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COMMUNICATION MAGAZINE / EDITION 2014

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TABLE OF CONTENTS

PAGE 5INTRODUCTION ‘You’ve got to have guts in

this ad-overwhelming jungle’

PAGE 6OUR MISSIONOur vision, values,mission & goals

PAGE 10TRENDS

About Laura & ‘Top social media marketing trends’

PAGE 16MARKETING BOOKS

About Jolien &‘My favorite must-read

marketing books’

PAGE 20STUDIO

About Thomas &‘Discover our studio’

PAGE 14COMMUNICATION About Beverly & ‘Visual communication:the key to succes?’

PAGE 18AGENDAAbout Marie &‘On our agenda’

PAGE 23CREDITS Lay-out &photographs

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INTRO DUCTION

Odas has its origin in the French word ‘audace’, which means

‘audacity or courage’. You’ve got to have the guts to survive in this ad-overwhelming jungle. And you

know that Mowgli didn’t survive by hiding behind trees, yelling for his mommy… Just like this smart little

guy, ODAS wants to stand out and face the opportunities. See what’s

out there in the media woods, scanning the environment and

react quickly but well considered.

ABOUT USVALUES / MISSION ODAS is a full-service branding and communication agency. We want to provide our experience and we know how to establish global brands, as well as the next generation of talent within the lifestyle, fashion, consumer and corporate industries.

Our goal is to work proactively in changing the media landscape, always pushing forward to be relevant, efficient and innovative. To achieve cost efficiencies and broader impact, ODAS focuses on integrated campaigns and activities. Our mission is to create and deliver the world’s most compelling commercial content. Content and ideas so magical and powerful that they change the way consumers think, feel, talk and act about a brand.

WHAT WE DOOUR ACTIVITIES DATA ANALYTICS & RESEARCHWe analyse the media environment to set up a strategy that will fit your brand exactly. Therefore, we use advanced research techniques to learn as much as possible about your brand or market. We won’t overwhelm you with a lot of ‘number material’ you don’t know what do with. We go further: converting these insights into real practises.

BRAND ACTIVATIONWe manage interactive relationships with print and digital press, create customized consultancy or strategic communication plans. We establish an appropriate strategy, select advertising media and negotiate contracts. We provide daily and reactive communication or social collaborations and contexts to create brand awareness. We want to maximize brand empowerment and natural visibility.

DIGITALWe will give your brand a digital mindset infusion, and this goes further than collecting ‘likes’ on Facebook. We analyse digital information and use these insights to adapt your communication precisely to your customers. We will create an online, enduring relationship with the brand for them.

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AUDACITY OR COURAGE

WHO WE AREOUR TEAM ODAS is made of passionate and dedicated people that have know-how and expertise to build a strong brand vision and communicational strategy.

Laura Wieleman / Social Media Manager & PlannerBeverly Adams / Market ResearcherJolien Vandenbroele / StrategistMarie Coolens / Copywriter & Art DirectorThomas Verhelle / CEO

LAURA WIELEMAN

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BEVERLY ADAMS

JOLIEN VANDENBROELE

THOMAS VERHELLE

MARIE COOLENS

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/ LOVER OF LIFE & PLEASURE SEEKER/ SOCIAL MEDIA ADDICT

/ FASHION JUNKIE/ PASSION FOR COMMUNICATION & MARKETING

/ LOVE TO WRITE & PLAY WITH WORDS/ I’M A DREAMER, BUT I TRY TO ACCOMPLISH MY DREAMS…

As the social media manager & planner of ODAS it’s not strange that my passion for social media is huge. But besides this I do love a lot of other stuff. I’m actually a big lover of life and a pleasure seeker. That’s why at work I always try to keep it a little fun, but of course with the right amount of seriousness: focus is essential! Besides my love for social media I’m also a fashion junkie and I have a passion for communication and marketing. I love to write stuff in my little notebook that I always carry around with me. I’m a dreamer, but I try to accomplish my dreams… To me, the sky isn’t the limit!

