Looking ahead

Column Marieke van Echtelt – Managing Director

November, traditionally a month where we look forward to the month after, or are already busy working on the new year. But it is also the month where the days grow shorter, and we find ourselves more at home, something we are reminded of even more during this time. From a business perspective, nothing has really changed, the old rules still apply, although slightly different, and we have found our way through them. We are sticking to our strategy, which is also evident from the Brand Growth Study: only companies that integrate their existing strategy and remain consistent, are able to realise impact. Last month we once again won the FD Gazelle, the prize for growth, and this growth means the arrival of many new colleagues and being able to work for many new clients.

Which is why we continue to create content to inspire companies. The second edition of the Brand Growth Magazine was launched this week, we spoke at Dutch E-Commerce week 2 weeks ago, and on November 17^th we will once again present the results of the ‘Great Marketing Survey’ at MarketingLive! But that’s not all, we have also started some great partnerships. Such as the C-Level Study with IAB Nederland, where we ask senior professionals for their vision on the future of the marketing and media ecosystem. The ‘View on Marketing’ study with DPG Media and NIMA on the current climate within marketing, and most recently, the study in partnership with Ster: ‘The Power of Adaptation’ where we look at whether brands should adapt advertising to current events.

“Now is the time to share learnings that go beyond your own campaigns.”

Next to these partnerships, we find it very important to stay in close contact with clients. I would like to let 2 of our consultants speak about this. Roderik Sorbi, Senior Consultant: “This period is a time of reflection for clients. Now is the time to share learnings that go beyond your own campaigns. In close partnership with clients, we organise Creative Strategy meetings with multidisciplinary teams, in which both Brand Building and Brand Activation teams are present, as well as the creative and media agency. We share all the learnings of Brand Growth 2020 from our own research among marketers, and the rich database learnings of Les Binet and the vision and research of Mark Ritson. It is a unique partnership with one common goal: to maximize the effect of creatives and campaigns for our clients in 2021. And, because we strongly believe in these partnerships, we will happily organise these strategic learning sessions for other relations as well.”

“Because you can reach out to clients easier through video calls, it feels even more like you are part of one team.”

Jori van de Spijker, Practice Lead Brand & Comms, also notices how important these partnerships are in the current climate: “I really enjoy when we don’t just conduct an ad-hoc project for a client, but become real partners who think along. I have noticed that this new way of working has flourished even more in times of corona. Everyone video calls from their own home. As a result, you are no longer a visitor in the office of the client, but everyone is an equal stakeholder. In the research we have done with IAB we have learned that marketers find they take decisions faster and easier because of corona, and I notice that too. Because you can reach out easier through video calls, it feels even more like you are part of one team. I have the feeling clients really appreciate this easier and closer way of working together. And it is precisely DVJ’s working method, in which we continuously share content and learnings with clients, that fits in really well with this.”

Sure, things are a little different compared to the usual November month. But still, especially during these short days at the end of the year, we prefer to look ahead. To a great end of 2020, and a great start to 2021. After all, November is the month of looking ahead.