LNKnits stands for Belgian ‘fairfashion knitwear’, founded in 2011 by Ellen Kegels. Every piece is made by hand in Peru, giving honest work to over 350 families. LNKnits only works with natural fibers such as baby alpaca, linen and cotton. Designing comfortable knitwear for every occasion, for the young and old, with care for the planet and humanity. #wemakeadifference
Passion for sustainability, entrepreneur in heart and soul.
Presentation title: Sustainable fashion and the importance of storytelling
From Confucius to Tencent and Alibaba; what can we learn from how the Chinese build their brands?
After 5 years in Asia, Jacco ter Schegget will be talking about what we can learn from Chinese brands.
Building brands work a bit different in the East, it is all about speed, aggression and digital first.
What learnings can we take home and apply to the way we are building our brands here in Belgium and Europe?
Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo
Today organizations are on a quest to have the happiest workforce possible. In their search for the holy grail, they find fruit, yoga, laughing workshops, teambuilding, … Awards are giving to the most happy company! But are these sustainable solutions for wellbeing at work? During her talk, Elke Van Hoof will present an overview of the current societal challenges with their impact on our labor force. Myths will be challenged and alternative solutions introduced. Prepare for an interactive, inspirational and activating speech.
Presentation of Elke Van Hoof - Please do fire your Chief Happiness Officer given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo.
By the end of 2019, 5G commercial networks will be widespread the world over. Join Mark Melling, Head of RYOT EMEA, the Oscar-nominated studio specialising in virtual and augmented reality, as he discusses 5G’s promise of a new generation of connectivity and the technological evolutions that will shift how human beings shift how we live, work, play. Mark will discuss how this revolutionary tech will impact the advertising world, and favour the brave.
Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo
Presentation during the BAM Marketing Congress on 6 December 2019 in Brussels Expo.
The world has changed and will continue to do so: it is volatile and complex, the speed of innovation is fast-paced. But how do teams best tackle disruption and how can marketing and communications embrace innovation and enable itself and the organization to be truly innovative? In this highly engaging and interactive keynote session we will jointly explore key areas and best practices of innovation, including tools and strategies that can be applied the next day. All participants will create interactively a roadmap for their innovation journey.
38th edition of the Marketing Congress, organised by the Belgian Association of Marketing on 5 & 6 December 2019 in Brussels Expo. Format with more than 50 speakers on 4 stages.
Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
“People don’t trust brands - they believe what people they trust say about them.” Even if this statement makes you cringe, there’s some serious truth to it. How to get on the radar of ‘people our clients trust’? An army of friends helps you to crack that nut. It is not ‘another influencer’ program. It is not a client activation program either. An army of friends activates all those that share your purpose – and help you to flourish.
Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
Marketing Miracle$, with a “$” sign at the end, only happen when the CEO, CFO, boards and investors start to understand why Marketing is so much more than pretty pictures and Silicon snake oil. Summarizing his recently launched book: ”MARKETING is FINANCE is BUSINESS” in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle$ in the galactic age upon us. First, Chris will inspire us to -literally- look up to the sky and challenge our current global/local mindsets. Second, he will urge us to better appreciate the last 50 years of marketing and finance insight. Third, he will share his proven “8 fundamentals” model to address the marketing challenges of the next 50 years. Last but not least, he will show you Alpha M, the world’s first marketing capability rating model. Like a Michelin or Moody’s for Marketers, come learn how to "speak better Wall Street”!
Presentation of Roeland Dietvorst during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
Only a small proportion of advertising drives sales effectively. Why is it so difficult to get noticed? And when do your marketing efforts actually translate into value and motivation in the minds of people? Dr. Roeland Dietvorst is a neuroscientist and founder of Alpha.One. In a joined effort for some the worlds biggest consumer brands, he uses modern brain scanning techniques to uncover the neural building blocks of brand value and desire. During is talk he will share what he has learned after scanning the brains of thousands of individuals while they are processing TV commercials or packaging designs. You will learn how to become a better marketer by using insights and techniques adopted from neuroscience.
From Confucius to Tencent and Alibaba; what can we learn from how the Chinese build their brands?
After 5 years in Asia, Jacco ter Schegget will be talking about what we can learn from Chinese brands.
Building brands work a bit different in the East, it is all about speed, aggression and digital first.
What learnings can we take home and apply to the way we are building our brands here in Belgium and Europe?
Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo
Today organizations are on a quest to have the happiest workforce possible. In their search for the holy grail, they find fruit, yoga, laughing workshops, teambuilding, … Awards are giving to the most happy company! But are these sustainable solutions for wellbeing at work? During her talk, Elke Van Hoof will present an overview of the current societal challenges with their impact on our labor force. Myths will be challenged and alternative solutions introduced. Prepare for an interactive, inspirational and activating speech.
Presentation of Elke Van Hoof - Please do fire your Chief Happiness Officer given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo.
By the end of 2019, 5G commercial networks will be widespread the world over. Join Mark Melling, Head of RYOT EMEA, the Oscar-nominated studio specialising in virtual and augmented reality, as he discusses 5G’s promise of a new generation of connectivity and the technological evolutions that will shift how human beings shift how we live, work, play. Mark will discuss how this revolutionary tech will impact the advertising world, and favour the brave.
Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo
Presentation during the BAM Marketing Congress on 6 December 2019 in Brussels Expo.
The world has changed and will continue to do so: it is volatile and complex, the speed of innovation is fast-paced. But how do teams best tackle disruption and how can marketing and communications embrace innovation and enable itself and the organization to be truly innovative? In this highly engaging and interactive keynote session we will jointly explore key areas and best practices of innovation, including tools and strategies that can be applied the next day. All participants will create interactively a roadmap for their innovation journey.
38th edition of the Marketing Congress, organised by the Belgian Association of Marketing on 5 & 6 December 2019 in Brussels Expo. Format with more than 50 speakers on 4 stages.
Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
“People don’t trust brands - they believe what people they trust say about them.” Even if this statement makes you cringe, there’s some serious truth to it. How to get on the radar of ‘people our clients trust’? An army of friends helps you to crack that nut. It is not ‘another influencer’ program. It is not a client activation program either. An army of friends activates all those that share your purpose – and help you to flourish.
Presentation during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
Marketing Miracle$, with a “$” sign at the end, only happen when the CEO, CFO, boards and investors start to understand why Marketing is so much more than pretty pictures and Silicon snake oil. Summarizing his recently launched book: ”MARKETING is FINANCE is BUSINESS” in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle$ in the galactic age upon us. First, Chris will inspire us to -literally- look up to the sky and challenge our current global/local mindsets. Second, he will urge us to better appreciate the last 50 years of marketing and finance insight. Third, he will share his proven “8 fundamentals” model to address the marketing challenges of the next 50 years. Last but not least, he will show you Alpha M, the world’s first marketing capability rating model. Like a Michelin or Moody’s for Marketers, come learn how to "speak better Wall Street”!
Presentation of Roeland Dietvorst during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
Only a small proportion of advertising drives sales effectively. Why is it so difficult to get noticed? And when do your marketing efforts actually translate into value and motivation in the minds of people? Dr. Roeland Dietvorst is a neuroscientist and founder of Alpha.One. In a joined effort for some the worlds biggest consumer brands, he uses modern brain scanning techniques to uncover the neural building blocks of brand value and desire. During is talk he will share what he has learned after scanning the brains of thousands of individuals while they are processing TV commercials or packaging designs. You will learn how to become a better marketer by using insights and techniques adopted from neuroscience.
Presentation of Chris Jackman, VP Global Levi's Brand Marketing during the BAM Marketing Congress on 5th Dec 2019 in Brussels Expo.
