Emakina’s Luc Malcorps presents to the Belgian Government

Author: Brice Le Blévennec

The Chancellery of Belgium’s Prime Minister invited Emakina’s experts to speak to its communication and policy officers, at an event, called ‘Media Day’.  During this original initiative, Emakina’s Director of Media Relations, Luc Malcorps hosted two workshops on digital opportunities within a cross-media strategy.  He presented real examples of institutional campaigns, executed by Emakina.EU for the European Commission, such as the European Toy Safety campaign, fight against food waste, food control and programmes for better collaboration among SME’s across EU borders.


The government officials acknowledged the benefits of a global communication strategy; combining paid, earned and owned media. They also appreciated the possibilities and opportunities created by different digital tools beyond the web. Finally, the presentation also addressed potential risks of engaging in an online dialogue . Luc’s presentation conveyed that using social media requires a strategic vision, and sufficient resources to transform it into a sustainable and credible presence.

The event was hosted by radio and TV presenter  Friedl Lesage, who intervened and presented the different speakers, including  Patrick Marck, General Manager of IAB. Marck highlighted the rising importance of consumer connectivity, multi-tasking online activities and online advertising.



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