About ICF

Geert Stox

Head of Strategy, ICF Next

Geert is a strategic communications and brand management expert with more than 25 years of experience in global brands, innovation, and consumer behavior.

Geert is a strategic advisor with sound knowledge in private and institutional communications, branding, innovation, and consumer behavior. He brings a sense of simplicity to strategic thinking with constructive, hands-on ideas.

For Geert, effective communication offers important insights into human psychology and behavior. He considers good communication between institutions and brands to be paramount in bridging difficult problems, such as with sustainability, climate change, and green economies.

For more than two decades, Geert worked for international agencies and advertisers such as Unilever USA, DDB, McCann, Saatchi, JWT, and Leo Burnett. He developed unparalleled expertise in a wide range of sectors, industries, and markets across different cultures and different strategic and research levels. Unilever USA awarded Geert and his colleagues for the qualitative research methodology they applied to initiate human-centred insights.

Earlier in his career, Geert lectured at the Artevelde University College and participated in academic research on communications and innovation. Geert has published three books: one book is on behavioral science and change in relation to marketing; the second one is about the basics of reputation management for government organizations; and the third book centers on open administrations and organizations, communication, co-creation, and participation.

Geert has given the keynote address on innovation at international seminars, presented innovation analyses at educational forums, and led seminars on innovation to leading businesses and universities.

"“The challenge of successful communication is that conveying the bare message is never effective. What is effective is the connection it creates through relevance and emotion.” "
  • “Information Management,” Politeia, 2016.
  • “Reputation Management,” Politeia, 2015.
  • “The Marketeer's True Nature,” (“De Ware Aard van de Marketeer: Waarom Niet Alleen de Sterkste Merken Overwinnen,” LannooCampus, 2009.
  • “To Become a ‘Green Brand,’ Start as a ‘Green Journey Brand,’” ICF.com, 2021. “The 10 Building Yards of the Open Organisation,” (“10 Werven van de Open Organisatie,” UPoliteia, 2015.
  • “The Human System,” (“Het Mens-Systeem,”) StiMa, 2009.