Upon joining the Levi’s® Brand team in 2013, Chris teamed with Jennifer Sey (CMO) to drive the launch of the Live in Levi’s® campaign. Notable for reconnecting the brand with its optimistic spirit that fans around the world have loved about the Levi’s® Brand for decades, Live in Levi’s® is entering its sixth season of celebrating peoples’ favorite memories in their Levi’s® jeans. In 2017, Jackman and team launched the global hit “Circles,” one of Youtube’s top 10 ads that year.
Tom is the EVP, Head of Innovation for Zenith Media. His role is to understand new technology, behaviors and platforms and ideate and implement solutions for clients that take advantage of the new opportunities.
Tom is also voted the #1 voice in marketing by LinkedIn with over 600,000 followers on the platform. He is is also one of the 30 people to follow on Twitter by Business Insider & the top two people in advertising to follow by FastCompany.
As industry provocateur and commentator on the future of marketing and business, he is a columnist for the Guardian, TechCrunch and Forbes and frequent contributor to GQ, Ad Age, Wired, AdWeek, Inc and Digiday. He features on Global TV as a regular guest on i24News is “Cutting Edge” section. Tom is currently working on a commissioned book titled Digital Darwinism.
Abstract: Advertising for the Post Digital Age
8 Themes to understand the future in the context of the past, a way to rethink advertising around new possibilities, not adapt thinking from the past.
Bob is one of the most sought-after international speakers on advertising and marketing.
He has written a few successful books. His most recent, “BadMen: How Advertising Went From A Minor Annoyance To A Major Menance” was selected as #1 new release in advertising by Amazon and foresaw many of the issues that are now making international headlines. Bob’s other books include “Marketers Are From Mars, Consumers Are From New Jersey” and “101 Contrarian Ideas About Advertising”.
He is author of the popular “The Ad Contrarian” blog, named one of the world’s most influential marketing and advertising blogs by Business Insider.
Bob has been the CEO of two independent agencies and the US operation of an international agency. He has created advertising for McDonald’s, Toyota, PepsiCo, Bank of America, AT&T,…
In 2012 he was selected Ad Person of the Year by the San Francisco Advertising Club.
Bob has served on the boards of the Advertising and marketing International Network, the Foundation for Osteoporosis Research and Education, and spent one year as Special Assistant to the Executive Director of the California Academy of Sciences.
Abstract: Marketers are From Mars, Consumers Are From New Jersey
Bob has given this talk to advertising, marketing, and media audiences all over the globe. It is based on his best-selling book of the same name. The talk explores the gap between how marketers think and consumers behave.
It focuses on three dangerous and costly marketing delusions: The Digital Delusion, The Brand Delusion, and The Age Delusion. Each of these delusions start with a little bit of truth and then twist and torture the facts until they do marketers more harm than good.
With an armload of data, and a little bit of humor, Bob shows how over ten years of assertions and predictions by marketing and advertising “experts” have cost marketers billions.
If you are not already skeptical about the pronouncements of “experts,” you will be after this talk.
The Belgian Association of Marketing wants to put Meaningful Marketing at the heart of brands. Because more meaningful marketers will build more meaningful brands. Brands that have a positive impact on consumers’ and collective wellbeing. Brands that resonate with employees. Brands that generate wealth for their owners.
Sounds ambitious, challenging, demanding? For sure. But we always look at the bright side of life.
Dr. Yaser Bishr is the Executive Director of Digital at Al Jazeera Media Network. Yaser is leading the Network’s transformation as a global digital media player.
Prior to Al Jazeera, Yaser was Chief strategist and business development Director at Lockheed Martin, based in the Washington D.C. Area with remit to lead the transformation of its intelligence and cyber business form government focused to commercial.
Yaser has 21 years’ experience as software architect and engineer, entrepreneur and academic. Prior to joining Lockheed, Yaser had successfully co-founded and told several startups in location based services and social media analytics in Germany and in he US.
Yaser holds an MBA from Duke University, an MSc and Ph.D. in Computer Science from the University of Twente in the Netherlands.
Presentation title: The War for Influence: Are We Ready?
Experienced Manager/Leader from research to marketing/sales challenges in FMCG/Telco/Media, though Nielsen Marketing Research, Kraft Foods, Proximus, RTL Belgium, RTL Group and RTBF.
Abstract
RTBF journey: content first
Media brands/channels selected according to audience usages. Added value of media brands will last over time, definitely for a public broadcaster. Therefore the RTBF Vision 2022 plan with a significant organization turnaround in 2018.
Peter is co-founder and CEO of UBUNTOO, a tech platform that aims to become the ‘Linkedin for Sustainability’. UBUNTOO helps corporations to achieve their sustainability goals by connecting them to a groundswell of entrepreneurs, innovator and influencers. Additionally, he advises and angel-invests in a portfolio of startups.
Previously, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital, Assets, Licensing & Retail – responsible for the company’s digital transformation and the management of sports and entertainment assets. During his earlier role as CMI for Asia Pacific, Coca-Cola was awarded “Advertiser of the Year” and “Most Admires Marketer”. Before joining Coca-Cola, Peter worked Beierdorf / Nivea Cometics in Europe.
Being a true world citizen, Peter has lived and worked in four continents. He has Master’s degree in commercial Engineering at the University of Leuven., Belgium and also holds a Postgraduate Master’s degree in Business Management from the University of Montpellier in France.
Abstract
The Architect of Value
The emergence of mass media during the second half of the 20th century has given rise to the Marketing Artist and a multi-billion-dollar industry based on brand and product storytelling. With the digital revolution of the 21st Century, the pendulum has swung towards a generation of Marketing Engineers who are leveraging an ever-growing availability of data and algorithms to develop personalized offerings.
With these 2 contrasting schools, the Marketing worlds seems in disarray and in need of a new NorthStar.
During his 30min talk, Peter Schelstraete will explore a new pathway for Marketing. His findings are based on the MARS Marketing Research project, conducted by a team of 5 researchers for the Mobile Marketing Association and Forbes Magazine and for which more than 100 CMOs and Senior Marketers of 80 companies were interviewed.
Jos de Blok is the founder and CEO of Buurtzorg (neighborhood nursing), a Dutch organization with more than 10.000 employees, offering community based (home) care services to more than 70.000 patients a year.
Abstract:
What creates meaningful work and meaningful marketing?
How intrinsic motivation create a carrier for meaningful marketing!
What does it ask from the organisation, the culture?!
Professor in Université Libre de Bruxelles and Co-Director of the IRIDIA laboratory. He teaches Artificial Intelligence, Object-Oriented technologies and Web Programming both for academics and for entreprises. Member of the Belgium Royal Academy of Science.
Abstract: The two AI: conscious & unconscious
Since the birth of AI 60 years ago, two RD directions have always compete: the conscious, symbolic and explicit AI, giving rise to software for planning, problem solving, expert systems, and the unconscious and implicit one, based on neural networks, machine learning and Big Data. Depending on the failures or successes of each research direction in overpassing human cognitive performance, they have alternatively been under the spotlight. I will explain the history and the reasons for these two scientific traditions on many different applications such as board games, selfless driving car, linguistic translation, and why, these days, the second one, re-baptized Deep Learning and Big Data (just old wine in new bottle) has gained this huge amount of attention. Should we worry about this impressive bifurcation?
How to realise an efficient marketing campaign for a brand, and at the same time be socially involved?
What is the impact of social, purpose driven marketing on a brand? How to realise a behaviour change within a community?
A new way of building strong brands, based on the story of Trooper.
Trooper is a new cybermediair building bridges between associations and brands. Trooper is a loyalty & shopping portal on the one hand used to collect money for your good cause or association (sportsclub, youthclub, schools…) by online shopping and on the other hand used by brands to build strong bond with consumers by giving support to the association of their choice. Trooper enables brands to integrate CSR in efficient marketing.
Alfred Levi is Senior Vice-President Marketing and Media at
AholdDelhaize.
