1. What exactly does Truman Amsterdam do?
Truman Amsterdam is a storytelling agency that helps brands discover and tell their true story. No empty marketing slogans, but sincere, credible narratives that strengthen brands and forge emotional connections with people. We are a full-service agency with all disciplines in-house: strategy, creation, and production. Truman develops brand positioning, branding, advertising campaigns, and content.
2. How do you distinguish yourselves from other agencies?
We believe authenticity is the key to effective communication. In a world full of sugar-coated bullshit, we help brands stay true to their own story. That makes communication honest, sharp, and memorable. This is vital in a world where spreading untruths can get you mercilessly exposed online.
3. What is your vision on building brands?
We envision a world where brands tell stories that people trust and want to hear. Authentic, meaningful, and consistent—so they truly resonate and leave a lasting impression. We call this True Storytelling: know what you stand for, tell it to the world, and do what you say.
4. What does the name ‘Truman’ mean?
‘Truman’ is an old English boy’s name that literally means ‘the loyal one’. It represents staying true to yourself. At Truman, we believe that’s when you’re at your best—both as a person and as a brand.
5. What does storytelling mean to you?
To us, storytelling isn’t a trick, but something deeply human. Since ancient times, stories have been a vital way for humans to share essential information. It’s hardwired into our brains. Unlike fragmented facts, stories align with how our minds work. No matter the era or medium, storytelling remains the most powerful way to convey a message.
6. What do you mean by ‘True Storytelling’?
True Storytelling means telling credible brand stories in advertising and content that reflect a brand’s true identity. The goal is to create emotional connections, strengthen the perception of brand authenticity, and boost brand loyalty. It’s our proven method, described in our award-winning book True Storytelling. We use the True Story Canvas® as the strategic foundation to clarify and maintain a brand’s story.
7. How does True Storytelling strengthen a brand?
When your story is true, it connects. You become authentic. Credible. And authenticity is a dominant consumer sensitivity. People buy based on how well a brand aligns with their self-image. Benefits like availability, price, and quality are no longer enough—they’re expected. Real competitive advantage now lies in shaping the perception of authenticity.
“Consumers and B2B clients are no longer satisfied with available, affordable, excellent products; they now buy based on how well those products reflect their self-image and worldview. They make lightning-fast judgments about what’s real and what’s fake.”
— Gilmore & Pine, Authenticity: What Consumers Really Want
8. Why is credibility in communication more important than ever?
Because people are more critical due to the constant information overload. They don’t want a façade; they want something relatable and trustworthy. Consumers no longer take brand promises at face value. They see through marketing tricks. With the transparency of the internet, people, companies, and industries are being exposed. The ‘total transparency’ trend means empty promises are quickly punished. We are rapidly leaving behind the era where brands could succeed through dishonesty. Today’s consumers expect sincerity, authenticity, accessibility, and transparency.
9. Is True Storytelling only suitable for purpose-driven brands?
No, every brand can—and should—stay true to itself and do what it says. That’s how you shape the perception of authenticity. Whether you're commercially driven or socially engaged, a truthful story always works. Research among 12,000 people shows authentic brands benefit:
10. Does True Storytelling work in a commercial context?
Absolutely. Honesty is the best marketing. Genuine communication makes more impact, builds long-term relationships, and delivers better results.
11. What does a project look like from start to finish?
We start with co-creation: together we uncover the true story (brand positioning) using the True Story Canvas®. Then we translate this into a creative strategy (debrief), develop the concept, and carry out everything in-house—from branding to film production.
12. Can you help with brand positioning or rebranding?
Definitely. We bring structure and direction to your brand story so that it makes sense, stands out, and works. Whether it’s a new positioning or a refresh, we ensure your brand is relevant to your audience, credible from within, and distinctive in the market.
13. Do you follow fixed steps or is each project custom?
Every brand is unique, so each project is custom. However, we always base our approach on the True Story Canvas®, our strategic foundation.
