Proximus, the metamorphosis of a brand

One can admit that what looks simple is often very complex to realise. Here, what can appear as a simple logo change was in reality a profound transformation: moving from 2 brands to 1, reshaping the positioning and the scope of it, taking the best from the past while appearing new, motivating the whole organization while keeping the new brand confidential till the launch in a company of 15.000 employees. During this lunch, I will take you through the complete metamorphosis of the Proximus brand.

Ariane MARCHANT – Director Marketing Residential & Communication, Proximus

She is graduated from the ICHEC and started her career as Account Manager in Advertising agencies (Y&R/Lowe). She then moved to FMCG where she worked at Kraft Foods during 14 years on chocolate market, shaping brands like Côte d’Or, Milka, LEO, Toblerone. Her last role she was directing the Chocolate Category for the Benelux. She then moved to Telecoms, at Belgacom, 4 years ago where she leads the Marketing and Communication team on Proximus/Belgacom and Scarlet brands.