Speech abstract:
Retail Media: the next marketeers hope
Retail is changing rapidly. Technology is challenging the status quo as customers discover many different ways to fulfill their daily food needs and competition is coming from every single corner.
Marketing is changing as well. The basic rule of fulfilling consumer needs and desires still holds, but the way we get our brands, stories, benefits and propositions to that same consumer is also in a turmoil change. Our management and stakeholders expect immediate ROI and RoAS, our customers expect direct conversion offering at any type of communication around a brand and everyone is looking for integration for online and offline efforts and results. Old Communication and Media Channels don’t deliver against the new expectations. Marketers are in search of new options
Retailers are in the middle of that development. We have multiple contacts with millions of clients every day, we know their purchase behavior and so can target them more precise than any other type of media can. And we can close the loop, by linking purchases to marketing efforts. The dream of any Marketer.
For that reason, AholdDelhaize has developed a Global Marketing & Media program with a go-to-market team in all countries, in Belgium MMD (Marketing & Media Delhaize). In my contribution for the Marketing Congress I will share the background, set up, content and future of working with our Ahold Delhaize retailer marketing/media/data opportunities. And provide some examples how shopper and market data may strongly improve the impact of marketing and media investments.
Presentation of Ynzo van Zanten at the BAM Marketing Congress 2018 about "The Meaningfulness of Marketing". Speech title: The story of an unusual chocolate bar.
Abstract:
Tony’s Chocolonely isn’t your average chocolate company, but a chocolate company with a huge mission; to end modern slavery and exploitation in the cocoa industry. With amazing chocolate recipes they set the example and show that chocolate can be made in a more responsible way; in taste, packaging and the way they build long term relationships with cocoa farmers and the way they handle an open and transparent value chain. Ynzo van Zanten, Tony’s ‘Choco Evangelist’ will tell the story of Tony’s roadmap towards 100% slave free chocolate and how everyone can join this movement. And who knows, perhaps you will leave with a nice bar of Tony’s chocolate to take home.
We are in the Digital Age. The business world seems to be dominated by Digital Giants and Unicorns. For Digital Dinosaurs to prosper in this era they should continuously dance on a thin line between renewing their core and designing the new. If they get this right, they can actually be fierce competitors for Giants and Unicorns. Digital Dinosaurs are large, often multinational companies created before the arrival of the Internet. They exist in every industry and are important in terms of employment and contribution to GDP growth. They are however under threat and digital is accelerating this.
To survive and prosper, Digital Dinosaurs should continuously dance on a thin line between renewing their core business—putting digital into their core to create more delight for customers and to optimise internal processes—and designing the new—creating, building and scaling new businesses, products or solutions that can reinforce the core business of today and be ready to become the new core of tomorrow…
Trust was always key to success in business and sharing is nothing new but connectivity and networking technologies is the foundation for a new society, we are shifting from institutional trust to network based trust. Crowdsourcing, peer-to-peer, sharing economy, cryptocurrency… Statistics go beyond buzzwords!
Fortune 1000 companies are being disrupted by start-up’s and most of the brands we will talk about in ten years time are probably not even invented yet. There was never a better time for innovators and entrepreneurs.
Conversational commerce is generally used to describe how consumers can use chat, messaging, or other natural language interfaces (i.e. voice) to interact with brands or services – an approach that was not yet possible in the one way communication approach that brands have used till now.
But even in a high tech messaging environment, technology is only an enabler and a true “brand-consumer dialogue” can only be successful when providing real value to consumers.
Mark will talk about what sympl has learned building the first recruiting chatbot in Europe, helping marketeers to understand when and how (not if!) they should start an interactive dialogue with their consumers.
Machine learning, advanced robots, and virtual reality are here. Crucial design and ethical decisions are being made, and will be made in the near (3-5 year) future that will shape the interactions between machines and people for years to come. Today’s designers and product managers will be and are the architects of these relationships moving forward.
Learn what are the most important decisions designers will make, and the skills and knowledge you will need to design our future with technology.
Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioral science practice.
Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – these are the very small contextual changes which can have enormous effects on the decisions people make – for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about “bought, owned and earned” media: we also look for “invented media” and “discovered media”: seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.
Presentation of Chris Jackman, VP Global Levi's Brand Marketing during the BAM Marketing Congress on 5th Dec 2019 in Brussels Expo.
Upon joining the Levi’s® Brand team in 2013, Chris teamed with Jennifer Sey (CMO) to drive the launch of the Live in Levi’s® campaign. Notable for reconnecting the brand with its optimistic spirit that fans around the world have loved about the Levi’s® Brand for decades, Live in Levi’s® is entering its sixth season of celebrating peoples’ favorite memories in their Levi’s® jeans. In 2017, Jackman and team launched the global hit “Circles,” one of Youtube’s top 10 ads that year.
Tom is the EVP, Head of Innovation for Zenith Media. His role is to understand new technology, behaviors and platforms and ideate and implement solutions for clients that take advantage of the new opportunities.
Tom is also voted the #1 voice in marketing by LinkedIn with over 600,000 followers on the platform. He is is also one of the 30 people to follow on Twitter by Business Insider & the top two people in advertising to follow by FastCompany.
As industry provocateur and commentator on the future of marketing and business, he is a columnist for the Guardian, TechCrunch and Forbes and frequent contributor to GQ, Ad Age, Wired, AdWeek, Inc and Digiday. He features on Global TV as a regular guest on i24News is “Cutting Edge” section. Tom is currently working on a commissioned book titled Digital Darwinism.
Abstract: Advertising for the Post Digital Age
8 Themes to understand the future in the context of the past, a way to rethink advertising around new possibilities, not adapt thinking from the past.
Bob is one of the most sought-after international speakers on advertising and marketing.
He has written a few successful books. His most recent, “BadMen: How Advertising Went From A Minor Annoyance To A Major Menance” was selected as #1 new release in advertising by Amazon and foresaw many of the issues that are now making international headlines. Bob’s other books include “Marketers Are From Mars, Consumers Are From New Jersey” and “101 Contrarian Ideas About Advertising”.
He is author of the popular “The Ad Contrarian” blog, named one of the world’s most influential marketing and advertising blogs by Business Insider.
Bob has been the CEO of two independent agencies and the US operation of an international agency. He has created advertising for McDonald’s, Toyota, PepsiCo, Bank of America, AT&T,…
In 2012 he was selected Ad Person of the Year by the San Francisco Advertising Club.
Bob has served on the boards of the Advertising and marketing International Network, the Foundation for Osteoporosis Research and Education, and spent one year as Special Assistant to the Executive Director of the California Academy of Sciences.
Abstract: Marketers are From Mars, Consumers Are From New Jersey
Bob has given this talk to advertising, marketing, and media audiences all over the globe. It is based on his best-selling book of the same name. The talk explores the gap between how marketers think and consumers behave.
It focuses on three dangerous and costly marketing delusions: The Digital Delusion, The Brand Delusion, and The Age Delusion. Each of these delusions start with a little bit of truth and then twist and torture the facts until they do marketers more harm than good.
With an armload of data, and a little bit of humor, Bob shows how over ten years of assertions and predictions by marketing and advertising “experts” have cost marketers billions.
If you are not already skeptical about the pronouncements of “experts,” you will be after this talk.
The Belgian Association of Marketing wants to put Meaningful Marketing at the heart of brands. Because more meaningful marketers will build more meaningful brands. Brands that have a positive impact on consumers’ and collective wellbeing. Brands that resonate with employees. Brands that generate wealth for their owners.
Sounds ambitious, challenging, demanding? For sure. But we always look at the bright side of life.
Dr. Yaser Bishr is the Executive Director of Digital at Al Jazeera Media Network. Yaser is leading the Network’s transformation as a global digital media player.