14. How long does an average project take?
It varies, but thanks to our agile teams we can move quickly without compromising on quality. Brand positioning usually takes 2–3 weeks, ‘big idea’ concept development around 5–6 weeks, and campaign production ±4 weeks.
15. What are the first steps if we want to work with you?
Everything starts with a good conversation. Listening carefully and getting to know each other. We want to understand the full picture so we can propose a suitable and effective approach.
16. What services do you offer?
We help with brand positioning, branding, advertising campaigns, and content marketing. We produce much of the work in-house for maximum consistency and impact—and minimal noise.
17. Can you also do standalone campaigns or content projects?
Yes, we’re flexible. Whether you want a full brand strategy or a focused campaign based on an existing one, we think along with you and deliver what you need.
18. Do you handle production (video, photography, animation)?
Yes, we produce nearly everything in-house. This ensures the story is right across visuals, sound, and text. We handle content videos, social videos, TV commercials, radio ads, outdoor, one-on-one communication, ads, explainer animations, banners, and corporate photography.
19. Do you collaborate with external specialists?
Sometimes, if it adds value. But our core team is multidisciplinary and highly versatile. We’re always open to collaboration—even if you have an in-house team or already work with other specialist agencies.
20. Do you also offer strategic communication advice?
Yes, that’s the foundation of everything we do. No strong story without a clear strategy. From brand to content strategy, from thought leadership to communication strategy.
21. Which brands have you worked with, and what were the results?
We’ve worked with organizations like Alzheimer Nederland, Voedingscentrum, Ennatuurlijk, Ritter Sport, Enexis Netbeheer, Samen tegen Voedselverspilling, GS1, Pensioenfonds Zorg en Welzijn, Evi van Lanschot, Temper, ManpowerGroup, YouBahn, Houthoff, Roche, the Ministry of Education, Culture and Science, and Horecabond. See our cases and results on our work page.
22. How do you ensure creativity also delivers results?
By grounding our creativity in research, strategy, and human truths. That’s how we create communication that’s not only beautiful, but effective. We also apply behavioral psychology, which is embedded in our briefing and creative strategy.
23. Are there measurable effects of your approach?
Our clients see improved brand recognition, higher engagement, and a stronger market position. Our FONK 150 listing underscores our effectiveness.
24. Have you received any awards or recognitions?
Yes, we’re listed in the FONK 150 with top scores for creativity and effectiveness. We also wrote the books True Storytelling and Supercharge Your Stories. True Storytelling earned third prize at the PIM Marketing Literature Awards.
25. Who will work on my project and how experienced is the team?
Small, senior teams that are personally involved. No layers between you and the creators. The people you meet in the intro conversation are the same ones you’ll work with. No bait-and-switch with creative leadership.
26. How big is your team?
We’re a compact agency, which allows for fast, direct communication and agility. Our core team is around 10 people. Depending on workload, we work with a trusted network of freelancers who feel like part of our team. Good planning and low noise levels help us deliver large projects for both small and big brands.
27. How do you ensure a good connection between our team and yours?
Through openness and collaboration. We believe in being honest from day one—about expectations and working methods. With us, what you see is what you get. No fluff—just genuine interest in your people and your brand, marketing, or organizational challenges.
28. Are you flexible enough to move fast, but big enough for impact?
Exactly. We combine the best of a small agency with the capacity to deliver large-scale projects.
29. What does an average project cost and what do I get for it?
We work with fixed prices during the strategy and concept development phases. Execution and production are billed hourly. Our rates are average compared to other high-quality, full-service agencies with a proven track record.
30. How do you collaborate with internal client teams?
We see ourselves as part of your team and work closely to ensure your story aligns internally and externally. We position ourselves as co-brand managers. We’re happy to work with your internal team and help coordinate other partners you work with.
