Strengthened by strategic and creative direction

Karel Byloos brings more than 20 years of experience in strategy and marketing. With previous leadership roles at Mobly and Corona Direct and an impressive list of award-winning marketing campaigns, including a silver Effie, IAB Mixx Awards and BOA Awards, he has already earned his stripes.

Micha Appermans, Managing Director: "With his experience on the advertiser side, Karel is an asset to our clients. His knowledge allows us to build even stronger relationships and increase our strategic edge."

Ken Houben becomes the wingman of creative director Bart Klerckx. Both see opportunities to increase the creative clout. Ken also takes on a connecting role, building bridges between the creative teams and other expert centers.

Bart Klerckx: "With Ken as a co-CD, we can further outline our creative growth story. Ken is a punishing concept copy with a great affinity for brand building and branding. An uncommon, tasty combo. Creative maturity meets a lot of gusto, that's Ken."

Ken has a background as a copywriter for Strategy and HeadOffice, among others, and founded branding boutique agency Lex & Turner in 2016. After Lex & Turner became part of our group in 2022, Ken rediscovered his passion for copy and concept.

With the appointment of both Karel Byloos and Ken Houben, we underline our ambition to deliver work that is not only creatively strong, but also has proven effectiveness. As Karel and Ken themselves state, "Although we are modest Limburgers, our ambition to create effective campaigns always comes first. The accolades then follow naturally."