Global Head of Brand & Communications
Jori van de Spijker
A natural storyteller, Jori helps advertisers succeed in today's medialandscape by turning consumer insights into compelling stories that inspire marketeers and fuels the creative- and media strategy.
Languages:
Dutch, English
About Jori van de Spijker
Global Head of Brand & Communications, DVJ Insights
Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights and a leading figure in the field of brand research and communication. With deep expertise in media, advertising and brand strategy, Jori works with both global and local brands to deliver insight-driven solutions that support long-term brand growth. At DVJ Insights, he leads the development of the company’s brand and communication offer, helping clients adapt to changes in the media landscape and improve their brand’s mental and physical availability.
Jori has a strong passion for research and is particularly interested in topics such as digital transformation, consumer psychology, the role of new media in the marketing mix and innovation. He is also a member of the Board of Advisors at SWOCC, where he helps connect academic research with marketing practice.
In 2021, Jori was named Insights Professional of the Year by the MOA in the Netherlands. He is a recognised thought leader in the industry and often shares his knowledge through speaking engagements, articles and advisory work. His contributions reflect a strong commitment to advancing the field of brand and communication research with a balance of creativity, strategic thinking and scientific depth.
On stage: insights we've shared live
At DVJ Insights, we don’t just study the market—we help shape it. Our team regularly shares fresh thinking on shopper behaviour, retail media, and the power of creativity through keynote presentations and expert talks. Below are glimpses into some of our most recent sessions that challenged assumptions and inspired action.
Winning at Retail Media: Unlocking the Creativity Multiplier
Presented at: Retail Media Day 2025
Key highlights:
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Why measuring the true impact of in-store media remains complex, and how new technology is helping brands close the gap
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Case studies that reveal how exposure to digital POSM directly increases sales
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The Creativity Multiplier: Ads with strong creative deliver up to 2.5 times more sales impact
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Insights on the effects of time of day, number of exposures, audio use, and promotional tie-ins
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A validated framework for testing creative strength using real shopper behaviour and in-context exposure
“Retail Media is a must-win bet for brands to stay relevant. The closer we get to the point of purchase, the more we need to understand how creativity drives sales.”
— Jori van de Spijker
The Era of Gen Z: Change of Consumer Behavior
Presented at: MARUG Conference 2025
Key highlights:
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Why Generation Z is rewriting the rules of brand engagement and consumer loyalty
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How values like authenticity, diversity, and social responsibility shape Gen Z’s decisions
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The impact of Gen Z’s expectations on the future of work, with new demands around flexibility, purpose, and company ethics
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Why traditional marketing no longer works: how brands must adapt to a data-driven, content-saturated digital world
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Examples of companies successfully connecting with Gen Z through inclusion, micro-influencers, and real-time social commerce
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“Gen Z is not just another segment. They are a movement. Brands that want to stay relevant need to deeply understand this generation’s mindset, motivations, and expectations.”
— Jori van de Spijker
Succeeding at Retail Media
Presented at: Dentsu Netherlands, September 2025
Key highlights:
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Retail Media isn’t new, but its complexity is. The session unpacked what makes Retail Media unique, highlighting its rapid rise, the shift in budget allocation, and why it’s often misunderstood as “just another channel.”
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Four core challenges, one clear opportunity. From measuring ROI to navigating fragmentation, DVJ presented the four key hurdles brands face—and how a solid measurement framework turns Retail Media into a long-term value driver.
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The need for structure in a growing chaos. With insights drawn from DVJ’s work across retailers, advertisers, and media platforms, Jori demonstrated how structure, standardisation, and clear KPIs can bring clarity to an otherwise scattered landscape.
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Retail Media Quiz: learning through engagement. The session wrapped up with an interactive quiz, turning facts into conversation starters and making the insights stick.
“Retail Media is here to stay. The winners will be the ones who understand it deeply, not just quickly.”
— Jori van de Spijker
Topics
Interested in booking Jori as a speaker?
If you’re interested in one of our topics or would like to invite Jori for your event as a (keynote) speaker, we’d be happy to connect. Simply click the ‘Book Jori as speaker’ button to get in touch with us. We’ll respond quickly to discuss your needs and how we can contribute to your programme.
Publications
As Global Head of Brand and Communication at DVJ Insights, Jori van de Spijker helps brands navigate the evolving world of media, advertising and consumer behaviour. With a deep passion for research and strategy, his work explores topics such as Gen Z, digital transformation, and the role of creativity in brand growth. In his articles, Jori shares sharp insights rooted in data and behavioural science—always focused on turning complexity into clarity and delivering practical value for marketers.
