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 ge\u00efnformeerd dan ooit. Wat zijn de gevolgen voor het bouwen en onderhouden van merken? Hoe krijgen we de consument \u201cengaged\u201d zodat hij op zijn beurt een rol kan spelen in onze communicatie? Hoe kan je de funnel optimaliseren met een maximale impact?\u00a0 In deze context de juiste balans vinden tussen alle touchpoints is \u201dthe new art of recommendation\u201d.<\/p>\n
Dit vormt het centrale thema van deze cyclus: \u201cchallenging the status quo!\u201d. Losgeraken van hoe we het altijd al gedaan hebben en nieuwe paden durven\u00a0 inslaan. Hiervoor is expertise nodig waarvoor we gereputeerde sprekers hebben kunnen aantrekken, die hun visies en adviezen tastbaar en bevattelijk maken.<\/p>\n
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\u00a0 de cyclus Market Essentials, Media Essentials en\/of Mediabytes gevolgd hebben.<\/p>\n
DAY 1 \u2013 11\/03\/2026 vanaf 11h<\/p>\n
Consumer understanding and targeting<\/strong> (Bruno Liesse)<\/em> De toekomst is terug voor merken<\/strong><\/em> (Fons Van Dyck) DAY 2 \u2013 01\/04\/2026<\/p>\n La pub et les minorit\u00e9s<\/strong> (Bruno Liesse)<\/em> The power of triangulation, the advertising effectiveness framework <\/em><\/span><\/strong>(Bart De Pauw)<\/em> Listen to the Signal, not to the Noise\u00a0<\/strong><\/em><\/p>\n <\/p>\n DAY 3 \u2013 22\/04\/2026<\/p>\n Everything You Always Wanted to Know (But Were Afraid to Ask\u2026)<\/strong> Danny Devriendt<\/em> DAY 4 \u2013 13\/05\/2026<\/p>\n Media Strategy in practice<\/strong><\/em> Data & Analytics<\/strong><\/em> DAY 5 \u2013 03\/06\/2026<\/p>\n A.I. and Marketing \u2013 Out of the Hype<\/strong><\/em><\/p>\n Workshop on integrated strategic planning & creativity<\/strong><\/em> (Veerle De Vos) * Het programma kan nog wijzigingen ondergaan.<\/p>\n De consument is minder trouw en beter ge\u00efnformeerd dan ooit. Wat zijn de gevolgen voor het bouwen en onderhouden van merken? Hoe krijg je de consument \u201cengaged\u201d zodat hij een rol kan spelen in de communicatie? Hoe kan je de consumer-funnel optimaliseren?\u00a0Kom het te weten tijdens deze CommPass Academy. <\/p>","slug":"commpass-academy-advanced-comms-strategy-2026","image":{"url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/10\/CommPass.png","id":302410,"extension":"png","width":728,"height":410,"filesize":40132,"sizes":{"medium":{"width":275,"height":155,"mime-type":"image\/png","filesize":11780,"url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/10\/CommPass-275x155.png"},"thumbnail":{"width":90,"height":51,"mime-type":"image\/png","filesize":2994,"url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/10\/CommPass-90x51.png"}}},"all_day":false,"start_date":"2026-03-11 11:00:00","start_date_details":{"year":"2026","month":"03","day":"11","hour":"11","minutes":"00","seconds":"00"},"end_date":"2026-03-11 17:00:00","end_date_details":{"year":"2026","month":"03","day":"11","hour":"17","minutes":"00","seconds":"00"},"utc_start_date":"2026-03-11 10:00:00","utc_start_date_details":{"year":"2026","month":"03","day":"11","hour":"10","minutes":"00","seconds":"00"},"utc_end_date":"2026-03-11 16:00:00","utc_end_date_details":{"year":"2026","month":"03","day":"11","hour":"16","minutes":"00","seconds":"00"},"timezone":"Europe\/Brussels","timezone_abbr":"CET","cost":"","cost_details":{"currency_symbol":"\u20ac","currency_code":"EUR","currency_position":"suffix","values":[]},"website":"","show_map":true,"show_map_link":true,"hide_from_listings":false,"sticky":false,"featured":false,"categories":[{"name":"Agenda","slug":"event-nl","term_group":0,"term_taxonomy_id":9504,"taxonomy":"tribe_events_cat","description":"","parent":0,"count":617,"filter":"raw","id":9504,"urls":{"self":"https:\/\/be.themedialeader.com\/nl\/wp-json\/tribe\/events\/v1\/categories\/9504","collection":"https:\/\/be.themedialeader.com\/nl\/wp-json\/tribe\/events\/v1\/categories"}}],"tags":[],"venue":[],"organizer":[{"id":18052,"author":"5776","status":"publish","date":"2016-10-26 