CommPass Academy: Advanced Comms Strategy 2026

Het ontwikkelen van een strategie vereist een toenemende kennis van alle facetten van het communicatie gebeuren. De veranderende consument is al langer niet meer zo trouw en beter geïnformeerd dan ooit. Wat zijn de gevolgen voor het bouwen en onderhouden van merken? Hoe krijgen we de consument “engaged” zodat hij op zijn beurt een rol kan spelen in onze communicatie? Hoe kan je de funnel optimaliseren met een maximale impact?  In deze context de juiste balans vinden tussen alle touchpoints is ”the new art of recommendation”.

Dit vormt het centrale thema van deze cyclus: “challenging the status quo!”. Losgeraken van hoe we het altijd al gedaan hebben en nieuwe paden durven  inslaan. Hiervoor is expertise nodig waarvoor we gereputeerde sprekers hebben kunnen aantrekken, die hun visies en adviezen tastbaar en bevattelijk maken.

De opleiding is gericht aan mensen die beroepshalve met communicatie bezig zijn. Min. vereiste voor deze cyclus: min. 3 jaar ervaring in media of communicatie en/of  de cyclus Market Essentials, Media Essentials en/of Mediabytes gevolgd hebben.

Programma 2026*

DAY 1 – 11/03/2026 vanaf 11h

Consumer understanding and targeting (Bruno Liesse)
Targeting is undoubtedly the foundation of a well-established strategy. It is expressed through multiple dimensions, each of which plays an important role. In fact, it is very rare to have only one target in a marketing approach, as different population segments or personas may exhibit significant differences in their response to the same product or service. The vast array of media options and their various touchpoints provide brands with numerous possibilities for both broad and precise targeting. Mastering this subject is essential, regardless of your role in the advertising workflow.

De toekomst is terug voor merken (Fons Van Dyck)
What are the forces driving people and consumers today? And more importantly: what does the future hold, and how can brands successfully navigate through a mental winter? Based on his own research in his book The Future is Back, Fons Van Dyck guides us through the challenging world of tomorrow.

DAY 2 – 01/04/2026

La pub et les minorités (Bruno Liesse)
This session, while also referencing older examples that we may not always be proud of, sheds light on a current issue: the consideration of minorities and diversity in commercial communications. Without falling into “wokeism,” the content raises awareness of the reality of discrimination and guides us toward good—or better—practices. It is indeed possible to develop activist and credible messages that highlight our differences rather than caricaturing them—or worse, marginalizing them. Media, brands, and advertisers, whether consciously or not, hold a responsibility in the fight against stereotypes and discrimination.

The power of triangulation, the advertising effectiveness framework (Bart De Pauw)
In a data driven world, fuelled by AI, planning will be increasingly ‘platform-driven’.  With the huge competition between the big (tech) players, the future risks to become even more siloed. As a result, holistic effectiveness measurement will complexify.  Data Science and Analytics therefor play a crucial role.  Unfortunately, there is no such thing as a silver bullet. Discover why triangulation is the answer to tomorrow’s challenges.

Listen to the Signal, not to the Noise 

DAY 3 – 22/04/2026

Everything You Always Wanted to Know (But Were Afraid to Ask…) Danny Devriendt
Step into an unfiltered, unplugged, and uncensored conversation with Danny Devriendt. After a curious tale of a horse and some bionic birds, Danny will dive headfirst into YOUR big questions shaping our future. This is not a lecture—it’s a no-holds-barred Q&A session. From tech, media, AI, and ethics to the meaning of life (42, anyone?), nothing is off-limits. Wondering if the next big agency is just an app? Or what the future really holds? Ask away. No filters. No clichés. Just sharp insights, bold ideas, and straight answers. You bring the questions. Danny brings (his) truth. Are you ready?

DAY 4 – 13/05/2026