After more than two decades working in media, Alberto Morente has seen the advertising industry evolve from a world dominated by GRPs and fixed media plans into a fragmented, fast-moving ecosystem where attention is scarce, and certainty is rare. His experience spans traditional TV advertising, interactive formats, connected TV and experimental brand initiatives, giving him a unique vantage point on what really drives brand growth today. Engineer Memory, Not Just Impressions

For three decades, Línea Directa has stood out in Spain as a brand that dares to do things differently. Founded as the country’s first direct-to-consumer insurance company, it built its reputation on disruption, clarity and an unshakeable belief in the power of marketing. Today, under the leadership of Antonio Valor, Global Marketing Director, this spirit remains very much alive. During our conversation, one theme consistently emerged: Línea Directa grows because it never sto

How do you grow a brand in today’s fragmented media world? For Femke Hendriks, Business Development and Advertising Strategist at both NS Advertising and Insiders, the answer lies in connecting with audiences in meaningful moments. From travellers in the train to long-term destination branding, she sees firsthand how new channels, fresh ideas, and strong evidence of effect can make the difference. A New Channel For Advertisers For many brands, trains are more than just a way

Growth in personal care does not happen by chance. It requires a balance between building on what is already strong and daring to try what is new. For Laurens-Jan Duvigneau, General Manager Beauty & Wellbeing Benelux at Unilever, this means balancing a solid core focus with the agility to innovate and explore new media approaches. In this article, he shares how Unilever Personal Care is reshaping its growth strategy — from protecting the core to embracing a social-first minds

When everyone already knows your brand, the challenge is no longer awareness; it’s affection. For Hanneke Berghoef, Head of Marketing at Audax Retail, the company behind Bruna and Read Shop, brand growth starts with building an emotional connection. In this interview, she shares how Bruna is working to evolve from a “cold” brand into one that people love, despite limited budgets, legacy store formats, and the changing dynamics of retail media. From Well-Known To Well-Loved Fe

In today’s evolving media landscape, Unilever is exploring innovative ways to strengthen brand growth through a balanced and data-driven...

WallDecaux is a premium supplier of OOH advertising in Germany. The company is strongly expediting digitalisation and innovation of...

In the ever-evolving world of media strategy, staying ahead of the curve means embracing innovation, creativity, and data-driven decision-making. Arno Meijerink, founder of ACE | IM Lounge and partner of ACE stands at the forefront of this. ACE | IM Lounge is a leading media agency known for its bold approach to brand growth and performance. In this recent interview, Arno shares insights on navigating creativity and innovation in media strategy, mastering attribution, and man

ARD MEDIA is the advertising sales house for ARD, Germany's largest public broadcaster, and is responsible for the national marketing of radio and television advertising. In this role, ARD MEDIA provides extensive research services to its advertising clients. In this interview, Bernard Domenichini, Head of Market Research, Effectiveness and Audience Measurement at ARD MEDIA, discusses successful advertising strategies in the modern advertising landscape, how advertising effec