WITH BLACK & DECKER THE FLOOR’S GOOD ENOUGH TO EAT
In order to launch Black & Decker’s steam mop and SteaMitt steam cleaners, These Days opened a restaurant where you could eat off the floor. Quite literally.
It was quite a sight in the old post office building in Antwerp’s Groenplaats, as guests ate from the floor in the pop-up restaurant Floor 99.9. They enjoyed tucking into culinary creations ‘on a bed of floor tile’. These were served by Lady Chef of the Year 2015, Anne-Sophie Breysem, from Flanders Kitchen Rebels. Of course, guests didn’t just eat from any old floor. It was first cleaned with the BLACK+DECKER steam mop and SteaMitt, which eliminates 99.9% of all bacteria.
These Days launches Labstore Benelux, a full service solution for retail innovation and shopper marketing
Denis Ghys joins as Managing Director.
These Days launches Labstore Benelux, a team of shopper marketing experts to support clients in the ever changing retail environment. These Days can now tap into Labstore’s global retail and shopper marketing network, with offices in over 20 countries, and a deep understanding of the shopper in every major market around the world. Using the Shopper Chemistry(tm) process to create ideas that result in purchase through the fusion of digital and shopper.
Jon Bird (Global Managing Director Labstore): “I am so excited to be opening our newest Labstore in Benelux. These Days has a history of bold and highly creative work in the retail space, and this is the next logical step – building out a strategic and specialist practice that has the capacity to add real value in what is a thriving retail market."
Denis Ghys will lead this team as the managing director, teaming up with the recent hires like Sébastien Greffe and the existing creative and project management teams. Denis Ghys joins These Days from 10 advertising where he held multiple roles, including Managing, Strategy and Creative directorship in which he especially thrived in building integrated retail marketing solutions.
Denis Ghys: “ I see a tremendous opportunity on the Benelux market in really building a full stack agency offering that excels in building integrated customer voyages that convert.”
Toon Diependaele – Chief Strategy Officer These Days: “Labstore needs the focus and drive of a dedicated lead and team that is immediately enabled by These Days strong expert centers and local and international network tools and capacities. Making it an unparalleled player for retail and FMCG overnight.”
Stimorol teams up with These Days
Following a pitch process, Stimorol, which is part of the Mondelez group, has selected These Days as its lead agency for Belgium, the Netherlands and Luxembourg.
These Days will be responsible for the continued rollout of the ‘Dare to open your mouth & good things will happen’ line. Further details are not yet available as the first campaign is scheduled to be launched early 2017.
Jim Versteylen - Marketing Manager Gum&Candy BeNeLux:
“Stimorol needed a partner capable of anchoring a strong strategic vision with a clear message in a transparent communication and activation plan. Most of all, it was their fresh and original take on the brand and their impressive digital background that convinced us that These Days is the ideal partner to help Stimorol grow in the future. Needless to say, we are very much looking forward to this promising collaboration.”
Dirk Milbou appointed Chief Data Officer of These Days
Dirk Milbou has been appointed to the new position of Chief Data Officer at These Days in the aim of driving clients’ competitive advantage and improving marketing effectiveness through smarter use of their data.
These Days CEO Erwin Jansen: “We are in the creative industry and in the inspiration business.
We use data and analytics to identify insights that fuel creative campaigns with the sole purpose of inspiring people to take action. To engage today’s consumers, we understand that brands must deliver content, experiences and information across different channels, at the right time. We are uniquely positioned to integrate the capabilities that build stronger 1:1 relationships and deliver results for our clients. We created this executive position to stay on top of our game and to continue to develop our service offering based on client demand and consumer needs. We have known Dirk for many years: he has ample experience both on the advertisers’ side and the agency side, and has worked for data as well for media companies, making him a seasoned, data driven marketer and the ideal guide for this intrapreneurial challenge.”
