These are only a few projects by way of example of my diversity in expertise. From brand (re)positioning to creative strategy, bringing the right human insight to the surface to rebranding, I have been deeply involved in all these areas.
As you can see in the section “About” I worked for an extensive list of brands and product categories and on a large diversity of projects for those brands.
Acerta, the power of starting
Challenge reconquer the ‘supportive role of Acerta for independent starters’ in the minds of the target group. The task at hand was to find a distinctive creative and strategic platform which surpassed the rational more informative creative work of competitors. And all this based on a true human insight that lives with the independent starters
my involvement brand/communication/creative strategy
result solid increase in web traffic and conversion
agency BBDO
VDAB, wow wat jij allemaal kan, 2023
challenge make VDAB evolve from a must go to institute when unemployed to an empowering guide that unearths career options and opportunities with you
my involvement brand/communication/creative strategy
result ongoing, above average post test results
agency BBDO
2dehands, wereldveranderaars (2020-2021)
challenge make the brand positioning of 2dehands evolve towards ‘A platform where one does wel by doing good’
my involvement brand/communication/creative strategy
result ongoing
agency Happiness Brussels
2dehands, elke dag miljoenen redenen (2017-2019)
challenge become the only second hand classifieds player in Flanders.
my involvement brand/communication/creative strategy & research
Development of the brand strategy (promise, personality)
Co-creation creative strategy
Kick-off and follow-up of crucial datapoints for growth
Creation and adjustment integrated communication plan with different partners
result Kapaza left the market, Golden Effie Award
agency Happiness Brussels
2dehands, het leven staat nooit stil (2019-2021)
challenge modernize and emotionalise the creative concept and the brand assets
my involvement creative strategy & research, strategic rationale for brand book
results record high commercial success of 2dehands
agency Happiness Brussels
DVV verzekeringen, oef een mens
challenge to claim a human value proposition in the impersonal insurances industry
my involvement brand/communication/creative strategy & research
agency Happiness Brussels
Bru, perfect table companion
challenge get Bru back in the consumer’s consideration set
my involvement brand/communication/creative strategy/consumer insight generator, research set up & follow-up
results international free press about Bru Table Mode – significant increase of sales
agency Happiness Brussels
From Belgacom to Proximus
challenge to save marketing investments by evolving from a multibrand to a monobrand architecture
my involvement rebranding & brand architecture strategy
results successful rebranding
agency Famous
