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Frans van der Avert has been CEO of Amsterdam Marketing since January 2013 and Chief Marketing Officer of the Amsterdam Metropolitan Area at Amsterdam Partners since August 2011. As Chief Marketing Officer he was responsible for the merging of three marketing organisations into the single city marketing organisation Amsterdam Marketing. The Amsterdam Marketing network consists of decision makers from the top of the business community, local government and other promotional organisations.
Amsterdam Marketing's goal is to ensure Amsterdam improves as a ‘product’ and is marketed internationally. The ‘I amsterdam’ brand was created as the new motto for the city and officially launched in September 2004. ‘I amsterdam’ expresses a clear choice for the city of Amsterdam. It shows the pride, confidence and dedication of the people that live, work and play in the Amsterdam area.
Van der Avert has lived in Amsterdam since 1984. He is a member of several different boards and advisory committees. Between 1991 and 2002, van der Avert was responsible for handling Public Relations for the Rijksmuseum in Amsterdam. In 2002 he became Director of Communication, Education and Marketing for the exhibition centres De Nieuwe Kerk and the Hermitage Amsterdam, where he was responsible for the museum's launch. Following the success of this project, van der Avert was awarded the title of Communication Person of the Year.