the arts colleges of The Hague and Rotterdam.

Floris is guest lecturer at the post academic leadership academy Avicenna and AOG School of Management.

He authored De Onmisbaarheidsfactor (The Indispensibility Factor, Thema, 2006, nominated for the Marketing Book of The Year award in 2006), is one of the co-authors of Branding NL (Adfogroep, 2nd revised edition 2013, subject: service branding) and The Business Composition (Warden Press 2014).


Jolanda TaalJolanda Taal’s expertise is in the field of complex governance and organizational change processes. Being a graduated lawyer she has over fifteen years of experience as project- , proces-, and interim manager, trainer and coach within the civil service, including the Dutch Department of Public Health and Environmental Quality, the government of the isle of St. Maarten (Dutch Antilles) and the province of Noord-Holland. She developed her focus on social responsiblility in target setting and improving professional customer directedness in the public domain.

In 2007 Jolanda founded ‘Vitaal in Interactie’ to coach companies and special interest organizations to become more professional and customer focused and better positioned in their societal and political context. As a facilitator of organizational development she regularly applies innovative approaches, including systemic work, organizational constellations, mindfulness, to stimulate clients to use more than just their analytical senses to gain new insights. Jolanda specializes in methods like ‘organisational constellations’ to envision the effectiveness of working relationships in teams.

In HDNM’s context she is directly involved in setting up and moderating Business Composition workshops and inspiration sessions.


Paul WeermeijerPaul Weermeijer is an expert in mission- & vision development and author of management book Mission at Work® – a practical and effective instrument for establishing a shared mission, vision and set of values and drives in organizations. For more than 25 years he held a variety of functions in corporate communications management. As from 1990 he developed a special focus on shared values and drives in organizations. Next to his consultancy work Paul is a guest lecturer Business School Nederland, Nyenrode Business University, EMDC en SIOO and a interuniversity centre for organizational change.

Paul Weermeijer acts as a pilot for people and organizations who want to discover their personal compass (individual mission) to set an audacious course towards their dreamed future (vision). Paul is inspired by his is own personal mission: “challenge and tempt people and organizations to discover and shape their added and distinctive value”. His Mission at Work® method has proven to be effective for:  KLM cityhopper, Schiphol Airport, PGGM pension fund, Policeforce of the province of Flevoland, RaboBank, Randstad Nederland, Robeco, Struyk Verwo concrete products, TNO. More on Paul Weermeijer


Sander ClausSander Claus Works with organizations to improve their business results by sharening customer focus and integrating customer interaction processes in their operations. For instance by improving and/or simplifying products and processes, redesigning customer contact channels, establishing a new customer contact strategy, arranging campaign management, integrating customer contact channels from multiple channel into omnicahnnel, or implementing CRM. He supports large and mid sized organizations as a senior consultant or interim manager. His professional experience encompasses a range of project and program management assignments, as consultant and in executive positions at communications agency TBWA and V&D department stores.

In 2009 he established 2Bridges marketing agency, guiding organizations on their way to put customers at the core of their activities and aligning their operational and customer interaction processes. In 2011 he added Underlined, an agency specialized in Social CRM, applying the opportunitues of Social Media, Mobile and other digital channels to connect to, enchant and bind customers. The principles of The Indispensibility Factor are a shared basis that facilitates frequent cooperation on behalf of clients.

Sander’s approach can be characterized as ‘outside – in and hands-on’, aimed at gaining rapid first returns to build on. More on Sander Claus


Jos de LeijerJos de Leijer is a senior manager and director with more than 30 years of national and international experience in the field of marketing, sales and communications.

As a consultant, interim-manager and valued speaker at conferences andseminars since 2005, Jos specializes in brand and organisational positioning, aligning communications to organizational strategy and general company policy and building commercial effectiveness of non-profit organizations. His expertise as a consultant focuses on organizations that find themselves in changing market structures and business conditions that force them to adapt their modus operandi. Assignments include projects at Unilever Latin America on one end of the spectrum to local Dutch foundations for elderly care on the other end. More on Jos de Leijer


Sandra VenemaSandra Venema is the office manager at HDNM since 2003 . She earned her credits as management assistant at CVC Centre for Conflict Management in Haarlem and as office manager at the provincial Inspectorate for the Environment in the province of Noord Holland. She was employed as secretary at employers union AWVN and at the Dutch national secretariat of the Free Masons.