Who are we


Managing director + partner
After having worked at Wunderman Cato Johnson in New York and FHV/BBDO Amsterdam, Gijs launched Lemon Scented Tea in 2001 and steered the agency towards story-based creativity. With Gijs at the helm, Lemon quickly produced some of the most successful early-year case studies on content marketing and storytelling. Gijs’ entrepreneurial drive for brand innovation makes him a much-wanted speaker at marketing conferences and seminars in the Netherlands and abroad.


Creative Director + partner
Few careers can be summed up so neatly in so few characters: from local art-school joker to BBDO Amsterdam all-rounder, covering everything from web developer and graphic designer to copywriter and art director for national and international accounts like Sara Lee, Doritos, Rabobank and Unilever. Rogier’s vast experience in TVC production and online films is matched only by his gift of the gab, the latter perfectly suitable for guest lecturing at hotspots such as the Miami Ad School.


Head of Account
Proximity Amsterdam, Publicis, Ogilvy, Woedend! Communicatiedingen: just a few of the agencies where Pascalle has dazed others with her account skills. Many clients have experienced her enthusiasm, energy and drive to make a client’s dream her personal goal. Pascalle has a broad experience in handling complex projects for all kinds of media types.

The brand conflict model

What does the story of Tesla have in common with Iron Man (besides that the rumor goes that the movie character of Iron Man is slightly based on Elon Musk)? They both depict a clear conflict, one that draws people in emotionally. The same counts for brands. Our Brand Conflict Model© uses the ancient power of storytelling to build stronger brands. It’s simple but revolutionary.

Brand conflict session

The Brand Conflict Session is used to identify or sharpen the DNA and core positioning of a brand. In the Brand Conflict Session we find and create the brand archetype, define the brand conflict, and develop the initial overall storyline of a brand. The session gives an inspiring foundation for the communication and culture of a brand, organization or company.

Editorial session

The Editorial Session is used to find the most important stories of the brand, and create original content. In the Editorial Session, brand teams are asked to develop a magazine cover for the brand. In this way the participants start thinking of strong content solutions instead of product USPs; it’s a great way to kick-start a project and boost the energy of the team.

Creative content calendar

The CCC is a web-based tool that helps brands to get a full overview of all content and campaigns running across different channels. So no more printing out-of-date Excel sheets! The CCC means that everyone can work on the calendar at the same time. You can view the brand’s total communication activities by year, month, day and channel.