[Behind The Slash] Natalie Gruis (TBWA): The best work happens when it's symbiotic

Behind The Slash is a series of interviews that takes you behind the scenes at TBWA\NEBOKO. In the newest episode of Behind The Slash, Bas Vlugt sits down with Natalie Gruis, Chief Strategy Officer at TBWA\NEBOKO, to discuss her journey from Asia to the Netherlands and the invaluable lessons she’s gained from working in diverse markets, cultures and global businesses. Natalie delves into the crucial partnership between creatives and strategists, what it means to be a strategist today and why she’s remained with TBWA after 12 years in both Singapore and Amsterdam.

Natalie Gruis: "As a strategist, I think what's really interesting is the space found at the intersection of culture and consumers, which is where brands truly come to life. It’s important not to be in a monoculture. Part of my job is to build capabilities that benefit everyone—whether that’s data, cultural tools, integration, or platform ideas. Every concept needs a strong, centralized, collaborative core, providing a foundation for creatives to bring it to life. The best work happens when it's symbiotic, when strategy and creativity work seamlessly together, so you can't tell them apart. The creative becomes a beautiful expression of a strategic idea."

Watch the full interview here: