Marketing Report
Highsnobiety Amsterdam taps Vice Media and The Face’ brand partnerships directors news

Highsnobiety Amsterdam taps Vice Media and The Face’ brand partnerships directors

Global youth culture publisher Highsnobiety has announced the hiring of Gijs Wabeke and Alexandra Cullen as part of the brand partnerships team in Amsterdam from January 2024. 

Alexandra has been leading brand partnerships at Wasted Talent, working across their three different publications, Kerrang, Mixmag & The Face, executing partnerships within fashion, tech and alcohol, supporting brands in finding their place in culture through unique content and accessing Wasted Talent’s youth audiences. 

Alexandra: “I am really excited to join such a reputable title, during such an exciting time for the business, and to be part of this continued growth and success. I’m especially excited to work with brands to help push their creativity and expand their brand currency through exciting cultural storytelling. Something I feel Highsnobiety does best in class.”

At VICE Media Group, Gijs Wabeke was leading the commercial team in the Netherlands, showcasing his adeptness in client relations and the dynamic field of digital publishing. In joining Highsnobiety, he will contribute an extensive understanding of youth culture and create brand relevance.

Gijs: "I'm thrilled to join Highsnobiety. By seamlessly blending style, authenticity, and innovation, Highsnobiety creates brand preference within a cultural context that resonates with a young audience. I’m very much looking forward to helping these brands understand the digital landscape and its audience even better, as it is an always-changing and complex environment. “

Stefanos Constantinou, VP of Brand Partnerships and General Manager Amsterdam, Highsnobiety:  “We are proud to welcome both Gjis and Alexandra and continue growing the Amsterdam team since our opening in 2021. Their expertise in publishing and creative services will help us build a stronger team while pushing our offering even further next year.”

Key to Highsnobiety’s Amsterdam strategy is HS+, a creative agency powered by the publisher. The agency was created in response to the ever-changing media landscape to help brands across three pillars: thinking, curating, and making. With work spanning digital and print media, cutting-edge events, strategic partnerships, and custom creative ideas, HS+ offers brand partners a chance to engage with a niche community of cultural pioneers. 

This community, coined by Highsnobiety as the ‘Cultural Pioneer,’ are predominantly Gen-Z discerning creators, innovators and curators. They are connected global communities that are a sounding board for groundbreaking design, disruptive ideas, and next-level experiences. This consumer group doesn’t simply buy into the product; they invest in philosophies and proliferate engaging ideas to their peers and followers. The ‘Cultural Pioneer’ are ahead of the curve, influencing the masses, and are an untapped marketplace for brands.