Play Sports – Launching Belgium's most complete sports offering

Putting Play Sports' most complete sports offering to date under the spotlight.

For the 2026–2027 season, Play Sports launched Belgium’s most complete sports offering, spanning everything from the Champions League and Croky Cup to tennis, golf, the NBA, and the NFL. To complement the expanded programming, Play Sports also unveiled two new weekend programmes, presented by four well-known faces from the Flemish sports world: Gilles De Coster, Dennis Xhaët, Ruben Van Gucht and Caro Houbreghts. To put this new offering under the spotlight in Flanders and Brussels, Telenet partnered with us for press strategy and event support. Our goal was clear: keep the sports content front and center while driving sharp, consistent coverage across every headline.

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Mars – Giving pet-friendly policies a greater role in the recruitment conversation

Highlighting the growing appeal of pet-friendly workplaces among Belgian jobseekers

For 25 years, Mars has welcomed dogs into its Belgian offices, seeing first-hand the benefits for employee wellbeing, stress management and team relationships. For this year's Bring Your Dog to Work Day, Mars commissioned a nationwide study to explore how Belgian workers and jobseekers view pet-friendly workplace policies.The findings revealed a clear gap between expectations and workplace reality: while only 15% of Belgian workers are currently allowed to bring their dog to work, 49% would consider changing jobs for a pet-friendly employer. Our challenge was to bring pet-friendly policies into the wider conversation about what people expect from their workplace.

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Bancontact Company – Driving awareness of teenagers’ vulnerability to payment scams

Challenging the assumption that teenagers are not necessarily better equipped to recognise payment scams than older generations.

As a key player in Belgium’s digital payments ecosystem, Bancontact Company wanted to raise awareness around an increasingly relevant issue: payment fraud, and help consumers adopt safer reflexes. To support this ambition with concrete insights, we conducted a first-of-its-kind survey with iVOX that compared the attitudes, behaviours and vulnerabilities of teenagers and adults when faced with payment scams. The results revealed an unexpected insight: young people are not necessarily better equipped to spot fraud, and can be particularly vulnerable in digital environments.

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Bobex - Turning geopolitical turmoil into a timely consumer story

Positioning a disruptive innovation as the new standard in circular construction.

When tensions around the conflict in Iran pushed energy prices back into the public debate, we saw an immediate opportunity for Bobex. As Belgium’s leading quotation platform, Bobex has real-time visibility on what people are actually looking for when uncertainty hits the energy market. Instead of waiting for a brief, we proactively approached the client with a clear recommendation: use Bobex’s own platform data to show how rising energy prices were already influencing consumer behaviour in Belgium.

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Verisure Q1 review – Raising awareness on house security

The people behind our alarm systems and the realities of fire safety in Belgium.

What does it take to truly build trust in home security? For Verisure, the challenge was clear: putting the people behind its 24/7 protection in the spotlight, while raising awareness around fire safety among Belgians. By combining human storytelling with data-driven insights, we brought these issues to life beyond the sector, reaching a wider audience and reinforcing Verisure’s role as a trusted voice in home safety.

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Herita – The grand reopening of the castle of Beauvoorde

Awakening history to pave the way for the future of Herita

The challenge was not just to announce the reopening of the majestic Kasteel van Beauvoorde, but to turn this milestone into a powerful expression of Herita's broader cultural mission. Our goal was to honour the craftsmanship of the past while highlighting the organisation's ambitious '2030 Roadmap'. By positioning Beauvoorde as a prime example of their expertise, we sought to validate their commitment to opening 30 heritage sites by 2030, transforming a single event into a compelling narrative of sustainable preservation.

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Boomerang – Putting client’s key message on the political agenda

From media attention to political pressure

Phishing has become a major societal issue. By claiming the debate sharply and strategically for Boomerang, we helped push the issue onto the political agenda. The core message was clear, concrete and confrontational enough to cut through: when dealing with phishing cases, banks too often try to avoid their obligation of immediate reimbursement by invoking so-called “gross negligence” on the part of the victim, often without proper grounds.

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Foodmaker Café - Opening event

The Brum Smith 360° strategy behind the launch of Foodmaker Café

Foodmaker has been a long-time client for Brum Smith, and as we continued to expand our lifestyle portfolio, this opportunity arrived at exactly the right moment. The opening of Foodmaker Café included many layers where every piece mattered. The event was fully booked and filled with celebrities, tastemakers, and genuine enthusiasm, exactly what we hoped to achieve.

