The term artificial intelligence has become increasingly difficult to use precisely. A predictive model, ChatGPT, an image generator, a recommendation algorithm and an autonomous coding agent can all be described as AI, despite operating in very different ways. Technically, artificial intelligence also has a much older and broader academic definition that includes approaches such as rule-based systems, search and planning. In everyday business use, however, AI increasingly refers to the newer generation of machine-learning systems, particularly generative models.

As marketing becomes increasingly data-rich and media continues to fragment, growing a brand has never been more complex. For Javier Acebo, Insight Director at Publicis, the answer lies not in choosing between short-term performance and long-term brand building, but in balancing both. Leading the insights function across Publicis’ media and creative agencies, Javier works closely with strategists to help brands make better decisions through research, measurement and interpretation. Throughout our conversation, he explains why measurement should be seen as an investment rather than a cost, why collaboration between disciplines is becoming a competitive advantage, and why human judgement remains indispensable in an AI-driven world. Brand Growth Requires Balancing Short-term Sales with Long-term Brand Building When discussing brand growth, Javier immediately points to the reality facing most marketers today. Despite years of evidence supporting long-term brand building, sales remain the KPI that receives the greatest attention. In today's environment, companies expect immediate commercial returns from every campaign, often leaving little room for investments whose impact takes longer to materialise. However, Javier believes this short-term focus creates a dangerous imbalance. While sales ultimately determine success, they are the outcome of several other factors that require continuous investment. Brand awareness, consideration, positive brand perception and mental availability all contribute to future sales, even if their effect is less visible in the short term. "Everyone wants to run a campaign, invest three euros and sell more the same day. But if you stop investing in making your brand known and relevant, you make future growth much harder." Rather than choosing one over the other, Javier argues that marketers need to manage both horizons simultaneously. Performance marketing remains essential, but it should never come at the expense of building a brand that consumers remember and actively choose over time. As he puts it: "What are you offering consumers beyond a promotion? What are you giving them that makes your brand stay in their minds and makes them buy it again tomorrow?" "If you stop investing in making your brand known and relevant, you make future growth much harder." Measurement is not a Cost - it is part of the Investment One of Javier's strongest convictions is that too many organisations still treat research as an optional expense rather than a necessary part of marketing investment. While companies may spend millions on communication campaigns, they often hesitate when asked to allocate a small percentage of that budget to understanding whether those campaigns actually worked. For Javier, that logic makes little sense. Measuring campaign reach, media effectiveness and consumer response reduces risk and helps brands continuously improve their decision-making. "When you're investing millions in communication, not spending a little on measuring whether it's working creates enormous risk." At Publicis, measurement spans multiple levels. Campaign reach and frequency provide an initial understanding of whether communication reached the intended audience, while econometric modelling and client-specific tracking help assess commercial impact. Regardless of the methodology, Javier believes every campaign deserves evaluation. "Knowing what works, why it works and what doesn't work is essential. One day, spending on research should simply be seen as part of investing in communication." "Knowing what works, why it works and what doesn't work is essential. One day, spending on research should simply be seen as part of investing in communication." Reach, Personalisation and Insights must Work Together According to Javier, technological advances have dramatically improved marketers' ability to personalise communication. Brands can increasingly identify consumers who are actively considering a purchase and tailor messages accordingly. But he warns against interpreting this as an argument for targeting ever smaller audiences. Instead, he believes successful communication combines broad reach with intelligent prioritisation. Brands should continue building mental availability across large audiences while using data to increase relevance for consumers who are most likely to convert. "It's not about reducing reach. It's about reaching as many people as possible, but with a clear order of priority." The same philosophy applies to consumer insights. Data alone rarely creates competitive advantage. What matters is the interpretation behind the numbers. Rather than accepting statistics at face value, Javier encourages marketers to ask deeper questions that uncover why behaviour changes. "An insight isn't that 30% of people watch a TV channel. The insight is understanding why that audience changed. That's where the real value appears." "It's not about reducing reach. It's about reaching as many people as possible, but with a clear order of priority." Breaking Down Silos to Create one Strategy Throughout the conversation, one theme repeatedly returns: collaboration. Javier believes too many organisations still operate in functional silos, where research, media, creative and strategy teams each hold valuable information but fail to share it effectively. He has experienced situations where one department commissioned research without realising another department within the same company had already answered the question. For him, this reflects an outdated belief