I am a Bridge (Tumblr edition)

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The Hidden Price Tag: How Media Pitches Cost Belgian Media Agencies €2.17 Million in 2024 (Source: UMA)

Pour la deuxième année de suite, l’UMA (United Media Agencies) a calculé le nombre total d’heures consacrées par des équipes travaillant en agence média à des pitches média. Le résultat pour 2024 représente 17.817 heures de travail, ce qui correspond à un coût total de 2.177.290 d’euros. Avant d’examiner plus en détail les résultats de l’enquête, précisons que celle-ci a été complétée par les…

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Meet Warène Boeufette: How AI Cloned Warren Buffett to Launch Belgium's Most Innovative Stock Market Challenge organised by Trends-Tendances (developed By Boondoggle Havas)

With the help of the creative agency Boondoggle Havas, the magazine Trends-Tendances features the most famous of American investors (or rather his AI-enhanced clone) to promote a brand new stock market competition: the Trends Invest Challenge. He looks like Warren Buffett, talks like Warren Buffett, but he is not Warren Buffett. Enhanced with artificial intelligence, this ‘Canada Dry’ version of…

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Winning the Pre-Search Battle: How Smart Travel Brands Bypass the Algorithm Trap

The Belgian travel industry is experiencing a remarkable resurgence, with 9.3 million trips recorded and pre-pandemic levels not just reached but exceeded. This robust recovery signals more than just pent-up demand—it represents a fundamental shift in how consumers approach travel planning and booking. With 75% of Belgians now booking their vacations well in advance, we’re witnessing a return to…

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When 'Skyping' Stopped: A Marketing Tragedy in Three Acts (And How to Avoid the Same Fate)

In the fast-evolving landscape of business, we often discuss building enduring brands—but rarely confront the uncomfortable truth: even legendary brands can disappear. May 2025 will mark the official end of Skype, a once-revolutionary platform that transformed how we communicate across distances. Beyond the expected nostalgia, this shutdown offers profound insights into brand vulnerability that…

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Why Are 54% of Marketers Overwhelmed by AI Despite Recognizing Its Impact? Beyond the Hype - Navigating the Implementation Gap

The marketing industry stands at a critical crossroads with artificial intelligence. A recent eMarketer report, “The State of Marketing 2025,” reveals a fascinating paradox: while nearly all marketers acknowledge AI’s impact on their profession, over half feel overwhelmed by its implementation. This dichotomy between recognition and execution reflects the broader challenge facing our industry…

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Game-Changers Wanted: Solvay Brussels School's Elite Executive Master Reshaping Digital Marketing in 2025 (Hurry Up - Kick of is 24th or March... A few seats left !)

In today’s rapidly evolving marketing landscape, standing still is simply not an option. The digital transformation revolution, coupled with the rise of AI and the growing importance of sustainability, demands a new breed of marketing leaders who can navigate complexity with confidence and vision. The Solvay Brussels School of Economics and Management has responded to this challenge with its…

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In a country divided by language but united by passion, sports have emerged as a powerful cultural cornerstone in Belgium. Recent data confirms what many marketers have long suspected: Belgium is experiencing a genuine sports fever that transcends regional boundaries. This phenomenon presents a golden opportunity for advertisers looking to connect with Belgian consumers in meaningful and…

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18/3/2025 - Creativity Unleashed: How Belgian Agencies Are Transforming Marketing with AI (BMMA in Action - 4.30 PM Havas Café Brussels)

More Than Just Another AI Event In a landscape saturated with speculative AI discussions and future-gazing panels, this session stands apart. We’re not here to theorize about what might be possible tomorrow—we’re diving deep into how AI is enhancing creative work today. Register: https://bmma.be/events/the-power-of-ai-augmented-creativity/ This is your opportunity to witness a thorough…

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Smart Metrics for Smart TVs: Belgium's New Video Measurement Reality - CIM ToVA Embraces the Connected Future (Havas Belgium Heatmap)

The Centre d’Information sur les Médias (CIM) has announced an important update to their Total Video Audience (ToVA) measurement system. This update incorporates Connected TV (CTV) into the measurement ecosystem, addressing a notable gap in cross-platform video audience measurement in Belgium. 1740756236506Télécharger Connected TV Integration The ToVA upgrade now includes CTV data from all…

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Has TikTok Won The Battle But Social Media Lost The War?