Prior to Al Jazeera, Yaser was Chief strategist and business development Director at Lockheed Martin, based in the Washington D.C. Area with remit to lead the transformation of its intelligence and cyber business form government focused to commercial.
Yaser has 21 years’ experience as software architect and engineer, entrepreneur and academic. Prior to joining Lockheed, Yaser had successfully co-founded and told several startups in location based services and social media analytics in Germany and in he US.
Yaser holds an MBA from Duke University, an MSc and Ph.D. in Computer Science from the University of Twente in the Netherlands.
Presentation title: The War for Influence: Are We Ready?
Experienced Manager/Leader from research to marketing/sales challenges in FMCG/Telco/Media, though Nielsen Marketing Research, Kraft Foods, Proximus, RTL Belgium, RTL Group and RTBF.
Abstract
RTBF journey: content first
Media brands/channels selected according to audience usages. Added value of media brands will last over time, definitely for a public broadcaster. Therefore the RTBF Vision 2022 plan with a significant organization turnaround in 2018.
Peter is co-founder and CEO of UBUNTOO, a tech platform that aims to become the ‘Linkedin for Sustainability’. UBUNTOO helps corporations to achieve their sustainability goals by connecting them to a groundswell of entrepreneurs, innovator and influencers. Additionally, he advises and angel-invests in a portfolio of startups.
Previously, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital, Assets, Licensing & Retail – responsible for the company’s digital transformation and the management of sports and entertainment assets. During his earlier role as CMI for Asia Pacific, Coca-Cola was awarded “Advertiser of the Year” and “Most Admires Marketer”. Before joining Coca-Cola, Peter worked Beierdorf / Nivea Cometics in Europe.
Being a true world citizen, Peter has lived and worked in four continents. He has Master’s degree in commercial Engineering at the University of Leuven., Belgium and also holds a Postgraduate Master’s degree in Business Management from the University of Montpellier in France.
Abstract
The Architect of Value
The emergence of mass media during the second half of the 20th century has given rise to the Marketing Artist and a multi-billion-dollar industry based on brand and product storytelling. With the digital revolution of the 21st Century, the pendulum has swung towards a generation of Marketing Engineers who are leveraging an ever-growing availability of data and algorithms to develop personalized offerings.
With these 2 contrasting schools, the Marketing worlds seems in disarray and in need of a new NorthStar.
During his 30min talk, Peter Schelstraete will explore a new pathway for Marketing. His findings are based on the MARS Marketing Research project, conducted by a team of 5 researchers for the Mobile Marketing Association and Forbes Magazine and for which more than 100 CMOs and Senior Marketers of 80 companies were interviewed.
Jos de Blok is the founder and CEO of Buurtzorg (neighborhood nursing), a Dutch organization with more than 10.000 employees, offering community based (home) care services to more than 70.000 patients a year.
Abstract:
What creates meaningful work and meaningful marketing?
How intrinsic motivation create a carrier for meaningful marketing!
What does it ask from the organisation, the culture?!
Professor in Université Libre de Bruxelles and Co-Director of the IRIDIA laboratory. He teaches Artificial Intelligence, Object-Oriented technologies and Web Programming both for academics and for entreprises. Member of the Belgium Royal Academy of Science.
Abstract: The two AI: conscious & unconscious
Since the birth of AI 60 years ago, two RD directions have always compete: the conscious, symbolic and explicit AI, giving rise to software for planning, problem solving, expert systems, and the unconscious and implicit one, based on neural networks, machine learning and Big Data. Depending on the failures or successes of each research direction in overpassing human cognitive performance, they have alternatively been under the spotlight. I will explain the history and the reasons for these two scientific traditions on many different applications such as board games, selfless driving car, linguistic translation, and why, these days, the second one, re-baptized Deep Learning and Big Data (just old wine in new bottle) has gained this huge amount of attention. Should we worry about this impressive bifurcation?
How to realise an efficient marketing campaign for a brand, and at the same time be socially involved?
What is the impact of social, purpose driven marketing on a brand? How to realise a behaviour change within a community?
A new way of building strong brands, based on the story of Trooper.
Trooper is a new cybermediair building bridges between associations and brands. Trooper is a loyalty & shopping portal on the one hand used to collect money for your good cause or association (sportsclub, youthclub, schools…) by online shopping and on the other hand used by brands to build strong bond with consumers by giving support to the association of their choice. Trooper enables brands to integrate CSR in efficient marketing.
Alfred Levi is Senior Vice-President Marketing and Media at
AholdDelhaize.
Speech abstract:
Retail Media: the next marketeers hope
Retail is changing rapidly. Technology is challenging the status quo as customers discover many different ways to fulfill their daily food needs and competition is coming from every single corner.
Marketing is changing as well. The basic rule of fulfilling consumer needs and desires still holds, but the way we get our brands, stories, benefits and propositions to that same consumer is also in a turmoil change. Our management and stakeholders expect immediate ROI and RoAS, our customers expect direct conversion offering at any type of communication around a brand and everyone is looking for integration for online and offline efforts and results. Old Communication and Media Channels don’t deliver against the new expectations. Marketers are in search of new options
Retailers are in the middle of that development. We have multiple contacts with millions of clients every day, we know their purchase behavior and so can target them more precise than any other type of media can. And we can close the loop, by linking purchases to marketing efforts. The dream of any Marketer.
For that reason, AholdDelhaize has developed a Global Marketing & Media program with a go-to-market team in all countries, in Belgium MMD (Marketing & Media Delhaize). In my contribution for the Marketing Congress I will share the background, set up, content and future of working with our Ahold Delhaize retailer marketing/media/data opportunities. And provide some examples how shopper and market data may strongly improve the impact of marketing and media investments.
Presentation of Ynzo van Zanten at the BAM Marketing Congress 2018 about "The Meaningfulness of Marketing". Speech title: The story of an unusual chocolate bar.
Abstract:
Tony’s Chocolonely isn’t your average chocolate company, but a chocolate company with a huge mission; to end modern slavery and exploitation in the cocoa industry. With amazing chocolate recipes they set the example and show that chocolate can be made in a more responsible way; in taste, packaging and the way they build long term relationships with cocoa farmers and the way they handle an open and transparent value chain. Ynzo van Zanten, Tony’s ‘Choco Evangelist’ will tell the story of Tony’s roadmap towards 100% slave free chocolate and how everyone can join this movement. And who knows, perhaps you will leave with a nice bar of Tony’s chocolate to take home.
We are in the Digital Age. The business world seems to be dominated by Digital Giants and Unicorns. For Digital Dinosaurs to prosper in this era they should continuously dance on a thin line between renewing their core and designing the new. If they get this right, they can actually be fierce competitors for Giants and Unicorns. Digital Dinosaurs are large, often multinational companies created before the arrival of the Internet. They exist in every industry and are important in terms of employment and contribution to GDP growth. They are however under threat and digital is accelerating this.
To survive and prosper, Digital Dinosaurs should continuously dance on a thin line between renewing their core business—putting digital into their core to create more delight for customers and to optimise internal processes—and designing the new—creating, building and scaling new businesses, products or solutions that can reinforce the core business of today and be ready to become the new core of tomorrow…
Trust was always key to success in business and sharing is nothing new but connectivity and networking technologies is the foundation for a new society, we are shifting from institutional trust to network based trust. Crowdsourcing, peer-to-peer, sharing economy, cryptocurrency… Statistics go beyond buzzwords!
Fortune 1000 companies are being disrupted by start-up’s and most of the brands we will talk about in ten years time are probably not even invented yet. There was never a better time for innovators and entrepreneurs.
Conversational commerce is generally used to describe how consumers can use chat, messaging, or other natural language interfaces (i.e. voice) to interact with brands or services – an approach that was not yet possible in the one way communication approach that brands have used till now.
But even in a high tech messaging environment, technology is only an enabler and a true “brand-consumer dialogue” can only be successful when providing real value to consumers.