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Apaq-W – "Concours des Meilleurs Fromages de Chez Nous"

Showcasing the best of Walloon cheese craftsmanship

What could be more exciting than highlighting the "savoir-faire" of our regions? For the "Concours des Meilleurs Fromages de Chez Nous," organised by Apaq-W, the objective was to honour the most accomplished local cheesemakers. Our mission was to ensure that the results of this competition did not remain confined to the sector but reached the general public, generating significant recognition for these artisans and encouraging the discovery of their delicious local products.

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Cardoen - Driving Digital Disruption in Car Retail

Positioning Cardoen as the leading innovator in the second-hand car market

We wanted to position Cardoen CEO Matthias Gommeren as the leading disruptor in the Belgian automotive sector, demonstrating the success of their innovation Rather than a complete transition or switch, the focus was on creating a hybrid approach that accommodates every customer's preferred method of car shopping– from entirely physical in the showroom to fully online, and all options in between. The media strategy aimed to validate Cardoen's bold initiative, including the online sale of used ("refurbished") cars, by highlighting the rapid shift in Belgian consumer behaviour.

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Veolia – Ashcycle: Transforming waste into sustainable building materials

Positioning a disruptive innovation as the new standard in circular construction.

Our client Veolia, in collaboration with several partners, has developed Ashcycle, a cutting-edge technical innovation. This process transforms ash from incineration centres into sustainable paving stones, a significant advance for the circular economy. The challenge? To take this innovation out of technical jargon and make it visible and desirable. Our mission was to amplify this launch to capture architects' attention and position Veolia as a key pioneer in sustainable construction.

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Nexova – Belgium’s new cybersecurity centre for European cybersecurity

Positioning Belgium as a reference for digital resilience

In September 2025, Nexova inaugurated its new high-tech cybersecurity centre in Belgium’s Province of Luxembourg. More than a facility, the centre signals Nexova’s ambition to protect Europe’s critical infrastructure and to position Belgium as a reference hub for digital resilience. Our goal was clear: turn the inauguration into nationwide media visibility.

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APAQ-W – Open Farm Days

Connecting people with Walloon farms

Every year, Apaq-W opens the doors of farms throughout Wallonia for the “Open Farm Days”. A weekend where visitors can discover the daily life, know-how, and passion of local farmers. For the latest edition, our clear mission was to ensure the event reached an audience in all provinces and highlighted the diversity of agricultural techniques and professions in the region.

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Bancontact Payconiq Company – Belgians’ festival spending habits in the spotlight

Turning consumer insights into a media success story

In summer 2025, Bancontact Payconiq Company revealed the results of its new survey on Belgians’ spending habits during the festival season. The findings painted a vivid picture: one in three Belgians attends a festival each year, spending an average of €426 in total. The survey also uncovered what festival-goers enjoy most, what frustrates them the most, and their preferences regarding on-site payments. This was more than just numbers. It was a timely, relatable story that tapped into a cultural moment and resonated with consumers nationwide.

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Verisure - Belgians fear break-ins but do not take sufficient measures to protect their homes

Using survey insights to drive national media coverage on home security

Verisure commissioned a national survey to understand the concerns of Belgian homeowners about burglaries while they are on holiday. The research revealed that two out of three Belgians do not fully enjoy their vacations due to fear of break-ins, yet many take a few preventative measures. Verisure asked us to translate these findings into a compelling national story, while positioning them as experts in home security.

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Mars - Do you choose your pet over your partner in stressful times?

Using data to drive national media coverage on pets and wellbeing

Mars launched the global Pets and Wellbeing Study Program (PAWS) to explore how cats and dogs positively impact human mental health and wellbeing. In Belgium, Mars asked us to translate the local research findings into a powerful national story, with a clear goal: to maximise media coverage and position Mars as a thought leader on the link between pets and mental health.

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Veolia's circular journey - From Sombreffe to national news

Highlighting a new sustainable project that gives organic waste a second life

On July 9, Veolia, the European market leader in waste, energy and water management, opened its first depackaging unit in Belgium and Luxembourg in Sombreffe (province of Namur). This new facility separates organic waste from soft plastic packaging, allowing the organic material to be later converted into green energy through biomethanisation. At full capacity, the site will process up to 30,000 tonnes of local waste per year, providing a tangible example of the circular economy.

