I am a Bridge (Tumblr edition)

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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:…

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),…

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…

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:…