Arteveldehogeschool

Building UnAverage™ concepts & brands for companies in Hospitality, F&B and Leisure. Keynote Speaker. Passionate about storytelling and a sucker for customer experience. Fighting the average. 💪🚀

At Totem, you find the people you actually want to work with. If you want to build rock solid teams, you don’t need the right skills, you need the right people. Find the right talent, discover the people behind the resumes and skip the first interview.

Totem

Co-Founder 

As Investors and Advisors at Bizzy, Yuri Vandenbogaerde and I have played a key role in the brand's conception and positioning. Our involvement extends beyond investment; we were instrumental in defining Bizzy's positioning, brand definition and look and feel, ensuring it resonates with its target audience. Bizzy offers innovative solutions for business developers and investors, providing swift, smart insights for sales professionals, marketers, and investors. Our efforts have focused on creating a user-friendly and intuitive interface, making Bizzy a vital tool in the business technology landscape.

Bizzy

Investor & Advisor

As Co-Owner of The Brand Guys, our journey through building, managing, and selling our own venues, coupled with our extensive travel experiences and work with hospitality clients, has culminated in this new focus. At The Brand Guys, we are dedicated to helping companies in Hospitality, Food & Beverage and Leisure to craft extraordinary concepts, brands and experiences that transcend the ordinary.

Our rich background in creating unique and successful brands has instilled in us a belief that in a world teeming with uniformity, standing out is not just a choice, but a necessity. We are on a mission to fight the average and create brands that forge outstanding and lasting connections with customers. We invite you to join us on this journey to make your brand distinctive and memorable.

In a landscape often dominated by the average, we empower brands to embrace their uniqueness and leave a lasting impact. With The Brand Guys, it's about transforming the norm into the exceptional – because in a world of average, being different isn't just an option; it's essential.

The Brand Guys

Eigenaar

Since 2015, we have been serving as Strategic and Creative Advisors to the in-house marketing team of Toerisme Oostende, the tourism board for the evolving city of Ostend. In this role, we offer our expertise in shaping and refining marketing strategies that enhance the city's appeal as a tourist destination. Our responsibilities include providing innovative ideas, strategic insights, and creative direction to promote Ostend's unique attractions, cultural events, culinary offer,...

Our collaboration involves working closely with the team to develop campaigns that not only resonate with diverse audiences but also showcase the city’s distinct charm and offerings. Our ongoing commitment to this role reflects our dedication to contributing to the growth and success of Ostend's tourism sector, leveraging our extensive experience in marketing, branding, and hospitality to drive impactful results.

Toerisme Oostende vzw

Creative & Strategic Advisor

As inspirational keynote speakers, we are passionately dedicated to spreading our mission to fight against the average. We offer both customized talks and workshops, as well as some proven talks on 'The world of average: how did we end up here and how can we fight it', 'The role of emotion in brand building', and 'Key learnings in brand and concept development'.

Our engagements, rooted in our extensive branding and marketing experience, have reached a diverse and prestigious clientele. These include NDC Mediagroep Nederland, Jaguar Land Rover Benelux, Unizo, Voka, VKW, Universiteit Antwerpen, Artevelde Hogeschool Gent, Essilor, Electrolux Benelux, Douwe Egberts, Stad Gent, Provincie Oost-Vlaanderen, Teamleader, Lightspeed, Lions Club, and Rotary. Each engagement has been an opportunity for us to inspire these organizations towards excellence and innovation

Read My Lips

Keynote Speaker

During our WASBAR era, Yuri Vandenbogaerde and I not only ventured into publishing and journalism but also strategically utilized these platforms to bolster our business. We authored books like 'Trek je Plan in 50 stappen', a bestseller with over 15,000 copies sold, and several others, using them as innovative marketing tools to enhance WASBAR's brand awareness.

Our freelance work as travel journalists and editors for Het Nieuwsblad enriched us with diverse experiences and insights, which have become invaluable in our current roles as Brand and Concept Creators for businesses in Hospitality at The Brand Guys. These travel experiences have equipped us with a unique perspective and understanding of customer needs and trends in hospitality, enabling us to develop compelling and authentic brand stories and concepts for our clients. This journey, blending entrepreneurial flair with creative storytelling, has been instrumental in shaping our approach to brand and concept creation in the hospitality sector today.

WPG Uitgevers

Author

As Brand Directors at Delta, we were responsible for initiating and leading the brand marketing efforts. This task included (re)writing Delta's brand story and strategy, and integrating it across various marketing pillars to streamline operations and enhance brand presence.

