External Communications Benelux

This meeting brings together communications and marketing experts from across the Benelux region to share insights, challenges, and best practices in external engagement.

• Marketing Communications Insights by Susanne Lesschaeve: Lead generation and advertising in the age of LLMs at Cullen International
• Toyota Europe study case by Laura Hanin: Steering Corporate Communication in a consumer-driven landscape.
  • In a B2C market like automotive, consumers are not only buyers, they are emotionally invested stakeholders. They expect transparency, innovation, and purpose from the brands they choose. At Toyota Europe, corporate communication must go beyond internal alignment; it must resonate externally with customers, media, regulators, and society at large.
• Brexit campaign : Post Brexit territorial attractiveness campaign, by Bartholomew Wander
  • Strategic communications effort after Brexit
• AI Deep Dive Workshop: From Workflows to True Agents in Corporate Communciations, by Volker Grünauer
  • Understanding AI Agents: Differentiating between basic AI tools, AI-assisted workflows, and fully autonomous AI agents in the context of communication strategies.
  • Practical Applications in Corporate Communications: Real-world examples of how AI agents are being utilized to enhance communication efficiency and effectiveness.
  • AI Governance Framework for Corporate Communications
• Discussion: The Newsroom Model in Communications
• KPIs, Dashboards, and Reporting in Communications
  • What Should We Measure—And What Not? Clarifying the difference between vanity metrics and actionable KPIs in external communications.
  • Dashboards That Drive Decisions Examples of how dashboards and reporting structures are used to steer strategy and justify budget.
  • Happy if you bring your dashboards along (mainly the structure, not necessarily the numbers)
• Emphasis on Open Discussions: bring your current challenges along