LAURA WIELEMAN SOCIAL MEDIA MANAGER & PLANNER

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As I said so in my introduction: I’m a social media addict! That’s why in this article, I’ll give you a little peek into the top social media marketing trends of 2014. The strong focus on content marketing continues in the social media world, so here are a couple of trending topics:

1/ Selling through social media channels will become the norm – Ian Cleary, Founder of Razorsocial.

2/ Content is king! Always follow the 80-20 rule: 80% of efforts in content marketing, 20% in curation – Harsh Asjmera, Owner at Digital Insights.

3/ Video and image based applications are making the creation and dissemination of videos easier than ever. Use it! – Toni Cowran-Brown, Client Executive at Burson-Marsteller.

4/ Across the social networks, there will be more use of paid media to gain visibility – Dace Chaffey, CEO of 5mart Insights. Social media will become more visible every day and it will further impact our lifestyles. Our mobiles will become the main device for assessing social content and organizations will begin to use their employees for promoting their work via social media platforms.

But we should be careful! Social media is currently ‘all over the place’ and some users may have enough of it. There is a concern regarding our social footprint and of course the emergence of privacy issues. So keep your eyes open: we should come with creative ideas that speak to customers so that they continue to believe in this ‘social media world’ en see the good in it. Storytelling & simplicity are important: we shouldn’t overwhelm the customers… Content is king!

TOP SOCIAL MEDIA MARKETING TRENDS

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/ GHENT-BASED/ POSITIVE MINDED

/ INTERESTED IN VISUAL COMMUNICATION & GRAPHICS/ PASSIONATE TRAVELLER

/ LISTENING EAR/ AMBITION TO MAKE THE DIFFERENCE

I am in life with a healthy sense of curiosity and the persistence to always reach my goals. As I grew up I took art and drawing lessons which triggered my interest for visual arts and graphics. I’m very positive minded so in every problem I see the opportunity to grow. I love to turn negative things into positive ones. As a passionate traveller with an adventurous heart, my dream is to explore as much as possible in life. And ODAS magazine provides a beautiful chance to develop myself in a new way.As I said earlier, I developed a strong interest in visual communication. Therefore, in the following article I’ll show you how a strong visual brand can make or break your company.

BEVERLY ADAMS MARKET RESEARCHER

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Pinterest, Instagram, Tumblr... Just a few of the many new platforms focusing on the visual and the graphics. These have given businesses the power to reach their audiences in a more powerful way than a simple textual advertisement.

Some facts that prove that you can only benefit from strong visual communication:

It’s known that 93% of communications is non-verbal. Moreover it’s a fact that images are 60000 times faster processed than a text, and time is becoming a precious and scarce good these days. The emotional impact of an image is much bigger than reading an article or a blog. Since we live in a multicultural society and most brands are internationally oriented, visual aids can also overcome language barriers because image transcends language. And lastly, seeing comes before words: the child looks and recognizes before it can speak.

‘A picture is worth a thousand words’. Clearly, it is very important for business to be visually minded, since the combination of words and images has a powerful effect on the communication of ideas. When it comes to quick and clear communication, visuals trump text almost every time. Consumers all have shorter attention spans and images and visualisations are the key to making your story stand out from the crowd. A strong visual brand can make itself clear, easily recognizable and memorable. And isn’t that the dream of every company?

5 VISUAL DESIGN TRENDS TO INSPIRE YOU 1/ Use Real-Life ImageryCompanies include more and more photographs of people and food to copy the Instagram-look to represent them as being authentic and trustworthy. The use of real people in real-life scenarios can make ads much more credible and realistic. The “Aerie Real” campaign featuring unreduced photos of everyday women.

2/ Use Motion GraphicsOnline video became very popular by the great use of smartphones and Youtube. Yahoo and Google already launched new platforms which incorporate motion graphics to build high-impact experiences.

