1.
Belgium
Agency of the year

2.
How did this ministry of advertising made it to the shortlist?
And why would they even win this competition?
BBDO
AGENCY OF
THE YEAR?
THAT’S A JOKE, RIGHT?

3.
This our story of 2014.
This is why we are #BBDOproud

4.
CHAPTER ONE
WE GROW OUR
NUMBERS
While advertisers in all sectors
are cutting budget.

5.
CHAPTER TWO
WE GROW OUR
CLIENT PORTFOLIO
AND WELCOME 21NEW CLIENTS IN 2014

6.
WE ARE A
LOCAL AGENCY
OF OUR TURNOVER
IS COMING FROM
CLIENTS WHO
DELIBERATELY
CHOOSE FOR US
Only 5% of our turnover is coming from
clients through the BBDO network.
95%

7.
CHAPTER THREE
WE MAKE OUR
EMPLOYEES GROW

8.
WE STRUCTURALLY
INVEST IN THE EDUCATION
OF OUR OWN EMPLOYEES
We invested € 302.000
on top of our own internal
BBDO Academy programme.
THE FOUNDATIONS PROGRAM
The Foundations Program consists of ten courses in four different
categories. These courses, each and every one of them, are
specifically developed for all account executives.
Meeting requests will be sent. Make sure you attend every session!
FEBRUARY 11
Basic BBDO Steven Cosyns
Who? What? When? Why? Get properly acquainted with the
organization, its history and heritage, the network, its people and
its values.
MARCH 11
Are you a digitally literate netizen? Jan Algoed
Is the advertising world well informed enough about how people
get in touch with commercial content? Probably not. But our digital
experts are. And they will show you the latest digital trends and give
tips on how to become the perfect digitally literate netizen.
APRIL 1
Think first, then do Dirk Peremans
Strategy is a cornerstone for good work. For work that makes your
client rich and famous. Work that leads to more work! More money!
Where is this goldmine within BBDO? How do you plan a job?
What can you expect from the outcome? You’ll find out…
APRIL 29
Fire prevention & iceberg spotting Lieve Raymaekers
Titanic sank because of bad planning, execution and time
management. Well, not really, but your campaign could be a
Titanic. Let’s prevent it from sinking.
MAY 13
Accounts make the difference Isabel Peeters
Of course you do!
JUNE 10
What creatives look for in an account Jan Dejonghe
Ah creatives… No one really understands them. And that makes
collaboration a pain in the behind. So what do they really want
from accounts? Listen closely. They shall say it only once.
SEPTEMBER 9
Why Lions are so great Sebastien De Valck / Arnaud Pitz
They make our shareholders and clients roar. Our creatives will
surely inspire you with a number of top cases from BBDO and the
rest of the world.
OCTOBER 14
How to talk to Studio and Production people Karine Uytterhoeven
Learn all about DTP, RGB, CMYK, PSD, PMS and other confusing
letter-words.
NOVEMBER 18
Briefing the creative Ann Peetermans
Great campaigns start with writing a great brief! Explore the key
issues in writing a brief and discover first-hand what a creative
person thinks and feels in the briefing process. Warning: he or she
probably won’t understand…. As usual.
DECEMBER 9
For the love of brand reviews Jan Van Brakel
Let’s workshop our way to making your brand reviews relevant.
Find out how you can pimp your ordinary competitive review with
clever learnings and conclusions.
ProcessInnovationStrategyProcessCreationCreationProcessProcessProcessStrategy
How does it work?
You’ll receive a meeting request
for every relevant course.
You accept the request?
You attend the session!
Rendezvous at the Old Library
at 8.30 for breakfast.
Class in session from 8.45 until 10.30
(in some cases longer, see meeting request).
You receive a one-pager handout
after the session.
THE FOUNDATIONS PROGRAM
The Foundations Program consists of ten courses in four differe
categories. These courses, each and every one of them, are
specifically developed for all account executives.
Meeting requests will be sent. Make sure you attend every sessi
FEBRUARY 11
Basic BBDO Steven Cosyns
Who? What? When? Why? Get properly acquainted with the
organization, its history and heritage, the network, its people an
its values.
MARCH 11
Are you a digitally literate netizen? Jan Algoed
Is the advertising world well informed enough about how people
get in touch with commercial content? Probably not. But our digit
experts are. And they will show you the latest digital trends and gi
tips on how to become the perfect digitally literate netizen.
APRIL 1
Think first, then do Dirk Peremans
Strategy is a cornerstone for good work. For work that makes yo
client rich and famous. Work that leads to more work! More mon
Where is this goldmine within BBDO? How do you plan a job?
What can you expect from the outcome? You’ll find out…
APRIL 29
Fire prevention & iceberg spotting Lieve Raymaekers
Titanic sank because of bad planning, execution and time
management. Well, not really, but your campaign could be a
Titanic. Let’s prevent it from sinking.
MAY 13
Accounts make the difference Isabel Peeters
Of course you do!
JUNE 10
What creatives look for in an account Jan Dejonghe
Ah creatives… No one really understands them. And that makes
collaboration a pain in the behind. So what do they really want
from accounts? Listen closely. They shall say it only once.
SEPTEMBER 9
Why Lions are so great Sebastien De Valck / Arnaud Pitz
They make our shareholders and clients roar. Our creatives will
surely inspire you with a number of top cases from BBDO and th
rest of the world.
OCTOBER 14
How to talk to Studio and Production people Karine Uytterhoev
Learn all about DTP, RGB, CMYK, PSD, PMS and other confusing
letter-words.
NOVEMBER 18
Briefing the creative Ann Peetermans
Great campaigns start with writing a great brief! Explore the key
issues in writing a brief and discover first-hand what a creative
person thinks and feels in the briefing process. Warning: he or sh
probably won’t understand…. As usual.
DECEMBER 9
For the love of brand reviews Jan Van Brakel
Let’s workshop our way to making your brand reviews relevant.
Find out how you can pimp your ordinary competitive review w
clever learnings and conclusions.
ProcessInnovationStrategyProcessCreationCreationProcessProcessProcessStrategy

