Hello!
We’re glad you are here.
Welcome to IPG Mediabrands Belgium. Welcome to our buzzing Hive of brands, talents and tools.
We offer a superb cocktail of Belgian media energy, globally wired. We connect brilliant specialists into one buzzing super‑organism that grows brands: right here, right now.
We’re connected.
Globally.
Powerfully.
We’re IPG Mediabrands Belgium, part of an 18,000-strong army of media mavericks and marketing masterminds spread across 130+ countries. While our colleagues conquer markets from New York to Tokyo, we’re busy leading Belgium. We havethe soul of local legends and the tools and reach of a global giant player. Think of us as Belgium’s media rebels with a global passport.
We don’t just play in Belgium… WE LEAD
Let the numbers do the talking: Initiative sits pretty at #4 in the UMA Rankings with €118 million in media muscle, while UM flexes at #8 with €88.8 million. That’s €206+ million of pure media firepower under one roof, making us the 2nd media group in Belgium. That’s real, measured market muscle.
United Media Agencies
Bridge, our locally developed media app, won Gold for Best Belgian Marketing Tool at the IAB MIXX Awards 2024. Building tools competitors want to copy is kind of our thing.
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Plus, we’ve got Interact: IPG’s comprehensive marketing platform that brings together data, creative production, media, and commerce in one seamless operating system. While other agencies juggle multiple disconnected tools, we orchestrate real-time collaboration that drives faster, more efficient campaigns. With built-in AI capabilities from Adobe and strategic partnerships with Amazon, Google, and Microsoft, Interact helps us deliver mass-personalization at scale.
https://www.interpublic.com/about/interact/
United we conquer:
the Avengers of advertising
- Initiative: Culture‑built, outcome‑obsessed. Ranked #1 globally in COMvergence’s H1 2025 New Business Barometer. Skill, not luck… piloted by the resident Fame&Flow approach.
- UM : The curiosity‑fueled creative machine that turns “what if?” into “let’s go.” Powered by the industry shaking “Full Color” method.
- KINESSO: Our tech + performance engine (Data that actually dances to the strategic tune… and delivers performance.
- SpecOps : Our central surgical strategic strike team for high‑speed, high‑impact problem solving and opportunity spotting. Actionable Intelligence: because precision matters.
- Magna : Our global media buying powerhouse that harnesses the aggregate power of all IPG mediabrands investments to create serious market leverage.
Separately, we’re dangerous. Together? Unstoppable.
Welcome to the Hive:
where normal goes to die
Confucius said: true wisdom is knowing what you don’t know. In the Hive, we trade “know‑it‑all” for know‑who‑to‑team‑with. The era of the “Renaissance Agency” is over; the world moves too fast for solo acts. We operate as a hive. Interlocking the best units, specialists, tools and talents. A living honeycomb built to flex and deliver.
(SUPER)ORGANISM MODE:
We chose to operate as a superorganism: a holobiont of A‑players. The Hive = 180 people, 5 business units, 300 clients, €207 M billings, and thousands of Belgian campaigns every year. Our combined EQ + IQ could launch a red convertible around Alpha Centauri. Twice.
UNITED POWERS (YOUR TALENT ROSTER)
Professors. Data whisperers. Cultural velociraptors. Digital anthropologists. Fashion savants. AI aficionados. Math ninjas. Strategy samurais. Ethics guardians. Code wizards. Well-being coaches. Ultra-runners. Contrarian rebels. Psych masters. A movie director -and yes- the best fitness coach this side of Saturn. You bring the challenge; we unleash the swarm.
OUR VALUES (THE HIVE WAY)
Tremendous respect, for each other, for our clients, for our environment. Collective Power over ego. Craft + performance over noise. Local responsibility over shortcuts. We believe in the societal value of Belgian media and in creating Return on Belgium while we deliver outcomes you can measure.
“I’m proud to lead a Hive that blends local vitality with world-class performance. Belgium is our home and your growth is our compass. Local vitality means talent from here, suppliers from here, and decisions made close to the audience. It lives in partnerships with Belgian publishers, in creative that speaks French and Dutch without losing nuance, and in teams that know Antwerp mornings are not Brussels afternoons. We plan with global tools and clear benchmarks, then ground execution in this reality so brands grow in the places where people actually live, shop and vote.
Balance is our operating system. International platforms bring scale and targeting; Belgian media brings trust, cultural fit and attention that lasts. The right mix builds brand equity, keeps skilled jobs in the market and supports local quality journalism people can afford to read. That is how we work every day at IPG Mediabrands Belgium: performance that travels, value that stays, and a Hive that is great to work in and great to work with.”
FAQ
What is IPG Mediabrands Belgium?
We are the Belgian hub of IPG Mediabrands. 180 experts across Initiative, UM, Kinesso, SpecOps and Magna deliver strategy, media, data and performance for brands in Belgium.
What do you mean by “the Hive”?
The Hive is our way of working. One connected team of specialists that plans globally and executes with Belgian precision.
Which agencies are in your Hive?
Initiative, UM, Kinesso, SpecOps and Magna. Together they cover strategy, planning, buying, data, adtech, analytics and commerce activation.
How do you balance global tools with local Belgian impact?
We use IPG’s global platforms and benchmarks, then localize plans with Belgian audience insight, publisher partnerships and bilingual creative fit.
What is Interact and why does it matter?
Interact is IPG’s marketing operating system. It connects data, creative production, media and commerce with built-in AI to speed decisions and scale personalization.
What is Bridge?
Bridge is our Belgian-built media app. It won Gold at the IAB MIXX Awards 2024 for Best Belgian Marketing Tool and helps teams plan faster with local data.
How big is your market footprint in Belgium?
Initiative ranks #4 and UM #8 in UMA billings. Together we operate as Belgium’s #2 media group by market share.
How do you use AI in media and marketing?
AI supports forecasting, audience building, creative versioning and pacing. Humans set strategy, validate outputs and ensure brand safety and compliance.
What is SpecOps?
SpecOps is our strategic strike team. It tackles high-speed problems and opportunity spotting with actionable intelligence and senior operators.
What is Magna?
Magna is IPG Mediabrands’ global investment and intelligence arm. It secures market leverage and better value across channels.
What is Initiative’s Fame & Flow approach?
Fame & Flow combines brand growth drivers with demand capture. It balances reach, attention and conversion to grow both penetration and revenue.
What is UM’s Full Color method?
Full Color is UM’s planning system that blends data, culture and creativity to find the richest growth territories for a brand.
Do you support bilingual and regional campaigns?
Yes. We plan and create in FR and NL with attention to regional nuance. Antwerp mornings differ from Brussels afternoons and our plans reflect that.
Which industries do you serve?
Retail, FMCG, finance, public sector, mobility, tech, entertainment and more. We adapt playbooks by category and maturity stage.
How do you measure success?
Clear KPIs tied to outcomes. Brand lift, attention metrics, ESOV, reach quality, incremental sales, CPA and MMM or geo-tests where relevant.
Do you work with Belgian publishers?
Yes. We value Belgian media for trust, cultural fit and durable attention. We combine them with global platforms for scale and precision.
How do new clients get started?
Book a discovery call. We run a short diagnosis on goals, data, audiences and current mix, then propose a right-sized roadmap.
Are you GDPR compliant?
Yes. We follow GDPR and Belgian rules, use consented data only, and apply strict governance on tracking, tagging and data access.
Do you manage both brand and performance?
Yes. We plan the full funnel, from attention and memory structures to conversion and LTV. One budget, one plan, shared outcomes.
Where are you based and how can we contact you?
Belgium first. Global when useful. Use “Talk to us” to reach the team and we will route you fast.