3/ Use Flat DesignWith this method the content becomes the most central part of the design. Everything looks flat rather than using shadows and textures for a 3D-experience. 4/ Use Pastel Colors THE colour trend for 2014 is Pastel! Instead of the neon or fluorescent advertisements, designers use much more gentle, not-so-loud colours and a more subtle approach.

5/ Use Textured FontsAs mentioned before, visual communication has many advantages over textual communication. Now, typography design can still be very influential in conveying identity. Textured fonts can give new meaning to brands by going beyond the normal 2-D designs.

Visual Communication: The Key To Succes?

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/ CURIOUS / SMELL OF BOOKS

/ FUSSPOT/ THINKING AHEAD

/ COZY CORNERS

All the time I’m pushing forward to get things done, and especially: to get it done in a better way. That’s my biggest gift as strategist: always thinking ahead. It takes time and a lot of thinking until I will say: ‘And now I’m satisfied to the full with my work’. So yes, I am the one who always comes up with the annoying question: ‘But what if...’. I believe that I am very passionate about the things that I do and love. Working for ODAS means a new opportunity and an experience that I will embrace with all my enthusiasm. Analysing, positioning and branding, it’s on!

JOLIEN VANDENBROELE STRATEGIST

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As I am a huge booklover, I would like to share with you my favourite, must-read marketing books. It’s refreshing and inspiring to read someone else’s thoughts and these books gave me some brilliant insights in the field of communication and marketing.

MY FAVORITE, MUST-READ MARKETING BOOKS

1/ Thinking Fast and Slow - Daniel Kahneman Even though it took me forever to finish this book, it was one of the most intellectually rewarding readings ever. Kahneman explains in a detailed but enjoyable way how our mind is driven by two different systems. System 1 is fast, intuitive and emotional whileSystem 2 is slower, more deliberative, and more logical. The examples he gives are making this - not so easy - stuff very clear. I got many times a feeling like: yes, I also think in this intuitive way! These mind insights are a must-read background for any marketer who wants to understand how consumers think.

2/ Positioning: The Battle for Your Mind - Al Ries & Jack TroutYou want to become a real, good strategist? Then this is one book you can’t miss on your shelve. Even so the cases described in the book may be a little bit out-of-date, this book will give you some key insights about positioning. It discusses the problem of communicating in an over communicated society. How can you settle your position in the consumer’s mind and what are the pitfalls and difficulties about this process? Ries & Trout will give you the answer.

3/ The People’s Platform: Taking Back Power and Culture in the Digital Age - Astra TaylorTaylor makes us think about the dark side of the new ‘powerful’ digital age. She criticizes the claim that the Internet has made everyone more powerful. Especially the idea that there will always be an inequality between people who are interacting on the Internet got me thinking. Only the real powerful voices are heard on Twitter and Amazon, to give an example, has so much power that they can block authors if they don’t agree with their terms. An essential book about the ethics in our new digital environment if you ask me.

4/ Rupert Murdoch: a Reassessment - Rodney TiffenA biography couldn’t be absent on this list. Like I said, the thoughts of someone else can give you a whole new way of looking at things. This bio about Murdoch focuses on his business strategy and his achievements. Although I do not always agree with his vision on the ethical side, the way he built his empire is impressive. A man who would never let come things between him and his plans.

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/ EXCITED BY NEW OPPORTUNITIES/ COMMUNICATION, MARKETING & SOCIAL MEDIA

/ FRIENDS AND FAMILY MEAN EVERYTHING/ MAGAZINE FANATIC/ CO-FOUNDER ODAS

Whenever a new project, store, concept or restaurant launches, I need to go there. I like to seize every opportunity to gather inspiration and search for information on new forms of communication and brand marketing. My friends and family mean everything to me, because every one of them has a different personality and style it helps me realize that there is a whole world out there that needs a different approach in marketing.I love getting creative and reflecting on original ideas whenever I can. Reading magazines on al sorts of topics is very helpful to keep your mind open to a variety of topics.

