Circle of Connections:’Diversity enriches our lives, brand and company’ says The Cirqle

With a name that’s representative of it’s connective power, The Cirqle has offices in Amsterdam, London, Shanghai and New York and team members from all over the world. The NuWa team interviewed The Cirqle on their approach to diversity in influencer marketing.
Steven Lammertink, Founder & CEO of The Cirqle

Steven Lammertink, Founder & CEO of The Cirqle

Daan Nederlof, Co-Founder & COO of The Cirqle

Daan Nederlof, Co-Founder & COO of The Cirqle

What do you love most about working with an international team?

I love the energy it creates in the team, there is always something we can learn and share, which results in us always evolving. We are a global family inspiring each other as well as challenging each other. It means there is never a dull moment and I absolutely love that. We believe that in diversity lies opportunity. It’s really exciting that we are able to recruit the best talents from all over the world and have them work together to generate refreshing ideas and great results.

The Cirqle Team

The Cirqle Team

What do you love most about working with international clients?

We get amazing insight into a variety of businesses and industries from around the world, and we are lucky enough to help them think of ways to create impact at a local level, I guess at The Cirqle we are aiming to be the brands global locals. We love to think of different ways to approach clients from various backgrounds with the local attention and respect they deserve, that is a unique and valuable opportunity to have.

Is it necessary for brands to work with influencers with diverse cultural backgrounds?

We believe this is a part of our core identity within The Cirqle and that diversity enriches our lives, brand and company. If a brand is open to working with influencers from diverse cultural backgrounds we think it can really help to generate great content to a large relevant audience and quite frankly we find this quite normal to do, but we also believe that this choice lies with the brands. A brand might choose to focus on a specific culture, background and tradition and see value in that, we see the beauty in that too.
The Cirqle's headquarters in Amsterdam

The Cirqle’s headquarters in Amsterdam

How do you best introduce International brands to the US market?

By understanding the brand and the market that they are entering. We find the best U.S. influencers for the brands depending on their requirements and activate them and we then let influencers inspire their followers with the brands story/product/service in their own authentic style. The best way to introduce a brand is to connect at a local level by using the right people to talk about that brand. It is all about creating meaningful connections.
The Cirqle's headquarters in Amsterdam

The Cirqle’s headquarters in Amsterdam

Do you change influencer marketing strategies based on different markets in different countries?

Of course we like to make sure that every market and country is looked at with a customised approach and strategy, however for many markets there are similarities too, especially as we are all so easily connected online. Other markets require a separate approach, for example in China the social channels are different from that of the European and U.S. markets.

At the end of the day, what makes your job the most worth it?

Having purpose and impact and having fun while doing it.

Steven Lammertink, Founder & CEO of The Cirqle and Daan Nederlof, Co-Founder & COO of The Cirqle

Steven Lammertink, Founder & CEO of The Cirqle and Daan Nederlof, Co-Founder & COO of The Cirqle


 To learn more about The Cirqle, follow them on instagram or check out their website!

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Global Contributor & Model

Naïlah Brown

I am simply here to take part in what I love; fashion & culture. Although I was born & raised in Detroit, I believe my soul was raised by the world. A lot of people love traveling. But I have a different type of wanderlust, I love living in different countries, immersing myself in a culture foreign to my own and experiencing things from a new perspective. While living in South Korea, I attended Seoul Fashion Week, had my street style featured in magazines around the world, modeled professionally in both the US & Korea and wrote fashion/beauty based columns for Korean Magazines. Allow me to continue to share my global passion through the Nuwa blog.