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Filip Wouters
New York
Sr Global Director Integrated marketing Windows Phone, former Vice President of Marketing for Heineken
Interests: - Experienced Marketing Leader with 17 years of marketing and sales experience. - True international marketing executive with experience in large sophisticated markets (US, Europe), developing markets (Caribbean & South America), corporate roles (head of export marketing, global portfolio management) and significant in-market roles (VP of marketing US of a $ 1.7 billion brand). - Creative brand builder with a demonstrated ability to drive creativity and innovation. Oversaw + 150 TV commercials, + 50 innovations, +20 B2B programs and +200 sponsorships & partnerships. - Digital marketing since 1997 covering Owned digital properties, Earned media, significant Bought media, Mobile (Apps, QR/Jagtag, Mobi, sms, iAd) and Social (# 1 beer brand on Facebook, mulit-million views on Youtube, top-50 tweeted brand). I would like to share my views with other colleagues from the web. The views on this page are my personal views and have nothing to do with the views of my company (a top 100 global brand).
Recent Activity
Email marketing is still working—and should be part of any marketer's arsenal. Users sign up for these types of emails specifically so that they can receive news about discount (80.1%), BlueHornet announced in an August 2014 survey of over 1,300... Continue reading
Posted Nov 16, 2014 at Powerful CMO Marketing
Social shopping insights from Facebook, top eyewear brand Warby Parker and marketing technology expert FaceCake Continue reading
Posted Aug 30, 2014 at Powerful CMO Marketing
For retailers paying for ad placements on Facebook, there are two questions: Do they actually get consumers to click? And convert? Nanigans, a Facebook advertising-software company, studied more than 975 million Facebook ad impressions served to US consumers who would... Continue reading
Posted Aug 30, 2014 at Powerful CMO Marketing
This platform provides a cultural curator function and is typically an inspirational look at the events of a year or season through the lens of the product. This can focus on a broad level of topics or just focus on... Continue reading
Posted Feb 12, 2014 at Powerful CMO Marketing
Beetle Shark Cage for Discovery Channel Volkswagen needed to prove that the Volkswagen Bug isn’t just for girls. The result, “Beetle Shark Cage,” a TV spot that put the Beetle in a place many guys wish they could be (maybe... Continue reading
Posted Jan 20, 2014 at Powerful CMO Marketing
As we hear the 100th story about advertising clutter and diminishing impact, in came the product placement or brand integration to the rescue. It's become common practice in the United States now that audiences, especially television audiences, have so many... Continue reading
Posted Jan 20, 2014 at Powerful CMO Marketing
via 3 most successful ways to capture your creative spirit From all the research I have read, this is the most important thing to take away I found: Every day, everyone of us is extremely creative. The trick is... Continue reading
Reblogged Jan 14, 2014 at Powerful CMO Marketing
I have produced about 300 TV commercials over my career and learned a thing or two about how to be efficient with ad production. With the launch of Windows Phone, I have developed over 50 different TV commercials covering US,... Continue reading
Posted Dec 18, 2013 at Powerful CMO Marketing
Marketing promotion that makes customers happy and creates brand advocates: Continue reading
Posted Dec 16, 2013 at Powerful CMO Marketing
People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Their task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation... Continue reading
Posted Dec 4, 2013 at Powerful CMO Marketing
Many companies find brand advocates to be powerful content assets. As highly satisfied customers, brand advocates are willing to recommend a company or product without pay or incentives. They are more engaged with a brand than fans and followers (e.g.,... Continue reading
Posted Oct 21, 2013 at Powerful CMO Marketing
Forty-seven percent of global respondents agreed that humorous ads resonated most. Regionally, survey respondents in North America, Europe, Middle East and Africa indicated that ads that made them laugh were most appealing. In Latin America and the Asia-Pacific region, however,... Continue reading
Reblogged Oct 4, 2013 at Powerful CMO Marketing
Nearly everyone I speak to is planning to incorporate mobile marketing into their marketing mix, with most of them intending to raise their mobile budgets in the near future. Mobile is a huge opportunity for marketers – territory that has... Continue reading
Posted May 27, 2013 at Powerful CMO Marketing
Whatever product or service any business has to offer in the marketplace, chances are it's going to get competition. Rather than ignoring these competitors, the best way to mitigate competition is to take a proactive approach and develop a competitive... Continue reading
Posted Mar 19, 2013 at Powerful CMO Marketing
Whatever industry you're in, there's and opportunity to not only identify a segment, but make it. In this era of big data and social media, our ability to see patterns and emergent opportunities has never been greater. As marketers consider... Continue reading
Posted Mar 16, 2013 at Powerful CMO Marketing
Packaging is the immediate expression of the brand. With roughly 85% of shoppers perceiving in-store factors (price, packaging, shelf displays, etc.) as more influential than out-of-store marketing, Brand Owners are under a lot of pressure to drive Brand Recognition through... Continue reading
Posted Nov 26, 2012 at Powerful CMO Marketing
During my career, I have worked with many great agencies across many different markets and categories. I have worked with Sir Frank Lowe directly on Stella Artois or with McCann Ericson globally. I had the pleasure to work with big... Continue reading
Posted Nov 21, 2012 at Powerful CMO Marketing
1. Combine product with emotional values A lot of print ads are just bland and talk about the product. There is not much for the consumer to entertain them. This of course depends on the product category. But creating an... Continue reading
Posted Aug 30, 2012 at Powerful CMO Marketing
Yes, a beer marketing example! I have only done this for the 2 big brewing groups for a large part of my career. But I thought this is pretty cool and artsy. Dogfish is document the process of making Dogfish... Continue reading
Posted Aug 23, 2012 at Powerful CMO Marketing
Your team, your processes, your agencies, and your interdepartmental collaboration must all drive to a truly integrated outcome. Integrated marketing stretches beyond consistency of graphics and photography in advertising, experiential and collateral. It should rally around a unified message that... Continue reading
Posted Jul 24, 2012 at Powerful CMO Marketing
Consumers are interested in QR codes and willing to snap on them for the additional benefits a brand offers. Here are 5 ways to measure if QR programs deliver. Impressions: The number of times a QR code is viewed in... Continue reading
Posted Jul 10, 2012 at Powerful CMO Marketing
PART ART, PART SCIENCE, 'brand' is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person's subjective experience with the product - the personal memories and cultural associations that orbit... Continue reading
Posted Jun 3, 2012 at Powerful CMO Marketing
Here is a commercial I worked on which taps into the emotional benefit of feeling creative. This goes well with technology as it symbolizes the potential of the highlighted features. Definition Feeling Creative: Interested in and able to UNIQUELY express... Continue reading
Posted Jun 3, 2012 at Powerful CMO Marketing
Here are some examples that tap into the emtional benefit of Sense of Adventure. a wide range of creative approaches are possible. I have included two examples from my past companies. Definition of Sense of Adventure: Interested in exciting and... Continue reading
Posted Apr 15, 2012 at Powerful CMO Marketing