News from our practice

The partnership between YouTube and FIFA provided a great opportunity for advertisers to boost their visibility during the recent World Cup. They gained access to premium football content and were able to reach an audience in Belgium alone of ...

Your target audience stopped Googling everything a long time ago. More and more, people are simply asking ChatGPT. Which CRM is right for my business? Which heat pump should I choose? Where should I book my next city trip? And now, as an advertiser, you can appear in those conversations in Belgium too, thanks to ChatGPT Ads.

On June 10, LinkedIn launched the Creator Marketplace: a new platform within Campaign Manager where companies can find and directly contact relevant creators and thought leaders for collaborations.

Google I/O is no longer just a tech party for developers. It is the premier event of the year where Google reveals the future direction of the internet.

According to recent reports, chatbots and AI agents now account for more than half of all online traffic. ChatGPT, Claude, Gemini, and Perplexity crawl websites 24/7 to generate answers, while a growing army of AI agents uses publicly available web data to autonomously take action and perform tasks.

"We rank well in Google. So why aren't customers finding us anymore?" It’s a question we’ve been hearing from clients more and more in recent months. Companies have invested heavily in their digital presence. A modern website, a well-thought-out SEO strategy, and content that ranks for the right keywords.

What does the partnership between YouTube and FIFA actually mean? In broad terms, the collaboration means that during the 2026 World Cup, YouTube will be more than just a place to watch match highlights after the fact. The platform is moving to the heart of the football experience – and the heart of every football fan.

You see competitors investing in new websites, web applications, and AI. You hear stories about automation, more efficient processes, and digital platforms that help companies grow faster. And somewhere, you know: we need to get on board with this.

Forget K3. What gives brands wings on social media goes by the name A3: Advertising, Artificial Intelligence, and Authentic content. But which of these 3 A’s has the potential today to turn your marketing into a real hit machine, from Africa to America?

There is a wide range of marketing agencies to choose from. From specialized niche players to full-service agencies that offer everything. However, the real question isn't who does the most.

Chocolade Jacques is deeply rooted in the Belgian chocolate landscape and enjoys high brand awareness among a broad audience. At the same time, Baronie, the group behind the iconic brand, faced a crucial question: how do you keep Chocolade Jacques relevant for younger target groups?

Has the New Year's reception already come and gone? Was it bubbling over with champagne and good intentions? Intentions to grow in a challenging economic climate. Or at least to sharpen your positioning and make your marketing perform better.

Ben je 2026 gestart met een lagere ranking in Google? Krijgt je website minder organisch verkeer dan verwacht? Je bent niet alleen. De Google December 2025 Core Update heeft voor heel wat verschuivingen gezorgd. Toch is dit geen reden tot paniek, wél een goed moment om je website eens grondig onder de loep te nemen.

The energy sector never stands still. What was certain yesterday is outdated today – and what seems innovative today will be the standard tomorrow. Energy and renewable sources are at the heart of our economy, as well as the societal debate: how do we guarantee affordable, sustainable, and reliable energy in a world that is changing faster than ever?

Digital transformation is a necessary step for many companies to grow. Yet, a staggering 70% of digital initiatives fall short. It’s not because the technology fails; the software usually works as promised. Where things go wrong is in the approach. Companies invest in new websites, platforms, or tools without a clear strategy, internal buy-in, or a sharp focus on their target audience.

We keep scrolling through our socials. To the point where everything starts to look the same: the same colors, the same promises, the same faces. Sigh. Yawn. Boring. Welcome to the era of ad fatigue, where the consumer's attention span is so short that brands have to fight for every second of their target audience.

The Belgian pharmaceutical market is projected to grow by nearly 6% annually through 2030. This growth creates opportunities, but also complexity. Today, Pharma & Health Care companies have more data than ever, yet less insight.

E-commerce continues to grow strongly in Europe. Regardless of their sector, companies are seeing their customers shift increasingly toward online channels. As a result, they are investing heavily—and with sky-high expectations—in webshops, linking them to new websites and powerful campaigns.

AI. The hype of the moment, but also the reality that you as a marketer cannot ignore. However, this newsletter is not about generative AI like ChatGPT or Copilot.

A great advertising campaign sparks excitement, creates buzz, boosts sales, and generates leads. But let’s be honest: campaigns are fleeting, much like fireworks. They pop, make your brand shine, and then fade away.

Summer is here. The first OOO replies are hitting your inbox. It’s a great time to reflect on something that affects everyone this time of year: vacation. That time of year when we wash off the work stress and get ready to relax (definitely do that).

Social media trends come and go with the speed of a swipe. What goes viral today feels dated by tomorrow. From filters to formats, from dances to data visualizations: trends are the fuel of the digital age, but they often burn out faster than they can make an impact.

You browse to a website. You click around, read an article, view a page, come back a day later… and suddenly it feels like that website recognizes you. The content feels more relevant. You see a different call-to-action. The order of the blocks has subtly changed. And that is no coincidence.

We love putting things into boxes. B2C marketing? That’s fast, emotional, and flashy. B2B marketing? That has to be rational, complex, and above all, very business-like. Right? Actually, no. Times have changed… and so has the B2B customer.

‍What is the difference between SEO and GEO? We are all familiar with SEO: by integrating smart keywords and relevant content into your website, you rank better in search engines like Google. But with the rise of AI-driven search technologies such as Google’s Search Generative Experience (SGE) and AI chatbots like ChatGPT, Deepseek, Perplexity, etc., a new form of optimization is becoming increasingly important: GEO copywriting, or Generative Engine Optimization.

Your website is much more than an online business card; it is the beating heart of your digital strategy. This is where customers first get to know your brand, where leads are generated, and where conversions happen. But how do you transform a standard website into a powerful tool that not only attracts visitors but also delivers concrete results? The key lies in a well-thought-out strategy, strong content, and smart technology.

Strong press and media relations are essential for companies that want to communicate authentically and effectively with their target audiences. But how do you achieve this in a complex communication landscape that needs to appeal to both traditional newspaper readers and digital natives?

In times of increasing uncertainty and polarization, the media often focuses on crisis and sensation. In such a climate, maintaining business relationships with your audience is a significant challenge for entrepreneurs and their organizations.

Every organization can unexpectedly face a crisis: think of a car manufacturer that has to recall thousands of vehicles due to a brake defect, a food brand that suddenly makes the news because of a food safety scandal, or a technology company dealing with a data breach where sensitive customer information has been leaked.

Just look at the facts. Organizations often focus more on how they communicate with customers, stakeholders, and the general public than with their own employees. Yet, effective internal communication is crucial for the success of your external messaging and for your company's reputation.