Profile: Niels Schuurmans

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“Being the youngest of five children, it was either be heard or be forgotten,” says Niels Schuurmans, who has applied that lesson in every phase of his career.

As svp, consumer marketing and executive creative director for Viacom’s Spike TV since just after its launch in 2003, Schuurmans, a self-professed “blabbermouth,” has been charged with making sure the male-skewing cable channel gets heard.

“The philosophy for our media now is it’s got to be buzzworthy,” he says.

This spring’s effort, an outdoor campaign tempting hard-core Star Wars fans to watch the films (again) on Spike TV, definitely got the 42-year-old’s work noticed.

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