Belgium is an exceptionally strong audio market. Audio is everywhere. In the car, at home, at work, on the go and while scrolling. But audio is more than “radio” as we used to know it. It is a Total Audio ecosystem in which live radio, streaming, podcasts and on-demand listening together play a single, powerful role in the media mix.

In this Master Class, we address a central question: how can audio be used to build a strong connection between brands and consumers?

You will discover how audio today strengthens brand building, media planning and campaign impact, and why, in the attention economy, audio is an often underestimated but particularly effective lever.

The session combines insights from the Belgian audio landscape, practical frameworks for sonic branding and proven cases that demonstrate how audio measurably contributes to both brand and performance objectives.

What will you learn?

After this Master Class, you will be able to…

• assess the role audio plays within the media mix and in the attention economy,
• understand how audio enhances brand recognition and how to build a brand through sound,
• make informed marketing and media decisions based on measurable impact,
• understand how to plan, measure and optimise audio campaigns,
• better challenge your agencies on strategy, creativity and effectiveness measurement of audio campaigns,
• understand the opportunities this opens up in terms of planning, targeting, creation and measurement.

For whom?

This Master Class is intended for advertisers, brand managers, communication managers, media managers and marketing professionals who want to deepen their understanding and mastery of radio and audio in a broad sense, in order to better manage and optimise their campaigns.

Language

The training will be given in Dutch and French, the slides of the presentation will be in English.
Participants may respond in the language of their choice.