Les Binet: waarom marketing opnieuw groter moet durven denken

Luc Eeckhout, Manager Media & Agencies

30 juni 2026

Al jaren krijgen marketeers dezelfde boodschap te horen: meer doen met minder. Budgetten staan onder druk, de verwachtingen rond accountability zijn toegenomen en digitale tools maken het vandaag mogelijk om bijna elke klik, view en conversie te meten. Efficiëntie is de dominante taal van moderne marketing geworden. Maar wat als die voortdurende focus op efficiëntie marketing in werkelijkheid minder effectief maakt?

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Les Binet: waarom marketing opnieuw groter moet durven denken

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