Mark will talk about what sympl has learned building the first recruiting chatbot in Europe, helping marketeers to understand when and how (not if!) they should start an interactive dialogue with their consumers.
Machine learning, advanced robots, and virtual reality are here. Crucial design and ethical decisions are being made, and will be made in the near (3-5 year) future that will shape the interactions between machines and people for years to come. Today’s designers and product managers will be and are the architects of these relationships moving forward.
Learn what are the most important decisions designers will make, and the skills and knowledge you will need to design our future with technology.
Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioral science practice.
Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – these are the very small contextual changes which can have enormous effects on the decisions people make – for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about “bought, owned and earned” media: we also look for “invented media” and “discovered media”: seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.
More from BAM - Belgian Association of Marketing (20)
27. AVRIL 2013 GAEL 35
C COMME COLLABORATIF
ELLEN KEGELS
25 ANS,BORGERHOUT, CRÉATRICE DES BONNETS ET
ÉCHARPES LN BEANIES.
«J’aitricotémonpremierbonnetà16ans.Jefaisais
dusnowboardetjepassaissixsemainesdansles
Alpeschaquehiver,oùlessnowboarderstricotaient
leurproprebonnet.J’aitricotépendantsixanspour
moi,lafamille,lesamis,etj’enaifaittoutdemême
300en6mois!Aprèsdesétudesensciencesdela
communication,j’aiétéengagéedansunegrande
boîtedepub,àBruxellespuisàLondresmaisaubout
d’unan,j’aieuenviedelancermamarque:lesbon-
nets,cen’étaitdéjàplusunhobby.J’aicommencé
enjuin2011avecLNBeaniesetj’aicherchédes
‘grands-mères’,desfemmesquisavaienttricoteret
quiavaientdutemps.LNBeaniesestdevenuun
webshop.Lamatièrepremière,c’estlebabyalpaga,
unefibredelaineultradouceduPérou.J’ysuispartie
enjanvier.AvecSolidInternational,unefondationqui
soutientlesmicro-entrepriseslà-bas,jefaistravailler
dejeunesmèresàAyacutchosurlesmodèlesdema
deuxièmecollection,LNAndes,vendueenmagasin.
Uneécharpeestvendueenmagasin220€,c’estle
coûtsocial:lesjeunesmèresdoiventtravaillerune
semainepourlaréaliser.Sij’achèteunemachine,
ellesontmoinsdetravailetnegagnentplusassez…»
ENVIE DE GRANDIR ET STRATÉGIE
«J’avaisdéjàenviron3000personnesquimesui-
vaient,surtoutsurFacebook.Maiscetteannée,çaa
étélafolie,grâceàl’attentiondesmédias.Lebran-
dingestimportant:Facebook,lepackaging,mon
blog,lesiteinternet,c’estuneentité.Mesdeux
marques,cesontdeuxhistoires,deuxbeauxprojets.
Pendanthuitans,j’aiépargné30000€,c’étaitmon
investissementdedépart.Quandjemesuislancée,
monpère–ilestlui-mêmeindépendant–,m’adit:‘Tu
veuxquittertontravailetfairedespetitsbonnets?
Bonnechance!’Aujourd’hui,ilesttrèsfierdemoi.»
Bonnets,écharpes,cols,moufles pour LN Beanies,
tricotés main par les «grands-mères» d’Ellen;
écharpes et bientôt cardigans pour LNAndes,tri-
cotés main au Pérou par des jeunes mères.La
laine de baby alpaga sera bientôt en vente en
ligne,avec les explications de fabrication de cer-
tains modèles. www.lnbeanies.com,www.
lnandes.com,www.lnknits.wordpress.com.
“Je bosse comme une folle mais
j’aime ce que je fais. Et je ne sais pas ce
que c’est, LA CRISE: j’ai commencé
pendant la crise!
”
Production: Anne Boulord. Stylisme: Lieve Gerrits.
Make-up: Isolde Roels. Merci à Converse, H&M, Levi’s,
Mango, Scapa Sports, Tosca Blu et Zara.
GAE_0413_030_REG_SOCIETE_KAG.indd 35 11/03/13 14:54
SVEN SPOORMAKERS
Het komt allemaal door de wol. Toen Ellen
Kegels dit jaar naar Ayacucho in Peru reisde
om de bijzonder fijne wol van de alpaca — een
soortlama—terplekketekeuren,leerdezedat
delenvanlandkreunenonderdeuitzichtloos-
heid.Vooraljongevrouwenhebbenheterlas-
tig: «In sommige delen van het land is er wei-
nig werk, wat ertoe leidt dat vele hangjonge-
renhuntoevluchtzoekenindrankenonveilig
vrijen. Gevolg: er zijn nogal wat meisjes van
veertien,vijftiendieongewenstzwangerwor-
den. In vele gevallen verstoot hun familie hen
en komen ze op straat terecht, zonder job,
zonder geld en zonder toekomst», zegt Ellen
Kegels.
VelemeisjeskwamenterechtbijDia,deBelgi-
scheorganisatiebinnenSolidInternationaldie
tienermoeders crisisopvang en een begelei-
dingstrajectbiedt.Maaropvangenenbegelei-
den is maar één deel van de oplossing: «Het
heeft geen zin om jonge meisjes gewoon geld
tegeven.Jemoethenlérentewerkenvooreen
inkomen en zo structuur in hun leven bren-
gen»,zegtKegels.
Dus zorgde ze voor werk — breiwerk, met
name.InBelgiëwerktezealmeteenteamvan
bejaarde vrouwen om hippe mutsen — de
beanies — te breien. De oma’s kregen er een
extraatjebovenophunpensioentjevoor,maar
vooral een uitweg uit hun sociale isolement.
EllenKegelsverkooptdemutsenonderhetla-
belLN|Beanies.HetzelfdeideepasteKegelstoe
voor de Peruviaanse jonge moeders, en creë-
erde het label LN|Andes: «Ze breien lange
sjaals en bijpassende mutsen. Aan één sjaal
werken ze een volledige week. Mutsen gaan
sneller, zo maken ze er drie per dag. Daar krij-
genzedanvoorbetaald.»
En niet weinig ook, want Ellen wil van haar
ateliergeensweatshopmaken—demeisjesin
deAndeswordenalgenoeguitgebuit.«Zekrij-
gen 30% van de verkoopprijs van elke sjaal of
elke muts die ze breien, wat hen per maand
gauw een paar honderd euro oplevert. Zo
verdienenzevijfkeermeerdandegemiddelde
boerinAyacucho.Metdatgeldkunnenzezich-
zelfenhunkinderenonderhouden.Envooral:
zekrijgeneengevoelvaneigenwaarde.»
Wispelturige tieners
Erwasmaaréénprobleem:«Detienermeisjes
zijn nogal wispelturig. De ene dag komen ze
werken,deanderedagniet.Daaromnamen
we ook oudere vrouwen aan, op wie wij
kunnen rekenen om de bestellingen af te
werkenenzichteontfermenoverdejon-
gemeisjesalszenaarhetatelierkomen.
Watookweerdeelisvanhetsocialepro-
ject: de jonge meisjes kunnen de raad
vandeouderevrouwengoedgebruiken.»
Natuurlijk verdient Ellen ook haar boter-
ham met het breiwerk. En ja, 220 euro voor
een Big Bertha is veel geld voor een sjaal.
«Maar je krijgt er wel eentje die 100% uit de
fijnste wol van de jonge alpaca’s is gemaakt.
Eenuniekstuk,bovendien.Datisfashion. Het
is wat anders dan de sjaals en mutsen die je in
grootwarenhuizen koopt, waar 2 procent
alpacawol in de acrylic is verwerkt. Zo’n muts
waar je hoofd meteen van gaat jeuken. Dié
worden in sweatshops gemaakt, door
uitgebuitevrouwenenkinderen.Ikmaakgeen
woekerwinsten,hoor.»