Delta, an innovative app, offers a comprehensive solution for tracking cryptocurrencies, stocks, and funds. It provides users with a clear overview of their assets and delivers essential insights, aiding in wealth improvement and life quality enhancement. We focused on establishing Delta as a crucial tool for financial management, offering users a single platform to track all their asset portfolios and providing them with the tools and charts needed for better decision-making.

Our work at Delta was centered on bringing the brand's core message to its audience — that with Delta, users are always on top of their finances, equipped with the right tools to make informed decisions.

Delta Investment Tracker

Brand Director

As a lecturer at Arteveldehogeschool, I enrich the minds of students in the fields of Event and Communication Management. In the first year, I focus on social and community management, laying the foundation for effective communication strategies in contemporary media landscapes. For the third and final year students of the International Communication Management curriculum, I delve into the intricacies of Event Management, equipping them with the skills and knowledge required to excel in the global communication arena. My role involves not just imparting theoretical knowledge but also preparing students for real-world challenges through a blend of practical insights and industry trends.

Lector

As Global Brand Directors at Ablo, Yuri Vandenbogaerde and I led the brand strategy for an innovative app that redefined global communication, under the umbrella of The Match Group, known for Tinder. Together, we crafted Ablo's compelling brand story and voice, resonating with users worldwide. Our combined efforts included managing influencer partnerships, global sponsorship, and brand activation deals, seamlessly integrating these with performance marketing to create a cohesive brand presence.

Our work was centered around the unique mission of Ablo - facilitating first-time conversations and connections across the globe. Despite the app's eventual shutdown in 2022, our leadership at Ablo was marked by innovative strategies and impactful marketing initiatives that engaged millions worldwide during its operation. Ablo's journey, though concluded, stands as a testament to our collaborative efforts in steering a brand that briefly transformed how people connect across borders.

Match Group

Global Brand Director - Ablo

After the acquisition of our PR agency AMBASSY by MMBSY, I transitioned into a role as a creative and strategic advisor, leveraging my expertise to further enhance MMBSY's offerings. My focus was on assisting businesses, particularly in the retail, travel, and hospitality sectors, with innovative concepting, dynamic branding, and enriching hospitality and customer experiences. In this capacity, I worked closely with clients to develop strategies that not only resonated with their target audiences but also set new benchmarks in customer engagement and brand loyalty.

MMBSY

Creative & Strategic Brand consultant

As the Co-Founder & CEO of Chez Claire in 2018, We reimagined and reintroduced the classic éclair, transforming it into a gourmet experience with our 'haute éclair'. Our innovation brought 13 exquisite flavors, including pistachio, salted caramel crisp, and triple dark chocolate, along with options for those with food intolerances. Chez Claire's delightful menu was designed for both dine-in and take-away, appealing to a wide range of tastes.

Under my leadership, we successfully launched three venues in Ghent, Antwerp, and Brussels Airport, marking a significant presence in the market. The rapid acquisition of Chez Claire by La Lorraine Bakery Group in 2019 was a testament to the strength and appeal of the brand we built. This milestone not only showcased the brand's impact but also proved its robust potential in the gourmet food sector. Today, our haute éclairs continue to captivate customers and are available at Delhaize.

Belgium's Finest Patisserie NV

Founder & CEO

As the duo often referred to as 'De jongens van WASBAR', Yuri Vandenbogaerde and I became known for our success in establishing love-brands such as WASBAR and Chez Claire. Our expertise in brand development, honed through strategic PR, partnerships, and collaborations, stemmed from our experiences as marketers within media companies and our creative agency work.

Under the banner of 'De Jongens', our consultancy brand, we applied this extensive knowledge to assist other businesses in building solid, recognizable brands. We specialized in creating synergies between brands, a skill where we proved ourselves as 'masters through experience.' Our focus was on leveraging our unique insights to develop strategic brand identities that resonated with audiences and endured over time. This consultancy role allowed us to impart our innovative branding strategies and collaborative expertise to a broad range of clients, aiding them in their journey to become standout brands in their respective industries.

De Jongens

Managing Partner

As Co-Founder of AMBASSY, a trailblazing PR and influencer marketing agency, I was instrumental in developing and implementing ambassador-based storytelling strategies. Our approach was centered on selecting authentic ambassadors who embodied the brand's values, around whom we wove compelling cross-media narratives, further amplified through strategic public relations. This innovative methodology also involved integrating the social media platforms of both the brand and the ambassadors to enhance brand engagement and visibility.

