A love letter to Amsterdam by Meme Traverso (GUT)

It was Marta Blanco, GUT’s Europe Comms Director, who suggested the title for this piece: "But change it if you don’t like it", she said. Honestly, I didn’t need to – this is exactly what it is: a love letter. So here we go.

Dear Amsterdam,

I can say without a doubt that helping open GUT’s office here has been the single most challenging and rewarding experience of my life. And trust me: I had been warned that moving here would be quite a ride, but nothing could ever have prepared me for actually living here firsthand.

It all started at the beginning of 2022, when I shamelessly told GUT’s co-founders, Gastón Bigio and Anselmo Ramos, that I wanted to be part of the team to open the network’s first European office. At that time, I was a Group Account Director in Buenos Aires – but if there’s anything that this agency allows, it’s the freedom to pursue your dreams. To my amazement, Gastón and Anselmo said yes – and here we are. Or, more accurately, here I am. Almost three years and countless learnings later, I’m writing this while looking out the window of our beautiful new office on Beulingstraat, and I still can’t believe there’s a freaking canal right there in front of me.

From the moment they gave me the go-ahead, things happened really quickly. First, I met Bruno Steven, our Head of Strategy, who was already in the Netherlands. We met in person during one of my trips to Amsterdam, and we instantly connected over our shared ambition for what this agency could become (you know, that “let’s do it” kind of vibe). So I sold my car, emptied my house, cried a lot, packed two huge suitcases, grabbed my cat, said goodbye to my people and hopped on a 13-hour flight.

Within weeks, there were eight of us. Every day saw us taking baby steps in new directions, all while trying not to get run over by a speeding bicycle on the way. We won amazing projects and met clients who became true partners, but we also faced the humble reality that we were (and still are) the new kids on the block. Like every love story, it hasn’t all been romance and picnics in the Vondelpark – it also rained a lot (and yes, we all had to buy proper waterproof gear upon arrival). But those moments became lessons, and we’re all the stronger for them.

Lesson number 1: Build your culture before your structure.
This was, and still is, the single most important thing for us at GUT. Before processes, titles or systems, the focus had to be on culture - protecting what defines us, while adapting it to a new market and new people. Culture isn’t fixed; it has to be adopted, adapted and grown so it can truly belong to the team that carries it.

Lesson number 2: Be thankful for the failures.
We all love to succeed – there’s nothing wrong with that. But you don’t really learn from success; you
celebrate the wins. Failures, on the other hand, are the ones that push you further. Mistakes have such a negative reputation that we forget their most important role: they make you grow. And growth is the only real path to success. So allow yourself to fail, to sit with it, and to learn from it. Embracing failure as part of growing isn’t just something I say – it’s my mantra.

Lesson number 3: Trust is built project by project.
Not all new clients are ready for the brave, bold idea you are presenting for the first time. Give relationships time. Bravery is a scale and a journey, not an overnight endeavor. Build that trust. And one day, know that your big idea will find the light.

Lesson number 4: Saying no is as important as saying yes.
When we first opened, the temptation was to say yes to every single opportunity that came our way. We’ve since been learning how to identify/spot when a project isn’t quite right for us – and that being selective, and saying no, allows us to throw our whole selves into everything we say yes to.

Lesson number 5: Talent needs nurturing.
Your gut will tell you who to hire. But hiring is only the beginning. If you don’t give feedback and actively nurture your people, then you’re not doing your job. Feedback should be immediate. Lecture in private, congratulate in public. Nurturing people isn’t just part of my role – it’s the most important part of my job everyday. Great work only happens when people feel seen, supported, and pushed to grow.

And that’s the thing about these lessons: they’re not just ideas on paper. They’re the small decisions, the late-night conversations, the careful hiring choices, the courage to say no, and the push to nurture talent that shape everything we do. They’re what allow a team to thrive, to take risks, to grow together - and ultimately, they’re what have brought us here, to a place where creativity, bravery, and heart aren’t just words, but lived every single day. In nearly three years, we’ve achieved an incredible win rate of close to 85% of our pitches (yes, I’m bragging a little – please humour me), we’ve moved into a new GUT House (our previous co-working space couldn’t handle our meeting room chaos), and we’ve rearmed that bravery is both a journey and a strategy.

As I write this, I’m looking around our new office and see 30 new "gutsies". They’re not just good people who want to do good work – they’re great people who want to do great work. That drive is what brought us together, and I don’t think it’s a coincidence that it’s brought us all to Amsterdam.

So yes, this letter is about love. But it’s also about learning, growth, trust, adaptation, appreciation, discovery, passion, hard work, tears, defeat, joy, celebration, humility… and bikes. Bikes too. After all, I didn’t just move here. I also learned how to ride a bike for the first time. But that’s a story for another day.

Yours sincerely,
Meme
P.S. Yes, this could have been an e-mail.