Ellen heeft nog één droom. «Ik wil een heel
dórp aan het werk krijgen. Er zijn maar drie
producentenvanalpacawolinPeru,endiebui-
tendeboerenuit.Ikdenkerovernaomzelfeen
alpacaboerderij te beginnen. We kunnen dan
zelfdedierenhoedenenscheren,dewolspin-
nenenkleuren.Danschakelenwealletussen-
personen uit en verdient iedereen een eerlijk
loon voor z’n werk. Dat is niet voor morgen,
maarvoorovereenjaarof drie,misschien.»
7
vrijdag30november2012
Na de omaatjes die mutsen
breien, zet sociale onderneem-
ster Ellen Kegels (25) voortaan
ook Peruviaanse tienermoeders
aan het werk. In Ayacucho, een
stad hoog in de Andes, startte ze
samen met de ngo Solid Interna-
tional een breiatelier waar ze
haar hippe sjaals uit alpacawol
laat breien. «Eén sjaal is één
week werk. En vooral: een manier
om hun gezin te onderhouden.»
VLAAMSE ONDERNEEMSTER ELLEN KEGELS (25)
START UNIEKATELIER IN ZUID-AMERIKA
Peruviaansemeisjesbreien
sjaalsvoorVlaanderen
MET BREIEN VERDIENEN
ZE VIJF KEER MEER DAN
EEN BOER. DAARMEE
ONDERHOUDEN ZE HUN
GEZIN ÉN KRIJGEN ZE
MEER EIGENWAARDE
Ellen Kegels
Ellen reisde eerder dit jaar naar Peru om
wol te keuren. De start van haar project.
«Niet goedkoop, maar wel telkens een uniek
stuk, gemaakt uit 100% alpacawol.» NikoCaignie
Sint koopt steeds meer tweedehands
Ooksinterklaasendekerstman
lopengebuktonderdecrisis.
Steedsmeerpakjeskomen
immersvandetweedehands-
markt.
De Belg heeft er steeds minder
moeitemeeomvoorsinterklaas
en eindejaar tweedehandsge-
schenken te kopen, zo meldt de
websiteRetaildetail. Nietalleen
de populariteit van retro-spul-
lendoet desitesboomen,ookde
crisis speelt mee. De meest be-
zochtewebsite2dehands.be,die
een half miljoen bezoekers per
dag trekt, noteert nu 113% meer
bezoekers dan in dezelfde peri-
ode vorig jaar. En naarmate
6 december nadert, wordt ook
de drukte op de site groter. De
voorbije twee weken waren er
een derde meer bezoekers dan
indetweewekenervoor.
De reacties die bezoekers ach-
terlaten, maken ook duidelijk
datereengrotebekommernisis
om op het pakjesbudget te be-
sparen.«Dooropeenzoekertjes-
sitenauwelijksgebruikteartike-
len aan te schaffen, kan ik meer
mooiecadeauskopenvoormijn
familie»,laatiemandweten.
OokbijtweedehandsketenCash
Converters, waar je gebruikte
spullenkanverkopenenaanko-
pen, zien ze de belangstelling
toenemen. Eind oktober was de
omzet 16% gestegen tegenover
een jaar geleden. «De consu-
ment heeft steeds minder com-
plexen. Het taboe is beetje bij
beetjeafgebrokkeld»,zegtzaak-
voersterChantalHeymans.
Friturist deelt 10.000 puntzakken
uit «tegen de crisis»
Dit weekend deelt een frituur in
Gent10.000pakkenfrietuit.«We
merkendatdeklantenhetslech-
te nieuws over de crisis stilaan
beu zijn. Op deze manier willen
we hen eens verwennen», zegt
Dirk Vlerick van frituur Dam-
poort aan het Antwerpenplein.
De friturist verwacht een storm-
loop. «We hebben 2.000 kilo
aardappelen besteld, goed voor
10.000puntzakken.Wegevenze
niethelemaalgratisweg.Wevra-
gen aan de klanten dat ze één of
meerdere snacks of drankjes ko-
pen. Dan krijgen ze er meteen
tweepuntzakkenfrietenbij.»Om
de stormloop de baas te kunnen
zet frituur Dampoort een heel
weekendvijffrituristenin,waar-
van er één non-stop frieten zal
bakken. De frituur is van ’s och-
tends 7 uur tot ’s nachts 3.30 uur
open.(EDG)
Belgen willen
gezonde voeding
tijdens lunch
Vier op de vijf Belgische werk-
nemers vinden het belangrijk
om tijdens de lunchpauze te
kunnen kiezen voor een gezon-
de en gevarieerde voeding. Dat
blijkt uit de resultaten van het
internationaleFOOD-program-
ma (Fighting Obesity through
OfferandDemand;zwaarlijvig-
heid bestrijden door vraag en
aanbod).Intotaalwerden6.300
werknemersen830restaurants
inzevenlandenbevraagd.
Liefst 46 procent van de Belgi-
sche werknemers zegt aan zijn
bureau te lunchen, de hoogste
scoreindestudie.InZwedeneet
4 procent van de werknemers
daar. Spanje (9,2 procent) en
Frankrijk (16,8 procent) blijven
ook flink onder het Europese
gemiddelde(20,1procent).
8,6 procent van de Belgische
werknemerslunchtgewoonlijk
in een restaurant, 42,2 procent
eet broodjes en 33,6 procent
nuttigt thuis bereide voeding
(boterhammen bijvoorbeeld).
Slechts 2,6 procent kiest kant-
en-klaarmaaltijden.(BVP)
Groen licht
voor subsidies
winteropvang
De federale regering zet van-
daag alsnog het licht op groen
voor de uitbetaling van de sub-
sidies voor de winteropvang in
devijf grootstesteden.
De subsidies van 250.000 euro
voor de opvang van daklozen in
Antwerpen, Gent, Brussel, Luik
enCharleroiwarengeblokkeerd
na een negatief advies van de
InspectievanFinanciën.
Staatssecretaris voor Asiel en
MigratieMaggieDeBlock(Open
Vld) heeft er bij minister van
Begroting Olivier Chastel (MR)
op aangedrongen dat hij het
geld alsnog snel zou vrijgeven.
«Goed georganiseerde winter-
opvangiseenprioriteitvandeze
regering»,zegtDeBlock.
Ze wijst met een beschuldigen-
de vinger naar Kamerlid Wou-
ter De Vriendt (Groen) die de
blokkeringvandesubsidiesaan
de kaak had gesteld en bena-
drukt dat de winteropvang in
Brussel dit weekend de deuren
opent. «Liever een goed beleid
in de hand, dan tien artikels in
dekrant.»(PGL)
€200
€220 €180€220
Zeer giftige stoffen
in tattoo-inkt
Eentatoeagelatenzettenisniet
zonder risico. Uit Duits onder-
zoek blijkt dat in tatoeage-inkt
vaak kankerverwekkende stof-
fen zitten. Ook de Nederlandse
Voedsel en Warenautoriteit
vindtregelmatigegiftigestoffen
intatoeage-inkt.Hoeschadelijk
deze stoffen precies zijn, is nog
niet bekend. «Wie een tatoeage
neemt, laat een behoorlijke
hoeveelheidkleurstoffeninzijn
huid injecteren. Hoeveel daar-
van het lichaam ingaat, weten
we niet precies», zegt Paul Jans-
sen, risicobeoordelaar van het
Rijksinstituut voor Volksge-
zondheid en Milieu. «Wat we
welweten,isdatersomsbenzi-
dine in voorkomt en dat kan
blaastumorenveroorzaken».
