Our Story


Situated on a corner of one of the most vibrant crossroads Amsterdam has to offer, we play our part in every day city life. If it’s Japanese tourists taking pictures of the graphics on our windows, or a Scandinavian couple coming in for some tea; our daily encounters at Lemon Scented Tea headquarters are always inspiring.

Lemon Scented Tea


Since our foundation in 2001, we have been working with the right mix of thinkers and tinkerers, inventors and storytellers, digitalists and free spirits. Together we create stories that travel.

Who we are

Gijsbregt Vijn

Managing director + partner
After stints at Wunderman Cato Johnson in New York and FHV/BBDO Amsterdam, in 2001 Gijs launched Lemon Scented Tea and manoeuvred the agency towards story-based creativity. Under his helm Lemon quickly unveiled some of the most successful early-year case studies on content marketing and storytelling. His entrepreneurial drive for brand innovation makes him a much-wanted speaker at marketing congresses and seminars in Holland and abroad.
Gijsbregt Vijn - Managing director + partner

Rogier Heijning

Creative Director + partner
Few careers can be summed up so nicely in a tweet: from local art school wisecrack to BBDO Amsterdam everythingman, running the gambit from web developer and graphic designer to copywriter and art director for national and international accounts like Sara Lee, Doritos, Rabobank and Unilever. His vast experience in TVC production and online films is matched only by his gift for the gab, the latter perfectly suitable for his guest lecturing at hotspots like the Miami Ad School.
Rogier Heijning - Creative Director + partner

Walter Kraus

Head of strategy + partner
An electrical engineer by education, a brand strategist at heart. Walter has explored all sides of brand strategy—from brand manager for Unilever’s ice cream business and Boston Consulting Group consultant to marketing director at Philips Russia and Philips AVENT in London. When he finally returned to the Netherlands he started his own boutique consulting firm before signing on Lemon Scented Tea’s head of strategy. He is also the managing director of man-made diamond brand Rebel Chique Diamonds, a joint venture with Royal Asscher Diamond Company.
Walter Kraus - Head of strategy + partner

How we do it

Our promise

We are all too aware that advertising by its very nature interrupts people’s valuable time, so we feel it is our responsibility to make our communication as relevant and as inspirational as possible. It should be a compliment to the audience.  

The travel approach consists of three phases


The starting point for every brand is our brand pyramid. 
The pyramid consists of three distinct levels:

LEVEL 1: Inspirational selling point:

 It’s the answer to the question: Why should I believe in you? 

LEVEL 2: Emotional selling point: 

It is what people feel when they think of you when you’re not in the room.  

LEVEL 3: Unique selling point(s):

These are a brand’s key benefits. It’s what convinces people to actually buy you. 

The story

We believe a fluent story is the backbone of every brand. The brand story offers a clear, long-term perspective and direction. It is the brand’s engine and foundation for communication and innovation.


Creative campaigns 

Our vast experience in ATL (above the line), BTL (below the line) and digital allow us to create truly integrated and flexible campaign concepts that travel externally (advertising), internally (corporate communication) and across all media. 

Creative content 

We reframe the story in the form of creative content across different target audiences. We produce copy, design/ infographics, photography, press releases, reports/ blogs, videos, testimonials, documentaries, reports, web platforms and events.

The Creative Content Calendar

With the creative content calendar tool we enable our clients to have a day-by-day overview of all paid, owned and earned media channels. This calendar ensures that all content is telling the same story and synchronises across all media and company departments.


The tracking tree 

Our tracking tree tool sifts through all the big data to pinpoint only the most relevant pieces of information for you. It saves time and gives  you clear insights to maximize effectivity. 

our services

Business services

LST tracking tree: KPI alignment and monitoring systems.

LST Business travel planning: Innovation and communication roadmap, customer journey development. 

The LST flight crew: In-sourcing marketing management; a professional marketing- communications team that costs the same as a single secretary.

Brand timetable: Creative content calendar process and web-based software.

Brand services

Travel to the roots: Discover your founding principles through heritage analyses and interviews. 

Brand travel story:  Synthesise essential brand assets into a single timeless brand story.

Brand language development: Visual identity development and design.

The brand fact book: Research and insights on the relevant touch points and target audience.

Buzz services

Travel campaigns: Integrated advertising concepts, campaigns and programs.

Creative content engine: Digital / mobile / TV / print / outdoor / event production.

The travel department: Social / SEO / influencer, PR & community management.

Media travel plans: Media strategy and online planning