ULURU focuses on (corporate) organizations with a desire for innovation. Being an ‘innovation-inspirer’, creation-architect and producer, ULURU by now has an illustrious reputation, in the positive sense of the word.

Solid business concepts
A contemporary working method based on cooperation in an inspiring environment – e.g. our ULURU Theatre - guarantees a short ‘time to market’/run time and an efficient use of your time and resources. The yield of the development process, from business concept to market launch, is maximalized, resulting in solid business concepts.

Open character
Learning and experimenting along the way, often in collaboration with business partners and third parties, new products and service concepts for new or existing markets are created. The open character allows for personal contribution and development; the experimental aspect stands for exploring, experiencing, observing and acting from new perspectives.

Let positive curiosity guide you and experience a new working method that is radically different from existing methods, which appear goal-oriented and efficient but are ultimately all the same.

Innovation Lab
ULURU stimulates innovation and entrepreneurship, among others by the way she offers her services to potential customers and relations. Based on her 4 years experience as a well-established/renowned open Innovation Lab, form and substance of partnerships are totally tuned to the needs and status quo of customers.

ULURU was founded in 2004 as an “idea shop” for corporate companies and has branches in Amsterdam and Barcelona. It is a fast growing company run by driven, experienced and entrepreneurial creatives and business administrators from the Dutch business community.

Different perspectives
ULURU looks from a different perspective and creates concepts straight through existing (value) chains. Our mottos are: encouragement of internal entrepreneurship, "winning outside requires starting on the inside”, ideas and concepts as a lubricant, brandloading from different perspectives.

ULURU thinks and acts in ‘Miffy-language’ (see www.miffy.com) so that concepts remain simple and easy to understand. ULURU operates as a matchmaker, connecting parties whom apparently have nothing in common, in order to join forces in new business concepts.

ULURU also shares knowledge and (distribution) channels as a form of joint operational excellence. Parties invest together (and therefore only max 50%), which has a multiplier effect on the output.

End-to-end service
ULURU delivers an end-to-end service from creation and innovation to realisation/execution with an entrepreneurial mindset.

ULURU clients are, amongst others: Heineken, TomTom, NUON, Friesland Foods, KPN, Delta Lloyd, ING, Kluwer, PricewaterhouseCoopers and Heinz Honig.

More info? email your details to info@ULURU-amsterdam.com

Founder and CEO

Mick is founder of ULURU and has over 20 years of experience in entrepreneurship, marketing, branding and innovation.

Mick studied graphical and typographic design at the Academy of Arts (in The Hague), has a Master's Degree in Marketing and studied Psychology. Mick has a creative mind and an outspoken personality. He has the skills to visualize and explain concepts in Miffy language.

Eight years ago Mick had a vision to make innovation work by means of connecting creatives, business administrators and captains of industry. The network was called “Striking”. This network led to many new and innovative concepts.

In 2004 Mick took a sabbatical of one full week and decided to start his own “Idea Shop” on the Herengracht in Amsterdam. The store was a big success resulting not only in selling ideas, but also in generating the support for implementation with the same passion and speed as the ideas are being created, the so-called “ULURU way”. Further challenges will cross our path as we continue to generate ideas, exploit our theater and conquer the world…

Mick has experience in marketing, branding, co-branding and innovation for Achmea, Interpolis, Adidas, Farm Frites, Friesland Foods, Essent HomeSafety, Rijkswaterstaat, Heineken, Cisco, IBM, NS, Fortis, ING, KPN, Randstad, Ministerie van Binnenlandse Zaken, ProRail, Schiphol Telematics, de Bijenkorf, Schuitema/C1000, ABN/AMRO, Essent Retail, Eneco, iFour-C, Jalema and others.

Business modelling

Patrick has over ten years of experience as a finance- and business process redesign consultant for various international companies.

Patrick's entrepreneurial skills were developed at an early age, being raised in a funeral business environment (Hoofddorp, Netherlands). Patrick worked as a consultant for Arthur Andersen, Deloitte and PricewaterhouseCoopers.

Patrick and Mick met in 1999 at the part-time MBA program at Nyenrode University. Together they worked on new innovative business models in order to make innovation work in the so-called ‘internet bubble’. The cooperation resulted in research and publication on “spin-out” organization models.

Patrick has experience in business modelling, process (re-)design, outsourcing, offshoring, finance strategy and risk management. He directed projects for Endemol Netherlands, Endemol Holding, MGM Home Entertainment, KPN, OPTA, Wieden & Kennedy, FHV BBDO, 20th Century Fox, Kuyichi, Telfort, SNS Reaal, ABNAMRO, ING, Achmea, Nationale Nederlanden, Rabobank, American Power Conversion.

In the Dutch CFO network Patrick is an active member and he contributes to events organized by CxO Media and Alex van Groningen. Patrick published various articles amongst others “Spin-out business models” Holland Management Review (2000), “Spin-out management” Nyenrode Review (2001), “Leergang Outsourcing” Euroforum (2004), “Backoffice in or out?” CFO Magazine (2005), “Near or offshoring?” CFO Magazine (2006).

Together with Mick and the ULURU team Patrick is exploring new ways of innovation, executing the ULURU strategy and fulfilling the global ambition of ULURU.

Art Director

Maarten is ULURU’s Art Director. The combination of his given illustrating skills and a professional graphical background enable the creation and enrichment of visual worlds. Together with his team of designers and a film/animation crew he manages to capture concepts, ideas, products and services in a clear and stimulating way.

Every idea should lead to an experience - in concept and in reality.

In 2005 Mick asked Maarten to come aboard as ULURU’s ‘creative translator’ and be responsible for broadening ULURU’s horizon in a conceptual and visual sphere.

From 1992 onwards Maarten has been a professional illustrator for several magazines (Seasons, Man of All Seasons, Ouders van Nu, Groter Groeien) and companies (Rabobank, KPN, PTT, KPMG/BEA, ABN Amro, Nijenrode). Simultaneously he illustrated more than a few children’s books.

In 1997 he started his graphical carreer in designing for corporate identities and corporate communication. Between 2000 and 2004 he lived in France where he worked as a designer and illustrator. Among his clients were the municipalities of Paris and Montpellier, several writers and the Académie de Montpellier.

Technology Manager

Dirk is ULURU’s Technology Manager since 2007 and has experience in translating and realising marketing wishes for new internet-, telecom- and mobile services into feasible technical projects.

Dirk is particularly interested in business modelling and helps make technology workable for new business concepts.

After a Physics degree (ETH Zürich, Switzerland) and a PhD in Physics (Leiden University, Netherlands), he started his career at former Dutch national telecommunications company KPN where he was responsible for IT platforms on which services like i-mode and hi.nl are run. This included innovation, design and processes for operations and maintenance on these platforms.

Later, at privately held Talpa Digital, he was responsible for the technology choices for Talpa's cross-media projects (mobile and internet) and developing a technology roadmap and strategy.

To get a bit (too) technical: Dirk is specialised in Web 2.0 architectures, Content Management Systems, mobile services, IT architecture, handset technology etc... and he speaks about a thousand languages.