media with
ADDED VALUE

Dutch-Belgian Louwers Mediagroep, communications specialist in a variety of B2B sectors, is strategically repositioning itself with a new corporate identity and the fresh baseline: 'media with MORE VALUE'. At the same time, the Belgian office is moving to a new, future-oriented base in the O-Forty business centre in Oostkamp.

The double revamp underlines the group's ambition to further expand its role as a connecting media partner. We spoke to managers Stefan Louwers and Wim Fierens about vision, change, the power of targeted content and the revival of print.

What was the decisive factor in revamping Louwers Mediagroep? Was there one moment or signal that set everything in motion?

Stefan Louwers: Louwers Mediagroep is a family business, founded by my father, some 40 years ago now. All this time, we were on an upward trajectory. I continued that course and made improvements in my turn. Wim did the same in Belgium, until one day he asked: Why do Belgium and the Netherlands actually work separately? Why not one story, with one strong team? I reflexively listed the reasons why they should remain two entities... but none of the arguments really stood up. That conversation became the turning point. From then on, the pieces of the puzzle started shifting.

Wim Fierens: For me, it felt like a logical step. We were still often seen as a small company, despite our scale. The tipping point came at a trade fair, when a colleague was addressed with: 'Ah, you are the man of the book.' That stuck. We offer so much more, but it was simply not seen as such. That had to change. It was time to show our strength and added value more clearly.

Suppose you have to briefly introduce Louwers Mediagroep today to someone who does not yet know the company. What will you say?

Stefan: We have evolved from classic publisher to media company, and have since grown further to become a full-fledged media partner. Today, our targeted content reaches thousands of professionals in the Benelux, across more than 50 B2B platforms. In the past, everything revolved around print, but now we take a broader view of how content is consumed: via the familiar magazines, but also via online channels, social media, podcasts, video and events.

Wim: You could say: we are a one-stop shop for

business communication in construction and industry, but without playing advertising agency. Everything we create is done on our own media platforms. We combine creativity with content impact - and that makes all the difference. By the way, I like to add that print is far from passé. On the contrary. We notice that more and more customers - including young entrepreneurs - are consciously asking for visibility in a magazine. Because it is tangible. Because it stays put. And because it exudes credibility, especially in a world that scrolls faster and faster.

What remains unchanged despite this innovation? What is so much in the DNA of Louwers Mediagroep that it will always stand?

Stefan: For me, it's all about the personal. You can't do this work halfway - you either feel it or you don't. It's not a factory with targets, but people's work. And it always will be.

Wim: No matter how digital or big we become, it's still about people. That drive for growth runs deep. Not growing for growth's sake, but because we can do better. Because we want to keep developing ourselves. That's where our energy comes from.

How do you want employees, customers and partners to identify with this new story?

Stefan: We want people to feel: this is right. From the moment they step into our building to the finish of a podcast recording. Everything has to feel professional. If that overall picture is right, people automatically get into your story.

Wim: It's all about trust and experience. Customers need to feel that they get real added value - that every collaboration is worth repeating. That's what builds lasting relationships.

A smart channel strategy with five strategic pillars is in full swing: magazines, online, video, podcasts and networking events. How do these reinforce each other, in your vision?

Wim: Our clients are evolving. With tighter budgets and a growing demand for measurability, a single medium is no longer enough. Only by cleverly coordinating magazines, events, audio, video and online, real impact is created. Each channel feeds the other.

Stefan: That approach is never standard. We always start from the content and build a tailor-made mix from there. What we bring depends on who we have in front of us - and what he or she needs. No copy-paste, but strategy with impact.

What is the biggest ambition for the coming years? Where do you want Louwers Mediagroep to really make a difference?

Wim: Our goal? To be an extremely high-performing media partner for our five sectors: Construction, Industry & Manufacturing, Business & Hospitality, Infra & Outdoor and Architecture. Within the client's marketing budget, we make the most of every euro with more customer loyalty, better measurability and a noticeable impact.

Stefan: At the same time, we want to be a place where people enjoy working. You can see that in the number of colleagues who have been here for years. That says a lot. As does the fact that customers really feel at home here. This is not a new beginning, but a clear confirmation of who we are - and where we want to go together.

The move of the office in Belgium coincides with the repositioning. How do you see this symbolism?

Stefan: To me, this feels like the crowning glory of what we have built over the past few years. A clear signal: look, we have achieved this together. 

Wim: At the same time, it sends a clear message to the market. Visible, literally - that new office is in a prime location. Anyone visiting us or just passing by will see it immediately: something is moving here.

What do you want employees, customers and partners to feel when they soon step inside the new office?

Stefan: That it's right. The décor, the atmosphere, the reception. That they think: this is where I want to belong.

Wim: It should exude our ambition: professional, dynamic, warm and progressive. Not an average workplace, but a place where you want to work together, grow and look ahead.

If you had to pick one moment from the repositioning process that sticks with you - positive, challenging or unexpected - what moment would it be?

Wim: For me, that was the first time we developed packages, even before corona. Then I thought: this is no longer a single sale, this is scalable. That realisation gave direction. Here we could really build something - something bigger than the sum of its parts.

Stefan: With me, it's not big aha moments. But when I see how the company is running - customers dropping by, colleagues calling, consulting, switching gears - I feel: it's alive. And that gives energy, every day.

Suppose we meet again in five years. When can you be really satisfied then?

Stefan: When everyone still enjoys working with us. When it's alive, and everyone here has found their own place in the bigger picture.

Wim: If we can then say: everything we envisage now, we have realised. And we are ready for the next step. Then we can be proud.