A Media & Advertising Podcast by RMB
Think Ahead is the must-listen meeting for those shaping the future of communication, media, and advertising. Each episode analyzes the media trends reshaping the advertising landscape, features insights from innovative experts, and explores marketing and communication strategies that will make a difference tomorrow.
Whether you are an advertiser, media agency, advertising partner, or simply passionate about our industry's evolution, Think Ahead offers a clear, committed, and forward-looking view of what is happening today and what’s coming tomorrow in the media & advertising sector.
Ready to get ahead?
Dive into Think Ahead.
Making advertising accessible to all
In this new episode of Think Ahead, RMB highlights a major shift in the advertising landscape: the accessibility of TV campaigns through subtitling and audio description.
Valérie Janssens (Media, Data & Tech Director at RMB) and Maximilien Seeger (visually impaired Paralympic athlete) share a conversation that is both clear-eyed and deeply human about the realities faced by audiences with disabilities, and the role brands can play in fostering more equitable communication.
The episode also explores the innovation efforts by RMB and RTBF to make these formats possible on television and invites advertisers to look further: to see inclusion not as a constraint, but as an opportunity to expand campaign reach and help advance social norms.
Sport: A Reliable Value for Brands
An episode fully dedicated to the power of sport in media strategies, in a context where major sporting events are increasing.
With Alexandre de Hollain (Marketing Analyst) and Virginie Cavadini (Campaign Expert and elite swimmer), the episode explores:
why sport remains an unmatched audience driver,
how it generates rare emotional engagement,
and what opportunities it offers today to brands, including new formats, sponsoring, and innovative activations.
A clear and inspiring analysis to understand why sport remains one of the strongest and most effective environments for advertisers.
RMB celebrates 40 years
For the occasion, this special episode of Think Ahead offers you a true journey through time. Chloé Pétein, Communication Facilities Expert at RMB, welcomes Yves Gérard, CEO of RMB, to review the major milestones that have shaped the company since 1985: its pioneering beginnings, major transformations, and key moments that marked the Belgian media landscape.
A lively and authentic exchange between history, anecdotes, and future vision to celebrate 40 years of evolution and look ahead to the coming decades.
Inclusion and Creativity: Rethinking Advertising Beyond Stereotypes
In this eleventh episode of Think Ahead, we tackle a topic as sensitive as it is crucial: sexism and discrimination in advertising.
With Bruno Liesse, an expert in advertising measurement and professor at IHECS where he teaches ethics and discrimination in communication, we analyze the role of the CSA Code, the impact of stereotypical representations, and the opportunities for more inclusive communication.
On the agenda:
- Clear definition of discriminatory advertising and analysis of persistent stereotypes
- State of affairs: real progress or mere illusions?
- The role of the CSA Code and self-regulation bodies in the Belgian market
- Consequences of biased representations on audiences and brands
- Creative opportunities and benefits of authentic, inclusive, and responsible advertising
A direct and practical discussion to understand the social and business stakes behind advertising representations.
Cinema: At the Heart of Attention and Emotion
In this tenth episode of Think Ahead, we dive into the world of advertising cinema, this iconic medium that keeps reinventing itself. With Nathalie Lhoir, Managing Director at UM and director of the CIM cinema technical commission, we explore the many facets of this powerful and sometimes underused channel.
On the agenda:
- State of cinema post-COVID and audience trends
- Role of cinema in the media mix and as a complement to other channels
- Cinema’s unique strengths in attention, brand safety, and experience
- Opportunities for advertisers: immersive campaigns, in-theater activations, long formats...
- Focus on young audiences, memory performance, and creative inspirations from standout campaigns
A rich and practical discussion to rethink cinema’s impact in a 360° video strategy.
To listen if you’re an advertiser, media planner, creative, or simply passionate about audiovisual storytelling.
Balnz and Screen Time Management
Dive into the heart of Think Ahead's 9th episode to explore another aspect of our digital era: hyperconnectivity and its impact on our well-being.
In this engaging episode, Sébastien Haas, founder of Balnz, created an app designed as a breath of fresh air in a screen-saturated world. Through this clear and inspiring conversation, he shares his vision of a more human, aware, and above all, balanced digital world.
With insightful observations and concrete ideas, this episode invites you to reflect on your own relationship with technology and consider a healthier, more aligned use to restore the right balance between digital connections and personal disconnection.
Listen now to discover how digital sobriety can become a true lever for well-being and performance.
Open Garden: Automation Serving Convenience
Dive into the heart of the 8th episode of Think Ahead to explore a major breakthrough in advertising: the Open Garden.
