I believe to key to effective branded content in the years ahead will be authenticity: tell stories that resonate with audiences, that our based on authority and expertise, and that stand out from the ai soup that will surround us in content.
Key Insights
I feel that with my extended experience in editorial roles I am perfectly placed to act as a translator between editorial teams & audiences and advertisers. That makes it possible to find the 'content sweet spot' between the two. I always look for the story, value they share and that to me is the base of storytelling that has a real impact on the communities of our media brands.
Signature Work Achievements
20+ years in lifestyle journalism * as editor-in-chief responsible for the transformation of the editorial team of Flair (media brand aimed at young women) to a short video/digital first strategy * as creative director responsible for the strategy of branded social first packs including short social video creation and online & print publication for brands as Basic-Fit, Colruyt, Brabantia, Zeeman, KBC Bank * specialised in cross platform storytelling.
Career Lessons
I try to work story first, not branded product first. Each story needs other platforms to tell it with impact. Start from the story, match the platforms later. Even if the client "really wants a podcast", dare to challenge it.
