What is Markethappening?

Since a few years the BAM Student Congress, also known as the STIMA Student Congress, has launched a new concept #MarketHappening. Via this concept #MarketHappening we make sure students are more connected with the marketing sector by combining Keynote Speakers with company visits and workshops. #MarketHappening allows students to become acquainted with meaningful marketing for one day. The goal is to organize the congress every year in a different city to make it a unique experience for the students. In the morning the participants listen to keynote speakers, marketing experts from various sectors. They share their marketing experiences from their company or organisation. This allows students to get a glimpse behind the scenes in the most famous companies in Belgium. In the afternoon the participants visit local companies and organisations or they can choose to follow workshops.

For the next edition #MarketHappening will take place on the 14th of march 2019 in Brussels.

Brussels, a city full of business-opportunities and successful businesses. The ideal location to welcome more than 1000 marketing and communication students.

Program

Pickles Agency

Tobania

Appnexus

Drivity

Too good to go

DI GI TA

Manhattn’s

Young potentials

Gemini

ACTITO

Strategie Agency

Moxyone

20Something

Proximus

Adsomenoise

Kantar TNS

Bpost

Delhaize

Belfius

Lidl

Jet import

Volvo

Elle

TUI

BBDO

Carglass

AB InBev

Ikea

Timetable

Pickles Agency

So you think you’re the new Casey Neistat?

Driven by of Rockstar entrepreneurs, millennials are starting more and more businesses on their own. Many think about it, and some just do it. But how’s life as a young entrepreneur and what are the pitfalls and benefits when starting on your own? Michaël started with Pickles in September 2018, an agency that helps companies re-think the way millennials are recruited in an ongoing War on Talent. Learn some best practices about starting on your own in this no-bullshit story, receive valuable tips & tricks and find out how hard your LinkedIn profile sucks.

Tobania

More info coming soon.

Appnexus

Programmatic Advertising : what is it and why marketers must care.

• Who is AppNexus/ What will Xandr become (set the stage – juste histoire de nous presenter à l’audience)
• A Short History of Display Advertising
• Programmatic: Who are the players & how does it work?
• Programmatic: the Benefits & the Uncertainties
• Buzzword Quiz

PART 2.
• CASE : The Microsoft Story: Going 100% Programmatic

Drivity

Mijn naam is HaSaas

Het voortschrijdend marketing inzicht van opstart tot product/market fit en verdere uitbouw van de organisatie.
Hoe in godsnaam iets aanbieden wat niet gekend is in de markt?
Heeft iemand ooit gehoord van HaSaas?

Too good to go

Too Good To Go:
Too Good To Go is een sociale onderneming die voedselverspilling in de restaurant-, retail- en cateringindustrie wil verminderen.
Ieder jaar wordt wereldwijd een derde van al het geproduceerde voedsel weggegooid. Dat is zonde! Bij Too Good To Go willen we hier een einde aan maken door consumenten en handelaren op het juiste moment samen te brengen om zo heerlijk eten te redden. Download de gratis app, red een maaltijd én maak het verschil.

Jonas Mallisse:
Jonas Mallisse (27) is sociaal ondernemer, oprichter en Country Manager van Too Good To Go België, de app die samen met lokale handelaren en consumenten de strijd aangaat tegen voedselverspilling (10 miljoen maatijden in Europa gered, uitgeroepen tot een van de meest beloftevolle start-ups van 2018 in België (Bloovi, 2018)).

DI GI TA

Privacy Aware Marketing

These days, data is becoming the front line of sales and marketing. But, let’s not forget that data are facts about humans and that those humans are tired of companies abusing their personal information. You wouldn’t like to have your data breached and neither does your customer. This has created an environment where privacy-aware organisations are rewarded for their reputation as trusted gatekeepers. This presentation will provide some general insights on privacy aware marketing.

Manhattn’s

Bring the New York vibe to the world!

speaker
Jerome Vandermeulen

Young potentials

‘Crack The Case’: David vs Goliath

In this Harvard Review Case, you find yourself part of the marketing team of Tela. This peruvian apparel company struggles to position itself against a global brand. It is your job to find answers in helping this underdog to win the competition. Can you be the marketeer they need?

Gemini

Als Belgisch merk de wereld veroveren – de rebranding van Gemini.

