Intro
Jeroen Reuven Bours (Dutch, Israeli and American) is an award-winning advertising creative, and founder of Darling, with offices in the US and China. Guest lecturer at SVA, NYU, in New York, Bezalel Art Academy in Jerusalem, and Reichman University in Herzliya, Israel. President of The 122-year+ NLClub in NYC.
At Hamburg Airport. Photoshoot break with Ivo von Renner.
Early Years
Known in the advertising industry for many brand campaigns. Created the - Priceless - campaign for MasterCard, together with Joyce Thomas at McCann. Fortune Magazine named the campaign one of the major breakthroughs of the last century (Six Teams That Changed The World - The Power Of An Idea). He was Steve Jobs’ art director during Steve Jobs’ NeXT days with writer Ken Segall. Jeroen Bours’ campaigns include the - Beyond Petroleum - campaign for BP with writers David Fowler and Ken Shuldman. This campaign set off the beginning of the green messages coming from Oil Companies. Jeroen is credited with the invention and concept development of the OPEN business network; a business and creative idea that propelled the small business card at American Express into a thriving business source. Jeroen Bours is also credited for the introduction of the Acela Train for Amtrak, the - Responsibility. What's your policy? - campaign for Liberty Mutual with writer Ernie Schenck. Clergy, faculty and grade school teachers have requested copies of the first launch commercial to show it to their congregations and students, because of its positive message of mutual responsibility.
2025 Darling NYC and Beyond
In 2008, Jeroen Bours started darling, a boutique agency located in NYC that's based on world-class strategic thinking for start-ups and other clients. Even global clients may not have a big-agency-budget that allows them access to strategically trained creative talent. The name darling came from the playwright term; killing your darlings, which means that if you get a thought that seems like a good idea early on in the process, you kill it right away. Otherwise, you fall in love with it and prevent yourself from coming up with something even better.
Jeroen Bours can be found at Darling’s HQ in the Meat Packing District in Manhattan, or in the North Shore office at the end of Long Island, NY. Darling generates branding, design and advertising ideas for startups as well as established businesses. Over the last 17 years, the Darling teams thought many times of focusing on a marketing speciality, but each time they came close, a client walked in wanting a complete marketing ‘package’ from the company. That’s why some people call us the smallest, smartest and best-priced full-service design and advertising company they’ve worked with. While this is a very nice compliment, it’s also subjective of course, and we invite you to find out for yourself at Darling.