In 2003 Dennis set up the Branded Content department of Radio Veronica. Then, in 2007 he built a creative department within the media agency Vizeum, which was rolled out Dentsu Aegis Network-wide in 2012. As a Creative Director, Dennis has, since 2015 been responsible for creative strategy and concepting at content agency The Story Lab. Earlier this year, together with media agency Carat, he won both an AMMA (Annual Masters of Media Award) and a silver DIA (Dutch Interactive Award) for the content campaign ‘Turn passion into possible’ he developed for Microsoft. At ADE he will speak about another promising campaign #ProtectYourBanana for Durex and how it was integrated with the music video platform XITE.