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The end of “authenticity”

Maximilian Weigl – Strategy Director – 72andSunny Amsterdam
Nathan Makan – Communications Strategist – 72andSunny Amsterdam
The end of “authenticity” – Why brands can’t afford to be single-minded anymore and need to embrace fakers and hackers to stay relevant in a mass-niche world. It would be led by Max Weigl (Strategy Director, 72andSunny Amsterdam) and Nathan Makan (Sr Comms Strategist, 72andSunny Amsterdam).
Nathan Makan

Nathan Makan is a Communications Strategist at 72andSunny in Amsterdam.

Originally from Manchester, UK, Nathan studied communications at the University of Washington, taking on roles with Apple and Zooppa in Seattle before trying to figure out the media industry at Carat in London. Through client management and strategy roles, Nathan has worked on brands such as Tourism Ireland, Uber and Diageo with the last 5+ consecutive years working on multiple areas of adidas’  in the UK and Global business.

He currently resides in Amsterdam, desperate to not fall off a bike, and has a genuine love for all agency dogs.

Maximilian Weigl

Maximilian is a Strategy Director at 72andSunny Amsterdam, where he leads the strategy team for the global adidas brand. He’s originally from Bavaria – which luckily you can’t hear when he speaks English.

Before moving to Amsterdam, he previously lived in Montreal, Turku, and Hamburg exploring the intersection of technology and culture. 

At agencies like kempertrautmann, thjnk, and, most recently, 72andSunny Amsterdam, he has been helping global brands such as Google, Audi, eBay, McDonald’s, or Carlsberg to carve out relevant spaces in culture.

Working with some of the best creative and strategic minds in the world, he has won the first ever golden Global Effie for a German lead agency as well as a few other effectiveness and creative awards.

When he doesn’t draw Venn diagrams on magnetic office walls, he spends his time on one of his bikes, fighting the gruesome Dutch headwinds.