31. Why should a brand or company use storytelling in marketing and advertising?
Stories are timelessly effective. Since ancient times, stories have been an important way to share essential information. Storytelling is evolutionarily embedded in human behavior. Unlike isolated facts, stories align with the way our brains work. No matter the time, communication tools, or platforms we use, stories remain the most effective way to convey a message.
Stories grab attention. They follow a familiar pattern our brains recognize. That makes them easy to filter from the noise around us. A story immediately draws attention.
Stories are more memorable. They activate the insula (the emotional part of the brain), go deep into our memory, and are easy to retain. When we hear a story, we instantly relate it to our own experiences. That’s why stories are remembered up to 22 times better than facts alone.
Stories simplify complexity. They help make complex topics easier to understand. Stories create meaning and connect otherwise separate pieces of information.
Stories improve message delivery. They activate neurotransmitters in the brain, making people less critical and more open to receiving the message.
Stories strengthen connection. They build emotional bonds between people and between people and brands. When listening to or watching a story, the brain releases oxytocin. This hormone, also known as the cuddle hormone, fosters trust and connection. We empathize with the characters in the story. Oxytocin is released automatically when a protagonist is perceived as kind and trustworthy. It makes people more generous, more trusting, and more open to connection.
32. What is the Content Strategy Canvas?
A clear one-page framework that helps you formulate a sharp content strategy to guide creation across all channels. A good content strategy helps connect the role of the brand to the audience’s interests (pull), plan, curate and manage content, direct content creators, and measure the impact of content marketing on conversion.
In short: the right content for the right person, in the right place, at the right time—with the right effect.
33. What is the True Story Canvas?
A brand positioning model on one A4 page with 13 essential elements for an authentic brand identity. This canvas is the starting point for all brand expressions.
34. What is the Video Story Canvas?
A compact briefing tool for video productions. On one A4, it helps you clearly define the essence of your story and the production briefing.
35. What is a storytelling agency?
An agency that helps brands tell credible, emotional, and authentic stories. Truman is a full-service storytelling agency that develops brand positioning, branding, campaigns, and content. Stories work in all forms: in advertising, content, internal communication, and change communication.
36. Is Truman an advertising agency?
Yes. Truman develops and produces advertising campaigns, with storytelling as the strategic foundation. Creativity is always linked to the identity of the brand.
37. What is brand positioning?
The space a brand wants to occupy in the minds of its audience. Truman creates brand positionings that are relevant, distinctive, future-proof, and credible using the True Story Canvas.
38. What skills does Truman have in-house?
A multidisciplinary team with expertise in strategy, concept development, copywriting, branding, design, DTP, video, photography, animation, behavioral psychology, and full production—all under one roof.
39. Which books has Truman written?
40. What is the book True Storytelling about?
The book introduces the True Storytelling method, including the True Story Canvas. It helps brands tell credible stories. The book received third prize in the PIM Marketing Literature Awards.
41. What is the book Supercharge Your Stories about?
This second book shows how to use behavioral psychology and practical storytelling techniques to make your content and campaigns more convincing and effective.
42. What were Truman’s FONK 150 scores?
In 2023, Truman scored an average of 8.71 in the FONK150 and ranked 4th in creativity among full-service agencies.
In 2022, Truman scored an average of 8.95 in the FONK50, achieving the highest score among small agencies and ranking 9th overall.
43. Can Truman help me develop an advertising campaign?
Yes, from strategy and concept to full production (TV, radio, outdoor, digital).
44. Can Truman help me with content marketing?
Absolutely. Truman starts with the Content Strategy Canvas, develops content formats (Hygiene/Hub/Hero), and handles the full production.
45. Can Truman help me with branding or rebranding?
Yes. Through co-creation, we use the True Story Canvas to build a clear, credible, and distinctive brand positioning. We also develop brand names, brand identities, logos, visual systems, image styles, and tone of voice manuals.