MARIE COOLENS COPYWRITER - ART DIRECTOR

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1/ Have lunch with the Media manager and Marketing director of Coca-Cola Belgium and Luxemburg / What - Yves de Voeght and Gaëthan Van de Populiere will be talking about international brands in an inter-connected world: how to leverage global scale and local relevance. As content moves across borders more easily than ever, brand stories are crossing over internationally. Marketeers have to adapt consequently. Building a consistent and strong brand culture that remains familiar to consumers wherever they are has become a priority. Through the « Share a Coke » story, they will explain how Coca-Cola managed to build a borderless approach, making the brand as accessible as possible to allow consumers to come to them!The Belgian Management and Marketing Association and the Union of Belgian Advertisers worked together on making this event possible./ When - 21 October 2014/ Where - Les Jardins du Bois, Bruxelles 2/ Creativity Word Forum/ What - The Creativity World Forum is Europe’s biggest conference about entrepreneurial creativity, boost your drive to

make creativity happen during the annual gathering of the districts creativity network. They offer and exquise selection of local and world speakers and you have the opportunity to meet extraordinary people from your industry and far beyond./ When - 5 and 6 November 2014/ Where - Kortrijk Expo 3/ Guest lecture Guda Van Noort/ What - Professor Van Noort from Amsterdam University will be lecturing about the use of new (social) media in communication management. Everyone can learn a great deal about this since the subject has great contemporary value and adds an extra dimension to what we thought we knew about management./ When - 7 November 2014/ Where - Jozef- Plateau street, Ghent 4/ Media Fast Forward / What - For the third time the Belgian media organization VRT organizes a conference where they represent their findings regarding the many studies they executed. Furthermore there will be local and global speakers to inform you of the changing media industry./ When - 4 December 2014/ Where - The event Lounge in Brussels

ON OUR AGENDA

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THE 4 COMMUNICATION EVENTS OF THE YEAR YOU NEED TO GO TO.

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/ COMMUNICATION = PASSION/ ENTREPRENEURIAL

/ LIKES CONTROVERSY AND LOVES INSPIRATION/ HATES THE WORD “BUT”

/ COLLABORATION AND MINIMAL HIERARCHY

I am an entrepeneur at heart and believe that creativity is the catalyst for developing succesful businesses and building strong brands. Occasionally, I love to take clients out of their comfort zone to explore new ways of doing things. Extreme sports are one of my passions and leadership is considered to by one of them.

THOMAS VERHELLECEO / FOUNDER OF ODAS

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DISCOVER OUR STUDIO

Advertising agencies are well-known for being a hot bed of creativity and the new offices of ODAS perfectly reflect that. Housed inside a former department store building in one of Ghent’s hottest neighbourhoods, the new space is now open for some seriously surprising business.

Home to some of the most creative people around, the offices of advertising agencies need to be inspiring, understandably. Design elements like furniture, colours and décor should all work towards

motivating our staff members. They should help us boost their productivity by creating a place in which they love to work and which doesn’t cause distractions or boredom.

ODAS has a strong focus on internal collaboration and synergy between their technology, creative and client services. ODAS wanted an interior design that connects all departments to collaborate. Our style can be described as modern, clean, cutting-edge and creative.

Another corner of the studio, where our clients and creative convene.

A little peek into our office, where Jolien and Marie spend most of their time.

Part of the funky workspace designed to help everybody their creative juices flowing.

Our physical pin board, for those times when digital just won’t do.

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‘You can’t use up creativity, the more you use, the more you have.’

- Maya Angelou

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CREDITS

LAY-OUT & PHOTO EDITING

ASTRID STOCKMAN Student Graphic Design

& Digital Studio

PHOTOGRAPHS LOUISE HOFFMAN Student Applied Economics

Don't forget to check our instagram @odas_communications

COMMUNICATION MAGAZINE EDITION 2014 / L’OREAL BRANDSTORM