The big idea is dead. Long live the big idea

The big idea is dead. To quote Patricia McDonald in a recent Campaign article: “In recent years, the “big idea” has often seemed to epitomise everything wrong and backward-looking about our industry.” And that’s indeed true. In the traditional sense of a 360 campaign, the big idea was to be found in the 30″ commercialContinue reading “The big idea is dead. Long live the big idea”

Hire omnivores, not vegans when you’re building digital expertise

Interesting piece in HBR on building high-performing digital teams: “Hire people who are omnivores, not vegans. Digital is part technology, part content strategy, part marketing art — and science. People who very strongly identify with only one piece of the equation will struggle on a high-performing digital team. Over the past decade skills within digital teamsContinue reading “Hire omnivores, not vegans when you’re building digital expertise”

Why marketers should think more like entrepreneurs

A while ago I did this interview for a new venture of mine (Belgian Cowboys) with Johan Van Dyck. Now before you walk away because you have no idea who that is, you should hear me out. Johan used to be the CMO of the brewery Moortgat which is most known for beers such asContinue reading “Why marketers should think more like entrepreneurs”

Why you should be using short-form video in your online communication

I’ve been a close witness to some of the impact short-form video has had on campaigns I was involved in. Small campaigns like the launch of IKKI.be (which most of you will be unfamiliar with) where the video was responsible for creating so much buzz within the target audience that we had reached the platformContinue reading “Why you should be using short-form video in your online communication”

Create value & value creative

When Lee Clow speaks, you listen. The man renown for his work on Apple and Absolut at TBWA/Chiat/Day talked about his thoughts on agency compensation a few weeks ago in a video for an event organized by the 4A’s. In the video he talks about how good creative ideas can be very valuable brand assetsContinue reading “Create value & value creative”

Want something new? Ask a talent without experience.

About a year ago one of the founders of the agency Duval Guillaume I work for wrote a post in which I recognized myself quite a lot. I looked it up again this week since I was recently contacted to help on an innovative project which in the end didn’t go through as the prospectContinue reading “Want something new? Ask a talent without experience.”

Social Media Forum: Social Currency

Yesterday I did a talk at the Social Media Forum 2011 in Brussels. It’s a topic that I’m interested in since 2006 or so, the time Hugh MacLeod started talking about “social objects”. You’ll find out why when you keep on reading. I started the presentation with a quote from Mark Twain I had foundContinue reading “Social Media Forum: Social Currency”

Creativity World Forum 2011: Making ideas happen

The Creativity World Forum 2011 had to live up against high expectations. When the event was organized for the first time in 2008 (in Antwerp) Flanders DC showed all other conference & congress organizers in Belgium what the new benchmark would be. I really enjoyed the 2008 edition and thus was really looking forward toContinue reading “Creativity World Forum 2011: Making ideas happen”

Stratégies Gagnantes: Agile Planning

About a week ago I did a presentation at an event in Charleroi called “Stratégies Gagnantes” (which means as much as ‘Winning Strategies’) together with other speakers such as Michael Cawly (COO Ryanair), Nathalie Klein (Director Consumer Insights Coca-Cola), …I was asked to present about what I thought would contribute most towards winning strategies fromContinue reading “Stratégies Gagnantes: Agile Planning”

Who are you?

Customer centric. Customer focus. I’ve heard it so many times, I’ve seen it written on dozens of business missions or as part of a brand’s values. Yet, I don’t believe it. Because quite frankly if you think about the business decision process within companies, which topics do you reckon come first on the list? ThoseContinue reading “Who are you?”