Hij pleit voor een grootschalig
onderzoek omdat tattoos ge-
meengoed geworden zijn. «Bo-
vendien werken tatoeëerders
nog altijd graag met de zoge-
noemde AZO-kleurstoffen. Die
stoffen zijn verboden, maar
geveneenmooierresultaat.»
De warmte
van alpaca
Het begon met een coole, zelfgemaakte muts van een fervent snowboardster,
en groeide uit tot een heus sociaal project. Voor haar mutsen- en sjaallijn LN|Beanies
ging Ellen Kegels (25) al in zee met kansarme Peruviaanse tienermoeders,
een samenwerking die nu geconsolideerd wordt in een tweede lijn LN|Andes.
DOOR LINDA ASSELBERGS • FOTO’S GRIET HENDRICKX
Dina Márquez Saccsara, 52 jaar, moeder
van acht kinderen tussen 10 en 37 jaar oud.
Haydee Lapa Huaman, 18 jaar,
moeder van Anali (1).
Alpaca’s in de Peruviaanse Andes.
De moeders van Ayacucho aan het werk in het brei-atelier van Dia.
Donderdag 4 april 2013
ANTWERPEN.39szn
Ellen Kegels in Peru, waar ze in samenwerking met Solid International Dia werk verschaft aan tienermoeders. FOTOGRIETHENDRICKX
Ellen Kegels kiest wol uit voor haar LN-Andes-collectie. FOTOGRIETHENDRICKX
“Eigenlijkwashet
waanzin.Zesmutsen
perdag,datwasecht
welhetmaximum.”
ELLEN KEGELS
ONDERNEEMSTER
Het was niet echt de bedoeling toen
ze haar eerste muts maakte, maar
die muts was wel de aanzet voor een
succesvolle onderneming. Met haar
merken LN-Beanies en LN-Andes brengt
Ellen Kegels origineel en handgemaakt
breiwerk op de markt.
00 AchtjaargeledenbegonEllenKegelsmet
het haken van mutsen en hoofdbandjes. In
de wereld van snowboarders waren die ac-
cessoirestoeneentrend.“Nahetnodigege-
ploeter ben ik erin geslaagd om mijn eerste
muts te maken. Supertrots was ik. Het ple-
zierigeaanhakenisdatjesteedsbijleert.Ie-
dere keer ontstaan er nieuwe modellen en
nieuwekleuren”,zegtEllenKegels.
Deontwerpstermaaktevooralhaarvrien-
den en familieleden een muts. En toen was
het hek van de dam. “Steeds meer mensen
vroegen of ik voor hen een muts wilde ma-
ken. Dat gebeurde meestal via telefoon of
mail, want Facebook bestond nog niet. Zo
heb ik mijn eerste merknaam bedacht: LN-
Beanies.Steedsmeermensenbegonnende
muts te dragen. Later richtte ik een Face-
bookgroep op. Het leidde alleen maar tot
meer klanten.”
Hoofdvanpiepschuim
Ellen Kegels schafte zichzelf een hoofd
van piepschuim aan. “Telkens wanneer ik
eenmutshadgemaaktvooriemand,gingdie
ophetpiepschuimenhoofdennamikereen
fotovan.Diefotoplaatsteik,meteentagvan
de persoon, op Facebook. Zo is LN-Beanies
virtueel gegroeid. Ik kreeg steeds meer be-
stellingenbinnen.Datwaseigenlijkbesteen
drukkeperiode,wantikdeedditgewoonon
theside. Ik studeerde immers nog.”
Het gevolg van het succes was dat Ellen
Kegels met een eigen website begon. “Dat
heb ik ongeveer zes jaar volgehouden. Het
eerste jaar maakte ik dertig mutsen, het
tweede jaar waren dat er al zestig en ver-
volgens negentig. En de laatste jaren zat ik
aandriehonderdmutseninenkelemaanden
tijd.Ikdeednietsandersmeer.Eigenlijkhet
was waanzin. Zes mutsen per dag, dat was
echt wel het maximum.”
Omaatjesaanhetwerk
OmechtgroottewordenmoestEllenKe-
gels eenandereoplossingvinden.Wantalles
zelf blijven produceren, bleek onmogelijk.
“Ikdacht:wieheeftertijdomtehakenente
breienenwiekandatgoed?Ahja,omaatjes!
Op die manier ben ik twee jaar geleden bij
mijn eerste oma terechtgekomen. Oma Ly-
dia, die nog altijd mee in de boîtezit. Gelei-
delijkaanhebikeenteamvanoma’ssamen-
gesteld.Nuhebbenweeenvastteamvanvijf
omaatjesdiefulltimewerken.Endanzijner
nogeensvijfanderevrouwendiemeeaande
slag gaan als het drukker wordt.”
De mutsen, sjaals en handschoenen van
LN-Beanieszijnuitsluitendviadewebshop,
privéverkopenenpop-upwinkelsteverkrij-
gen.“Jekiestjeeigenkleuren,hetmodel,de
maat, opschriften of wat dan ook. Wil je er
vijfdezelfdemeteengrappigopschriftwan-
neer je gaat skiën met je vrienden, dan kan
dat.Ikkrijgdiebestellingbinnenenstuurze
doornaaromaLydia.DieheeftalleLN-Bea-
nies-wolinbakkenthuisstaanenmaaktde
mutsen.Devolgendedagstuurtzedienaar
mijzodatikdekwaliteitscontrolekandoen.”
Tweedemerk
VorigjaarheeftEllenKegelshaartweede
merkopgericht:LN-Andes.“Ikwerksamen
metdestichtingSolidInternational.Diegaat
opzoeknaarkleinerewerkgeversdieoveral
terwerelddebevolkingopkleineschaalaan
hetwerkkunnenzetten.Deorganisatieheeft
in Peru Dia opgericht. Dia is eigenlijk een
opvangtehuiswaartienermoederstotvoor
kort enkel terecht konden voor raad, hulp,
opvang,medicatieendergelijke.Zijwerden
vaakverstotendoorhunfamilieomdatzeop
jonge leeftijd zwanger raakten.”
“Ik werk nu anderhalf jaar samen met
Solid International Dia. Daardoor hebben
de meisjes nu ook een vaste job. Ze kunnen
dagelijksnaarhetopvangtehuisgaanomte
haken en te breien en worden betaald per
stuk dat ze afleveren. Dat zorgt ervoor dat
demeisjeseenbasisinkomenhebbenenniet
de straat weer op moeten.”
Detienermoederskrijgenopdezemanier
structuurinhunleven.“Zewetendatzeeen
baanhebbenenhunkindkunnenopvoeden.
Dat is mooi om te zien. Het aantal tiener-
moeders dat voor mij werkt, is het laatste
jaarverdubbeld.Ikhadervorigjaardertig,
nu heb ik er reeds zestig. Vorig jaar liepen
diekleinekotersdaarallemaalrond,nuheb-
benwijeencrèchewaardekindjesoverdag
kunnenblijven.Meteenbeurtrolsysteembe-
heren de moeders de crèche en ze worden
hier ook voor betaald. Het is mooi om zien
hoe we samen groter worden. Als ik groter
word, dan worden ook zij groter.”
Dromenvoordetoekomst
De jonge vrouw droomt ervan om op ter-
mijn een eigen conceptstore te openen in
Antwerpen.Eennaamheeftzeal:Hélaine.
“Ikgaermijntweecollectiesverkopen,LN-
BeaniesenLN-Andes.Samenmetmijnoma-
tjeswilikworkshopsgevenvoorhetlerenha-
kenofbreienvanbepaaldecollectie-items.
VolgendjaargaiktrouwensmetLN-Beanies
ook wol verkopen, die zou ik ook verkopen
in mijn winkel.”
“Hetmoeteengezelligeboelworden,dus
wil ik in mijn winkel zelfgebakken taarten
en cakejes aanbieden. Het zijn de omaatjes
die de winkel gaan leiden.
