Discover Benelux, Issue 22, October 2015

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Building and enhancing relationships via content Today, content and content marketing are hot topics in the world of communication, but Belgian content agency Cypres has been operating in this field for over 30 years. It has experience working with major national and international brands including bpost, Brussels Airport, Beaulieu, DEME, Lidl, Thalys, Electrabel and Mobistar. TEXT & PHOTOS: CYPRES

To find out more about the future of content branding and content agencies, we spoke to Cypres’ managing partners Martine Peleman (MP) and Pieter Vereertbrugghen (PV). First of all, let’s go back in time. How was Cypres founded? MP: Everything started with Apple. The revolution of desktop publishing meant the start of our company. In 1986 we used the

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latest desktop publishing techniques to create the first consumer publication for Apple Belgium. In here, the Apple computers weren’t the focus, but what people could do with them. PV: Since then, much has changed of course. Thanks to the rise of the internet, social media and smartphones, we now live in a completely new marketing and communication environment. But the thought that, as a company, you can build

and enhance relationships via content has always remained. Hence our baseline: content to connect. Has the new media landscape changed your way of working? PV: Yes, inevitably so. In the past, we mainly operated in a print environment, but now we are a content agency with an omni-channel approach. We understand the digital, social and print pathways. We