Onder de slogan ‘less is more’ heeft het Belgische merk Gemini in 2017 een grondige transformatie ontgaan. Zij hebben zichzelf grondig herdacht om te evolueren van lokaal merk tot global brand. In deze presentatie wordt stap voor stap uitgelegd hoe de strategie werd uitgewerkt in elk aspect van de merkidentiteit.

ACTITO


Join this interactive session to see how you can hyperpersonalise your marketing without being a stalker or the next Cambridge Analytica. We will discuss the purpose of marketing automation and why both young and old marketeers need to master it. You’ll get a pretty good idea about customer journey management and 1-to-1 marketing when you step out of the room.

  • Bryan Van Hauwaert is a marketing aficionado with a subtle twist of consultancy. As customer journey ambassador for ACTITO, he shows marketeers the virtue of 1 to 1 marketing and how agile marketing automation is the way to go. He also has 2 awesome chickens.

Strategie Agency

Discover the world of advertising agencies

Always dreamt about working in an advertising agency? Feeling ready to discover what really happens behind the scenes? Then this is your chance!

Participate in our 2-hour workshop where you’ll work on a 100% real-life case.
During these 2 hours, you and your team will create an advertising campaign from A to Z. You’ll get a real experience of what working in a creative agency looks like:
the assignment of responsibilities, interpret an actual client briefing, having contact with a client, respecting deadlines, being in charge of your personal mailbox, … it’s up to you to bring your campaign to a good end.

Once your campaign has been developed, you’ll have the chance to present it to our agency experts. They’ll give you some good tips and advice which will come in handy for any future jobs in communication. At the end of the session, the Strategie team will show you how they’ve responded to the briefing and what the obtained results were.

Don’t know Strategie Agency?
We’re an independent advertising agency that has been contributing its expertise in different communication domains for the past 30 years. With offices in Liège, Brussels and Paris, we have become a reference in the Belgian agency market. It’s thanks to our passion and expertise that we’ve won the confidence of important clients such as Axa, betFIRST, Ferrero or Corman.
Want to know more? Check out our website
www.strategie.agency

Moxyone

MoxyOne is een Brussels reclame agentschap met eigen videoproductie departement.

Stefaan Gryson, zaakvoerder en tevens video specialist, schetst in zijn sessie een duidelijk beeld van script, productie tot post-productie voor reclame, 2D-, 3D- en corporate video.

Op het post-productie proces wordt dieper ingegaan aan de hand van concrete voorbeelden. Het belang van beeldafwerking wordt kortom verduidelijkt op diverse vlakken. Van de manier waarop beelden gemonteerd worden, de juiste audio keuze, het toevoegen van tekstpancartes en animaties, het gebruik van de juiste voice-over tot de perfecte kleurcorrectie.
Naast het script allemaal aspecten die de beleving van een video enorm beïnvloeden.

20Something


YOUR MUM can’t get you a promotion

As new talent, you are accused by companies of being entitled, unfocused, and disloyal. But do they really understand you?
If they don’t, it’s your responsibility to explain yourself better. Don’t wait for others to give you what you want.
This Keynote/workshop helps you, as new talent, to decide where you want to go, how to develop your own brand and how to turn your rational strengths into an emotional story. You won’t have to ask your mother what to do anymore.
Dream big. Start small. But most of all, start.

Proximus

Proximus Group is a telecommunication & ICT company operating in the Belgian and international markets, providing services to residential, enterprise and public customers. We are the leading provider of telephony, internet, television and network-based ICT services in Belgium through our Proximus and Scarlet brands.

We are active in Luxembourg through our affiliates Telindus Luxembourg for ICT and Tango for telecom. In the Netherlands we offer ICT services through Telindus Netherlands. BICS is our affiliate responsible for our international carrier services. Our complementary brands meet the demands of a wide range of customers.

Adsomenoise

Data driven creativity

Data en creativiteit lijken twee uitersten van het spectrum maar de huidige technologie maakt het mogelijk om ze elkaar net te laten versterken. Hoe gebruik je bijvoorbeeld Spotify luistergedrag om ads te personaliseren of weten we adhv je surfgedrag of je met veel puffen 5km loopt of net aan het trainen bent voor een marathon.

By Jochen Sablon, Client Services Director.

Kantar TNS

What builds a brand for growth using marketing research?