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Foodmaker - From Belgian kitchens to 3,300 shelves in Germany

Spreading the brand’s mission through strategic PR within and beyond borders

In spring 2025, Foodmaker — the Belgian brand known for its fresh and healthy meals, and one of our long-standing clients — significantly expanded its distribution in Germany. Following a successful pilot phase in North Rhine-Westphalia, Foodmaker products were made available nationwide in 3,300 REWE stores, one of Europe’s largest supermarket chains. This move aligned with the growing demand from German consumers for healthy, transparent, and sustainably produced food.

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Bobex - The growing demand for home batteries in the spotlight

Engaging with a rising consumer trend

Bobex, the largest Belgian price comparison website, observed a significant rise in the demand for home batteries in Flanders. This surge is closely linked to the end of the reverse meter system, marking the beginning of a broader shift in the energy market. The growing interest in home batteries also translates into a financial advantage for households, as they will now use their own energy and gain more control over their consumption and energy costs. We jumped onto this trending topic and linked Bobex’s insights on the subject.

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Kruidvat x vzw Stop Darmkanker - Launching self-tests for early detection

Raising awareness of the second-deadliest cancer in Belgium

During International Colon Cancer Awareness Month, Kruidvat partnered with the association Stop Darmkanker in order to improve access to self-testing kits for colon cancer. This initiative was driven by the results of a study on behalf of Kruidvat conducted by Ipsos I&O, which revealed a significant lack of awareness among Belgians about colon cancer and its prevention methods. As colorectal cancer is the second-deadliest cancer in Belgium, affecting 1 in 20 Belgians, the need for greater awareness, information and more accessible preventive care was clear.

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Special Olympics - 1% makes all the difference

Supporting a more inclusive sports world

Special Olympics Belgium has launched the "1% for the 1%" campaign to support over 20,000 athletes with intellectual disabilities. With around 1% of the Belgian population living with such a disability, the organisation is calling on companies to contribute 1% of their sponsorship budget to help these athletes continue their activities and promote greater inclusion within the sports world.

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Airbus - Successful Sustainable Aviation Fuel Trials with Wizz Air

Highlighting the role of Airbus in the decarbonisation of aviation

Airbus, partnered with Wizz Air, to carry out successful sustainable aviation fuel (SAF) trials, demonstrating its potential to reduce carbon emissions. The initiative underlined Airbus' commitment to decarbonising the aviation sector and provided valuable insights into the application of SAF in commercial flights, positioning Airbus at the forefront of sustainability and innovation efforts.

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Apaq-W - 'Faut pas chercher loin pour bien manger'

Encourage Walloons to consume local products

To promote the benefits of short supply chains, Apaq-W has launched a campaign aimed at debunking common misconceptions about local food systems. The campaign, entitled 'Faut pas chercher loin pour bien manger' ('You don’t have to look far to eat well'), emphasises the value of sourcing locally produced food directly from farm to fork, both for the planet and to stimulate the local economy.

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Weerts Supply Chain - First electric lorry in logistics fleet

Amplifying a significant milestone for logistics in Belgium

Weerts Supply Chain (WSC), a subsidiary of the Weerts Group, has taken a significant step towards reducing its carbon footprint by adding an electric lorry to its distribution fleet. This new vehicle will be used for the delivery of household appliances in the regions around Tongres, Limburg and Liège and underlines WSC's commitment to greener logistics.

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Veolia - The Senne river as a sustainable energy source

Veolia and ONSS/RSZ join forces for an innovative energy project

This is a ground-breaking project as these heat pumps will draw their energy from the Senne/Zenne river and will enable significant energy savings while reducing CO2 emissions by 361 tonnes per year. With the introduction of this system, the use of gas for heating the building will become almost redundant.

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Hotel Bonka - 'Klopt da wel?'

Helping young people navigate the world of fake news

Hotel Bonka has launched a new campaign to help young people navigate a world full of fake news. The main goal of the initiative was to give teenagers the tools and strategies to critically evaluate information and distinguish facts from misinformation. At a time when fake news, clickbait and deepfakes are flooding social media and online platforms, almost half of Flemish teenagers are concerned about misleading messages. Yet 40% admit that they rarely or never check the reliability of a news story.

