info@propaganda-group.be
+32 2 725 29 10
BE 0453 854 981
+32 2 725 29 10
BE 0453 854 981
Zaventem
Minervastraat 4
1930 Zaventem
1930 Zaventem
Leuven
K. Begaultlaan 1a/4
3012 Leuven
3012 Leuven
Gent
Kuiperskaai 6
9000 Gent
9000 Gent
There's a significant change coming to Propaganda Group, and what a change it is. With Kristof Persoons the group is bringing in an experienced Client Service director. His mission? To further strengthen Propaganda Group's customer relationships. That’s a challenge in 2025, but one that Kristof is eager to take on, thanks to his expertise and vision in digital and content marketing. Time to get acquainted.
Since the end of April, Kristof Persoons has been working on Propaganda Group's diverse client portfolio. With more than 25 years of experience in the sector, he is no newcomer to the job. “I have focused my entire career on the Client Service side”, he says. “I've had the opportunity to work in all kinds of roles and for many great brands, both well-known and lesser-known, in small and large agencies. As a result, I am familiar with different sectors, processes, budgets and responsibilities. In every role, I've been confronted with complex issues; that's a given. Fortunately, I love complex issues.”
"Where decisions were made based on gut feeling for years, we now make well-considered choices based on data."
"Where decisions were made based on gut feeling for years, we now make well-considered choices based on data."
Hello Kristof, welcome to Propaganda Group. What sparked your interest in our group?
Propaganda Group has responded successfully to one of the most important marketing developments of recent years. In the past, there were only a limited number of channels available to bring the story to the customer. The digitalisation of marketing and communication has led to radical changes in our field. “Telling the story” is not the main focus anymore. Instead the focus is on “bringing the story to the market.” New digital channels have made marketing more democratic and accessible. However, digitalisation has also led to fragmentation of information and an excessive focus on how that information reaches the end user.
Today, it is therefore a matter of bringing the pendulum back to the middle and balancing storytelling and “bringing the story to the market”. Agencies need to look for the right people to guide the entire marketing process. Today, you need both storytellers and experts who can market stories in the right way. Propaganda Group has already taken a big step forward in this area by bringing data experts and content marketers together under one roof.
Digitalisation has led to a completely different form of marketing. What are the consequences of this evolution?
When you talk about digitalisation, you also talk about data. We cannot underestimate the added value of data for marketing. For years, decisions were made based on a gut feeling. Now we make well thought-out choices based on numbers. Furthermore, the rise of social media and influencers ended marketing as a one-sided story. Marketing has become a two-way street, meaning companies and advertisers no longer own their own story.
At the same time, it is becoming increasingly clear that consumers need certainty, they need to know what is real. This presents a huge opportunity for companies. With so many different voices, it is important that high-quality content is given priority and is distributed in an intelligent way via owned, paid and earned channels.
"Quality comes first, and it's crucial that we always stay sharp, no matter how long we've been working for a client."
The question ‘what is real?’ naturally leads to a discussion on AI. What is your take on this evolution?
In my opinion, there is only one possible attitude towards AI: embrace the change.There is no doubt that AI threatens the way agencies work today. Repetitive tasks will disappear, but I see that as a natural evolution, something that has often happened throughout history. AI will change things, but I don't think it will mean the end of agencies. There is something in human nature, a desire to colour outside the lines, which still allows us to make a difference.
The different developments we have been discussing do not make the creative process any easier. What is your view on Client Service in this complex context?
Although the context is difficult, Client Service really is not. It comes down to focusing on the human side of our sector. I keep three basic rules in mind.
The task of an agency is quite straightforward: you have to deliver high-quality projects flawlessly, on time and within the agreed budget. If you respect these basic requirements, you will quickly be seen as a trustworthy service provider.
Listen to your customers and get to know them. Do market research, understand their mission and vision, take the time to discover the challenges they face. Talk to them, ask questions so you know what's on their mind, and try to see things from their perspective. It takes effort, but what you do for your client, you also do for yourself. Getting to know your client is the foundation of a long-term relationship.
No matter how difficult some projects may be, by communicating respectfully, transparently and openly, you will get the most out of your agency and win the trust of your client. Don't forget to continue to nurture that trust, as they say: “trust comes on foot and leaves on horseback”.
As Client Service director, two things are important to me: the client’s objectives and excellence in all aspects of our work. Quality comes first, and it is crucial that we always remain focused, regardless of how long we have been working for a client and how well the collaboration is going.Marketing will always remain a people's business for me. Agencies are only as strong as the people who work for them, and it is essential that those people are supported in the right way.