The HoC's February Chronicles!

Some of you are probably wondering, "Why is there a beer represented on the banner of this newsletter?" Well, as we raise a glass to celebrate our 10th anniversary of existence on the Belgian market, we find inspiration in the spirit of innovation that has defined us throughout the years. Just like a well-crafted beer, our journey has been a blend of creativity, diversity, and a commitment to Building Best Brands.

In this month's edition, we also feature an insightful interview with Nancy Delhalle, the Co-founder and Chief Operations Officer of Serviceplan Group Benelux, by Forbes magazine. Dive into her journey, leadership philosophy, and valuable insights on diversity and inclusion in the advertising and marketing sector.

So, grab a drink, settle in, and let this newsletter be your guide to the dynamic world of branding, leadership, and the exciting future that lies ahead. Cheers to a decade of excellence and to many more to come!

1) Happy 10th year of existence to the House of Communication Brussels! Pssst... Have you tasted the HOCX Beer yet?

Ten years ago, we embarked on a mission: Building Best Brands. As we celebrate our 10th anniversary, we reflect on the essence that propelled us forward. Far more than just campaigns, it’s about the spirit that defines us and the legacy that empowers us.

From the heart of Europe, our iconic building in Brussels stands not just as brick and mortar, but as a flagbearer of what we stand for.

So, we transformed the foundations of our House into a symphony of shapes, each one echoing the architectural soul of our headquarters, and its grid - the cornerstone of the HOC universe. But what sets us apart is not just the shapes themselves; it’s how we reimagine, how we play. With each shape, a world of possibilities emerges. To the next decade, where we’ll continue to reshape, reimagine, and redefine Best Brands.

Wanna grab a drink? Contact us on www.house-of-communication.be

2) 10 questions for Nancy Delhalle, by Forbes Belgium

As co-founder and Chief Operations Officer, Nancy Delhalle plays a central role in the development of Serviceplan Group Benelux, the largest network of independent agencies in Europe, active in the advertising, communication, and media industry. Forbes asked her 10 questions about her journey, her values, and the secrets of success.

1. What were the main challenges you faced as a woman in the advertising and marketing sector?

My main challenges have been the need to continue asserting myself as a woman in a leadership position. Still, as a woman in the marcom sector, where we are in the majority, I have personally never encountered the "glass ceiling." But I acknowledge that we are underrepresented in leadership positions, whether in creative or strategic sectors. This inequality also persists in technology and entrepreneurship. My challenges as a female leader have been accentuated by other aspects of my personality: being Walloon in an economy dominated by Flemish, introverted, and dyslexic. Nevertheless, I have always seen this diversity as a strength, both for myself and for my team.

1. As Chief Operations Officer, what is your leadership philosophy and how do you apply it on a daily basis?

For a long time, I have been inspired by liberated companies, and reading "Reinventing Organizations" by Frédéric Laloux was a real eye-opener for me. I also practice "Holacracy." I believe that a good leader should inspire and motivate their team, create a compelling vision of the future, encourage innovation and personal development. I ensure that all members of our agency feel valued and included, thus promoting diversity and equity. I remain true to my values of transparency and honesty, and I continuously educate myself to stay updated with the developments in our sector, by reading a lot and regularly attending advanced training sessions.

1. How do you manage the balance between innovation, operations, and team management in such a dynamic environment as marketing and advertising?

At Serviceplan, our success relies on innovation, efficient operations management, and strong team management. We also strongly encourage creativity and innovation. Operationally, we remain agile and effective, using advanced project management tools. In terms of team management, we focus on talent, inclusion, and open communication, providing development opportunities and the opportunity to become shareholders, which strengthens our employees' engagement.

1. How does Serviceplan Group Benelux approach diversity and inclusion issues, especially regarding women in leadership positions?

For the past three years, we have been engaging external consultants to better understand and manage these complex issues. We started with Yin United to assess our agency, then we conducted a year-long leadership management exercise. Currently, we are working with Actiris for the practical implementation of our plans. I am proud of the cultural diversity in Brussels, which is reflected in our agency with 18 different nationalities. Our goal is to fully integrate equity and inclusivity into our corporate culture.

1. What specific measures have you implemented to promote gender equality within your organization?

I have implemented it... Indeed, somewhat provocatively, I am opposed to inclusive writing; I do not see what it brings, that's my opinion, but I am in favor of quotas. Otherwise, natural trends do not see positive evolution. Even for the most technical profiles, we actively conduct research to recruit women. Once parity is established (this also applies to diversity), it naturally evolves, but we remain vigilant in this regard.

1. What has been the most difficult moment in your career and how did you overcome it?

My entrepreneurial career has had its ups and downs. In 2017, after losing key clients and facing challenges with some colleagues, I had to reassess my professional satisfaction. I then decided to refocus on what I am passionate about: strategic thinking. Although surprising for the group, my decision to step down from the co-CEO position to become first CMO, then COO, was accepted. Today, I thrive in marketing, team management, and operations. Titles do not interest me; what matters to me is the diversity and impact of my current role as COO.

1. Can you share an achievement you are particularly proud of within Serviceplan Group Benelux?

In our human-centered sector, how we treat employees and clients is crucial for the sustainability of our agency. In December 2023, we were honored, for the second time, with the "Great Place to Work" label. Our results have particularly improved in terms of diversity and inclusion since December 2022. This recognition, validated by our colleagues, fills me with pride. Creating a corporate culture where everyone feels good and valued, especially in advertising, is a real challenge that we successfully meet.

1. How do you see the evolution of the role of women in the advertising and marketing sector in Belgium in the coming years?

It is heartening to see that the stereotyping of women in advertising is decreasing. I believe that brands, through their ability to innovate and adapt, have a crucial role to play, perhaps more than governments. To access leadership positions, it is essential for women to pursue the right educational paths and take an interest in fields such as technology and marketing. Missing this evolution would be detrimental in our sector. It is therefore crucial to emphasize, especially in schools, the importance of these subjects, which are not exclusively male!

1. As a leader, how do you ensure that your team remains aligned with these goals while fostering creativity and innovation?

I regularly and clearly communicate our goals, explaining to each member how they can contribute. It is crucial to maintain a corporate culture that values new ideas and encourages innovation, and our group strongly supports this effort by recognizing contributions in this direction.

1. What advice would you give to women aspiring to leadership roles in traditionally male-dominated sectors?

My first advice is to remain authentic because it is never beneficial to play a role. It is also crucial to develop your professional network because, although women have the same capabilities as men, an extensive network is essential for accessing leadership positions. Studies show that women often have a less extensive network. Career progression depends on the evolution from intellectual intelligence (IQ) to emotional intelligence (EQ), then to network intelligence (NQ). I have contributed to this dynamic by creating a group within BAM, the FAM (Female Association of Marketing), to help women support each other and expand their networks, thus breaking the "glass ceiling," regardless of our position or generation.