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These days, reaching your consumer is easier said than done. And, we admit, it can be difficult to choose from our 35 brands and 5 media formats. But that’s why we developed Commspoint – a smart tool that calculates the perfect media mix for reaching your target group. 

For the kick-off of the sixth season of the TV show Het Lichaam van Coppens, Staf and Mathias wanted to come up with a stunt: becoming an underwear model within two months. We could already see in the first two episodes that they succeeded at this. HEMA cooperated with them, and so the brothers ended up on the HEMA advertising brochure for boxer shorts. A very successful brand integration in a prime time programme. Michiel Daeleman, Account Manager for Branded Content: “Our goal was to launch a stunt and to create maximum impact together with an advertiser.”

Branded content works - that is what numerous studies have already shown. The impact on matters such as brand awareness and persuasion is evident. MEDIALAAN - de Persgroep Advertising also believes in the power of branded content. They even created a separate cell for it. Since the advertisement managements were merged, they have more brands than ever at their disposal. What is their vision, how do they make the difference and what will the future bring? We fired these questions at Nora Vanderschrick, Head of Strategy & Creative.