With over three decades of experience in media and advertising, I have been leading Havas Belgium since 2010. Havas is a global communications group dedicated to making a meaningful impact on brands, businesses, and people. My expertise encompasses delivering innovative and integrated marketing solutions across all channels and platforms, utilizing digital and data-driven strategies to create impactful and engaging campaigns.From 1992 to 2010, I honed my skills at two of the world's largest communication groups, WPP and IPG. During this period, I acted as an intrapreneur, developing innovative local digital initiatives (Fastbridge Belgium) and holding senior management positions across large regions (Digital Director Europe, Middle East, and Africa at Initiative).As an educator and leader, I impart my knowledge and insights to the next generation of marketers and communicators. I teach omnichannel marketing, integrated communication, digital marketing, and media planning at Solvay Brussels School of Economics and Management (Belgium & Vietnam).I also contribute to the advancement of the media and marketing professions in Belgium, serving as the chairman of the Belgian Management and Marketing Association and the United Media Agencies. I frequently speak at national and international events and share my thoughts on my blog, I‘Am A Bridge (huguesrey.wordpress.com).Throughout my 30-year career in communications, my primary objective has been to act as a bridge between various stakeholders in the ecosystem, including advertisers, creatives, digital performance agencies, PR professionals, brand strategists, channel tacticians, and influencers. Aligning their objectives is crucial, especially as brands strive to be meaningful to consumers and technology continues to offer new opportunities. To facilitate a holistic and accessible communication process, I developed an evolving model for my teaching: B.A.S.T.A.R.D. (Briefing + Analysis + Strategy + Target/Touchpoint/Timing + Advertising Content + ROI + Debriefing).