{"id":21248,"date":"2024-10-28T12:09:21","date_gmt":"2024-10-28T11:09:21","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=21248"},"modified":"2024-11-28T14:40:35","modified_gmt":"2024-11-28T13:40:35","slug":"podcast-focus-op-digitaal-in-de-wereld-van-reclamebureaus-met-franky-willekens","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/contentstrategie\/podcast-focus-op-digitaal-in-de-wereld-van-reclamebureaus-met-franky-willekens\/","title":{"rendered":"Podcast: Focus op digitaal in de wereld van reclamebureaus met Franky Willekens"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><b>Franky Willekens heeft meer dan dertig jaar ervaring als marketeer en digitaal strateeg bij onder meer Ogilvy, Boondoggle en BBDO.&nbsp;Wij wilden weten hoe traditionele advertisingagentschappen uiteindelijk de digitale wereld hebben omarmd.&nbsp;En vooral hoe de paradigmashift van pure creatie naar performance verliep en vandaag nog steeds doorebt in onze manier van werken.<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"above-vs-below\">Above vs. below<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Toen ik ongeveer 30 jaar geleden begon in de marketingwereld was er een letterlijke en figuurlijke scheiding tussen above en below (the line marketing). Dat waren letterlijk gescheiden verdiepingen. Ik heb gezien dat digitaal eerst een natuurlijke aansluiting vond bij de below-wereld, waarschijnlijk omwille van het technische aspect.&#8221;<\/p>\n\n\n\n<iframe style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/episode\/7iPNuur9X51DHlm2zP37DK?utm_source=generator&#038;theme=0\" width=\"100%\" height=\"152\" frameBorder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hoe-verliep-de-integratie-van-digitalisering-in-belgie\">Hoe verliep de integratie van digitalisering in Belgi\u00eb?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;We zaten niet bij de early adopters in Belgi\u00eb. Je kon een duidelijke lijn door Europa trekken tussen de landen die wel of niet op de digitale trein sprongen. Het Verenigd Koninkrijk en de nordics liepen vooraan, maar ook in Belgi\u00eb kon je een grens trekken tussen noord en zuid. Vandaag bestaat die grens nog in ons land.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hoe-uitte-die-transformatie-naar-digitalisering-zich\">Hoe uitte die transformatie naar digitalisering zich?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Ik heb verschillende fases van digitalisering gezien. In de eerst fase waren er geen sociale media, influencers, Google bestond nog niet. Toen adviseerde een consultant over hoe een website gestructureerd moest zijn. Naar verloop van tijd heb ik drie beroepen zien ontstaan: de information architect (de UX-expert van vandaag), de webcopywriter &amp; de webdesigner.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meer weten over reclamebureaus in de digitale wereld?<\/strong> Je hoort het in &#x1f449; <a href=\"https:\/\/open.spotify.com\/episode\/7iPNuur9X51DHlm2zP37DK?si=fd22525bffcd48a6\" target=\"_blank\" rel=\"noreferrer noopener\">deze podcast met Franky Willekens.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Franky Willekens heeft meer dan dertig jaar ervaring als marketeer en digitaal strateeg bij onder meer Ogilvy, Boondoggle en BBDO.&nbsp;Wij wilden weten hoe traditionele advertisingagentschappen uiteindelijk de digitale wereld hebben omarmd.&nbsp;En vooral hoe de paradigmashift van pure creatie naar performance verliep en vandaag nog steeds doorebt in onze manier van werken. Above vs. below &#8220;Toen &#8230; <\/p>\n","protected":false},"author":46,"featured_media":21249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4966],"tags":[],"class_list":["post-21248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentstrategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Podcast: Digitaal in de wereld van reclamebureaus met Franky Willekens<\/title>\n<meta name=\"description\" content=\"In een nieuwe Content Talks heeft Franky Willekens het over hoe traditionele advertisingagentschappen uiteindelijk de digitale wereld hebben omarmd.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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