Working at a ski resort as a pool attendant, Axel didn’t see much snow… only lots of water. As a gardener in Texas, he didn’t see many flowers… only lots of sand. When he owned a Jazz café near Amsterdam’s red light district, he didn’t see many hookers… only lots of hippies. Something seemed wrong, so to start seeing the right things, Axel went into advertising. Starting as a junior copywriter at a top Dutch agency, he soon became a CD at an international agency coming up with traditional advertising as well as creative employer branding and recruitment work. He soon found it more challenging to find the best people for a brewery than to sell beer… more interesting to find the best people for a microchips company than to sell potato chips… so that’s why he’s with Maximum.