media with MAJOR VALUE

The Dutch-Belgian Louwers Media Group, communications specialist in a variety of B2B sectors, is strategically repositioning itself with a new corporate identity and the fresh baseline: 'media with PEOPLE'. At the same time, the Belgian office is moving to a new, future-oriented base of operations at O-Forty business center in Oostkamp.

The double innovation underlines the group's ambition to further expand its role as a connecting media partner. We spoke with managers Stefan Louwers and Wim Fierens about vision, change, the power of targeted content and the revival of print.

What was the decisive factor in revamping Louwers Media Group? Was there one moment or signal that set everything in motion?

Stefan Louwers: Louwers Media Group is a family business, founded by my father some forty years ago. All that time we were on an upward trend. I continued that course and in turn made improvements. Wim did the same in Belgium, until one day he asked: Why do Belgium and the Netherlands actually work separately? Why not one story, with one strong team? I reflexively listed the reasons why they should remain two entities... but none of the arguments really stood up. That conversation became the turning point. From then on, the puzzle pieces started shifting.

Wim Fierens: For me, it felt like a logical step. We were still often seen as a small company, despite our scale. The tipping point came at a trade show, when a colleague was addressed with: "Ah, you are the man of the book. That stuck. We offer so much more, but it was simply not seen as such. That had to change. It was time to show our strength and added value more clearly.

Suppose you have to briefly introduce Louwers Media Group today to someone who does not yet know the company. What would you say?

Stefan: We have evolved from classic publisher to media company, and have since grown into a full-fledged media partner. Today, our targeted content reaches thousands of professionals in the Benelux, across more than 50 B2B platforms. Previously it was all about print, now we take a broader view of how content is consumed: via the familiar magazines, but also via online channels, social media, podcasts, video and events.

Wim: You could say: we are a one-stop shop for

business communications in construction and industry, but without playing advertising agency. Everything we create is done on our own media platforms. We combine creativity with content impact - and that makes all the difference. By the way, I like to add that print is far from passé. On the contrary. We notice that more and more customers - including young entrepreneurs - are consciously asking for visibility in a magazine. Because it is tangible. Because it stays put. And because it exudes credibility, especially in a world that is scrolling faster and faster.

What remains unchanged, despite this renewal? What is so much in the DNA of Louwers Media Group that it will always remain?

Stefan: For me, it's all about the personal. You can't do this work halfway - you either feel it or you don't. It's not a factory with targets, but human work. And it always will be.

Wim: No matter how digital or big we become, it's still about people. That drive for growth runs deep. Not growing for growth's sake, but because we can do better. Because we want to keep developing ourselves. That's where our energy comes from.

How do you want employees, customers and partners to identify with this new story?

Stefan: We want people to feel: this is right. From the moment they step into our building to the completion of a podcast recording. Everything has to feel professional. If the overall picture is right, people automatically get into your story.

Wim: It's all about trust and experience. Clients need to feel that they are getting real added value - that every collaboration is worth repeating. That's what builds lasting relationships.

A smart channel strategy is in full swing with five strategic pillars: magazines, online, video, podcasts and networking events. How do these reinforce each other, in your vision?

Wim: Our clients are evolving. With tighter budgets and a growing demand for measurability, a single medium no longer suffices. Only by cleverly aligning magazines, events, audio, video and online, real impact is created. Each channel feeds the other.

Stefan: That approach is never standard. We always start from the content and build a customized mix from there. What we bring depends on who we have in front of us - and what he or she needs. No copy-paste, but strategy with impact.

What is the biggest ambition for the coming years? Where do you want Louwers Media Group to really make a difference?

Wim: Our goal? To be an extremely high-performing media partner for our five sectors: Construction, Industry & Manufacturing, Business & Hospitality, Infra & Outdoor and Architecture. Within the client's marketing budget, we get the most out of every euro with more customer loyalty, better measurability and a noticeable impact.

Stefan: At the same time, we want to be a place where people enjoy working. You can see that in the number of colleagues who have been here for years. That says a lot. As does the fact that customers really feel at home here. This is not a new beginning, but a clear confirmation of who we are - and where we want to go together.

The move of the office in Belgium coincides with the repositioning. How do you see that symbolism?

Stefan: To me, this feels like the crowning glory of what we have built over the past few years. A clear signal: look, we accomplished this together}.

Wim: At the same time, it is a clear message to the market. Visible, literally - that new office is in a prime location. Anyone who visits us or simply passes by, sees it immediately: something is moving here.

What do you want employees, customers and partners to feel when they soon step inside the new office?

Stefan: That it's right. The decor, the atmosphere, the reception. That they think: this is where I want to belong.

Wim: It should exude our ambition: professional, dynamic, warm and progressive. Not an average workplace, but a place where you want to work together, grow and look forward.

If you had to pick one moment from the repositioning process that sticks with you - positive, challenging or unexpected - what would it be?

Wim: For me, that was the first time we developed packages, even before corona. Then I thought: this is no longer a single sale, this is scalable. That realization gave direction. Here we could really build something - something greater than the sum of its parts.

Stefan: With me, it's not big aha moments. But when I see how the company is running - customers coming by, colleagues calling, consulting, switching gears - I feel: it's alive. And that gives energy, every day.

Suppose we meet again in five years. When can you be really satisfied then?

Stefan: When everyone still enjoys working with us. When it's alive, and everyone here has found their own place in the bigger picture.

Wim: If we can then say: everything we envision now, we have realized. And we are ready for the next step. Then we can be proud.