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Turning data into insights and insights into impact

The proliferation and generation of data has become an imperative to marketing. Today, brands that can precisely target audiences and intersect with consumers, in the moments that matter, with the language and content that matter, are the ones staying ahead of the competition and demonstrating real business impact. It sounds easy, but most brands either don’t have the right data, a way to integrate their data, or a strategic way to turn their data into insights for impact.

Ketchum Brussels’ Strategic Planning & Insight team supports clients with a suite of solutions that can help marketing and communications leaders not only gather data but become data smart by turning data into insights and insights into impact.

Data alone doesn’t lead to insights. Today’s communications professionals must connect the mountain of accessible data to what it means and why it matters to deliver impactful communications.

With our strategic planning approach, we harvest insights, understand audiences and cultural trends, inform creative ideas, content and channel strategy, and target goals more efficiently.

omniearnedID™ is our insights-driven tool, powered by a robust data engine. It integrates multiple layers of data, giving us access to real-time customer consumption, engagement and buying behaviors across the customer journey. With omniearnedID, brands have the volume of audience data they want, visibility on impact, the ability to shift the gears as they need and future proof for market and cultural trends.

Barbara De Laet

Barbara focuses on the ‘intelligence’ part of our integrated approach, discovering cultural and audience insights based on data to foster innovation and creativity.

Her role reinforces our strategic planning, research and analytics capabilities, building on our proprietary tools such as omniearnedID.

She is a communications and branding specialist with over 2 decades of experience in brand building, communication efficiency and insight gathering at both national and international brands. She started her career at Electrabel (Engie), responsible for brand strategy, marketing campaigns and visual identity. Before joining Ketchum, she worked as brand creative planner for clients such as Fluvius, Mars, Levis, SPA and Baloise.


Barbara De Laet

Strategic Planning & Insight Lead