BRUSSELS, 25 March 2026 – Brum Smith, an independent Belgian strategic communications and reputation management consultancy, is continuing its expansion and strengthening its position among CEOs and executive leadership teams.
The agency welcomes three new talents: Caroline Van Limbergen (senior consultant), Gaëlle Appelmans (corporate communications specialist) and Michael Pszeniczko (public affairs specialist).
Last year, the agency added ten new clients to its portfolio, including Bancontact Company, Brussels South Charleroi Airport and Telenet.
Founded six years ago by Bram Smets, Brum Smith has since grown and now employs 14 experts. Today, it supports organisations such as Mars, Kruidvat, Foodmaker, Verisure, Airbus and Cardoen, as well as key players in the pharmaceutical sector.
With these three new appointments, the agency is strengthening its strategic expertise across all aspects of corporate communications: from strategy to crisis communications, including media relations and thought leadership. The expansion of the team will also support an enhanced range of training and coaching services.
Gaëlle Appelmans joins Brum Smith after three and a half years as Head of Press at hub.brussels. Her background spans the private sector in both Belgium and Germany, as well as the public sector within the Brussels administration and a regional ministerial cabinet.
Caroline Van Limbergen joins from the world of strategic communications and PR agencies. Having started her career in journalism and video production, she has developed deep expertise in reputation management and crisis communications.
Finally, Michael Pszeniczko, a partner at the public affairs agency Lobco, joins the team as part of a collaboration that has united the two firms for over a year. Brum Smith and Lobco continue to merge their expertise in public relations and public affairs to offer clients a comprehensive 360-degree approach.
Brum Smith’s expansion comes at an unprecedented time for communications and advertising agencies. Over the past two years, the rise of AI has brought major changes to content creation, accelerated restructuring, and spurred consolidation within both large international groups and local players.
In the current climate of economic uncertainty and frequent crises, organisations need strong, clear and credible corporate communication more than ever; it has become a crucial competitive advantage.
Brum Smith has built its growth on a senior-led model, with experienced consultants advising CEOs and directors directly.
"We are seeing a clear evolution: CEOs want strategic, direct, and responsible advice. They expect partners who can truly grasp their business challenges," says Bram Smets, founder and CEO of Brum Smith.
In a market increasingly dominated by the consolidation of agencies into large global groups, Brum Smith sees its independence as a primary asset. This freedom allows the consultancy to remain highly flexible and operate in close proximity to its clients.
"We are likely the fastest-growing communications agency in Belgium. However, growth is not an end in itself. It is the result of a clear positioning: providing high-value strategic counsel for leaders who want to use communication as a lever for results," concludes Bram Smets.
