Ce lundi 8 décembre au Kings of Comedy Club, la BMMA - Belgian Management and Marketing Association a réussi son pari : réunir créateurs de talents et professionnels du secteur pour un format aussi rafraîchissant qu'instructif. En mode "stand up", parce que l'économie des créateurs mérite mieux qu'un énième panel corporate ! Lux, Esra Celik, Stéphanie Dendoncker, Martin Vachiery…

The media landscape just experienced its most dramatic consolidation since Disney's acquisition of 21st Century Fox. Netflix's roughly $83 billion acquisition of Warner Bros' studio and Max streaming business from Warner Bros Discovery isn't just a corporate transaction—it's a fundamental restructuring of how content is created, distributed, and monetized. For advertisers and agencies, this merger represents both a threat to established planning models and an unprecedented opportunity to reach audiences at scale.

Inspired by Roku's 2026 Streaming Predictions Research We've just crossed a historic threshold: streaming has officially surpassed the combined usage of cable and broadcast television. In their annual predictions report, Roku analyzes platform data combined with a comprehensive view of the streaming marketplace to forecast the year ahead. Their research identifies five transformative trends that will reshape our industry in 2026: AI-driven personalization making content discovery effortless, the complete extinction of ad-free viewing, CTV emerging as a safe haven from AI disruption in search and social, creators expanding their TV presence, and hyperlocal advertisers embracing streaming following political campaigns' lead.

Influencer marketing works. But probably not how you think. Stop talking TO influencers. Start talking WITH them. On December 8 at the King of Comedy Club, the BMMA - Belgian Management and Marketing Association is organizing an event that has never been seen before in Belgium: bringing marketers and content creators face to face. Not on a screen. Face to face.

Merci à Rossel Advertising pour cette invitation au panel passionnant qui a suivi la présentation de l'étude BELGIUM AT HEART le 20 novembre dernier à Louvain-la-Neuve. Bernard Marchant, Thierry Hugot, Beatrice Delvaux et Edouard De Witte ont brillamment démontré l'importance cruciale des médias belges dans un écosystème publicitaire de plus en plus sous pression par les acteurs internationaux.

I. THE STRATEGIC PIVOT: FROM PRODUCT TO EMOTION Moncler executes a remarkable transformation, shifting from a 70-year association with winter puffer jackets toward a proposition centered on love and togetherness ANTONIAWWD. This campaign perfectly illustrates the concept of Brand Purpose beyond functional benefit. Theoretical Framework - Maslow Applied to Branding: Level 1 (Physiological): Protection from cold → transcended…

The bridge between search intent and purchase has never been shorter—or more algorithmically mediated. Amazon's integration of sponsored prompts into Rufus, its conversational shopping assistant, marks a pivotal moment in the retail media landscape. This isn't merely another advertising format; it's a fundamental restructuring of how brand visibility operates in AI-mediated commerce. For marketers, understanding this shift requires moving beyond traditional search advertising frameworks to embrace what I call "conversational commerce architecture"—where every interaction becomes a potential monetization point, and data quality becomes the ultimate competitive moat.

By Joanna Gerber Wednesday, November 19th, 2025 – 8:00 am It’s not every day that the lead investor in a funding round is also a customer – but that’s the relationship between Havas and AI-powered research platform Vurvey Labs. On Wednesday, Vurvey announced $8.5 million in Series A funding led by (as you’ve presumably guessed) Havas. The funding is just one element of a larger partnership between Vurvey and the agency holdco that also includes recommending Vurvey to clients as part of committed client spend, board representation and integration across Havas’ health and creative divisions.

Yann LeCun prépare son départ de Meta. Et ce départ n'est pas une simple mutation professionnelle, c'est un manifeste. Le 11 novembre 2025, le Financial Times révélait qu'un des trois "parrains de l'IA" (avec Geoffrey Hinton et Yoshua Bengio, tous trois lauréats du Prix Turing 2018) s'apprêtait à quitter Meta dans les prochains mois pour fonder sa propre startup. Son objectif ?

La plupart des marques persistent à traiter les créateurs de contenu comme des panneaux publicitaires premium plutôt que comme les partenaires stratégiques qu'ils sont vraiment. Le paradoxe de l'influencer marketing en 2025 ? On loue leur créativité, mais on refuse trop souvent de leur faire confiance pour l'exercer. La solution commence par une évidence : on ne travaille bien ensemble que si on se connaît et se côtoie.

Between 5.9/5.9 and “Sloppy Eyesore”: Coca-Cola's AI dilemma Two Christmas commercials, one question: can emotion be industrialized? Christmas 2024. Coca-Cola unveils an entirely AI-generated version of its iconic “Holidays Are Coming” commercial, the same one that has been lighting up our screens since 1995 with its illuminated red trucks and unforgettable jingle. Outcry in the creative industry. Christmas 2025. The brand does it again with a second AI version. Another outcry, but also new figures: advertising effectiveness scores at the top of the measurement scales. This case is not anecdotal. It crystallizes a fundamental tension that runs through our industry: that between measured performance and creative capital, between operational efficiency and artisanal excellence, between technological disruption and human know-how.

Entre 5,9/5,9 et "Sloppy Eyesore" : Le Dilemme IA de Coca-Cola Deux Noëls, une même question : peut-on industrialiser l'émotion ? Noël 2024. Coca-Cola dévoile une version entièrement générée par intelligence artificielle de son spot iconique "Holidays Are Coming", celui-là même qui depuis 1995 fait scintiller nos écrans avec ses camions rouges illuminés et son jingle inoubliable. Tollé dans l'industrie créative.