9.
CHAPTER FOUR
WE EMPOWER THE
ADVERTISERS OF TODAY
TO GROW

10.
DE KIJK
VAN
VAN DYCK
In his weekly column in De Standaard, Fons Van Dyck
gives his opinion on new trends and developments in
the world of marketing, communication and consumer
behaviour.
DE STANDAARD
ZATERDAG 22, ZONDAG 23 NOVEMBER 2014
DE KIJK VAN VAN DYCK
FONS VAN DYCK
De burgemeesters van de kustgemeenten
waren deze week niet blij met de beslissing
van Toerisme Vlaanderen om te stoppen
met buitenlandse promotiecampagnes. In
het verleden werd hiervoor 1,2 miljoen ge-
investeerd. Sommige burgemeesters vre-
zen zelfs dat de beslissing een daling van
20 tot 25 procent in het aantal toeristen
teweeg zal brengen. De bevoegde minister,
Ben Weyts (N-VA), liet snel weten dat hij
onze kust nog wel wil blijven promoten,
maar minder via klassieke middelen, zoals
krantenadvertenties, en meer via sociale
media en public relations. (DS 18 novem-
ber). Met als onderliggend argument dat
de schaarse budgettaire middelen beter ef-
ficiënter ingezet kunnen worden. Eerder
besliste ook de federale overheid om de be-
volking te informeren over een mogelijke
black-out van het elektriciteitsnetwerk via
het internet, sociale media en een perscon-
ferentie, omdat er geen geld is voor een
‘dure’ mediacampagne.
Er valt overigens wel wat te zeggen voor
een overheid die investeert in sociale me-
dia. Het populairste netwerk, Facebook,
telt in ons land elke maand 5,6 miljoen ge-
bruikers. De grootste concurrent is YouTu-
be, met 4,2 miljoen gebruikers. Het in som-
mige kringen zeer gehypete Twitter kan op
ruim een half miljoen maandelijkse ge-
bruikers rekenen. Het zijn onbetwistbaar
indrukwekkende cijfers. Zelden is een me-
erin geslaagd om in
schare volgelingen te werven. Maar wie
kritisch naar de cijfers kijkt, merkt meteen
ook op dat zelfs het zeer succesvolle Face-
book weliswaar één op de twee Belgen be-
reikt, maar omgekeerd ook dat de helft van
de Belgen niet wordt bereikt met Face-
book. Twitter is helemaal een niche medi-
um, want het bereikt per maand amper 6
procent van de Belgen, weliswaar vaak
zelfverklaarde opiniemakers. Een over-
heid die eenzijdig kiest voor sociale media,
is dus een overheid die op het vlak van in-
formatieplicht de helft van de bevolking in
de kou laat staan.
Onderzoek en praktijk leren intussen dat
in een moderne communicatiecampagne
zowel klassieke als nieuwe media hun
plaats hebben, complementair met elkaar
zijn en op die manier het meest effectief de
boodschap overbrengen naar de beoogde
doelgroep. Een en/en-verhaal dus. De
meeste bekroonde campagnes op het vlak
van effectiviteit, zoals elk jaar beloond met
een Effie-award, steunen precies op die
versterkende integratie van middelen. Re-
an het belangrijkste instru-
ment om de steeds g
van ‘light buyers’,
merk onregelmatig k
sen verschillende m
reiken en de verkoo
om die reden ook ev
line winkels zoals B
zelfs Netflix – mass
op radio of televis
De belangrijkste m
media in een camp
twijfel de mogelijk
tot interactie en pa
regeringsmededel
achter ons. Me
Vlaamse overheid
goed begrepen e
boek terecht een
rende overheid.
eerste plaats ee
transparant is, d
nier kan omgaa
ten en die de bu
gen behandelt,
mensen stimule
heid die haar ei
de ‘empowert’
loog aan te gaa
onderstelt een
Een aantal ove
der de veelgep
heid van Fran
getoond dat o
die transform
Wie volgt?
Een overheid die
eenzijdig kiest voor
sociale media laat de
helft van de bevolking
in de kou staan
REGERINGSMEDEDELING

