Client Success Story in Media: RMG interview
Erwin Danis (RMG) is convinced of Trensition’s added value for ‘his’ media company: “The Trendtracker platform is unique, nothing else like it exists in Europe.”
The implementation of Trensition’s AI-driven strategic intelligence platform Trendtracker at various departments of RMG (Roularta Media Group) is still ongoing. The collaboration was kicked off over a year ago. Erwin Danis (Innovation Director at RMG) and Vincent Defour (co-founder & CEO at Trensition) recap their fascinating co-creation project and look forward to the future with confidence…
“Trensition knows the difficulties and needs of strategy and innovation executives and how to provide these stakeholders with the data insights they need to make better strategic decisions.”
Innovation Director, Roularta Media Group
A cross-border mediatech acceleration programme initiated the collaboration
The collaboration between RMG (Roularta Media Group) and Trensition emerged in the context of the cross-border mediatech incubation and acceleration programme STADIEM (Start-up Driven Innovation in European Media). The STADIEM programme aims to bring together start-ups, scale-ups, investors and media organisations to foster the development of Next Generation Media solutions. Their goal is to boost the opportunities and success of innovative companies by developing and growing in close cooperation with corporate and venture partners, securing sustainable growth to success.
The project was by no means a walk in the park but absolutely worth it nonetheless. “In the meantime, Trensition completed all four stages of STADIEM’s acceleration programme, totalling a duration of 14 months”, says Vincent Defour. “Initially, no less than 400 start-ups signed up for the STADIEM programme. 40 projects survived the first ‘Match’ phase. Sixteen start-ups then made it through to the ‘Develop’ phase. In the third and before-last ‘Integrate’ phase, only 12 start-ups remained and we entered the final ‘Pilot’ phase as part of an elite group of just 4 winners, something we are extremely proud of.”
Erwin Danis jumps in: “During the ‘Match’ phase, Trensition proactively got in touch with RMG. I am responsible for the innovation team. Trensition founder Mike Vanderroost, who has been focusing on the opportunities offered by new technology when it comes to trend detection and analysis, approached me with the interesting proposition to enter into a collaboration. The STADIEM programme was the perfect initiative to make this concrete.”
Simultaneously with the collaboration with RMG, which focuses on publishing, a project with public broadcaster SWR, active in Germany, was kicked off in the context of STADIEM as well. Meanwhile, Trensition accumulated a wealth of expertise in de media & entertainment industry. Media is a volatile, fast-changing and very competitive industry where trend detection, analysis and prioritisation can provide a major strategic advantage if organised optimally.
Digitisation as a fire starter
RMG realises they must constantly reinvent themselves in order to survive. Erwin has a clear picture of the challenges facing RMG as a media player in Belgium, the Netherlands and Germany: “We are content creators. Always have been, always will be. Today’s landscape provides many different ways of offering that content. Digitisation is an absolute game changer in that regard. Digital transformation has been ongoing in our industry for a long time. A development that bears a major impact on our business model. We have the ‘willingness to pay’ among consumers on the one hand, which requires the content we offer to be as relevant as possible. On the other hand, there is a sceptical attitude and fragmentation in media spendings among advertisers. This is why RMG offers services to advertisers that help optimise their advertising and native content approach, allowing them to maximise on their investments”, Erwin clarifies.
An agile mindset and acting fast is key. But so is gathering relevant insights in order to take accurate strategic decisions with confidence. Trensition’s Trendtracker supports media organisations in taking better informed strategic decisions by continuously providing a 100% customised and data-based, transparent and objective view of the trends that are coming their way today, tomorrow and the day after. Including to what extent and when they will impact their business. Vincent explains: “Our Trendtracker platform is based on monitoring global big data, NLP (natural language processing) and advanced data science. This enables us to detect early signals of change and follow up on the evolution of all kinds of trends. We place the insights in the perspective of any specific context and suggest strategic actions. These profound insights are mapped out based on our proprietary and unique AI-driven algorithms.”
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Take a deep dive into your future by discovering industry-specific insights gathered by our Trendtracker platform and presented in a user-friendly trend board listing a selection of top trends in media.
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“Having a comprehensive, cost-effective, efficient, and continuous analytics tool for trend research is a game changer in RMG’s strategic decision-making process.”
Director Strategy & Innovation Advertising, Roularta Advertising
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