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Willem-Joop Lagarde is a highly experienced creative professional with over 30 years in the industry, currently serving as Creative Director and Founder of DIRECTHOR, an agency specializing in smart and empathic storytelling based in Utrecht since January 2021. Concurrently, Lagarde holds the position of Art Director at smartocto since September 2022 and operates as a creative professional through Willemjooplagarde.nl. Previous roles include Digital Design Director at REGGS and Managing Partner/Co-founder of Youguide. Lagarde's career began with the founding and leadership of Zinder, specializing in digital media, and includes experience as a high-end editor for NOB. Educational background includes a degree in Mediadesign, focusing on Image and Media Technology from HKU (Hogeschool voor de Kunsten Utrecht).