Kantar will leverage the “Meaningful & Different” framework to show how simple it can be it to identify the brands set for growth and those in danger of stagnation or decline.
We will also demonstrate the NeedScope model and how it is used to understand key drivers of “irresistible” brands, and how it can help marketers in building a powerful brand strategy.

During this session, you’ll learn more about the following topics:
• What are the characteristics of a brand set for growth?
• How can brand marketers ensure they stay on top of their brand development?
• How does this tie in with communication strategy?
We will illustrate this with local and global examples to bring this to life (via workshop & interactive).

Bpost

“Innovation: Imagine the future and fill in the gaps.”
— Brian Halligan

At bpost we try to fill in those gaps. Together we will discover unique innovations around E-Commerce Logistics and In-Home Advertising.

Bpost Media
In-Home Advertising (direct mail and door to door campaigns) is a media of relevance, emotion and activation. This strong DNA drives us to innovate continuously and to develop solutions that support these pillars even better. Our projects encompass varied domains including the mechanics for geo-located campaigns, simple solutions that enhance interaction with digital and the creation of campaigns with multiple clients around a specific theme.

Future Lab
The Future Lab is a brand-new innovation department within bpost. A special team that breaks away from the larger organization to work autonomously on an advanced or secret project. Bringing breakthrough innovation to challenging problems and exciting new opportunities. Entrepreneurs and creative thinkers. Investigating customer needs and building solutions for them according to the design thinking principles. The goal is to launch new products and services into the market, in order to become the leader in E-Commerce logistics in Europe.

Let’s innovate together!

Delhaize

Is better eating possible if you are shopping in a supermarket?

Is better eating possible if you are shopping in a supermarket? Yes, if you don’t have to change all your habits; indeed, the retailer has to make it easier for you.
This is why Delhaize is reviewing his business model ans his communication model.
Discover it through the eyes of the magic veg campaign

Spreker: Aude Mayence – brand Strategy & Packaging Director

Belfius

Wie droomt er als student marketing niet van om ooit Marketeer van het Jaar te worden? Hoe Mieke Debeerst, directeur Customer Experience & Communications daarin vorig jaar slaagde, vertelt ze je graag zelf tijdens je bezoek aan Belfius. Of liever: hoe je van marketing en communicatie het kloppend hart van een bedrijf kan maken. Hoe je een onderneming in crisis op een paar jaar tijd kan veranderen in een motor van de Belgische economie, een erkende voorloper op het vlak van klantentevredenheid, van “digital” en van een nieuwe bankcultuur. Kortom: in een bank-verzekeraar met een hart voor klanten én medewerkers. Belfius investeert immers ook voluit in zijn talenten en in een inspirerende werkomgeving. Maak tijdens je bezoek kennis met The Belfius Workout om je conditie bij te schaven, met The Village voor een collegiale break en met onze unieke Kunstgalerij. En tenslotte: mijmer bij het schitterende uitzicht op de Brusselse skyline vanop één van de hoogste verdiepingen van de Belfius Toren alvast over jouw toekomstige nominatie als “Marketeer van het Jaar”.

Lidl

Lidl, van harddiscounter naar smartdicounter.

Focus, creativiteit en een flinke portie durf.
Ontdek hoe deze cocktail leidt tot duurzame groei voor Lidl en voor iedereen die telt.

Jet import

Jet Import NV is the largest importer of international beverage brands in Belgium and Luxembourg.
Based in Lauwe, the company imports and distributes Red Bull, Copperhead Gin, Fever-Tree, Gin Mare, Sol Beer, Heineken, Bionade, Desperados, Armand de Brignac and many other brands.

The man in charge? Stefaan Bettens! With a candidate’s degree in Pure Economics (KU Leuven) and a degree in Accountancy / Management (Hibo Gent), this third-generation entrepreneur transformed the family business Jet Frisdranken into the premium drinks importer it is today. The introduction of Red Bull on the Belgian market proved a real turning point.
In doing so, Stefaan Bettens was effectively the first to bring the brand-new category of energy drinks to Belgium.
He’s a pioneer, by all accounts.
As a result, the company achieved a new dynamic, experiencing an unstoppable growth and expanding its portfolio with a range of premium spirits, an extensive wellbeing range and even snacking.

