Client’s challenge Snacks, almost everyone eats them. From muesli- to energy bars and crackers. Nowadays, we are spoiled for choice....

Trix van der Vleuten is CMO KFC Northern Europe. She is responsible for the long-term growth of the brand in the Netherlands, Belgium,...

Client’s challenge Branded content has grown significantly in recent years. A possible explanation for this is the fact that people are...

Client’s challenge Every year, countless of new products are launched, and every year, a large number of these introductions fail, about...

Alexandra Legro is the Global Marketing & Communication Director and Board Member at Hunkemöller. She is responsible for a wide range of...

Willem-Albert Bol is Director Business Development at DPG Media, a Belgium/Dutch media group. Brands include tv, radio, news, magazines,...

Sonja Vernooij is the Country Coordinator Marketing & Senior Brand Manager Spa Waters in the Netherlands. She also coordinates all...

Jen Culby is Senior Insight Manager at Ferrero, an Italian manufacturer of branded chocolate and confectionery products. Jen is...

Scott Otte is Marketing Director at Batavia Stad Fashion Outlet, which is part of VIA Outlets with 11 centres in Europe. Scott explains...

Caroline van Turennout is Director Marketing & E-Commerce at Zeeman. She is responsible for the Zeeman brand, its marketing activities,...

Wieke Vrielink is Head of Consumer Marketing at Amsterdam Airport Schiphol. Wieke is responsible for all marketing activities regarding...

Dries Poels is Head of Marketing at Nederlandse Loterij. Nederlandse Loterij has 27 different marketers who are responsible for the...

Paul Thomas is the Global Brand Director for Insights, Performance and Planning for Asahi International. Paul started the first few years...

Ben Harrill is the Head of Creative at Tenzing. He joined just over 2 years ago, being drawn to the ethos of the company and the clear...

Samantha Dolan is Head of Marketing at Aunt Bessie’s, a UK producer of frozen food products. The company was previously family owned, and...

Kevin Capota is the Chief Marketing & Digital Officer at L’Oréal Netherlands. He is responsible for the expertise team which focuses on...

Annemarie Joosen is a freelancer in Marketing, Customer Experience & Innovation. She has previously worked at Marktplaats in the role of...

Article Dr. Lisette Kruizinga – de Vries – Senior Methodologist Understanding effectiveness for all media is in most cases calculated as the difference between the KPI after the campaign compared with before the campaign. The challenge with this way of understanding effectiveness is that it is less suitable for always on strategies and to understand the effectiveness for a longer period. To develop a new KPI it is important to have a KPI that represents all media and a KPI th

Lucy Auld is Head of Marketing at Freixenet Copestick, a leading wine business formed when Freixenet UK and Copestick Murray merged just...

Cathal Gillen is the Global Marketing Effectiveness Manager at William Grant & Sons (WGS), one of the main players in the spirits...