that information creates power. In reality, organisations become stronger when insights are shared widely and everyone works towards the same commercial objective. Publicis addresses this through its "Power of One" philosophy and its integrated One Strategy model, where media strategy, creative strategy, digital strategy and insights operate together instead of separately. "There is only one strategy. Media, creativity, digital and research should all be expressions of that same strategy." As media channels continue to fragment, Javier also sees a growing need to balance specialist expertise with broader strategic leadership. Specialists remain essential, but organisations also need people capable of connecting disciplines and seeing the bigger picture. That holistic view, he believes, will become increasingly valuable as marketing grows more complex. AI can Accelerate Marketing, but Human Judgement Remains Essential Artificial intelligence is already transforming the way brands and agencies operate, but Javier approaches its potential with cautious optimism. Within Publicis, AI is already improving productivity across research, planning and creative work. Tasks that once required hours can now be completed within minutes, allowing teams to focus more time on higher-value thinking. At the same time, he warns against overestimating AI's capabilities. The technology performs well when supporting experienced professionals, but becomes far less reliable when users lack the expertise to evaluate its output. "The more I work with AI, the more useful it becomes — and the more I realise how limited it still is." Looking ahead, Javier believes agencies will increasingly act as strategic partners that integrate multiple disciplines rather than narrow specialists. Their role should be helping brands navigate complexity, connect expertise and make better long-term decisions. His advice for today's CMOs reflects that same mindset: don't simply repeat what has worked before. Be prepared to challenge assumptions and take calculated risks. "If you believe there's a better way to reach people, try it. Just because something worked before doesn't mean it will work again." "If you believe there's a better way to reach people, try it. Just because something worked before doesn't mean it will work again."

London, 17 September 2026 – DVJ Insights has been shortlisted for three Quirk’s Awards, including Marketing Research Supplier of the Year, recognising the quality and added value behind the company’s continued growth. Alongside the agency nomination, DVJ has been shortlisted with VodafoneThree for Groundbreaking Research Project and with NIVEA for Global Marketing Research Project for NIVEA CONNECT. Quality as a driver for growth For DVJ, the three nominations are an important recognition of an approach that has driven the company’s growth for more than a decade: a continuous focus on improving research quality and creating more value from insights. DVJ has achieved an average annual growth rate of 25% over the past decade and was recently recognised for the second time in a row by the Financial Times as one of Europe’s Long-Term Growth Champions. Rather than viewing growth as a goal in itself, the company sees it as the result of investing consistently in research quality, innovation, academic collaboration and strong client partnerships. The nomination for Marketing Research Supplier of the Year is therefore particularly meaningful. It recognises DVJ not for one individual project, but for its broader contribution as an insights agency and its role in helping organisations make better decisions and create long-term growth. Lucas Hulsebos, CEO and owner of DVJ Insights, says: “Growth has always been the result, rather than the starting point for us. We believe that if you continuously invest in people, innovation and quality growth will follow. It is this combination that makes research better and focuses on creating real added value for clients. That is why these three nominations mean a lot to us. Being nominated as Marketing Research Supplier of the Year is especially important because it recognises the company as a whole, while the nominations with VodafoneThree and NIVEA show what that focus on quality can deliver in practice.” Together, the three nominations reflect DVJ’s ambition to combine research quality, innovation and human expertise to create meaningful impact for clients. The Quirk’s Awards recognise the researchers, suppliers and products and services that are adding value and impact to marketing research. Finalists are selected by a panel of judges made up of a combination of end-client researchers, supplier partners and Quirk’s editorial staff. The award winners will be announced at the Quirk’s Awards Virtual Celebration on November 17, 2026. Please visit quirksawards.com for more details. About Quirk’s Without ever charging a membership fee, Quirk's Media is the place where the best, brightest and boldest from in-house marketing research departments exchange their most effective ideas. Our articles, directories, events, services and free resources give insights professionals the real-world solutions they need to take their marketing research and insight capabilities to a new level of excellence. To get your own free access visit www.quirks.com

Job Listings Filter by Job Type text Select Job Type text Workspace Select Workspace Search Jobs Number of jobs found: 7 Full Time Global Director People & Culture View Job 18/09/2026 Full Time Communications, Content & Partnerships Manager View Job 18/09/2026 Full Time Head of Brand Identity & Communications View Job 18/09/2026 Full Time IT Operations Specialist View Job 07/09/2026 Full Time Data Platform & AI Engineer View Job 04/08/2026 Full Time Client Consultant (Netherlands) View Job 10/08/2026 Full Time Research Expert (Dutch speaking) View Job 10/08/2026