Under the leadership of Stefaan Bettens, Jet Import is synonymous with brand building.
The company employs more than 100 staff and has a turnover of 140 million euros.
Put differently: the company sells more than 100 million cans of Red Bull per year.
With Fever-Tree, Jet Import NV is the market leader in tonics, as well.

Volvo


How to successfully implement a brand new car on a competitive segment dominated by German Brands? By letting them experience the car in a way you’ve never seen before!

Testdrive the commercial – the case study

Discover the implementation of the new Volvo V90 on the Belgian Market through this awarded campaign.
Effie Award in the Automotive Industry in 15 years.

Lolita Swanet – Marketing Campaigns Manager

Elle


Claudia, au départ c’est juste une fille curieuse, une femme qui avance les yeux grands ouverts. Elle vit à Bruxelles et travaille dans le milieu de la presse. Elle regarde le monde bouger, avancer, évoluer. C’est une rassembleuse de talents, elle rallie les compétences et connaissances des gens qu’elle aime. Comme un trait d’union dans la ville qui fait le lien entre plusieurs communautés de filles bien dans leur vie.
Elle a été nommée il y a plus de 2 ans directrice générale du pôle féminin aux Edition Ventures pour le ELLE Belgique et le Marie-Claire Belgique. Le reste du temps elle est consultante en gestion RS, new média et marketing d’influence.

TUI

Frans Leenaars, CMO Western Region bij TUI sinds september 2015. Verantwoordelijk voor o.a. marketing, customer experience, omnichannel management, ancillaries, content en customer services in België, Nederland en Frankrijk.

Roosmarijn Quartier, Head of marketing communications TUI Benelux, werkzaam bij TUI sinds 2006
(verschillende rollen). Verantwoordelijk voor de verschillende brands en bijhorende strategie in het TUI portfolio, offline campagnes en branded content. Zowel voor België als in Nederland

– Inhoud presentatie:
TUI, putting the customer in the middle. Bij TUI staat de klant centraal. Een kijkje in de keuken van de TUI customer strategy en de toepassing hiervan doorheen de customer journey. Van basis tot wow ervaringen.

BBDO


Franky Willekens (°1971) has been in marketing and advertising since 1995.
He’s currently head of Performance Marketing at BBDO – serving clients such as Ethias, Viessmann, P&G, Proximus, …
He’s father of two teenage sons, owns a Wiener-dog and likes Trappist beers.
Why content matters to Ethias: the Start Life case study.
Traditional marketing works by throwing messages at people and hoping that something will stick. Content marketing takes a more patient approach, allowing the audience to control much of their own journey. Marketers make useful, relevant content available creating a breadcrumb trail that leads them towards purchase. Learn how Ethias uses content to win the hearts of Millennials.

Carglass

Onze kernactiviteit is een perfecte dienstverlening. Consumenten komen niet naar ons omdat ze onze autoruiten zo fantastisch vinden. Neen, we lossen hun probleem op met de grootste zorg en streven er naar om de verwachtingen van onze klanten te overtreffen. Kijk vandaag even mee hoe we inspelen op customer delight en de klantrelatie van de toekomst.

AB InBev


Leffe – Tapping into new Occasions

For decades, the Dutch beer market has been dominated by classic lager brands.
Beer consumption was about quantity and limited to very few occasions.
At a bar with friends, during sports games or at home on the couch.
With the emergence of craft beer, the interest in the versatility of beer has exploded.
As a result, new occasions have been emerging elevating beer as a category to a new level.
Leffe as the leader in specialty beer in NL is leading the charge to dethrone wine as the default drink paired with meals.

Adriaan Bos
Senior Brand Manager Leffe NL
3.5 years at AB InBev started as MVP Trainee in Sep. ‘15

Matthieu Bouciqué
Category Manager Retail NL
1.5 years at AB InBev Started as MVP Trainee in Sep. ‘17

Ikea

Anne-Clotilde Picot, Marketing & Customer Experience Director
IKEA Belgium

Anne-Clotilde has been working for IKEA for over 20 years, moving to different positions in marketing, sales, communications, market intelligence and customer experience. She was appointed Marketing Manager for IKEA Belgium in 2014 and Marketing & Customer Experience Director in 2016. Together with a team of 32 people, she has been working over the past years on the repositioning of the IKEA Brand on the Belgian market and on the transformation of the customer experience, supporting the transformation of IKEA into a multi-channel retailer.

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