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CM Gezondheidsfonds - Pop-up restaurant in Antwerpen-Centraal

Redefining recruitment with an out-of-the-box concept

In a bold move to reimagine the recruitment process,CM Gezondheidsfonds, Belgium’s largest health insurance fund, launched an innovative initiative to put candidates at the heart of its recruitment efforts. For five days, the iconic Antwerp-Centraal railway station was transformed into "Restaurant Rekruté'," a pop-up dining experience that combined culinary delights with career conversations. This unique concept aimed to give candidates a transparent and engaging glimpse into CM's work culture, values and mission.

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Sepsibel - How to urge a national action plan

Sparking national conversations about sepsis, a largely unknown yet highly dangerous condition

Sepsis, often referred to as the “silent killer", is a life-threatening condition caused by the body’s extreme reaction to an infection. Despite its severity, awareness of sepsis in Belgium remains alarmingly low, as many people do not recognise the symptoms or understand the risks. Thousands of Belgians contract sepsis every year, but early detection and timely treatment could save countless lives. With this in mind, we have launched a campaign together with Sepsibel to put the spotlight on this critical public health issue.

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Ronald McDonald Kinderfonds België

Fifth anniversary with Kevin De Bruyne and Michèle Lacroix

On 10 September 2024, the Ronald McDonald House at the Brussels Health Campus in Jette celebrated its fifth anniversary, marking a milestone in its mission to provide a temporary home for the families of hospitalized children at UZ Brussel. Since its opening in 2019, the house has been a place of comfort that allows parents to stay close to their sick children without the stress of daily commutes.

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Kruidvat - Giving a face to hygiene poverty

Raising awareness about an issue affecting 1 in 4 Belgians

To mark the International Day for the Eradication of Poverty, Kruidvat chose to shed light on the growing issue of precarious healthcare access in Belgium. The campaign aimed to raise awareness about hygiene poverty and give a voice to those affected by it. By putting a human face on the reality many people face when seeking essential healthcare products, Kruidvat highlighted the importance of making healthcare solutions more accessible for all.

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Worldline - Information session for journalists

Building media relations through expert talks on AI-driven solutions

Worldline, in collaboration with Febelfin, hosted an information session for journalists about AI and fraud in Belgium. During this session, the two organizations provided the press with insights into the current landscape of online fraud, how it affects consumers, and the steps that can be taken to protect sensitive information. As a leader in the payment industry, Worldline also showcased its innovative AI-driven solutions for fraud detection and prevention, highlighting how these technologies are effectively combating cybercriminals and enhancing online security.

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De Vlaamse Ondernemers - Vlaamse Snipperdagen Campaign

Turning a creative stunt into invaluable exposure on Terzake

On the final day of parliamentary work, the Vlaamse Ondernemers, a coalition of 20 sector and employer organizations, launched the "Vlaamse Snipperdagen" campaign. This initiative aimed to draw attention to the excessive regulatory burden on businesses by symbolically shredding unnecessary laws and regulations.

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Upway - Launch of the first reconditioning center in Belgium

How PR boosted Upway’s reconditioned electric bikes sales

Upway, a leading figure in the electric bike industry, has opened its first electric bike reconditioning centre in Belgium. This cutting-edge facility, located in Mechelen, is geared to inspect and repair an average of 2,000 electric bikes each month. Upway also offers refurbished electric bikes from top brands, available at a 65% discount compared to new models, presenting an affordable and eco-friendly transportation option.

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Flemish Government - We Zien U Campaign (3rd wave)

Bringing awareness of sexual misconduct with KRC Genk and Cercle Brugge

On April 12, 2024, Hotel Hungaria and the Flemish government launched the 3rd wave of the "We Zien U" campaign. For this final part of the campaign, Flemish Minister of Justice and Enforcement Zuhal Demir partnered with KRC Genk and Cercle Brugge for a groundbreaking event.

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APAQ-W - Consumer barometer

The Walloon milk consumption Barometer

Apaq-W, the Walloon agency for agricultural promotion, launched an awareness campaign to promote Walloon milk and wanted to maximise the campaign's impact through media attention. They approached us with a survey measuring the perception of Walloon consumers: how could they translate their findings (images, behaviours and habits around milk) into captivating media stories and elevate the profile of Walloon milk?

