4. Thomas Alva Edison

5. Thomas Alva Edison
“ Edison is often romanticized as a lone
inventor.
Less well known is his invention of the
modern research laboratory using
teams of inventors.
Edison knew that to generate ideas a
sustained and methodical effort is
required. ”
‘Edison in the Boardroom’, Julie L. Davis

6. Thomas Alva Edison
“ Edison is often romanticized as a lone
inventor.
Less well known is his invention of the
modern research laboratory using
inventors
teams of inventors.
Menlo Park Staff, 1877
Edison knew that to generate ideas a
sustained and methodical effort is
required. ”
‘Edison in the Boardroom’, Julie L. Davis

7. The Edison Team
• Established in Leuven in 1989
•23 people with complementary skills:
! 7 account staff ! 1 publishing director
! 5 creatives ! 3 management
! 3 DTP ! 1 account director online
! 2 production ! 1 office manager

8. Bart Ramakers - Chairman
• Career since 1989:
! Founder & owner Edison
• Brand experience:
! InBev, Opel, Laclède, HP, VRT, Immotheker,
Ackermans & van Haaren, Aquilae, Groep T,
KUL, Provincie Vlaams-Brabant, Biffa, Universal
Music, Agfa Gevaert, Lingerie Van de Velde
5

9. Gisèle De Groote - CEO
• Track record since 1985:
! Account Executive at Moors&Bronselaer (BBDO)
! Account Director at Grey Advertising, Leo Burnett
! Marketing Director at Bank Card Company
! 2007: CEO at Edison

10. Gisèle De Groote - CEO
• Track record since 1985:
! Account Executive at Moors&Bronselaer (BBDO)
! Account Director at Grey Advertising, Leo Burnett
! Marketing Director at Bank Card Company
! 2007: CEO at Edison
• Brand experience:
! Finance: Centea (HSA Spaarbank), Deutsche
Bank, Atos Worldline
! Other: Fiat, Rover, Skoda, Subaru, Belgacom,
Procter & Gamble, NMBS, McDonald’s, Inbev,
Vichy, Philips, Sara Lee,Yoplait, ...

11. Eric Debaene - Creative Director
• Track record since 1989:
! Copywriter at Young&Rubicam, GV/Company, DDB
! 2000: Creative Director at Germaine (BBDO)
! 2008: Creative Director at Edison
! Awards: 2 Special Awards for copywriting, 1 Evergreen
Award, 7 Gold Awards, 7 Silver Awards & 2 Bronze
Awards at the Creative Club of Belgium. 1 Effie Award
(De Morgen), 1 Best Of Brand Activation Award, Meribel
Award (IKEA, 2007)

12. Eric Debaene - Creative Director
• Track record since 1989:
! Copywriter at Young&Rubicam, GV/Company, DDB
! 2000: Creative Director at Germaine (BBDO)
! 2008: Creative Director at Edison
! Awards: 2 Special Awards for copywriting, 1 Evergreen
Award, 7 Gold Awards, 7 Silver Awards & 2 Bronze
Awards at the Creative Club of Belgium. 1 Effie Award
(De Morgen), 1 Best Of Brand Activation Award, Meribel
Award (IKEA, 2007)
• Brand experience:
! Finance: Royale Belge, Ippa, Deutsche Bank, Bank Van
Breda, Record Bank, Dexia Asset Management
! Other: NIVEA, IKEA, De Morgen, De Standaard,
Knack,VT4, Dag Allemaal,Volvo,VW, Audi, Campina,
BIVV, WWF,VLAM ...

14. Your dedicated Edison team
An example of a Brand Focus Team
9

15. Your dedicated Edison team.
Gisèle De Groote Eric Debaene André Plaisier Annelies Bolle Kristien Engelen Marijke Vandenbosch
CEO Creative Director Senior Art Director Project Leader DM & Publishing Project Assistant
Jan Schoofs Marjolein Kramer Jean-Pierre Gielen Leen Dewil Pol Minnart Birgit De Wyngaert
Copywriter Graphic Designer Sr. Graphic Designer Traffic Manager Productie Production Assistant

16. The agency flow: example
Management team
Account team
Annelies Bolle
Project Leader
Eric Debaene Gisèle De Groote
Creative Director CEO
Creative team
Kristien Engelen Marijke Vandenbosch
DM & Publishing Project Assistant
Production team
Jan Schoofs André Plaisier
Copywriter Senior Art Director
Leen Dewil Pol Minnart Birgit De Wyngaert
Traffic Manager Productie Production Assistant
Marjolein Kramer Jean-Pierre Gielen
Coordination
Graphic Designer Sr. Graphic Designer
Layout & DTP

17. The CLEVER principle
An article of faith, a method and a checklist combined
12

18. Our beliefs in one word.
The CLEVER-principle
This is what we believe efficient communication should correspond to:
C E E R
L V
• COMPELLING • VALUE OFFER
• LEVERAGE • ENGAGEMENT
• EMOTIONAL CHARGE • RESULT ORIENTED
14

19. Edison, member of thenetworkone
• international network
of independent agencies
• 300 agencies
• 65 countries
Serving clients like Exxon, Nestlé, Honda, Johnson&Johnson, Dyson, Lego, Leitz, ...
15

20. Main clients
Lingerie Van de Velde
Atos Worldline
16

21. Our work: a quick overview
E DIS O N P U B LIS H I N G
TIME TO DISCOVER WWW.T HE M YSTERY.BE

22. Lingerie Van de Velde
9 million catalogs in 5 languages
Personalized communication for
5000 boutiques, worldwide

23. Lingerie Van de Velde
9 million catalogs in 5 languages
Including web design

24. Lingerie Van de Velde
9 million catalogs in 5 languages
And advertising

25. Atos (Visa/Mastercard):B2B
Corporate (B2B)
DM
Magazine for merchants
Objectives: retention, upselling & acquisition

26. Atos (Visa/Mastercard):B2C
mijnvoordeel.be
10 waardebonnen
Ontdek al uw voordelen
in deze folder!
November ‘09
Objectives: loyalty, higher frequency of use

27. Atos: point-of-sale material
18% increase of credit card use
by customized in-store messages

28. Yoplait: launch Superfruits
Educate & seduce
Generate trial

29. Yoplait: Pink Ribbon (POS)
Goodwill based promotion

30. Aquilae: from a network to a brand

31. Aquilae: from a network to a brand
House style
Magazine
Folder Web design

32. Familiehulp: recruitment
Strategy: first valorise
the job, then recruit

33. JAVA: brand activation
Joint promotion Panos-Java:
launch Rainforest Alliance Coffee

34. JAVA: brand activation
Joint promotion Panos-Java:
launch Rainforest Alliance Coffee
Online contest (POS-communication
+ newsletter only): 14.000 visitors

35. ACE-Group T: adult education
Promotion of an adult education course in
newspapers, ...

36. ACE-Group T: adult education
adult education course in
Promotion of an adult education course in
newspapers, on busses, ... events and online
... at
Result: +70% inscriptions

37. Flemish Pharmacist Association
Awareness campaign about selfmedication
centered around pharmacists

38. Ambiorix: new house style
Web design
+ logo, packaging, POS and leaflet

39. What can we invent for
your brand?