This unique approach not only solidified the brand's narrative but also forged a deeper, more authentic connection with audiences. Our successful strategy and impact in the influencer marketing arena culminated in 2019 when AMBASSY's operations were acquired by the renowned PR agency MMBSY.

AMBASSY

As the co-founder of WASBAR, I pioneered a revolutionary concept that seamlessly blends a laundromat with the hospitality of a bar and restaurant. Launching our flagship store in Ghent in 2012, WASBAR quickly became a symbol of contemporary living, catering to the modern lifestyle by combining everyday chores with leisure. In this unique space, customers enjoy the comfort of feeling at home, whether they're catching up on reading, sipping coffee, or enjoying an aperitif amidst the hum of washing machines and dryers, or relaxing on the terrace.

Following the success in Ghent, we expanded to Antwerp in 2013 and Kortrijk in 2014. Under our guidance, WASBAR grew into a beloved brand with a strong presence, leading to its acquisition by Top Brands in 2015. Today, WASBAR continues to thrive with 12 venues across Belgium, testament to its innovative concept and appeal to contemporary consumers.

WASBAR

In my role at Corelio, a leading media company renowned for its innovative approach in the digital and print media landscape, I specialized in establishing, conceiving, and commercializing creative cross-media concepts. My focus was on developing integrated advertising solutions that leveraged the synergy between various media platforms. This involved identifying market trends, collaborating with cross-functional teams, and engaging with advertisers to create tailored, impactful campaigns. My contributions significantly boosted client engagement and opened new revenue streams, marking a notable growth in our advertising portfolio.

Corelio

Creative Advertising Specialist

As Business Unit Manager at Think Tank, a dynamic division of Think Media, I played a pivotal role in orchestrating the commercial 360° activities across the company's diverse platforms including Think Media Magazines, Think Media Digital, Think Media Outdoor, and the television channel Life!tv. My responsibilities encompassed overseeing integrated marketing strategies, aligning cross-platform advertising campaigns, and ensuring cohesive brand messaging across all media outlets. I led a team focused on maximizing commercial opportunities, fostering innovative advertising solutions, and building strong relationships with key stakeholders. My strategic direction and leadership contributed significantly to enhancing the visibility and profitability of Think Media's diverse channels, setting new standards in cross-media marketing.

Think Media

Business Unit Manager Think Tank

In my tenure as Marketing and Sponsoring Director at Think Media Magazines, I had the privilege of spearheading the marketing and sponsorship initiatives for a diverse portfolio of titles, including P-Magazine, Ché, Menzo, Motoren & Toerisme, Motorwereld, Chief, and Official PlayStation Magazine. My role centered around innovatively driving brand activation, implementing effective sales promotions, and enhancing reader fidelisation strategies. A key aspect of my job was orchestrating high-impact events and sponsorships, which not only elevated the brand presence of our magazines but also significantly boosted reader engagement and loyalty.

Leading a dynamic team of product managers, customer support staff, and events and sponsorships specialists, I ensured cohesive team efforts that translated into successful marketing campaigns and sponsor relations. My leadership contributed to forging lasting partnerships, creating memorable events, and implementing innovative promotions that consistently exceeded sales targets and enhanced customer satisfaction.

Marketing & Sponsoring Director

As Brand Activation and Sponsoring Manager at Think Media Magazines, I spearheaded the activation of key brands like P-magazine, Ché, and others, through partnerships with external advertisers. My role focused on innovatively funding internal marketing projects and creating cross-media campaigns that aligned with our brand values. These initiatives, extending both within and outside the Think Media ecosystem, significantly enhanced brand visibility and engagement, driving growth in brand value and revenue.

Brand Activation & Sponsoring Manager

As a Creative Account Manager, I specialized in conceptualizing and executing out-of-the-box promotional strategies for advertisers across both online and offline media. My role involved a creative blend of digital and traditional media approaches, ensuring innovative and impactful advertising solutions tailored to meet the unique needs of each client.

Creative Account Manager

In my role as Special Projects Manager at Think Media, I was tasked with the innovative commercialization of products outside the standard portfolio of IP press. My focus was on creatively designing unique advertising solutions, enabling advertisers to feature in our magazines beyond conventional formats. This role required a blend of creativity and strategic thinking to craft bespoke advertising experiences, thereby enhancing the advertisers' presence and engagement with our readers.

Dries Henau