“Travel retail is a dynamic, fast-growing industry, and still thrives on relationships and visibility,” says Berend-Jan van Egmond, Head of Global Travel Retail at Cloetta. In a sector where traditional shopper data is limited and buying behaviours differ from domestic retail, Cloetta has managed to carve out a path to growth through clarity of purpose, in-store innovation, and a sharp focus on understanding the mindset of the modern traveller. At the heart of this strategy i

In the advertising world, the role of creativity is both celebrated and scrutinised. With budgets under pressure, channels multiplying,...

What does it mean to be a loyal customer? And more importantly, what drives that loyalty in the first place? We often look to commercial brands for the answer, but the insights from Dansk Erhverv, Denmark’s second-largest business organisation, offer a surprisingly fresh perspective. In a recent conversation with Annette Bentzien Bastidas, Data Analysis and Insights Manager at Dansk Erhverv, we explored how a trade organisation with no traditional “products” to sell builds me

Brand activation is evolving, shifting from short-term sales drivers to essential tools for long-term brand growth. In this interview, we speak with Sanne Demir, Communication & Behavioural Strategist at De Combinatie van Factoren (DCVF), a Dutch activation agency known for combining creativity, behavioural science and retail design into impactful brand experiences. From developing concepts to 3D retail design and production, DCVF helps brands bring their strategies to life w

As a subsidiary of the Otto Group, one of the world's largest retail and e-commerce companies, Otto is a leading e-commerce platform...

Jaarbeurs, based in Utrecht, Netherlands, is a renowned venue for trade fairs, congresses, and events, attracting over 2.4 million visitors annually. Beyond hosting events, Jaarbeurs is committed to driving sustainability and fostering community impact. In this interview, Marloes van den Berg, Chief People and Sustainability officer at Jaarbeurs shares how the company integrates sustainability into its operations, balances environmental goals with social responsibility and en

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 a world where data-driven decision-making is becoming the standard, Unilever is pushing forward with ambitious initiatives to transform its marketing strategies. In this insightful conversation with Frank Jobse, Digital Media and Commerce Measurement Lead for Nutrition at Unilever, he shares how the company is leveraging sophisticated data tools and navigating the challenges of balancing short-term sales with long-term brand growth. He further delves into Unilever's journe

Semper idem Underberg AG is a family-owned German company renowned for its premium spirits, including the iconic Underberg herbal bitter, Asbach brandy and the cachaça  brand Pitú. The company was established in 1846 and the name element "Semper idem" (‘always the same’), underscores both the herbs’ consistent, gentle extraction process and the high-quality standards of the products and the brands. With a history of over 178 years, the company remains committed to tradition w

Fostering sustainable brand growth requires a blend of strategic insight, cultural awareness, and data-driven decision-making. At the forefront of this challenge at BSH is Patrick Riedemann, Head of Consumer and Market Intelligence within the Corporate Marketing division. From his corporate perspective, Patrick provides a holistic view of market and consumer intelligence, ensuring that BSH’s strategies align across regions and brands, adapting to local market nuances. In this

In an insightful discussion on Unilever’s approach to market growth and promotions, Ashwien Bisnajak, Consumer and Market Insights Lead at Unilever reveals how the company strategically balances brand building with the realities of modern retail and consumer expectations. Unilever adapts to drive both short-term sales and long-term brand loyalty by investing in promotions, and retail media, and tackling challenges, including margin management and category stewardship, while f

Tchibo, a prominent coffee and lifestyle retailer, has successfully implemented its full business model in Slovakia and Czechia, establishing itself as a market leader in both coffee and a leading brand in non-food retail. Known for its adaptable approach, Tchibo operates dedicated retail stores, an extensive webshop, and a network of depots in CZ as well as in Slovakia. In this interview, Steffen Saemann, Marketing Director Tchibo in Slovakia and Czechia, shares insights int

Verstegen, a well-established Dutch family business since 1886, is known for its high-quality herbs, spices, marinades and sauces which have become staples in homes and restaurants across the Netherlands and beyond. Currently embarking on an exciting repositioning phase, Verstegen is not only refreshing its visual identity but also amplifying its commitment to sustainability and meaningful connections with consumers. Leading this transformative journey is Jeroen Provoost, Ver

In an insightful conversation with Michael Jansen, Head of Marketing Ventilation Solutions at Zehnder, we explore how this leading brand of ventilation solutions is navigating the challenges of an evolving market. Zehnder is a company known for creating innovative systems that ensure healthy indoor air quality, focusing on customer-centric innovation and digitalisation to stay ahead.

Uitgekookt is a leader in fresh, ready-made meals, and has successfully positioned itself as a solution for time-conscious consumers seeking healthy alternatives. In a recent conversation with Arthur Gerritsen, Marketing Manager at Uitgekookt, we explored the company’s innovative strategies for brand growth and how creativity fuels its success. From breaking down misconceptions to delivering a consistent, relatable message, Uitgekookt is navigating the complexities of today’s

Dr. Hauschka is a German natural cosmetics brand founded in 1967. Today, Dr. Hauschka is available worldwide but has its production and laboratory based in Germany. This insightful interview with Marlijn van Straaten, CEO of Dr. Hauschka Benelux, highlights the brand's holistic approach to skincare, and delves into the strategic nuances of promotions within the cosmetics industry, illustrating the brand's commitment to growth through innovative consumer engagement and sales a

Innovation and brand growth are vital to long-term business success, especially in a competitive global market. In our recent interview, Yasushi Kusume, Innovation & Creative Manager at IKEA of Sweden AB and an author, shared his insights on how companies can foster innovation and build stronger emotional connections with their customers. Drawing from nearly 40 years of experience in product design and brand management, Yasushi discusses several key concepts, including the Th