Holding various strategic roles at creative communication agencies in Brussels and Paris, Berten Peremans has had the opportunity to shape strategy for everything from instant coffee to luxury watches, for brands ranging from Barcelona to Shenzhen.  

He has always been fascinated by what moves real people in the real world, believing that behind every business results there are people choosing brands with both their emotions and wallets. This fascination has also fueled his interest for the art and science of creative effectiveness—understanding how impactful ideas not only inspire but also drive tangible results. 

Berten is Chief Strategy Officer and part of the Executive Management at Groupe Belgium, where he leads the Strategy & Data team. Trying to get the best out of a bunch of 50+ bright strategist , embedded in a group of 240+ diverse experts is what gets him going every day. That, and coffee.