[Interview] Barbara Bijlard, VP of clients, DEPT

In this interview, she discusses why she made the move from traditional advertising and how DEPT plans to drive growth for Dutch clients

As Vice President of Clients at DEPT, Barbara Bijlard brings more than a decade of agency experience to one of the industry's fastest-growing digital agencies.

In this interview, she discusses why she made the move from traditional advertising, how DEPT plans to drive growth for Dutch clients by combining creativity, technology and data, the evolving role of AI in agency-client relationships, and the biggest opportunities and challenges shaping the future of marketing.

You’ve spent over a decade in the traditional agency world. What specifically about DEPT’s model made you decide to make this move now?

I loved working in traditional agencies, but I don't think advertising alone is enough anymore. The best ideas today combine creativity, technology, and data, and that's exactly what stood out to me about DEPT.

How will you turn DEPT's vision into growth for Dutch clients?

To me, our mantra "The Growth Invention Company" means using creativity to help businesses grow, not just to make campaigns. It starts with understanding what success looks like for each client, since that can differ from one to the next, and then working with DEPT's different teams to build ideas that solve that specific challenge. If the work helps the business grow and creates a better experience for customers, we've done our job.

How will you balance growth and client relationships?

That's a good question, because I think it comes down to two mindsets, though both start from the same place: building strong relationships. Whether it's an existing client or someone new, my approach is the same: understand their business, understand their challenges, and look for where we can add real value.

With existing clients, that usually means growing the partnership over time. With new ones, it means earning trust first. If you focus on relationships and solving real problems, I believe growth will follow.

Where is DEPT's biggest growth opportunity in the Dutch market?

Clients are under pressure to deliver growth while making every investment count. They don't need another campaign; they need ideas that work across the entire customer journey and deliver measurable results. That's where I think DEPT® has a real advantage: by combining creativity, technology, and data, we can build solutions that are not only impactful but also prove their value to the business.

AI is reshaping marketing and creative production. How do you see it changing agency-client relationships?

I hope AI will move agencies from being seen as producers of assets to becoming more problem-solving partners. AI can help us work faster and smarter, but creativity, strategy, and understanding people will always be at the heart of great work.

What do clients expect from agencies today that has changed most over the past five years?

I think the biggest change is that clients expect agencies to be much closer to their business. Five years ago, the focus was often mainly on creating great campaigns. Today, clients want partners who understand their challenges and can deliver ideas that are not just creative, but measurable and tied to real business results.

What do you see as the biggest challenge for marketers and brands over the next few years?

I think the biggest challenge for brands and marketers is staying relevant in a world where attention is becoming harder to buy. With AI changing how people discover and choose brands, it’s no longer enough to just be visible. The role of agencies is to help brands earn attention, not just buy it.

www.deptagency.com

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