2. Een achter de schermen van
by Marc Vroonen

3. creative media project development
creative media strategy & planning
media, event & personality sponsorship
a/v creativity: non-spot advertising;
short & advertising funded programming;
cross-media; product placement/
integration & bartering;
VRT-alliance expert
AV-tracking – ROI Measurement
brand & field activation
19 years of creative media use experience
pioneer of Viking TV (SBS Belgium) – ‘95-’98
head of Aegis sponsorship – ‘99 – ‘09
exclusive Mediabrands partnership ‘10 – 02/’12
The Pool: since 03/2012
44, 3 kids, leuven

4. PAIDOWNED EARNED

5. CONVERGENCE

8. • Push Market > Interactive Technology Market
• Social Media, tablet, smart become standard media tools
• Conversation Mgt & Social Media break through
• Consumer & Content are critical Kings
• Mono-Media is Dead
• Multiple media touch points with 1 goal
• (Long Term) Engagement
• Create a Brand & Consumer Experience
• Advertisers seek originality & Creativity (always have)
• Are Open towards Cross-Media
• Traditional Media are under pressure
• Time Shifting / Digitalisation / Consumption / Fragmentation
anno 2013

10. 10 COMMANDEMENTS OF CROSS-MEDIA
goesting!

11. 10 COMMANDEMENTS OF CROSS-MEDIA
creativity

12. 10 COMMANDEMENTS OF CROSS-MEDIA
credentials

14. 10 COMMANDEMENTS OF CROSS-MEDIA
ideas

15. How difficult is it to be simple
vincent van gogh

16. 10 COMMANDEMENTS OF CROSS-MEDIA
knowledge

17. 10 COMMANDEMENTS OF CROSS-MEDIA
neutrality

18. June 3, 2013 - 18

19. 10 COMMANDEMENTS OF CROSS-MEDIA
selectivity

20. 10 COMMANDEMENTS OF CROSS-MEDIA
spoc(diplomacy)

21. 10 COMMANDEMENTS OF CROSS-MEDIA
transparency

22. 10 COMMANDEMENTS OF CROSS-MEDIA

23. 10 COMMANDEMENTS OF CROSS-MEDIA
believe!

24. 10 COMMANDEMENTS OF CROSS-MEDIA
Goesting!
Creativity
Credentials
Ideas
Media knowledge
Neutrality
Selectivity
SPoC
Transparency
Believe!

26. Q4 2011 Q1/Q2 2012 Q4 2012
Brantano
VIJF Nationale Schoenendagen
Q1/Q2 2013
+ Brantano owned channels

27. Brantano – VIJF Nationale Schoenendagen ‘12

28. Briefing
Create a cross-media campaign for the launch of the new generation of roof
windows at Batibouw. Highlight the key benefit of a roof window: More Daylight!
Increase number of Facebook Friends.
Concept
De Daglichtgids is a national Mini-Mag (NL & FR) of 12 pages full of product
benefits, examples & tips & tricks by Michèle Van Sébroeck! The Mini-mag is
distributed by a national selection of magazines and is in line with a series of TV-
infomercials and an online dossier. Mini-Mag has also been distributed at Batibouw.
Play & Win a trip to Sweden!
vier
vijf
Nieuwsblad.be
Vijf.be
Libelle
Femmes
d’Aujourd’hui
Moustique
HUMO
Feeling Wonen
Gael Maison
Velux – De daglichtgids
Result
Successful Batibouw campaign. Very high Play & Win participation.
+5.000 Facebook friends within 2 weeks time.
February – March 2013
Winner Communication Award Batibouw 2013

29. Briefing
The project started with a pro-active idea from Corelio Connect and has been
broadened to a cross-media project by The Pool.
Concept
Efteling Pyjama Party is a creative, multi-platform play & win. Kids can win an
exceptional adventure in Efteling with visit, stay over & Pyjama Party at Efteling for
family & best friends.
At the dedicated website, kids had to create their ideal Pyjama + motivation to win.
Afterwords, a mini-program has been made of the adventures.
We address to the kids & the parents
vijf
nickelodeon
Nieuwsblad.be
vijf.be
nickelodeon.be
Het Nieuwsblad
Magazine
Efteling – Pyjama Party
Result
We have received over 11.000 Pyjama-creations during the 2 weeks active period.
March 2013
Jommekeskrant
Het Nieuwsblad
www.jommekeskrant.be b Woensdag 27maart 2013
Jill
Shaw
‘Ik laat niet
alles vallen
voor muziek’
Wie wordt
nieuwe
gezicht van
DVD’s
K3
WIN!
EXCLUSIEF:
DE10
KANDIDATEN!
Lien
Van de
Kelder
Foto:GOEDEFROITMUSIC
op
avontuur in
Ted en de
Schat van
de Mummie

30. * via www.thepool.be