15:37:58","date_utc":"2016-10-26 13:37:58","modified":"2025-09-13 09:58:10","modified_utc":"2025-09-13 07:58:10","url":"https:\/\/be.themedialeader.com\/nl\/organisator\/grp\/","organizer":"CommPass","slug":"grp","website":"www.commpass.media","json_ld":{"@type":"Person","name":"CommPass","description":"","url":"http:\/\/www.commpass.media","telephone":"","email":"","sameAs":"http:\/\/www.commpass.media"},"global_id":"be.themedialeader.com\/nl\/?id=18052","global_id_lineage":["be.themedialeader.com\/nl\/?id=18052"]}],"json_ld":{"@context":"http:\/\/schema.org","@type":"Event","name":"CommPass Academy: Advanced Comms Strategy 2026","description":"<p>De consument is minder trouw en beter ge\u00efnformeerd dan ooit. Wat zijn de gevolgen voor het bouwen en onderhouden van merken? Hoe krijg je de consument \u201cengaged\u201d zodat hij een rol kan spelen in de communicatie? Hoe kan je de consumer-funnel optimaliseren?\u00a0Kom het te weten tijdens deze CommPass Academy. <\/p>\\n","image":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/10\/CommPass.png","url":"https:\/\/be.themedialeader.com\/nl\/event\/commpass-academy-advanced-comms-strategy-2026\/","eventAttendanceMode":"https:\/\/schema.org\/OfflineEventAttendanceMode","eventStatus":"https:\/\/schema.org\/EventScheduled","startDate":"2026-03-11T11:00:00+01:00","endDate":"2026-03-11T17:00:00+01:00","organizer":{"@type":"Person","name":"CommPass","description":"","url":"http:\/\/www.commpass.media","telephone":"","email":"","sameAs":"http:\/\/www.commpass.media"},"performer":"Organization"}}
\nTargeting 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. <\/em>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.<\/em><\/p>\n
\nWhat 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<\/em>, Fons Van Dyck guides us through the challenging world of tomorrow.<\/p>\n
\nThis 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 \u201cwokeism,\u201d the content raises awareness of the reality of discrimination and guides us toward good\u2014or better\u2014practices. <\/em>It is indeed possible to develop activist and credible messages that highlight our differences rather than caricaturing them\u2014or worse, marginalizing them. Media, brands, and advertisers, whether consciously or not, hold a responsibility in the fight against stereotypes and discrimination.<\/em><\/p>\n
\n<\/span><\/strong>In a data driven world, fuelled by AI, planning will be increasingly \u2018platform-driven\u2019.\u00a0 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.\u00a0 Data Science and Analytics therefor play a crucial role.\u00a0 Unfortunately, there is no such thing as a silver bullet. Discover why triangulation is the answer to tomorrow\u2019s challenges.<\/em><\/p>\n
\nStep 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.\u00a0<\/em>This is not a lecture\u2014it\u2019s 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 clich\u00e9s. Just sharp insights, bold ideas, and straight answers. <\/em>You bring the questions. Danny brings (his) truth.\u00a0Are you ready?<\/em><\/p>\n
\nEffective strategic media planning is essential for maximizing impact in today\u2019s complex media landscape. This advanced course is designed for experienced media professionals looking to refine their skills in implementing data-driven, multi-platform strategies. Through practical insights and real-world case studies, we\u2019ll explore cutting-edge approaches to optimizing reach and engagement.<\/em><\/p>\n
\nWe bespreken het belang van data in digitale marketing. Hij benadrukt hoe analysetools kunnen worden gebruikt om consumentengedrag te begrijpen, de prestaties van campagnes te meten en datadriven beslissingen te nemen.<\/em><\/p>\n
\nThis workshop covers how to create a strong brand story, define a clear strategy, and implement it effectively. It also explores developing a media approach, selecting the right tools, and transforming marketing and communication goals into impactful stories.<\/em><\/p>\nSprekers 2026<\/h3>\n
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