by Clément MAERTENS | Jul 31, 2026 | Business cases
In a category where retailers typically compete on price and visibility, Albert Heijn, the supermarket retailer, chose a different path. Together with DPG Media, the brand moved beyond traditional sponsorship to become an essential part of the story of the prime-time...
by Clément MAERTENS | Jun 26, 2026 | Business cases
LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène. The French sales house supported the film with premium app...
by Clément MAERTENS | May 22, 2026 | Business cases
The strategic response: the TV advertising paradox The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could...
by Clément MAERTENS | May 22, 2026 | Business cases
M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and...
by Clément MAERTENS | Apr 24, 2026 | Business cases
TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network...
