About us


Marketing is an investment in the company’s value. This deserves an ecosystem installed for both marketing and C-level, including amongst others solid processes, KPIs, SLAs, budget creation and market conform supplier contracts.

Unfortunately, we still see a lot of companies treating marketing as a mystery and keeping their hands off. 

Hence, a black box is created. 


MiM opens the black box of marketing and delves marketing into the 21st century as an important solid primary pilar of the company strategy. Sustainable growth and profitability are the main objectives with a key focus on ROI opposed to activities. MiM aims to be more beta driven without harming the creativity with more accountability, transparency and more compliant.

Effective and efficient with less risks.

Money well spent!

Core values

We combine objectivity, integrity and measurable impact with a “can do” mentality. We are result-driven.


MiM was founded in 2015 by Hans Germeraad and George Bohlander in a strategic alliance with The Source Group.
Nowadays, we provide a comprehensive overview of your current state of marketing operations. We look at effectiveness, efficiency, risks, transparency, governance, compliance, control and brand safety.

We work for large companies with a high marketing spend. For C-level and most of the time for CFO’s and CEO’s.
Per client a strong and relevant brain trust of experts is created.


All of our experts are tried and tested nationally and internationally in the triangle of clients, agencies and media.  

Hans Germeraad 

"Measuring is knowing."

Founder of MiM. Has over 30 years of experience in media and marketing on the side of both media (exploitation) companies and media agencies. Was CEO (locally and in EMEA) and international (executive) board member of various agencies. He oversees global and regional contracts of marketing suppliers. 

Competencies: analyst, organizer, negotiator, motivator.

George Bohlander

“Trust is good, verification is better.”

Founder of MiM. Has over 30 years of experience in advertising and media (amongst others for a big retailer) and as CEO of big media agencies. Was director of the Institute for Media Auditing and initiator of independent media research. Is good in benchmarking results of media spend and the ways to get the best ROI.

Competencies: pitches, scans, contract and remuneration negotiation.

Paul Lempers

”If you fail, fail forward.”

Over 20 years of experience in marketing, media and telco. As CMO and marketing director in different bluechip companies, he learned how to create transparent and compliant ways of working in marketing departments as well as ways of working with amongst others media agencies, resulting in high effectiveness and efficiency. Nowadays he has developed as media auditor a deep understanding of digital media, agency remuneration and ad tech. 

Competencies: digital media, ad tech, agency remuneration.

Ferenc Varga

“Where there is a will, there is a way.”

Started in media at a TV and radio broadcasting company. Then he went over to the agency side and worked there for over 25 years. He knows exactly the ways of working of media and ad agencies, where they make their money, how processes and agreements can be made transparent and how to save cost and get the best efficiency and effectiveness. Online and offline. His experience ranges from AV and trading to business development and concept development.

Competencies: AV, trading, financial terms, contracts, processes.

Felix van der Houwen

“If you change nothing, nothing will change.”

Over 30 years of (international) experience in large companies, marketing, advertising and media agencies. As director, CEO, founder and as supervisory board member. Always looks at the effectiveness and efficiency of marketing spend. But always in a transparent and compliant way without harming creativity.

Competencies: strategy, business creativity, marketing, finance, KPIs, contracts, processes.

Frans Blanchard

“Finding solutions yesterday for challenges of tomorrow. Never time to lose.”

More than 30 years of experience in media and advertising. Opened his own legal business services firm for the creative industry 10 years ago. Started in the business as director of the Council of Order and Discipline in Advertising. Later on became director of The Dutch Association of Adverting Agencies and was board member of various national and European advertising and marketing related organisations. Knows the business and knows exactly where to look for (legal) opportunities and threats in marketing supplier contracts and how to get processes and contracts to meet compliance.

Competencies: advertising law, IP, contracts, processes, liability, data and privacy rights issues.

Michel van Honk

”Treat everybody with respect, not only the ones you want to impress.”

Over 30 years of experience in marketing, communications and media, mostly as CEO and supervisory board member. Believes in strength of teams and processes and diversity of teams and team building. Was co-founder of the Centre for Brand and Communication and member of Effie Juries.

Competencies: Marketing, communications and media in the broadest sense, leadership, teambuilding, entrepreneurship, efficacy

Patrick van der Ploeg

“Look how it can be done.”

Over 30 years of experience in entrepreneurship and large companies. As founder, member of the board and CEO. A lot of experience with growth strategies and M & A.

Competencies: Commerce, creativity, business coach, finance, KPIs, processes.

Lucas Smit

“Look forward, reason backward.”

10 years of working experience. Has handled different client cases for MiM in retail and FMCG. Combines theory and practice in depth. Has a keen understanding of growth hacking. Is a big fan of defining KPIs and thinks in results. Some years ago he started a social media platform.

Competecies: Strategy, analytics, growth hacking, finance.


Our team members previously worked amongst others for:


Dr. Oetker





Procter & Gamble


Coca Cola












Walt Disney Company






Alfa Romeo

Friesland Campina


The Source

CRM Link

We view marketing as an investment 
That is why we call ourselves MiM: Marketing Investment Management. With every investment you typically look at your results, ROI, risks, governance, compliance. Do you also review these for your marketing investments?   

We do 
By looking at all these issues, analysing them, making recommendations and operationally improving them. The main question is: is the money well spent? Well spent in the sense of effectiveness, efficiency, risk, transparency, governance, compliance, control and brand safety. 

Marketing Communications, (social) media, promotion, advertising, sponsoring, SEA, POP-materials, flyers, PR. Many different terminologies are used. We know it is not right but for the sake of simplicity we just call it Marketing or MarCom.

We don’t just advice, we get it done.