Martijn Arts is an engineer (ir) who studied Industrial Design Engineering in Delft. He fulfilled both his bachelors as well as his masters cum laude and started with friends a web-agency called ZaPPWeRK in 1996. Martijn was at first the creative influence but also developed websystems (e.g. a tracking & tracing websystem for KLM Cargo) and became CEO in 2003, with about 25 staff. In 2006 ZaPPWeRK was renamed Total Active Media and became part of Total Identity Holding. Total Identity was founded in 1963 as Total Design and is renowned for its design and identity-thinking. Martijn is now shareholder and part of the board of directors of Total Identity Holding, and on a daily basis managing director of Total Active Media. Specialties concepting, generation of ideas, social media, online strategy, presenting, online business models, cross media, design-thinking, industrial design, innovation.