46. Who are the founders of Truman Amsterdam?
Truman was founded in 2015 by Amber Franssen (Creative Director Art) and Paul Hillesum (Creative Director Copy & Strategy). Both had previously worked at top Dutch advertising agencies. They started Truman with the mission: “No more sugar-coated bullshit.” Their goal: to restore credibility to marketing and advertising.
47. Which industries does Truman serve?
48. Does Truman work for B2C brands?
Yes, Truman has extensive experience with B2C brands. Examples include Ritter Sport, Voedingscentrum, Evi van Lanschot, and Alzheimer Nederland.
49. Does Truman work for non-profit organizations?
Yes, Truman frequently collaborates with non-profit organizations and social initiatives such as Alzheimer Nederland, Samen tegen Voedselverspilling, FNV Horeca, and the Ministry of Education, Culture and Science.
50. Does Truman work for B2B brands?
Yes, Truman also works with B2B clients, delivering strong strategic and narrative communication. Clients include Houthoff, Enexis, and ManpowerGroup. Their work focuses on deep positioning and impactful storytelling for business audiences.
51. How do you define our brand positioning?
We start with co-creation using the True Story Canvas®, where we map brand identity, audience, associations and brand essence on a single A4. This builds a solid foundation for a relevant, credible and distinctive brand strategy.
52. What can we expect in terms of process, timing and budget?
Our process is clear:
1. Creative briefing or behavioral strategy
2. 'Behind the scenes' research
3. Concept presentation
4. Scoping (budget & planning)
5. Production
6. Evaluation
We use fixed prices for strategy and creation, so you know what to expect without surprises.
53. How do you approach content marketing?
We use co-creation via our Content Strategy Canvas, broken down into formats (Hygiene, Hub & Hero). We begin with a pilot, and then scale to broader content delivery.
54. Do you support behavioral or social campaigns?
Yes. We first analyze the current behavior, desired behavior, friction, motivation, and the behavior model (trigger-motivation-ability), then develop concepts that activate real-world behavior.
55. Can you produce videos too?
Absolutely. From our Video Story Canvas through scripting, storyboarding, pre-production, filming and asset delivery. We help develop formats from social shorts to moving billboards and banners.
56. What makes Truman different from other agencies?
Direct contact with creative makers, fast turnarounds, quality, co-creation and one-stop-shop. We’re True Storytellers, driven by authenticity.
57. What brand values do you uphold?
Our core values: originality, curiosity, creativity, quality and fun. We ask questions and work with passion always aiming to get to the heart of the story.
58. What type of organizations do you work with?
Our clients vary: B2C, B2B and non-profit. Think of Sensys Gatso, Ministry of Education, FNV Horeca, Nutrition Centre and Ritter Sport.
59. How can we meet or discuss our challenge?
Feel free to call Paul Hillesum +31 20 280 1890 or send your question via the contact form. You’re also welcome at our office — parking is available, just let us know you're coming.
62. Can you help us develop our corporate story?
Yes, Truman Amsterdam also develops corporate stories. We help organizations discover and articulate their authentic narrative—one that provides direction for both internal culture and external positioning.
63. How do you develop a corporate story?
We guide organizations through a co-creative process based on our True Story Canvas®. Together, we build a strong, concise, and truthful narrative using 13 narrative building blocks. This story is then translated into a manifesto (a narrative statement of meaning), tangible communication tools (e.g. brand or corporate films), and behavioral principles.
64. Why would you want to develop a corporate story?
It’s ideal for organizations that:
Are seeking clear positioning
Want to anchor their brand story both internally and externally
Are going through change or growth and need a shared starting point
65. Where are you located and how can I get in touch?
You’ll find us in Amsterdam Nieuw-West, in the creative heart of B. Amsterdam.
Address: Johan Huizingalaan 400, 1066 JS Amsterdam
Phone: +31 20 280 1890
Email: info@trumanamsterdam.com
Website: www.trumanamsterdam.com