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#4 Benelux Unlocked
Cracking the Code of a Small but Mighty Market
Host: Matthias Riedl, CEO at DCMN
Guest: Jos Lakeman, Country Manager Benelux at DCMN
Cracking the Code of a Small but Mighty Market
Why Belgium and the Netherlands punch above their weight and what global brands can learn.
These two compact countries have become powerhouses for digital and D2C brands. In this episode, Matthias Riedl and Jos Lakeman uncover why Benelux is the ultimate testing ground for global players like HelloFresh and Zalando, and what marketers need to know before expanding there. From cultural nuances to media landscapes and CTV opportunities, discover what makes Benelux one of Europe’s smartest markets to grow in.
In this episode of Do Change Marketing Now, Matthias Riedl, CEO of DCMN, sits down with Jos Lakeman, Country Manager Benelux, to explore what makes the Netherlands and Belgium such powerful markets for digital and D2C brands. They discuss why these small but mighty countries have become key testing grounds for global players like HelloFresh and Zalando, and what every marketer should know before expanding there. Together, they unpack the cultural nuances, media landscapes, and CTV opportunities that make Benelux unique, plus the biggest mistakes brands should avoid when entering the region.
You’ll learn:
Why Belgium and the Netherlands are ideal test markets
How localisation goes beyond translation (and why “septante” matters)
What drives media efficiency and trust in Benelux
How CTV and addressable TV are evolving
And why now is the perfect time to launch there
A must-listen for marketing leaders, brand builders, and anyone curious about how to grow smart in Europe’s most underestimated region.
Episode Highlights
00:00 Why Benelux matters for digital brands
01:20 Population density and media efficiency
03:30 Cultural contrasts between the Netherlands and Belgium
05:20 The “septante vs soixante” story and why language matters
07:10 How HelloFresh and Zalando cracked the market
09:45 Why copy-pasting strategies from other markets fails
13:00 The rise of CTV and addressable TV in the region
17:00 Data-driven targeting and the pet-owner example
19:45 Future outlook for local media and global brands
20:30 Why now is the right time for Benelux
Key Topics
Localisation and cultural adaptation
Media buying in dense markets
Trust and relationship-driven business in Belgium
Efficiency and testing opportunities in the Netherlands
CTV and data segmentation trends
Resources
Learn more about DCMN
Contact us: [email protected]
Recorded during the Octoberfest 2025 in Munich at The Bulb Studios
View all episodes
By Matthias RiedlCracking the Code of a Small but Mighty Market
Host: Matthias Riedl, CEO at DCMN
Guest: Jos Lakeman, Country Manager Benelux at DCMN
Cracking the Code of a Small but Mighty Market
Why Belgium and the Netherlands punch above their weight and what global brands can learn.
These two compact countries have become powerhouses for digital and D2C brands. In this episode, Matthias Riedl and Jos Lakeman uncover why Benelux is the ultimate testing ground for global players like HelloFresh and Zalando, and what marketers need to know before expanding there. From cultural nuances to media landscapes and CTV opportunities, discover what makes Benelux one of Europe’s smartest markets to grow in.
In this episode of Do Change Marketing Now, Matthias Riedl, CEO of DCMN, sits down with Jos Lakeman, Country Manager Benelux, to explore what makes the Netherlands and Belgium such powerful markets for digital and D2C brands. They discuss why these small but mighty countries have become key testing grounds for global players like HelloFresh and Zalando, and what every marketer should know before expanding there. Together, they unpack the cultural nuances, media landscapes, and CTV opportunities that make Benelux unique, plus the biggest mistakes brands should avoid when entering the region.
You’ll learn:
Why Belgium and the Netherlands are ideal test markets
How localisation goes beyond translation (and why “septante” matters)
What drives media efficiency and trust in Benelux
How CTV and addressable TV are evolving
And why now is the perfect time to launch there
A must-listen for marketing leaders, brand builders, and anyone curious about how to grow smart in Europe’s most underestimated region.
Episode Highlights
00:00 Why Benelux matters for digital brands
01:20 Population density and media efficiency
03:30 Cultural contrasts between the Netherlands and Belgium
05:20 The “septante vs soixante” story and why language matters
07:10 How HelloFresh and Zalando cracked the market
09:45 Why copy-pasting strategies from other markets fails
13:00 The rise of CTV and addressable TV in the region
17:00 Data-driven targeting and the pet-owner example
19:45 Future outlook for local media and global brands
20:30 Why now is the right time for Benelux
Key Topics
Localisation and cultural adaptation
Media buying in dense markets
Trust and relationship-driven business in Belgium
Efficiency and testing opportunities in the Netherlands
CTV and data segmentation trends
Resources
Learn more about DCMN
Contact us: [email protected]
Recorded during the Octoberfest 2025 in Munich at The Bulb Studios