Dirk Milbou: “As a leading creative agency with digital DNA, These Days has the perfect foundation to inspire their solutions with data. I will tap into the agency’s vast international knowledge, tools, processes and IP in this domain –including Wunderman and Y&R, the agency’s parent companies. I’m very glad to be the guardian angel of this expanding service offering and I will make sure that data delivers new insights, even better ideas and a maximum impact on our clients’ business.”
Dirk will work under Toon Diependaele, Chief Strategy Officer These Days.
Dimitri De Lauw returns as Strategy Director of These Days
Dimitri De Lauw is back on familiar ground as Strategy Director of These Days since 11 April. As part of the team of Chief Strategic Officer Toon Diependaele, he will be managing the department of strategic communication planning, brand positioning and Brand Asset Valuator™ Consult.
Dimitri De Lauw was previously Brand and Communications Consultant at TNS Dimarso, where he offered brand advice based on market studies. Before that, he worked as a strategist at Antenno, These Days and BBDO.
Toon Diependaele: “We are strengthening our strategic team with someone who can deepen the connection between the consumer, the brand and the business. With the arrival of Dimitri, we will be investing in sustainable solutions to our customers’ challenges more than ever. By interacting with our expert centres (Data Driven Performance, Conversation & Content, Digital Transformation and UX & Service Design), we will then lay the foundation for impactful campaigns and digital platforms.”
Dimitri De Lauw: “These Days is a strong agency. Its deep-rooted integration between brand, creative and data thinking convinced me to take on a strategic role again. Brands need to find the perfect balance between paying attention and attracting attention. In that sense, I build bridges: I bring together ideas from different areas to create meaningful projects.”
IAC awards times 3
This year we brought home 3 IAC awards.
Our anti-child porno filter for Child Focus got lucky with two awards. One in the category ‘Best non-profit interactive application’ and also the ‘Best of show’ for interactive application.
To top it off our family stick campaign for Telenet won ‘Best telecommunication social media campaign’. Congrats to the teams involved! Off course as the good colleagues we are, we sure had to test this family stick. Enjoy our partial agency selfie.
Améline by Mayerline opts for style with These Days
Mayerline is a household name in the Belgian fashion landscape. This spring they are launching a brand new line: Améline by Mayerline. A collection designed with the refined, experienced yet guileless woman in mind. That is why they wanted to launch Améline in a manner as stylish as the collection itself. To deliver on that promise, Mayerline teamed up with These Days.
We created a whole new brand story that introduces us to the world of the Améline woman. We started with designing the focal point of the launch campaign: www.améline.be. One look at the one-page website is enough to know what motivates the Améline woman. A short version of the same eye-catching mood film is also screened in the sales outlets.
In addition to the standard ads in leading fashion magazines (Knack Weekend, Le Vif/L’Express, Marie Claire, Feeling, Gael), These Days also created a unique collaboration between Améline and Feeling. The magazine interviewed four ambitious women who paint an accurate picture of what a real-life Améline woman looks like.
Embedded on the Facebook page of parent company Mayerline, the Améline campaign is also boosted via social media. And finally, we also supplied the support materials for the press event.
SIGI Award for the Mazda Open Air B&B campaign
Our agency was one of the laureates at the annual SIGI Awards. At the end our Mazda Open Air B&B campaign brought home the SIGI Award in the Promo category!
The campaign was set up last summer to launch the brand-new MX-5. And oh boy it was a success! The car goes back to the essence of the convertible roadster and gives its passengers an instant holiday sensation. The MX-5 is not a status symbol but happiness on wheels, a car that invites you to just get in and take off. Those interested in trying the new car booked more than just a standard test drive; it was more of a test trip. They got to spend a full day in the MX-5 including an overnight stay in the Mazda Open Air B&B.
Our agency conceived and designed a container room that was fitted with all modern comforts and – obviously – inspired on the concept of the MX-5, including a specially designed open roof with a view of the night sky. Go to www.mazda.be/openair for a virtual check-in.