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Foodmaker - Healthy food beyond borders

Strategic success: Our expertise behind Foodmaker’s German debut

Foodmaker's next ambitious goal is to conquer the German market and anchor itself in REWE supermarkets. We supported that PR campaign.

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Alzheimer Liga Vlaanderen - De Jaarlijkse Reminder

Knot just a symbol: How we reached 6 million on World Alzheimer's Day

Everyone knows that people with dementia are forgetful. But far fewer people know that they often feel forgotten. Want to know how we reached 6 million people by reminding them?

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Mars - Take Your Dog To Work Day

Showcasing the benefits of dogs in the workplace

Surely you're no stranger to the iconic Mars Belgium brands. M&Ms®, Snickers®, Twix®, Mars®, Balisto®, Bounty®, Ben's Original™, Pedigree®, Cesar®, Frolic®, Whiskas®, and Sheba®. But did you know they've been a pioneer in pet-friendly offices for over two decades?

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BVI.EU - Green Business Park Nivelles Nord

How strong media relations amplified exposure on BVI.EU’s Nivelles Nord project

BVI.EU, a renowned developer of mixed-use business parks, SME units and build-to-suit buildings, has consistently delivered exceptional projects for over two decades. This case study highlights the importance of strategic public relations (PR) in maximising media exposure and maintaining strong relationships with key media players in the Brabant Wallon region.

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Kruidvat

Turning statistics into stories to advocate for affordable healthcare

We regularly work with market research companies to shed light on current issues and obtain relevant statistics. We strive for high-quality media coverage to highlight issues in society. Kruidvat’s aim is twofold: not only to educate the public, but also to ensure that policy makers are aware of the importance of affordable healthcare.

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Kriket - New product launch

Fueling the Media: How Kriket's High Protein bars ignited media buzz

Kriket, a unique Brussels-based food start-up founded by foodie crusaders Michel and Anneleen, specialises in making nutritious cricket-based foods. They approached us with an intriguing request: to draw media attention to their newly launched high-protein bars.

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Flemish Government - We Zien U

Flanders-wide media publicity for awareness campaign against sexually assaultive behaviour

Together with partner agencies Oona and Hotel Hungaria, we carried out a campaign for the Flemish Minister of Justice and Law Enforcement, Zuhal Demir, to combat sexually assaultive behaviour among young people. Projections were published on well-known buildings in five Belgian provincial capitals (Leuven, Ghent, Brussels, Antwerp & Hasselt).

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Lous and The Yakuza for Silversquare

Three-stage opening of Silversquare North in collaboration with international superstar

Coworking pioneer Silversquare opened its ninth location in Belgium, in the northern quarter of Brussels, in early March 2023. The company follows the same strategy each time: a unique coworking location in collaboration with a local artist. Silversquare believes in the power of inspiring environments to foster creativity, innovation and better entrepreneurship. For the Brussels North location, they collaborated with Lous and The Yakuza, an eccentric Congolese-Rwandan singer-songwriter, rapper and creative all-rounder.

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Sotheby's Auction

Massive (inter)national media coverage for Rubens painting unveiling

As an internationally renowned auction house, Sotheby's has long since ceased to be an unknown name. In Brussels, this global player has set up its gallery and offices on the prestigious Avenue Louise. February 2023 was an artistic highlight. A rare painting by Peter Paul Rubens, estimated to be worth between $20 and $30 million, returned to Belgium for the first time in 200 years. Sotheby's Belgium was honoured to unveil the painting to the public before it went to New York for auction.

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Aviko

Media ‘mayhem’ for the official opening of the most modern fries factory in Europe

Aviko is Europe's market leader in potato products and among the world's top five potato processing companies. It has built an eight-hectare plant in the fields of West Flanders that produces more than enough fries to serve every Belgian a portion of fries every week. So it should be no surprise that this was one of the most intensive cases of 2022.

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Bobex

Positioning Bobex in the energy debate with an energy barometer based on data

Bobex is the most significant bid comparator in Belgium and describes itself as a matchmaker between contractors and clients. In September and October, rising energy prices were a hot topic in the media, which also entailed more expensive renovation costs. We connected Bobex with this topic because the company has a lot of data on the sale of building materials. We know that journalists need data to substantiate their articles so we made Bobex relevant by linking their data to current events.

