Key Insights

The evolution of how native advertising was initially perceived as a threat by editorial teams and how it has now found its place within our diverse media titles, sitting perfectly alongside independent editorial content. Editorial content provides a context to make native advertising more relevant. This is achieved with a constant dialogue and the right agreements on labelling and placement.

‍

Signature Work Achievements

In the realm of digital media, I try to make my mark through a practical and refreshing approach to native advertising. I focus on effectively combining strategy and creativity while staying true to the core values of the industry. Do I tell something new in a new way?

One of my key strengths is fostering collaboration between editorial and sales teams without compromising editorial independence. It’s striving to achieve a balance that benefits both parties - without in any way interfere with the deontological independence of editorial teams.

A project that exemplifies this is a digital culinary video strategy with advertiser Lidl. This was unprecedented due to the extend of the project: we’ve developed together with Lidl a new brand as a culinary platform with not only innovative interactive video, but also personalized recipes and shopping lists, a social media extension, both online as in print. A unique collaboration with the editorial team, a multi-year partnership, a bilingual project and an exceptional view-through rate of the video (more than 61%) made the project even bigger.

This partnership has put our team at DPG Media on the map as a leader in native advertising and led to us being invited to speak at various events. Needless to say this made me a very proud team leader.

Subsequently, we had more major partnerships that also had a social impact, such as KBC & Corona, or Dove & the Real Nina, and Velo Veilig Vlaanderen. All these cases were awarded both nationally and internationally, among others by The Native Advertising Institute.

‍

Career Lessons

Always keep the long-term goal in mind. Native advertising remains relevant only if you have a long-term strategy that keeps it sustainable and continues to focus on quality over quantity, no matter how much they bombard you with targets and short-term objectives. Maintain the balance between ‘tartine’ and ‘vitrine.’ (= expression meaning: Ensure a balance between campaigns that put bread on the table and those that earn awards for your PR, image, credibility, recruitment and keeping the shiny award shelf up-to-date!