Bas graduated as a Logistics Engineer but moved into advertising as a copywriter. Two years later he became Creative Director of DDB Amsterdam. After setting up an experimental agency called Nothing in 2008 (where he invented a new sport: FootGolf), Bas joined JWT Amsterdam in 2012.

His commitment to creativity and innovation turned a local office into one of the most awarded agencies in the world. With double Grand Prix-winning campaign ‘The Next Rembrandt’, the agency was named Cannes Lions 2016 ‘Innovation Agency of the Year’.

In December 2019, Bas was promoted to Global Chief Creative Officer at Wunderman Thompson. The agency network was named Cannes Lions ‘Most Innovative Network’ for 2020/2021. In his four year tenure Bas has won 4 Cannes Grand Prix.

In March 2023, Bas launched ‘The Mammoth Meatball’ for cultured meat company VOW. The meatball made from cultured mammoth cells was featured in every news publication in the world.

As of January, 1st, 2024, Bas is officially in his new role at VML. To date, Bas has won 56 Cannes Lions (6 Grand Prix), 11 D&AD Pencils amongst which a Black Pencil for his work for Free a Girl ‘School for Justice’, plus countless other awards.