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Jori van de Spijker
Schrijver
Global Head of Brand & Communications
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Profiel
Lid sinds: 3 dec 2024
Over
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 (17)
19 okt 2026 ∙ 3 min.
The Myth Of Optimal Frequency: Why There Is No Magic Number
How often should someone see an advertisement before it starts to work? It is one of those deceptively simple questions that has occupied advertisers for decades. And for a long time, the industry has had an equally simple answer: around three times. The origins of that thinking go back more than 50 years. In 1972, Herbert Krugman published his influential paper Why Three Exposures May Be Enough, describing different stages of psychological response to repeated advertising. Over time, 3+...
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13 jul 2026 ∙ 10 min.
How Brand KPIs Predict Sales
Introduction In recent years, DVJ Insights has done a lot of research into what marketers consider to be the most important KPI to determine the success of marketing. What most companies have in common is that success is mainly measured by a brand's sales or market share. Still, it is difficult to direct marketing based on sales. It is often preferred to use various brand KPIs that have the most influence on sales in order to achieve growth.
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18 jun 2026 ∙ 5 min.
Your Logo Is Not A Hook: What Testing 3,000 Ads Reveal About The Impact Of Logo Timing In TV Advertising
One of the most persistent questions in advertising is deceptively simple: when should you show the brand? For years, many advertisers were taught to make the brand visible early and clearly. And in many digital environments, that advice makes perfect sense. Platforms like Google, Meta and TikTok have invested heavily in advertising effectiveness research, building large-scale meta-learnings to help advertisers improve performance. One of the most repeated recommendations is to brand early,...
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