Format FWD

Marketing that works.AI that delivers.

Marijn Versteeg builds AI platforms for marketing teams and provides senior strategy and commercial leadership. Not a standard agency. Someone who built it himself and knows what it delivers.

Explore our approach Contact

Strategic Foundation

Baseline Marketing

AI & Platforms

MAXai

Senior Leadership

Principal Commerce

The Challenge

Most marketing teams are constantly busy: running campaigns, making reports, handling briefs. But nobody takes the time to step back and check whether everything still makes sense.

Meanwhile, much is changing. AI is taking over tasks. Budgets are under pressure. And customers expect more and more.

What you need isn't extra pressure, but a clear plan. Someone who knows how marketing really works and helps you make the right choices.

The Architect

Marijn Versteeg

Marijn Versteeg has been working in digital marketing for more than 16 years, on both the client and agency side. He has worked for companies such as KickSo Digital Agency, BNP Paribas, Boels Rental, 123inkt, Mooieplinten, Green-Bubble and Superkeukens, in roles ranging from senior strategist and marketing manager to director.

What he kept seeing: enough budget, enough people, but still too little result. Because the plan was missing, or the technology. In recent years he built an AI platform for marketing teams that changes that. Format FWD is the next step: strategy, AI and leadership for teams that want to go further.

More about Marijn Marijn Versteeg op LinkedIn

Three ways to help

Format FWD works across three areas: a solid strategic foundation, smart use of AI and leadership when you need it. Choose what fits, or combine them.

Strategic Foundation

Baseline Marketing

Strategy for the long term

Good marketing starts with a clear plan. Together we look at where you stand now, what your goal is and how we get there through the channels that work for you: SEO, SEA, social media, email, retention and more.

Learn about Baseline

AI & Platforms

MAXai

A working AI platform, not an experiment

MAXai is an AI platform built for marketing teams. Trained on your client data, configured for your workflows. From analysis and reporting to campaign recommendations. Proven at KickSo, now available for other teams.

Learn about MAXai

Senior Leadership

Principal Commerce

Sparring at director level

As an owner or marketing manager, you sometimes just need someone who thinks along with you honestly. Someone who is sharp, experienced and dares to say what they see. That is what Principal offers.

Learn about Principal

MAXai · Custom MCP

AI that knows your business. And you stay in control.

With a custom MCP server we connect AI directly and securely to your data and systems. No generic answers, but analyses and recommendations about your business. With one clear rule: AI proposes, you decide.

More about custom MCP

Permissions per role

You determine which data the AI can see and which actions are possible.

Approval first

The AI prepares, but never executes anything on its own.

Everything traceable

Every question, every piece of advice and every approval is logged.

Your knowledge stays yours

The brain runs in your environment, on your data.

Format FWD

How Format FWD works

Behind every good result is a combination of sharp people and smart technology. Format FWD brings these two together.

DIRECT

Clear language, a clear plan and no fuss. You know exactly where you stand.

SCALE

An AI platform trained on your data and workflows. Not a generic tool, but something built to fit how you work.

COMPLETE

Strategy, team and execution need to align. We make sure everything works together.

“A sharp plan, smart technology and the right guidance. That is what Format FWD stands for.”

Blog

Latest insights

View all articles

A marketing manager staying in charge of AI proposals through an approval moment.

MAXai

We Build MCPs and Give Managers and Owners Back Control over AI

Everyone has AI, hardly anyone has a grip on it. With a custom MCP we connect AI to your systems within boundaries you set: the AI proposes, you decide. That puts the reins back where they belong.

5 min read

An AI connecting directly to business systems through a universal MCP plug.

MAXai

MCP: Why AI Will Soon Talk Directly to Your Business Systems

MCP is the talk of the town in tech, while most business owners have never heard of it. Think of it as the universal USB plug for AI. Time to explain what it is, without unnecessary jargon.

6 min read

Chart showing declining organic clicks and rising clicks via AI.

Baseline Marketing

GEO explained without the hype

What searching via AI (ChatGPT, Gemini, Claude) means for your marketing, and what your in-house team can do this month. Without the hype.

5 min read