< Back Communications, Content & Partnerships Manager Job Type Full Time Workspace Utrecht Hybrid Apply Now We are looking for a Communications, Content & Partnerships Manager who knows how to turn knowledge into stories that get noticed. Who are we? DVJ Insights is an ambitious, innovative and fast-growing global marketing research and analytics agency with offices in the Netherlands, the UK, Sweden, Denmark, Norway, Germany and Spain. Our ambition is clear: to be the best global agency for brand growth – and the best place to work. With more than 120 passionate colleagues across Europe, we work for leading national and international brands. We are an informal, dynamic and entrepreneurial organisation, always aiming to deliver quality and added value. And we have a lot to talk about. Our researchers, consultants and experts continuously develop new knowledge about brands, consumers and growth. The challenge is to make sure that knowledge reaches the right people, through the right channels, in a way that is relevant, engaging and recognisably DVJ. That is where you come in. What will you do as Communications, Content & Partnerships Manager? As our Communications, Content & Partnerships Manager, you translate DVJ’s knowledge, thought leadership and strategic priorities into compelling content and communication. Reporting to the Head of Brand Identity & Communications, you coordinate our global content calendar and communication channels and work with experts across DVJ to turn their knowledge into stories that strengthen our visibility and authority in the market. You bring structure to our content activities, while making sure there is always room for creativity and new ideas. Your responsibilities include: Content Planning – own and manage DVJ’s global corporate content calendar and translate strategic themes and priorities into relevant content programmes. Content Creation & Coordination – coordinate and contribute to articles, thought leadership, case studies and other content together with colleagues and experts across DVJ. Editing & Quality – edit and quality-check content and ensure that our communication is clear, engaging and consistent with the DVJ brand. Channel Management – coordinate content across our website, LinkedIn, newsletters, PR and other relevant communication channels. Content Distribution – make sure our knowledge does not simply get created, but actually reaches the right audiences through effective distribution. Thought Leadership – work with DVJ experts to translate research, insights and expertise into compelling stories that strengthen our intellectual authority. Partnerships – coordinate selected external partnerships and identify opportunities that can increase DVJ’s visibility, reach and authority. Performance & Improvement – monitor content performance and engagement and use these insights to continuously improve our content and communication. You will work closely with colleagues within the Brand team, as well as researchers, consultants and other experts across our international organisation. What do you bring? You understand both content and brand. You know that good communication is more than producing content: it is about understanding what is relevant, finding the story and making sure it reaches the right audience. You are creative, proactive and highly organised. You enjoy working with experts and can turn complex ideas and knowledge into accessible and engaging communication. You bring: Several years of relevant experience in content, communications, brand, PR or a comparable role. Strong writing, editing and storytelling skills. Experience developing and coordinating content across multiple channels. An understanding of branding, thought leadership and B2B communication. Experience with social media and digital communication, particularly LinkedIn. The ability to translate complex knowledge and expertise into clear and compelling content. Strong project management and organisational skills, with the ability to manage multiple content streams simultaneously. A proactive mindset and the confidence to work with colleagues and experts across different teams and countries. A good understanding of content performance and how to use data to improve communication. Excellent written and spoken English. Dutch is an advantage. Experience within research, consulting, professional services or another knowledge-driven B2B environment is a plus. Most importantly, you have an eye for a good story. You are curious about what is happening within the organisation and know how to turn that into communication that people actually want to read. What do we offer? A varied and international role in which you can have a direct impact on how DVJ presents itself to the outside world. You will have the opportunity to help build DVJ’s thought leadership, strengthen our communication and make the knowledge within our organisation more visible. You can expect: Time to relax with 27 paid vacation days, a Powder Day and your birthday off and you will receive the opportunity to work from abroad for up to three weeks per year. This role comes with a lot of ownership and room for your own ideas and the opportunity to work with experts and colleagues across our international organisation. We offer a dynamic and informal working environment with passionate professionals. There are plenty of opportunities for personal development and learning and we do have weekly inspiration and knowledge sessions. What will success look like? You will be successful when DVJ’s knowledge and expertise consistently find their way to the market: through strong stories, relevant channels and communication that people recognise, remember and engage with. You help us build a consistent and compelling voice that strengthens DVJ’s visibility, authority and mental availability. Do you have any questions? If you have any questions about this position, please contact Nicole Engels via emailaddress: Nicole.engels@dvjresearchgroup.com . Already convinced? Do you want to help turn DVJ’s knowledge and expertise into stories that strengthen our position in the market? Then we would love to meet you! Apply by sending us your motivation and CV via applications@dvjresearchgroup.com . Please mention Communications, Content & Partnerships Manager – Netherlands in the subject line. Apply Now