Social media dynamics in Belgium are undergoing a fascinating transformation in 2025. While headlines proclaim platform winners and losers, the underlying story reveals something far more nuanced about consumer behavior. The TikTok Ascendancy Belgians now spend a staggering 33 hours and 55 minutes per month on TikTok alone. Let that sink in – that’s more than a full day each month scrolling…

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Belgium Cinema's Silver Opportunity: Why Advertisers Should Be Excited About Today's Theater Audience (Source: Havas Belgium Heatmap)

The Belgian cinema landscape is transforming in fascinating ways. While overall attendance numbers show changes in 2024 (14.9 million entries compared to 17 million last year, with Belgium’s 7% shift exceeding Europe’s 3% average), what’s truly compelling is the evolution in WHO is filling those theater seats. 1740411250899Télécharger But numbers only tell part of the story. What’s truly…

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Meaningful A.I. in Marketing & Communication: What matters most is not how much AI you implement, but how meaningfully you implement it.

The integration of Artificial Intelligence in marketing and communication isn’t just another technological trend—it represents a fundamental shift in how brands connect with their audiences. Major companies worldwide are demonstrating the real-world impact of thoughtful AI implementation in marketing. The Strategic Foundation At its core, meaningful AI implementation in marketing requires…

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From Noise to Meaning: Transforming Brand Communication in the Digital Age / GEST S508 2025 Intro Lecture (Solvay Brussels School of Economics & Management - SII - Solvay Impact Institute)

For more than 20 years, I have had the opportunity and pleasure of being a guest lecturer on the integrated communication course at the Solvay Brussels School of Economics and Management. I’ve been the official lecturer for almost 7 years now. Since then, this course has also been open to students of occupational psychology at ULB, which has greatly enriched the exchanges and sharing of…

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Bridging the Digital Divide - Inside Solvay's Executive Master in Digital Marketing & Sustainable Strategy Module 4: Building Meaningful Brands x Integrated Communication Excellence

As a Professor in the Executive Master in Digital Marketing and Sustainable Strategies at Solvay Brussels School of Economics, I have the privilege of guiding professionals through one of our 7 program modules: Strategic Communication in a Digital Age. Discover the full program:…

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2025 - L'industrie publicitaire à la croisée des chemins, une période charnière rythmée par l'AI, l'éthique et l'importance des médias Belges. (The Year Ahead - Commpass 27/1/25).

Par Hugues Rey – 28 janvier 2025 Ce 27 janvier, le Mix Brussels accueillait une assemblée particulièrement attentive à l’occasion de la conférence “The Year Ahead” organisée par Commpass. Sous la houlette experte de Dany Devriendt (Mediabrands), les échanges ont réuni un panel riche comprenant Peter Quaghebeur (Mediafin), Yves Gérard (RMB), Luc Van Wichelen (Mondelez), Veerle Colin (JCD),…

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Belgian households are showing record-breaking financial wealth, reaching €1.252 billion. How is your brand adapting its communication to this evolving Belgian consumer mindset ?

The numbers are in: Belgian households are showing record-breaking financial wealth, reaching €1.252 billion. But beyond these impressive figures lies a fascinating story of consumer behavior that marketers need to understand. What strikes me most is the clear shift in financial decision-making: Belgians are increasingly favoring secure investments (+€12.8B in term deposits) while still…

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The Branding Boys are back in Town .... 18/2/2025 - Havas Café Brussels

Don’t Miss Branding in Action Workshop (Le Retour A.I. Driven) by BMMA – Belgian Management and Marketing Association at Havas Café Brussels – Rue des boiteux, 9 – 1000 BrusselsIn a world where branding is becoming the cornerstone of any company wishing to stand out from the crowd, we invite you to dive into the heart of the action with our Branding in Action workshop.Book your seat:…

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