Brigada

Basketball was all over the place this summer, with Crelan as one of its biggest supporters. Literally. This mural in Antwerp says it all. And tension is reaching fever pitch as the Belgian Cats go for metal at the World Cup in Berlin from this weekend. 🏀

Game. Set. Flanders. 🎾 We got the chance to team up with Kim Clijsters, PINE Sports Group and Flanders Convention Bureau on a new interactive experience for international congress organisers. The goal? Put Flanders on their radar, with a little help from one of its most iconic ambassadors. Coming soon. 👀

Digital-minded, client-focused and always one step ahead? Let’s talk. 👋 Brigada’s hiring an Account Manager who can cut through the noise and connect client needs with the right digital expertise.

“What remains will have to be real.” That was the title of Bartel’s keynote for Brigada Live at Lofoten Enlightenment, where Europe’s creative leaders in live experience gathered around one central topic: creativity. And after a few days of conversations, that thought felt more relevant than ever. Yes, the live industry is navigating tighter budgets. But at the same time, the rise of AI is making real experiences more valuable than ever. AI is already reshaping how we plan, visualise and create content around events. But its biggest opportunity might be elsewhere: helping brands strengthen human connections and create experiences that truly mean something. A few takeaways stood out: Creativity makes the difference. Great execution is expected. But ultimately, it’s the strength of the idea that makes an experience worth remembering. AI isn’t replacing live. It’s reinforcing its value. As more of what we see and consume can be generated by machines, real human connection becomes increasingly valuable. Authenticity may well become the new luxury. The industry’s future belongs to those who stay agile. Across Europe, independent agencies continue to raise the bar by moving faster and thinking bolder. Some of the best ideas happen between the sessions. Many of the most valuable conversations happened over coffee, dinner or a walk. A good reminder to keep talking to your peers. Great ideas often start there. So as AI transforms the communications industry, the opportunity for live goes far beyond using new technology to work smarter. It’s about using creativity to create something technology can’t replace: real moments between real people. Turns out, “What remains will have to be real” wasn’t just a good title for a keynote. It might be a pretty good description of where our industry is heading. Thanks to everyone at Lofoten Enlightenment for the inspiring conversations. BEIC.pro – Julien Le Bas – Jack Morton Worldwide – Mary Kirillova – Jazzathlete – Håkon Erlandsen

How do you rebrand a football club without losing what makes it theirs? In football, colours aren’t just part of an identity. They’re worn with pride, passed down through generations and defended on and off the pitch. Football identities come with history, rituals and a fanbase that notices every detail. So, when we rethought KRC Genk’s identity, the ambition wasn’t to reinvent the club. It was to build on what was already there and give it a system that could move forward. Inspired by the club’s Rise Above mentality, we refined the crest, created a custom typeface and built a visual identity designed to perform everywhere, from the shirt and the stadium to social and beyond. A new chapter for KRC Genk. Evolving the colours, without changing what they stand for. 

BBOXER(FR, v.) / BBOXEN(NL, v.) Definition: To collect your parcel whenever it suits you.   That's exactly the behaviour we wanted to create when bpost asked us to make its Bbox network impossible to ignore. So instead of simply talking about convenience, nearby locations and 24/7 access, we wrote a catchy song that would get stuck in your head.

Our very own Fadi Alagi prototyped a keyboard that got the attention of Nothing CEO Carl Pei.

Marketing has never been busier. More campaigns.  More channels.  More dashboards.  More formats. Yet most of those things don't solve the real problem. A brand without a clear position won't be fixed by another TikTok.  A weak proposition won't improve because you added another channel.  And another campaign won't help if nobody knows what makes you different. The hardest thing isn't making more. It's deciding what matters. That's where progress starts. That's what we mean by Sharp beats loud. 

Pieter Versmesse is usually found aligning organisations and occasionally sleeping under a tarp (not at the same time, though). Meet our senior strategist and campfire cook. 

Proud to join an international network of employer branding experts and agencies. The future belongs to those who think bigger and bolder, and who are more connected. Looking forward, One Agent!