11.
BBDO
CONNECT
advertisers.
way ahead. And we believe it’s time for advertisers to
catch up.

12.
ADVERTISING
TRANSFORMED
Fons Van Dyck, synthesized the latest thinking about
advertising into a digestible list of rules to create a
best practice guide to succeeding in the industry.

13.
CHAPTER FIVE
WE SHAPE THE
ADVERTISING
GENERATION OF
TOMORROW

14.
THE YOUNG
POTENTIALS WHO
GRADUATED FROM
OUR FARM ARE
WIDELY SPREAD
THROUGHOUT
BELGIAN
ADVERTISING
AGENCIES
THE FARM BY BBDO
70% immediately got a job right after The Farm ended.

15.
WE HAVE STRONG
CONNECTIONS
WITH BELGIAN
EDUCATIONAL
INSTITUTIONS

16.
CHAPTER SIX
WE TAKE OUR SECTOR
RESPONSIBILITY

17.
MEMBERSHIPS.
JUDGING.
AND SUPPORTING NUMEROUS
SECTOR INITIATIVES.

18.
CHAPTER SEVEN
IN 2014, OUR CREATIVE
WORK HAS BEING REWARDED
MORE THAN EVER BEFORE

19.
WE WON OUR LATEST LION IN CANNES 5 YEARS AGO
THIS YEAR WE WERE THE
MOST AWARDED BELGIAN
AGENCY AT THE CANNES
LIONS FESTIVAL.
AND MOST AWARDED
BELGIAN AGENCY AT
NUMEROUS OTHER
COMPETITIONS.
Most awarded Belgian agency
Most awarded Belgian agency
Most awarded Belgian agency
at the DMA International Echo Awards
Most awarded Belgian agency
Most awarded Belgian agency
at the Epica Awards
Agency of the Year in Design and Craft
Only Belgian agency in the Warc Top 100 Smartest
Campaigns
Awarded at the New York Festivals
Awarded at the IAB Mixx Awards

20.
GOLD
Caples Award
Epica
SILVER
Caples Award
- Direct mail
Caples Award
BRONZE
Cannes Lions
- Direct ‘Flat Mailling’
Cannes Lions
- Direct ‘Strategy Retention’
Cannes Lions
JC Decaux
- Street View Unpaid
Bills

21.
BRONZE
Cannes Lions
Volvo
- Followed by Volvo

22.
GOLD
Best Of Activation (BOA)
European IMC Awards
Marketing or Social
European IMC Awards
SILVER
Caples Awards
– Direct response TV
The Child Poverty Fund
- National Cry for Help

23.
SILVER
European IMC Awards
–
Motivation
BRONZE
European IMC Awards
Federal Mogul
- Champion
Rainhunters

24.
SILVER
Epica Awards
Appliances
Bosch
- Boschhhh

25.
SILVER
Proximus - Proximus
Quality

26.
BRONZE
MIXX Awards
Brussels Airlines
– Flightball !

27.
BRONZE
Echo Award
– Direct
BBDO & Microsoft
- An invitation to
innovation

28.
GOLD
CCB
- Film
CCB
CCB
- Use of music
SILVER
CCB - Film Direction
BRONZE
New York Festivals
BOIC
- Belgian Mountains

29.
SILVER
CCB
- French copywriting
La fondation de coeur
– Une histoire de
coeur

30.
GOLD
OOH Awards
– 20m2
Volvo
– Automatic Braking
Billboard

31.
CHAPTER EIGHT
AND THE WORK
ONLY GETS BETTER

32.
WE CONTINUE
TO GROW OUR
TRACK RECORD
OF MOST
EFFECTIVE
BELGIAN
AGENCY.
An absolute record and 14 more than the runner up.
We won 4 awards at the IMC Awards.
We won 5 awards at the BOA Awards.
We proof our creativity combined with results.
We were the only Belgian agency in the Warc Top
100 Smartest campaigns.

33.
WE WERE RESPONSIBLE FOR
THE BIGGEST REBRANDING
CAMPAIGN IN BELGIUM IN
THE LAST DECADE.

34.
That was 2014.
That is why we are #BBDOproud

35.
Questions? Remarks?
Or just chat with some coffee?
daniel.schots@bbdo.be