Mastering communication & media for brand effectiveness
How do you truly connect with today’s consumer?
Introduction
In today’s fragmented media landscape, connecting with consumers is more complex and critical than ever. Brands are challenged not only to stand out, but to build genuine, lasting relationships across an ever-expanding mix of touchpoints.
This Master Class, developed in collaboration with the experts at Publicis Groupe, dives deep into how brands can create meaningful engagement with their audience through strategic communication and smart, integrated media planning. We will we focus on the how of creating meaningful brand associations in the minds of consumers. Moving beyond KPIs and growth frameworks, we dive into the core principles of brand connection through strategic communication and integrated media planning.
You’ll discover the scientific principles and dynamics behind how brands grow by building mental and physical availability, why it matters to craft a communication strategy that resonates emotionally, and how to create synergy across channels by choosing the right media mix. We’ll explore the balance between long-term brand building and short-term performance, and introduce practical tools such as Marketing Mix Modelling (MMM) and Communications Framework to support your decision-making.
This Master Class will equip marketers with a clear understanding of how to build meaningful and lasting consumer connections through brand communication and media strategy, bridging strategic thinking with practical tools.
What will you learn?
- The scientific principles and dynamics behind how brands grow by building mental and physical availability.
- Principles on how to craft a connection strategy that resonates emotionally and reinforces brand positioning.
- How consumers connect with brands on both a rational and emotional level through paid, owned, earned & shared media.
- How to create synergy across channels through effective cross-media planning.
- How to move from a fragmented to an integrated media strategy.
- How to balance short-term performance and long-term brand building using models like the Les Binet Long vs. Short framework.
- How to align brand strategy, creative execution, and media planning.
- How to apply practical tools such as Marketing Mix Modelling (MMM) and Communications Framework in your daily work.
For whom?
This Master Class is aimed at advertisers, brand managers, media strategists and marketing professionals who want to strengthen the connection between their brand and consumers through impactful communication and media strategy.
Language
The training and presentation will be conducted in English.
Participants may respond in the language of their choice.
Speakers
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Berten Peremans
Chief Strategy Officer at Publicis GroupeBerten Peremans is Chief Strategy Officer and a member of the executive management at Publicis Groupe Belgium, where he leads the strategy & data team. In the past, Berten has held various strategic roles in creative communication agencies in Brussels and Paris. Throughout his career, he has had the opportunity to contribute to the growth of a very diverse range of brands operating in national, regional, and global markets. Berten holds a university degree in economics and marketing management.
Berten’s team includes media experts and creative specialists. He ensures, in particular that the synergies between media and creativity are fully leveraged.
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Matthias Langenaeker
Head Of Stategy & Data at Publicis GroupeAs Strategic Intelligence Lead at Publicis Groupe, Matthias and his team are responsible for media strategy, marketing effectiveness, data and market research. In this role, he advises some of Belgium’s largest advertisers, drawing on data in its broadest sense.
Matthias began his career in digital media, working on both the sales house and media agency sides. His strong interest in media effectiveness and strategy led him to evolve into an integrated media planner and strategist. He is passionate about how brands contribute to business growth, and how creative communication and smart media choices support that goal. Every day, he applies an evidence-based approach to strategy and measurement, aiming to make a meaningful contribution.
Register
Sorry, the registration period is over.
Prices
- UBA member : Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT)
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