Discover Benelux, Issue 62, February 2019

Page 14

‘Be realistic – ask the impossible’, says a digital agency with a difference TEXT: EDDI FIEGEL  |  PHOTOS: HILARIOUS

‘Hilarious’ might not seem like the most obvious name for a branding and marketing agency. Particularly one whose clients include global brands such as L’Oréal, Toyota and Belgium’s telecom giant Proximus, but for founding partner and digital manager Audry Van Essche, the name is an essential part of the company’s ethos. “We want our clients to enjoy working with us and for us to enjoy working with them,” he explains. “That means being serious about our work but also doing things with a smile on your face, in a way 14  |  Issue 62  |  February 2019

which is fun for everyone. That was the thinking behind our name.” The Brussels-based company’s motto: ‘be realistic; ask the impossible’ similarly reflects their quirky, playful humour – something which they apply to projects from branding, digital platforms and CRM (Customer Relationship Management) to experiential campaigns, web development, data collection and brand activation. Audry, who has over 20 years’ experience in branding and marketing, founded the agency in 2011 with two

colleagues: Jérôme Canon – a highly experienced front-end developer and Ludovic Pahaut – a top graphic designer. The three had worked together previously at branding and media agency Wanabe in Waterloo and when Wanabe closed, they decided to join forces and start their own agency. Coming from different but complementary disciplines, they felt they had the perfect mix of skills to respond to a wide variety of briefs, from CRM for L’Oréal, branding for insurance company Touring