In July 2026, Sarah Hagens, founder of HAGENS, featured in a long interview with Adformatie by former editor-in-chief Rocco Mooij, as part of his ‘Mooij Gesprek’ series.
In the interview, Sarah talks about how she ended up in PR, starting at the bottom of the ladder at an advertising agency, and how one client’s question led to her own agency. About growing up between two cultures, and how scarcity at home made her creative and curious. About why HAGENS looks at brands as an outsider, does a lot of research and refuses to polish stories that aren’t there. And about her ambition: to grow independently, with the most interesting brands in the Netherlands, without compromising on values. Or, as she puts it: “I’m not everyone’s friend, not a labrador. And that goes for the agency too.”
Read the full interview (in Dutch) at Adformatie. You can find Sarah’s columns on her author page at Adformatie.
