Creator Economy: RMB Declares Its Ambition

How to create authentic content? How to collaborate effectively with content creators? How to integrate the creator economy into an effective media strategy? Facing these new challenges, RMB takes a new step. With an enhanced team, the appointment of a Content Director to the Executive Committee, and a unique approach combining media, influence, communities, and creators, the agency asserts its ambition more than ever to support brands in their content strategies.

Content, a New Growth Area

Consumer attention has become one of the scarcest resources. To stand out, brands today must produce content that sparks interest, generates engagement, and encourages sharing.

This is precisely why the creator economy is booming. Content creators are no longer just visibility channels: they shape conversations, influence communities, and enhance the authenticity of brand messages.

At RMB, this shift is much more than a trend to follow; it is a strategic choice. The Content has become a core pillar of our agency's development to help advertisers build stronger connections with their audiences.

Content has become an essential strategic territory for brands. Our ambition is to build solutions that combine media power, creativity, influence, and performance within a single ecosystem. With this evolution, RMB clearly asserts its desire to become a leading player in Content and the creator economy in Belgium.

Massimo Papa, Deputy General Director at RMB

A Content Approach Designed to Perform

Since 2025, RMB has brought together within one entity the expertise of media partners, Content solutions for brands (formerly FLASH activities), and the services of the Slice agency. The result: a more coherent, agile, and high-performing approach within an integrated and efficiency-focused framework.

Today, RMB is taking another step to make Content a major pillar in the future of the media sales house.

Our approach is now based on four complementary axes:

partner media as the foundation of credibility and distribution. Thanks to the strength of its premium media brands, RMB offers branded content enhanced visibility and a quality broadcast environment;
communities as vectors of engagement. RMB activates audiences united around interests, passions, and creators, through setups designed to encourage interaction and closeness;
influence marketing as a growth lever , integrated into a global and coherent strategy rather than activated in isolation;
and, finally, the creator economy as an engine for sustainable growth (growth engine).

It is on this last pillar that RMB particularly asserts its difference. Through Slice and its Content team, RMB develops a unique approach in the Belgian market, able to combine strategy, production, creator integration, media distribution, and performance measurement within a single offer.

Let's build your next Content strategy together

A strengthened team to go further

To support this ambition, RMB has appointed Dimitri Lemmens as Content Director since January 1, 2026. Now a member of the Executive Committee, Dimitri will lead the development of ever more innovative solutions for brands.

This growth also includes strengthening the Content team, which now includes 13 experts covering the entire value chain: strategy, production, media, talent management, creative activations, and project management.

The arrival of Maxime Mayeur as Project Management Expert and the return of Mathilde Van Parys as Digital Media Manager further enrich this expertise. A complete team to design, produce, distribute, and measure campaigns capable of turning content into a true performance driver.

Let's talk about your upcoming Content projects