Creative Belgium Board member since 2018
I’m a board member of Creative Belgium whose mission is to bring more diversity (such as gender and age) and culture to Belgian advertising.
I want to put forward as many initiatives as possible to keep our sector inspiring. Through my exchanges with teachers and students, it seems clear that there is room to push the limit further.
Reduce the gap between the perception of our profession and the reality of agencies
We launched the Creatures Festival in 2022.
(link to interview here)
The Creatures Festival is a festival dedicated to young people. The purpose is to share with them the passion we have for our profession. Many specialists presented their profession, their creations, their images, their sound, their strategy or their production. All of this showed the diversity of jobs one can find in an agency.
Diversity, inclusiveness and well-being at work
On the other hand, the lack of diversity is a barrier.
Our sector is not as progressive as it claims to be. I actually saw more diversity going to my local bank than in my job.
There are still too few women in creation-related jobs, even though there are more female than male students…
I sounded the alarm! We set up a major national survey in order to collect statistics. We took this opportunity to also measure the well-being within agencies.
Read the interview here (in French).
Based on the results, we were able to set up constructive synergies with schools and encourage agencies to open up and hereby resonate with the public they are addressing.
A new research is now ongoing to survey students.
How to trigger interest but also keep talents?
In my work experience, I have seen many talented interns come and go…
I have also seen many young mothers, who, after giving birth to their first child, questionned the balance between their work and their family.
A program has emerged from these reflexions.
In this context, I had the immense honor of participating as a speaker and sharing my enthusiasm for creation.
« This is not about fixing a problem, it’s all about potential. »
#OpenToChange: the road towards an inclusive, diverse, equal and booming industry
Following this survey, we wanted to create an awareness campaign on well-being in agencies and implement an “OPEN TO CHANGE” charter.
We also developed a digital awareness campaign.
Show your support for these initiatives with this badge!
From consuming to consuming less
Ecology is dear to my heart.
Today, agencies have the possibility to influence services and products, but they also have the responsibility to act in sustainable projects.
What is good for the planet is good for the people and for the brands.
It is urgent to think degrowth through education and Planet First.
Last but not least...
As an Art Director, I want to put Audacity in the spotlight.
Bold initiatives should always be welcomed.
We are sometimes too cautious and lagging behind, when we could be so inspiring!
There is still so much to do to make advertising inspiring again. We find ourselves in the middle of a mentality shift. It is very exciting to be part of this revolution.