Founding Director at XSAGA

XSAGA is a concept and production agency in Amsterdam with a focus on live event marketing and living communication, founded 18 years ago by Patrick Roubroeks. At XSAGA, we are passionate about people and brands. We connect the two and put them in the spotlight. When we develop creative concepts, we like to think outside the traditional boxes of marketing communications and we refuse to be limited by existing boundaries in the field of live communications. We think beyond any particular media and believe in making a real connection with people and brands. This is how we build the bridge between the commercial message and the soul of the audience. XSAGA is known both in the Netherlands and abroad for its many varied clients and the company has won both national and international awards.

Patrick Roubroeks has a curious and creative look to the world around him. He sees and grabs opportunities where someone else wouldn’t see them. He combines and switches effortless between the world of events and the world of marketing communication.
Roubroeks is an advisor in the world of ‘art and culture’ and frequently gives presentations titled ‘Inspiration 2.0’. He also writes monthly columns for professional journals like FZ, EventBranche, High Profile and Greater Venues. Since a couple of years Roubroeks is chairman of ‘De Grote Prijs van Nederland’, chairman of the board of the ‘Amsterdam Poëziefestival’ and board member of the ADCN (Art Directors Club Nederland).

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