Annual guest lecture on strategy and brand activation followed by an assignment. It is particularly fascinating to teach students the first steps in strategic thinking, encourage them to be creative, and at the same time gain more insight into how they think about brands and current themes.

At Wasserman, we work in partnership with some of the world’s most iconic brands, properties and talent. We craft strategic ideas, partnerships and experiences that connect brands with the right people. We keep our clients ahead of change through analysis that unlocks truth, ideas that impact culture and execution that touches every relevant channel.

BORIS is a live engagement agency specialized in brand activation and live communication. BORIS builds client’s business by creating meaningful, memorable experience for brands and consumers in order to drive trial and convert into advocates. BORIS offers board level strategic recommendations, based on clear consumer insights, rule breaking creativity in concept and design, perfect execution and transparent follow up and effectiveness measurement.

Transforming an organization and managing multi disciplinary marketing teams up to 25 people both specialists (digital communication, consumer insights, experiential events, advocacy, finance and regulatory) and marketing generalists. Owner of the marketing planning process.Global marketing experience as member of the Global Martini Marketing team leading global innovation and communication projects.Working with the top strategic and creative talents and agencies in the industry both local (McCann, TBWA, Famous, Pure Sang, Salto, Bananas) and global (Momentum, Fred & Farid, Innate Motion).Development of award winning innovations and advertising campaigns among which the Gold and Grand EFFIE awarded William Lawson’s “No rules Great Scotch” Highlander saga.

Owner of the strategic and marketing planning process, driving the innovation agenda (Bacardi Mojito). Developing Martini sparkling wines model. Leading Eristoff to market leadership and N°1 spirits brand status. Coordination with Regional and Global teams, contract negotiation with media and creative/media agencies.

Responsible for Otrivine, Orofar and Nicotinell in Belgium and in The Netherlands. Dynamizing OTC marketing by introducing new FMCG working principles. Leading cross functional team of regulatory affairs, product supply, and trade marketing managers. Successfully turning around Otrivin problem brand. Managing international projects with the regional marketing team: Orofar repositioning and pack design, Nicotinell re-launch. Initiating product licensing deals with local manufacturers.

Responsible for Bacardi portfolio, Jack Daniel’s, Bombay Sapphire, Grey Goose. Continued turning around the Bacardi brand through experiential marketing. Development of consumer and customer concepts “Mixology” “Design Glass Competition” and “Bat Beats”. Handling Jack Daniel’s distribution agreement with Brown-Forman Corporation: negotiating introductions, pricing, A&P support and activity planning, organizing monthly meetings and financial reporting. Marketing planning and P&L responsibility.

Responsible for the out of home channel. Offering marketing support in key-account negotiations. Developing Bacardi-Martini sponsoring- and events strategy. Closing deals with all major nightlife events. Building co-marketing activities with the Coca-Cola Company and youth media JIMtv/TMF. Introducing Bacardi Breezer in Kinepolis movie theaters. Negotiating visibility and activation plans with Kinepolis sales and marketing.

Responsible for William Lawson’s Scotch Whisky, Eristoff vodka and Bombay Sapphire gin. William Lawson’s repositioning exercise, new packaging design and Highlander “Haka” advertising campaign. Launch of Bombay Sapphire as the first premium gin on the Belgian market. Marketing- and media planning. P&L responsibility. Responsible for distribution brands Offley Porto, Mateus wines and Glenmorangie Single Malt Whisky. Planning, execution and follow up of promotional activities. Annual marketing planning, contact and negotiations with brand owners Sogrape Vinhos and McDonald-Muir distillers.