TINEWILBERTS
ii www.lnbeanies.com, www.lnandes.com
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ACCESSOIRES EEN SNELLE EN
GOEDKOPE MANIER OM HUN OUTFIT
TE PIMPEN. MAAR VOOR SOMMIGE
MENSEN HANGT ER IN PLAATS VAN
EEN GOEDKOOP PRIJSKAARTJE NET
EEN WAARDEVOLLE HERINNERING
AAN VAST. DEZE DAMES VERTELLEN
ONS OVER HUN GROOTSTE SCHAT.
Productie: Elisabeth Bungeneers / Foto’s: Tjorven Boucher /
Make-up: Yung.
SCHAT
BEW
“Mijn sjaals worden
met de hand
gemaakt door
Peruaanse
tienermoeders. Zo
ben jij niet de enige
die plezier heeft van
je aankoop.”
Een jaal met een verhaalWie: Ellen (25) Job: Ontwerpster Woonplaats: Borgerhout Verzot op:
Knitwear Favoriete accessoire: Haar zelfgemaakte Big Bertha, een sjaal van
160 op 60 cm. Accessoireleeftijd: 1 maand Draagfrequentie: Bij elke out-
fit. Combineert haar sjaal met: “Grijs, petroleumgroen en warm bordeaux.”
Het verhaal: “Ik vond nergens een sjaal naar mijn smaak en ben dan maar zelf
beginnen te experimenteren. Mijn Big Bertha is perfect: warm, zacht, licht...
Omdat ik er heel wat positieve reacties op kreeg, heb ik ondertussen een eigen
collectie opgestart die ik online en in geselecteerde boetieks verkoop.”
Meer dan een sjaal: “Want elke sjaal wordt met de hand gemaakt in Peru.
Eén tienermoeder heeft een week werk aan een Big Bertha en per sjaal
gaat er 30% van de opbrengst naar het goede doel.”
Ook interesse? Op lnandes.com kan je
je eigenste Big Bertha bestellen.
FLV_4612_040_INS_SMEMY_SDE.indd 40 25/10/1
18.ANTWERPEN
Donderdag 4 april 2013
szn
Ellen Kegels. Inzet: Het logo van Ellens breiwerk.FOTOGRIETHENDRICKX
Ellen Kegels (26) is de belofte van Antwerpen van 2012. Vorige week werden de WOMEDawards uitgereikt
door prinses Mathilde. WOMED staat voor Women in Enterprise Development en wil vrouwelijk
ondernemerschap ondersteunen en anderen inspireren. De Antwerpse ving net naast de ‘landstitel’ van
belofte van 2012, maar als Antwerpse belofte verdient ze zeker een bloemetje.
Mutsen
AntwerpseEllenKegelsbegonmeteenmutsenheeftnutweemerkenopgericht
“Mijn omaatjes
haken en breien”
XXXXX.15 ELLE BELGIË 169
elle portret
Tekst Tine Zwaenepoel
Fotografie Mous laMrabaT
een inspirerende vrouw gunt ons een blik op het moodboard van haar leven.
DeZe MaanD: ellen kegels van ln kniTs
HetgaathardvoorEllenKegelsdiemethaarbreigoedmerkLNKnitsijvertvoor(meer)
eerlijkemode.AlsBelgischehaakpionierwasEllendehandwerkhypevijftienjaarvoor
en bouwde ze gestaag aan haar slow fashionverhaal. Vandaag runt ze een groeiend
modelabel, heeft ze twee boeken uit en is de eerste flagshipstore inAntwerpen zopas
geopend. LN lijkt helemaal klaar voor de wereld en vice versa, getuige de samen-
werking met ontwerpster Laure Severac, de upcoming collab met Paul&Joe en de
geslaagdeentreeopdeinternationalemodebeurzenvanKopenhagen,ParijsenNew
York. Maar er zitten nog meer projecten in de pijplijn.
Hoe kreeg je het in je hoofd om als tiener te beginnen haken in een tijdperk waarin
handwerk helemaal passé was?
“Vanaf mijn vijftiende ging ik ieder jaar snowboarden in Zwitserland en kwam zo in
delokalesubcultuurterecht.Onderdesnowboarderswashetrazendhipomjeeigen
beanie te haken en te personaliseren. Ik wou het ook proberen, maar ik had sinds de
lagere school geen haakpen meer vastgehad. Met de hulp van mijn moeder heb ik
letterlijk de draad terug opgepikt. Mijn eerste mutsje was een instant succes en kort
daaropliependeeerstebestellingenbinnen.Ikhaaktepuurophetgevoelenbegonal
snelteexperimenterenmetkleuren,stekenenpatronen... Inmijnhoogdagenhaakteik
totzesmutsjesperdag.Elkeeurowinstdieikmaakte,gingnaareenspecialerekening
die uiteindelijk het startkapitaal vormde voor LN.”
Wanneerkwamhetideeomvanjehobbyeenechteondernemingtemaken?
“Ik droomde van een carrière in de reclamewereld, haken was mijn creatieve uitlaat-
klep of mijn therapeutische bezigheid bij liefdesverdriet. Na mijn studies communi-
catiewetenschappen kreeg ik een stageplaats bij een reclamebureau in Londen waar
ik als inloopproef een case study moest uitwerken rond de probleemstelling ‘Hoe
kun je merk uitbouwen in tijden van crisis’. Ik besloot mijn mini haakbedrijfje als
voorbeeld te nemen en werkte een hypothetisch businessplan uit. Mijn concept won
ellen
kegels
Wie. Ellen Kegels (28), single, uit Antwerpen, studeerde marketing en communicatie. Vijf
jaar geleden richtte ze het fair fashion breigoedlabel LN Knits op, dat de lijnen LN Beanies
en LN Andes omvat.
visie. “Ik geloof heel sterk in de kracht van personal branding om een merk op te bouwen.
Social media zijn een verlengstuk van mezelf en van mijn label. Ik streef er naar om top of
mind te zijn door gemiddeld zes keer per dag mijn twitter of facebook account te upda-
ten. Die open communicatie is onderdeel van de LN-huisstijl.”
Id-kit
“Mijn loft kreeg onlangs een complete make-over, van vintage
naarminimalistisch. Hetwas het ideale moment om te investeren
in een paartijdloze designstukken zoals de schommelstoel van
Muller-Van Severen. In mijn slaapruimte staat ookeen wandrek
van hen dat ikals extra bureau gebruik.”
“Toen ikmet ‘ouderwetse’ boucléwol begon
te werken, kreeg ikde reactie dat het nietzou
aanslaan. Maarikbleef erkoppig in geloven en
nu is het een van de bestverkopende lijnen.”
“Voorde productie van de
LN Andes-lijn werken we
samen met drie lokale
fairtrade leveranciers.
Zo kunnen we in totaal
zo’n 300 vrouwen
werkzekerheid bieden
tegen een eerlijkloon.”
“De LN Beanies-lijn bestaat
uit onderandere mutsen,
headbands, handschoenen
en een reeks truien die
allemaal met de hand gebreid
worden in België dooreen
collectiefvan oma’s, de
grannies genaamd.”
“Mijn hart bloedt als ik goedkope, slecht uitgevoerde
kopieën van mijn ontwerpen tegenkom. Vooral de
‘Cosy Charlene’-gilet is enorm populair onder copy-
cats. Maar ik laat het er niet bij: ik heb onlangs een
advocaat genomen om juridische stappen te zetten.”
36. future
plans
How to keep your knit pretty?
Free cleaning/steaming
First swopping event
2nd hand sale
….
sustainab
ility
2018: extra focus on
what we stand for &
extra services we offer
for a life lasting knit.
37. future
plans
New recycled bags
Better recycling at the workspace
Less plastic in transport
…
sustainab
ility
Yet, we have some extra
topics we can work on
too…
From Peru and to Belgium