DVJ Insights is a global marketing research agency helping brands grow with innovative solutions. With 120+ experts across Europe, we deliver actionable insights driven by academic and practical expertise. We believe research is about listening DVJ Insights is a full-service global marketing research and analytics agency. We help our clients understand how to realise brand growth through our innovative research products and work with many national and international clients. About Us The new DVJ Insights originated in 2015 and has become an ambitious, innovative, and fast-growing marketing research agency located in the UK, Germany, Spain, The Netherlands, Sweden, Denmark and Norway. We work with over 120 people in different locations in Europe for many clients from all over the world. Our approach is truly global but takes into account the local lenses of each region. The company is fully privately owned, which means it is independent in realising its ambition of becoming the best agency and the best place to work. The team is characterised by passionate researchers and consultants who work hard every day to do everything just a little bit better, step by step. With more than fifteen nationalities and many different backgrounds, our employees are as diverse as our clients. A Growth Story of Quality, Ambition, and Innovation Listen to our podcast with Marketing Intelligence Network, where our CEO, Lucas Hulsebos, discusses the growth story behind DVJ Insights. From a small local specialist to a global agency in market research, Lucas shares his ambitions for not only making DVJ the best company in the world, but also the best place to work, and how all decisions are measured against this ambition. You’ll also learn more about DVJ’s clear focus on quality and added value, our view on AI in market research, and how our holistic approach helps brands make better, evidence-based decisions. Our Vision DVJ Insights was founded with a strong commitment to growth and research that only can be realised if you are committed to conduct the best research possible. Becoming the best agency in the world comes by a true focus on quality, added value and passion and commitment towards our clients. The true meaning and the vision of the company is reflected in the 3 letters it stands for. D (Data Quality) : The quality of market research and advisory services is increasingly under pressure. For us, quality is crucial – from processes and questionnaires to panel management, reporting, and consultancy. We continuously strive to enhance our products and services to uphold this standard. Our way of working is based upon putting quality always on the first place. V (Value Added) : Delivering true added value is essential. How do we transform data into actionable information, and how does that information create value for our clients? We apply structured principles, drawing on the expertise and experience of our consultants, to ensure every insight adds tangible value. This is combined with holistic approaches so we always can decompose every problem. J (Passion and Joy) : Passion and joy are fundamental in understanding our clients’ needs and fully dedicating ourselves to finding the best solutions. Our team is made up of committed professionals who are eager to share their insights and experiences with the broader market. Our promise to clients is built on active listening – to clients, the market, consumers, and academia. This approach is embedded in our working methods and collaborative efforts, enabling us to develop meaningful solutions that genuinely support business growth. Our Ambition Our ambition to become the best agency in the world can only be realised if you create an environment that is evaluated as the best place to work. Being the best place to work is a result of creating and living around 4 core values: Willingness to Succeed : The ambition that we all share is to focus on quality and added value and to really make a difference for our clients. With a growth mindset, we constantly try to do something better than we did this yesterday. Innovation and learning come with small steps but are a continuous process. Responsibility : Ownership is at the core of our culture. We go beyond individual roles, working collaboratively to achieve team and business objectives. We honour commitments and always follow through. At the same time, we empower others, focusing on support rather than control. In every project we take this responsibility and make sure our clients are fully served. We ask from clients to give us that responsibility. Positivity : We maintain a positive approach in our communication and collaboration. This outlook extends to both internal and external interactions, where we actively seek solutions together. We expect and encourage the same constructive mindset from our clients and partners, and we remain open to giving honest feedback when values differ. Knowledge and Passion : We are dedicated to staying at the forefront of our specialties, avoiding jargon in favor of clear, informed communication. We continuously read, create, and share valuable insights to ensure our expertise remains both current and impactful. Our Brand Growth platform is a perfect example of how we collect and share knowledge with our clients. The focus on these four values makes us a fast-growing company that meets up to the expectation that our clients have. We also believe that these are the reasons why DVJ and the people at DVJ are awarded for so many prices. Growth Figures Since 2015, DVJ Insights has shown unique growth figures of more than 20% annually for already 10 years. The vision is based on a strong link to practice and science, but from the mindset to help companies grow. DVJ has been recognised for it’s unique performance with 7 FD Gazelles, 3 Gazelles international, being market research company of the year, best researchers of the year, best data analytics people, marketing company of the year and awarded for innovative approaches by MWG, MRS, BVM, MOA in different European markets.