The SIGI Awards are organised each year within the worldwide Wunderman network. More than 50 agencies from 11 countries sent in their best campaigns. The jury then selected the strongest cases that best illustrate the network’s philosophy: Creatively Driven. Data Inspired.
Mazdamorphosis astonishes Car Show visitors
The entire Mazda line recently underwent a genuine metamorphosis. Both the design and the technology of each model were thoroughly reconceived. And now the brand is offering its new generation at incredible Car Show conditions.
In order to reinforce this message, These Days created the Mazdamorphosis campaign. In print, online, DM and at the dealer, but also at the Car Show itself.
The concept comes to life at the Mazda stand, which looks like a contemporary metropolis. Unsuspecting visitors are rendered speechless – live – with a series of metamorphoses created in collaboration with Steven De Laere, one of Belgium´s best illusionists.
The miraculous disappearances/appearances not only ensured ´rumour around the brand´ at the Heizel, but also on Social Media.
Check out the film clips and let Mazda surprise you at http://www.mazdamorfose.be
Contact: Joachim Sas, Bert Callens
Agency: These Days Wunderman Y&R
Account: Tom Thijs, Seppe Dogge
Creative Director: Samuel De Volder
Creation: Bram Van Looveren, Joeri Quinet, Tom De Block
Design: Sander De Smedt
Production: Ruben Van Den Heuvel, Bruno Dejonghe
These Days welcomes Max Heirbaut as Design Director.
Since late last year, Max Heirbaut has been the new Design Director at These Days.
Max, 28 years young and full of talent, started his own agency at 24 after a few years of freelance work. Three years later, he sold it to the Cronos group and left for New York to work for agencies like HUGE Inc. There, he designed for Google and HBO, and worked as a design director in the New York product start-up scene.
Because New York just isn’t Antwerp, he came back to take charge of These Days’ 16-member design department.
Werner Van Reck (CCO), "It’s no secret that in the context of our “creative technology” mission, we regard design as the tool par excellence for brands to profile themselves. Whether it's about graphic design, branding, UX, Service, Interactive or Product Design, Max provides all-round expertise and a worldly vision, and our customers are already experiencing his value."
These Days further strengthens its creative ranks.
In March of last year, Pieter Staes and Manuel Ostyn stepped over from Mortierbrigade to These Days. In a short period of time, the duo has already proved that they’re not only strong conceptual thinkers, but also inspiring coaches for some younger teams, resulting in impressive work for clients like Telenet and Child Focus.
That’s why, with an eye on ambitions for 2016, they’ve both been promoted as of this year to Creative Directors. Together with ECD Sam De Volder and the new Design Director Max Heirbaut, they form the daily creative direction of the agency.
"In These Days we associate good creative staff with a strong technology department. It’s the only way to deliver startling and relevant communications” say Peter and Manuel.
"As a new generation of CDs, they will also be co-responsible for the further development of the creative department because talent scouting is also one of their priorities." adds Werner Van Reck (CCO).
These Days and JBC go hand in glove
Antwerp, 1 January 2016. Following extensive consultations, fashion brand JBC has decided to entrust its communication budget to the specialists of These Days. As of 1 January, the agency will handle all communications for JBC in Belgium, Germany and the Netherlands.
JBC CEO Bart Claes: “The combination of These Days’ wide range of competencies and profound expertise in nearly every domain of communication was the deciding factor. Also, it was obvious from the start that the whole team was chomping at the bit. We are confident we have found the right business partner to help realise both our short- and long-term ambitions.”
These Days CEO Erwin Jansen: “To say that things click would be an understatement. Bart and Ann have built a wonderful company and they’ve assembled a young and enthusiastic team of marketers. We will gladly throw all of our knowledge and creativity in the mix to reinforce the JBC brand’s position on the various markets. This may ultimately prove the biggest challenge of all: building on JBC’s success. After all, we wouldn’t want things to come apart at the seams now, would we? (laughs).“
Amongst others, These Days will support the JBC team in terms of brand communication, CRM, social, digital, content marketing, direct marketing, shopper marketing, design and activation.