Introduction : Quand le Gaming Rencontre le Sport En 2014, Eric Min, cycliste amateur californien pris entre vie familiale et professionnelle, fait face à un dilemme que connaissent des millions de sportifs : continuer à s'entraîner sur un vélo d'appartement monotone ou renoncer totalement à sa passion. Son vélo d'intérieur lui offre certes la flexibilité dont il a besoin, mais l'expérience reste désespérément solitaire, sans interaction, sans cet élan collectif qui fait toute la magie du sport.

10 septembre 2025. Netflix et Amazon annoncent un partenariat stratégique : les annonceurs utilisant Amazon DSP auront accès direct à l'inventaire publicitaire Netflix dans environ 12 marchés (États-Unis, Royaume-Uni, France, Allemagne, Italie, Espagne, Canada, Mexique, Brésil, Japon, Australie... hors Corée du Sud où Netflix a un tier publicitaire mais Amazon DSP n'est pas présent) dès le Q4 2025. Réaction immédiate des marchés : l'action The Trade Desk lâche environ 10% dans la journée (entre 7% et 12% selon les sources).

5 ans depuis ce jour de mars 2020 où nous avons dû annuler notre lunch avec Yvan Yérougstraete, alors CEO de Medi Market, qui devait nous parler de transformation retail. Nous ne savions pas que ce report serait si long. Mais aujourd'hui, la BMMA ressent plus que jamais ce besoin: celui de nous retrouver. Vraiment. Physiquement. Socialement. Le manque du réel…

Les utilisateurs européens s'apprêtent à passer plus de temps sur les intelligences artificielles que sur les moteurs de recherche traditionnels, une tendance déjà forte chez les plus jeunes. Dans ce contexte de mutation accélérée, une nouvelle bataille fait rage pour la visibilité des marques. Le champ de bataille ? Les réponses générées par les assistants conversationnels propulsés par l'intelligence artificielle.

October 22, 2025 "Because I'm not real." Four words that should have sent shockwaves through every advertising agency, brand headquarters, and media buying department. But did they? Last Monday evening, 564,000 British viewers watched an hour-long investigation into AI's impact on employment. They watched presenter Aisha Gaban report from multiple locations, her delivery polished and professional. They trusted her to guide them through stories about medicine, law, fashion, and music being transformed by automation.

L’intelligence artificielle ne digitalise pas, elle transforme (Hugues Rey / The State of the Union) J’ai eu la chance de participer à The State of the Union 2025, un moment d’échanges rare entre acteurs des médias, de la publicité et de la régulation. On m’a posé une question simple, en apparence : « What are the evolutions and latest trends in the media and advertising sector?

Insights from Interbrand's Best Global Brands 2025 We stand at an inflection point in brand building. The total value of the world's 100 most valuable brands has reached $3.6 trillion—a $150 billion increase from 2024. Yet beneath this growth lies a more profound transformation that will fundamentally redefine which brands thrive and which fade into algorithmic obscurity. Interbrand's 2025 Best Global Brands report, titled "Radical Realities," confronts us with an uncomfortable truth: artificial intelligence doesn't create new challenges for brand leaders—it accelerates and exacerbates the existing ones, exponentially.

When the Gold Rush Ends, Real Value Creation Begins The Retail Media Congress 2025 at Gondola Academy offered more than insights—it revealed a fundamental shift in how we must approach marketing architecture in the age of commerce convergence. As I shared on stage yesterday, we're witnessing the end of retail media's gold rush phase. And that's precisely when the most interesting work begins.

It may seem counter-intuitive, but that's what emerges from the latest barometer from the association of media agencies: the Belgian market is resisting pressure from US platforms. However, these figures need to be qualified. For the first time in three years, advertising investment has come to a standstill in Belgium. Between January and June, the Belgian market weighed in at 618.7 million euros net and showed a…

On October 7th, I had the privilege of moderating a fascinating debate at The Merode in Brussels, organized by Alumni Solvay Brussels School of Economics and Management. The conference brought together three perspectives on one of the most critical questions facing European media today: who truly holds power in our fragmented media landscape? In my opening remarks, I highlighted the dramatic shifts reshaping our media ecosystem: traditional media now account for just 35% of total media consumption, influencers are acquiring broadcasting rights for major sports events, and even traditional TV networks are striking deals with streaming platforms.

The latest UMA benchmark for media investments in the first half of the year confirms the growth of online media in a “generally stable” market. That is +4.6% vs. -0.2%. The UMA notes that this is the first time since 2022 that media investments (offline + online) have stalled. While the market share of digital (Display + Social + OLV + SEA + Other Digital, excluding DOOH combined with OOH investments in the offline media segment) has reached 37.5%, the distribution of spending between local players and Big Tech remains stable: 39% vs.

When communication science meets practitioners and artificial intelligence amplifies everything. I've just wrapped up four intense days of teaching in the Executive Master in Digital Marketing & Sustainable Strategy at Solvay Brussels School of Economics & Management. And what an experience it was! The Challenge of Integrated Complexity Teaching integrated communication in 2025 means navigating an ocean of possibilities where each technological wave threatens to overwhelm strategic fundamentals.

Lors de la conférence annuelle 'State of the Union' organisée par le CIM, j'ai eu l'opportunité d'animer un panel sur l'accélération digitale et ses impacts sur le paysage médiatique. Jan Demoor (Bauer Media) , Thierry Hugot (Rossel) et Wim Jansen (DPG), trois figures majeures du secteur en Belgique, ont débattu des profondes mutations qui redessinent notre industrie. Entre la montée en puissance des influenceurs, les promesses de l'intelligence artificielle et l'impératif de collaboration, les médias traditionnels se trouvent à la croisée des chemins, sommés de se réinventer pour survivre et prospérer.