In this enlightening exchange, Valérie Janssens, Media, Data & Tech Director at RMB, unpacks this open, interconnected tech model reshaping advertising strategies.
Through this engaging discussion, discover how Open Garden revolutionizes the media ecosystem by promoting fluid, agile, and collaborative approaches. What are its concrete benefits for advertisers and market players? How does this innovation enable better interconnection among actors and an improved user experience? Our guest answers these questions with expertise.
With precise analyses and practical recommendations, this episode offers you the keys to fully leverage this digital transformation and maximize your campaigns' impact.
Listen now to understand how Open Garden can enhance your advertising strategy and open new perspectives.
Greenwashing: Overview and Solutions
Dive into the heart of the 7th episode of Think Ahead on a crucial topic: greenwashing. Yassine Majid, Branding Coordinator at RMB, hosts Anne De Kerchove, CSR Expert at RMB, Veerle Colin, Marketing Director at JCDecaux, and Maxime Van der Meerschen, co-founder of GiveActions, to explore the challenges of this practice that undermines the credibility of environmental communications.
Throughout this engaging discussion, our guests analyze common mistakes in risky advertising while sharing concrete solutions to avoid greenwashing traps. They also discuss growing consumer expectations for authentic and transparent campaigns, and reveal key findings from the Greenlight study conducted in Belgium by RMB, JCDecaux, and GiveActions.
With detailed analyses and practical recommendations, this episode provides essential tools to sincerely and effectively integrate sustainability into your communications. Learn how to improve your advertising practices while credibly addressing environmental challenges.
Listen now to learn how to make transparency an asset in your advertising strategy.
Content: boom and opportunities
Dive into the heart of content in this sixth episode of Think Ahead. Yassine Majid, Branding Coordinator at RMB, talks with Dimitri Lemmens, Head of Content & Creativity, about the new dynamics of content marketing. As social platforms and content creators explode, how can brands stand out and effectively engage their audience?
Throughout this exciting discussion, discover key strategies to capture attention in a saturated digital environment. Our two experts shed light on branded content, influencer marketing, and social media marketing, while sharing insights on social media consumption habits in Belgium.
With striking statistics and practical advice, this episode highlights how content can become a powerful lever for brands in their quest for engagement. Expand your knowledge and rethink your content marketing strategies!
Listen now to discover how to make content your best ally.
Podcasting: A New Playground for Brands?
Dive into the podcasting world with the fifth episode of "Think Ahead," where we explore how this medium has become part of everyday life for Belgians. With 442,000 young and active listeners, discover why podcasts are now an essential audio format. Vincent Binon, our project development expert at RMB, reveals how brands can benefit from this rapidly growing format. Listen to understand consumption trends, leading content, and the strategic role of advertising in the podcast landscape. Don't miss this episode to seize the opportunities podcasting can offer your brand!
Gaming: The New Advertising Goldmine?
Discover how gaming is redefining media strategies with RMB and Sparkers in this new episode. Dive into key figures and trends transforming gaming into a powerful communication channel, in Belgium and beyond! Our guest, Nicolas Vandersteen (Sparkers), takes us into the heart of the video game industry and reveals the sector's growing impact on advertising. Don't miss this 4th episode of Think Ahead to seize the opportunities in an expanding market!
Generation Z: New Media Codes!
Dive into Generation Z's media preferences in our third Think Ahead episode with guest Céline Hoebregts (Content & Creativity Manager at RMB).
Discover how these young consumers redefine engagement through innovative formats and new platforms, while still embracing traditional media. Learn key strategies to captivate young adults and explore the stats that shape their media impact.
Watch this episode now to master blending digital and traditional channels to maximize your reach with Generation Z!
Addressable TV: The Reinvented Ad
Explore the future of TV advertising with Addressable TV in our second episode.
Our guest, Barbara Van Caubergh (Head of Data & Insight at RMB), reveals how RMB and Proximus transform TV campaigns by making them ultra-personalized to precisely reach your target audience! Don’t miss this dive into innovation that’s revolutionizing ad targeting, enabling brands to maximize impact by delivering the right message to the right person.
Listen now to episode 2 of Think Ahead and seize the benefits of Addressable TV!
EURO 2024: Impacts and Audiences
Dive into the analysis of TV and digital performances of the Euro in the first episode of Think Ahead.
Our first guest, Arnaud Peltyn (Agencies Trading Lead at RMB), explains how this major event captivates billions of football fans and its impact on local audiences. Ready to deepen your understanding of the Euro audience?
Don't miss this episode to sharpen your marketing strategy!