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Febelfin

A journalistic approach to media relations to raise awareness of cybercrime

Febelfin, the Federation of the Belgian Financial Sector, launched an awareness campaign to make young people and their parents aware of the dangers of online fraud. It was up to us to generate media attention for this campaign.

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BVI.EU

International communication for the Belgian market leader in green business parks

BVI.EU has been a developer of mixed-use business parks, SME units & build-to-suit buildings for over 20 years. Their many years of experience recently extend beyond our borders as well. With projects in both France and Germany, they are introducing their green philosophy to Belgium's largest neighbouring countries and also two of the largest countries in Europe. BVI.EU does not hide its ambition to expand further in Belgium and beyond.

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Maes 0.0%

Awareness campaign against drinking and driving in association with The Wolfpack

Maes 0.0% is a sponsor of the Deceuninck-Quick-Step Cycling Team or, as they like to call themselves, "The Wolfpack". The brewery sees the Wolfpack as the ideal ambassadors to draw attention to a highly topical issue: "don't drink & drive". To strengthen that message, the riders dressed up in a special jersey for the GP Samyn (2021).

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Stefano Boeri for Triple Living

Media carousel for the world-famous architect Stefano Boeri

Italian architect Stefano Boeri travelled to Antwerp to inaugurate his first building on Belgian soil, the Palazzo Verde by Triple Living. Our job was to get the maximum media coverage out of it. It was a great opportunity, and we achieved fantastic results.

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Triple Living

Impactful media relations and solid reputation management for Belgium's leading project developer

The Antwerp-based project developer Triple Living embodies architectural gems by teaming up with internationally renowned architects. We give them strategic advice on reputation and crisis management combined with regular media training.

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Starcasino Koers Zoekt Vrouw

A talent show in search of female cyclocross talent

The women of the Starcasino Team were looking for new cyclocross talent and therefore travelled through Flemish fields looking for a new star for their red brigade. Three ladies made it to the final stage where one of them won a coveted professional contract with the star team. In this project, we showed our best strategic and executive side. The turnaround time was less than a week so our responsiveness and flexibility had to be top notch. We came up with a good strategy that created maximum impact followed by a solid execution. We used a targeted approach for the Flemish and international press and launched a general press release mixed with regional versions.

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Foodmaker

Taking PR to the next level for the healthy restaurant chain

Foodmaker, a bold brand with a rock star CEO, embodies fantastic food and a great vision on healthy living. When they asked us to help optimise their PR efforts, we were over the moon. We’ve been helping them with strategic communications advice, story mining, copywriting, and PR outreach in the north and south of the country since March 2020.

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Silversquare

Opening a trendy co-working spot in the middle of a crisis

Opening a new co-working spot during the Covid-19 crisis is clearly a challenge. In terms of business, but also communication. However, the opening of Silversquare's newest co-working spot, Bailli, was a huge opportunity to share the company’s exciting growth ambitions.

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Brussels Flight Simulators

Launching the first F-16 simulators on Belgian soil

Brussels Flight Simulators called on Brum Smith to professionalize and intensify its marketing activities and give sales a boost. We designed an integrated social media advertising, public relations and communications campaign.

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BVI.BE

Inauguration of business parks in Wallonia

BVI.BE, the Belgian pioneer of SME and business parks, wanted to create awareness and visibility for a new business park in Wavre in Wallonia. Despite a first brief on achieving local media coverage, we were actually able to generate qualitative coverage on a national scale. An excellent example of the impact of our journalistic approach.

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Zyzo

Launching the Belgian tablet for seniors

The team behind Zyzo, a tablet for seniors designed and engineered in Belgium, called on Brum Smith to help with the launch on the Belgian market. Creativity was key, as marketing & communications budgets were limited, and brand awareness and reputation almost non-existent. We teamed up with one of our partners to propose an integrated 360° marketing & public-relations campaign, consisting of social-media advertising, media relations and influencer marketing.

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Contact us.
Bram Smets
+32 478 61 95 21
bram@brumsmith.com
Find us.
Boulevard Roi Albert II 4 Silversquare North
1000 Brussels, Belgium