Welcome to the 2nd Media Essentials session for Accounts, organized by ACC. The variety of touchpoints is increasing every year and it is hard for young accounts and project managers, with up to 3 years of experience, to cope with the overwhelming media scene.
This session gives them some good foundations, both on the level of ‘classic’ media and ‘digital’ media.
Key benefits for participating:
- A complete overview of the media fundamentals in 3 afternoons
- Dedicated to account and project managers with up to 3 years of experience
-Hosted by reputed experts in the matter
Session 1:
‘Setting the Media Scene / On & Off Media metrics / Overview Classic Paid Touchpoints '
With Wout Dockx
&
Kathleen Soontjens
To start the cycle, we will overlook “the state of media” in Belgium and the pace of digitalization. Next, we will explain the basic media metrics used in on & off media measurement and reporting – metrics that you will come across in a mediaplan.
Kathleen will then give an essential overview of the “classic” media - the part that still represents about 60% of media investments.
Date: 07/09/2022
13:30 - 18:00
Session 2:
‘In-Home Advertising & the power of post. How paper mail stays hyper-meaningful in a digital world.’
With Katrien Merckx
Katrien Merckx will tell you all you need to know about the role of Paper Mail within a mediamix. It might sound “old school” at first, but Katrien will show you that the value of paper still remains even in a digital landscape. And besides, vintage is hot & greener as you think!
'Digital Paid Touchpoints' (Part 1)
With Damien Nicolas
Damien will kick off with a few figures about the digital state of the art on our market. You will review basics and best practices of Search Engine Marketing, Display advertising, Video advertising and programmatic buying. You will compare the effectiveness of video on TV, YouTube and Facebook for example. And you will discover the added value, and the pitfalls (!!!) of programmatic advertising.
Date: 14/09/2022
13:30 - 18:00
Session 3:
‘Digital Paid touchpoints (Part 2) and Digital Paid Media Strategy ’
With Damien Nicolas
Now you know about SEA, Display, Video and programmatic, you will cover Social Paid, Native & Content and some trading information. What social network or what format can help you in the various layers of your communication journey? Everybody is talking about native… But is this crazy new shit? We will define what’s real native. And to end your paid touchpoints journey, some consideration on how to buy media.
Then, it is time to connect the dots. First, you will share about campaign KPI. Is click through rate a good KPI ? What tools can you use to measure and optimize campaigns? And finally, how do you build a strategy, how do you connect it to offline media, to the advertiser owned channels? You will map all touchpoints regarding the communication objectives.
Date: 21/09/2022
13:30 - 18:00
Wout Dockx
Wout Dockx is a Media Consultant and Secretary General of VIA, the federation of Audiovisual media.
He was active for more than 25 years in media agencies (OMD, Mediabrands), was managing director of GFK Media measurement and more recently switched to sector bodies – first at Newsworks (dailies) and since 5 years at VIA (TV & Radio).
Katrien Merckx
Katrien Merckx is Senior Business Expert for Strategic & Indirect clients for mail and parcels. As a true passionate about media, she gained valuable experience in different media thanks to jobs with major media players as VAR, Roularta, SBS and DPG. She follows the latest trends in the media landscape closely and translates these into strong ideas with the best tips & tricks for new campaigns. As an experienced speaker Katrien loves to give guest lectures for marketing and communication students. Co-author of the book ‘De power van Post’ – Tatjana Raman and Katrien wrote about their love for papermail and the strength and effectiveness this medium still has in this digital era.
Damien Nicolas
Damien Nicolas is the managing director of Mediaplus, the media agency of Serviceplan.
He started 20 years ago in the media world as a digital planner.
Over the years he developed mainly digital strategic skills, getting the best of touchpoints, connecting them with offline and CRM, website, apps of advertisers. After a long career at GroupM, he joined Publicis and then Serviceplan because he strongly believes in the integration of creativity, assets & platforms production, data and media.
Kathleen Soontjens
Kathleen Soontjens has 20 years of experience in the communication and media sector, from which 2 years in a creative agency (Serviceplan Belgium), 10 years as an experienced media planner at several Belgian media agencies: Space, Initiative and Havas Media. She was also in the management team for 7 years within House of Communication, as Managing Director of Mediaplus Belgium. In the meantime, she has been working as a Senior Media Advisor for various clients within UM. Within the account team of UM, with an eye for detail and a focus on building strong brands, it is her job to build the most relevant and future proof media strategies and plans for each client. This always in a close partnership with the clients and the different media partners around the table.
ACC members:
€250,00 + VAT
Non ACC members:
€300,00 + VAT
Payment info :
Rue Saint-Hubert 17 Sint-Huibrechtsstraat - 1150 Brussels
vat: BE0451546876
Location:
New ACC office:
Minervastraat 4, 1930 Zaventem
Language:
The sessions will be given in alternately NL and FR
A programme designed by ACC Belgium © 2022