The Math. The Magic. The Consumer
Frysk helps make medium to large corporate businesses make better decisions and deliver lasting results on Innovation & Effectiveness in consumer, B2B and print media.
Frysk is led by Ulbe Jelluma, who has more than 25 years experience in marketing and advertising in management positions at various advertising agencies including Ogilvy, TBWA\Hakuodo and BBDO. His experience includes working for clients such as Unilever, American Express, Shell, Xerox, Canon, Sappi, HP and Philips.
Ulbe is passionate about understanding the effectiveness of advertising in every medium. He was involved in setting-up the effectiveness awards (Effie) for Belgium and for pan-European campaigns (Euro Effies). He is a past Board member of the Belgian Marketing Foundation.



Strategic thinking underpins all of Frysk’s projects, with emphasis on innovation, efficacy and storytelling to reach the right audience.
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Marketing / Speaking


Various business development projects in France, UK and Czech Republic.

Including developing a marketing-driven sales tool for a brand new application
and consulting printers on differentiating, volume generating new applications.
Fulfilling speaking opportunities at Europe-wide trade conferences.


The association of European public postal operators needed a thought leadership programme for an international conference. Frysk developed and delivered a keynote speech on the theme of digital transition and also conducted a panel discussion at the conference.

Tiense Suiker / SüdZucker Group

Frysk contributed to creating a framework for marketing and brand harmonisation in 5 European countries including, objectives, functions, responsibilities and procedures for the German food conglomerate.

Frysk also created a company-wide innovation strategy and specific business processes for opti-misation and innovation activities.

Copy Academy

Frysk developed and organised a one-day ‘Master Class’ course at Cannes Lions 2014 which offered participants an exclusive look into the creative cuisine of top international creatives.

Sappi Europe
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Sappi Europe

Content Creation

Frysk structured a year-long training programme for the business development team at the leading producer in the world for paper and pulp.

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Frysk’s associations with the Japanese multinational imaging and electronics company led to Ulbe being invited as the guest speaker at their European Innovation Summit held in London, and also at the Global Innovation Summit in Tokyo to talk about changing consumer media consumption and the new role print will continue to play in this ‘always-on’ media landscape.


The Worldwide Association of Newspaper publishers invited Ulbe to speak at their annual conference in Bangkok to discuss the value and effectiveness of advertising in newspapers.

Drupa Cube


My Inspiration

A list of must-reads


As a life-long supporter of Ajax Amsterdam, the club of Johan Cruijff and a club that continues to produce great football talent, I continue to marvel at how the sport and the club have taught me valuable lessons about strategy and tactics.

Alexander the Great was an important innovator in warfare. His innovations were based upon using different weapons and on changing the role and the equipment of his cavalry. This allowed him to conquer an enormous empire that still fascinates many.

I own an Alfa Romeo Spider 1976 and am member of the Belgian Alfa Club. Driving the car to beautiful Piedmonte to taste Barolos or to Brescia to watch the legendary Mille Miglia race, now if that is not inspiring, I don’t know what is!


Frysk handpicks specialists in their fields for every individual project.
The approach guarantees the best people for each project.