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Jori van de Spijker
Schrijver
Global Head of Brand & Communications
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Profiel
Lid sinds: 3 dec 2024
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Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights, leading the business globally in that domain. In his role, he works with global and local brands and provides senior consultancy in the field of brand, media and advertising. He has a great passion for research and topics such as digital transformation, consumer psychology, the role of new media in the media mix and innovation. Besides his work at DVJ Insights, Jori is a member of the Board of Advisors of SWOCC. In 2021, Jori was named Insights Professional of the Year by the MOA in the Netherlands.
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E-mailadres
jori.van.de.spijker@dvj-insights.com
Posts (14)
17 mrt 2026 ∙ 4 min.
Your Brand is Everywhere. So Why is Your Tracking Nowhere?
Brand is one of the few assets that touches every part of our business. It influences pricing power, shapes media effectiveness, determines whether distribution drives sales, and even impacts talent and investor confidence. Brand is not a department. It is a multiplier. In our Brand Growth (BG) study, where we interview around 2,000 marketers each year, one theme keeps resurfacing: the increasing need to demonstrate marketing efficiency and profitability. Marketing is no longer evaluated on...
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17 feb 2026 ∙ 4 min.
This Looks Familiar
When Advertising Consistency Kills Curiosity Distinctive Brand Assets (DBAs) have become the go-to tactic for many marketers. And rightly so. The theory is sound: use consistent, recognisable cues like colours, logos, sounds and characters to help people quickly identify your brand in a cluttered media world. The Ehrenberg-Bass Institute has made a strong case, and brands have listened. Recognition drives recall, and recall is a prerequisite for effectiveness.
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16 dec 2025 ∙ 3 min.
If No One Sees It, Did It Even Happen?
“Did the campaign move the needle?” It’s the first question I’m asked when we present campaign results. Rightly so, if you’re spending millions on advertising, you want to know whether it’s working. But in all the excitement about impact on the brand, whether awareness, consideration, preference or otherwise, we often skip the first fundamental question:
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