10 years at OPR NL: “Work that matters happens through people who matter”

This year, at Omnicom Public Relations the Netherlands (OPR NL), we are very happy to celebrate no less than four anniversaries. Representing different roles and skills, these colleagues have been with us for 5 or even 10 years. What did they learn over the years and how do they look at our agency? Read their interview and discover through their own eyes what sets OPR NL apart.

In this interview, Daniëlle Friskes (Business Director and Talent & Transformation lead) celebrates 10 years at OPR NL.

My journey started as Director of Healthcare at Porter Novelli, working with diverse organizations and institutions. One of my first major projects, CRDL Geluksmomenten, resulted in winning a golden SABRE award, which set the foundation for everything that followed.

Over the past decade, my work has expanded from local initiatives to EMEA and global projects, which keeps things incredibly interesting and inspiring. Healthcare remains my specialty because working for the most precious thing in life, health, is deeply impactful and purposeful.

But the real evolution goes deeper than geography. My role transformed from Communication Director to Strategic Partner, and from People Manager to Coach. Each transition has been about deepening my impact on work and people that truly matter.

The real magic happens through people: ambitious clients who trusted me to challenge the status quo, talented teams who pushed me to think differently, and multidisciplinary colleagues who turned ideas into lasting results. I’m grateful for every opportunity, every lesson learned, and everyone who’s been part of this incredible journey.

Being bold and empathetic at the same time.

My motto captures it perfectly: “Hard op de zaak, zacht op de mens” — be direct about the business, but compassionate with people. It’s about going for dreams and making things happen, without losing the human touch.

Ten years ago, I never would have imagined how powerful AI would become. Learning to harness it has been eye-opening, and it’s fundamentally changing how we approach meaningful work in ways I couldn’t have predicted. The skill I’ve developed isn’t just understanding the technology itself, but learning how to use it responsibly and creatively to enhance our work, while keeping the human connection at the very core of everything we do.

Over the last decade, I’ve had more than 10 different roles and projects, too many to single out. But what I’m truly proud of isn’t just the work itself; it’s the people, colleagues, and clients I’ve worked with who make this job the most inspiring.

That said, my visit to Plovdiv for Pentax Medical was a moment I never expected, a place I would never have imagined visiting. Those unexpected experiences with clients are what remind you why this work truly matters.

We connect people, especially in times of change. Because connection leads to understanding, which leads to trust, which leads to growth.

Join us if you want to learn fast, work with smart people, and partner with great brands and organizations. That’s not all. Here, you’ll be joining an organization with a truly unique culture. At OPR NL, we’re building something special, something that’s been recognized by the Culture 100 Award as one of the Most Loved Companies to Work For in Europe.

That recognition isn’t just a trophy on the wall. It reflects what makes our team tick: a genuine commitment to people, to meaningful work, and to creating an environment where talented individuals can grow, challenge themselves, and make a real impact. When you join us, you’re not just getting a job. You’re becoming part of a community that values your voice, invests in your development, and believes that work that matters happens through people who matter. That’s what sets us apart.