Lies Eeckman chairs the jury of the Belgian Marketing Awards 2025
Lies Eeckman, Managing Director of Polestar Belgium-Luxembourg, will chair the jury of this year's Belgian Marketing Awards. Together with a panel of diverse marketing professionals, she will select the winners in three categories. Discover her vision on marketing and the criteria for this award.
The jury of the sixth edition of the Belgian Marketing Awards will be led this year by Lies Eeckman, Managing Director of Polestar Belgium-Luxembourg. As jury chair, she will collaborate with a twelve-member panel to choose the winners in three categories: Belgian Marketing Company of the Year, The Young Belgian Marketing Company of the Year, and The Marketing Leader(ship) of the Year.
Marketing as a bridge builder
Traditionally, the chairmanship of the Belgian Marketing Awards is held by a Belgian CEO with a strong marketing background, and 2025 is no exception. Lies Eeckman, who has been leading Polestar Belgium-Luxembourg since 2020, brings a wealth of experience from her previous marketing management roles at Continental Foods, Alken-Maes, and BMW.
“A good marketer is a bridge builder,” says Eeckman. “They bring the outside world into the company and ensure the right internal connections. A consistent brand story is essential, both internally and towards customers, suppliers, and other stakeholders.”
The combination of logic and magic
Eeckman sees marketing as a combination of logic and magic. “A strong case demonstrates how data (logic) is translated into actionable insights and then into creative and impactful actions (magic). I am particularly looking for projects that successfully combine these elements.”
As chair, she also wants to focus on the role of AI in marketing. According to Eeckman, AI increasingly takes over the 'logic' aspect, but there is a risk of uniformity, making communication less impactful. “That’s why creativity and craftsmanship are more important than ever. Marketing should continue to surprise and inspire.”
Critical and constructive judging
The jury consists of marketing professionals from various fields, including representatives from supporting professional associations, academics, and previous winners. Eeckman hopes for positive, critical discussions during the judging process: “A little spice is welcome. Constructive reflection enriches and elevates the debate.”
Registration open until 30 June
The Belgian Marketing Awards are organized for the sixth time by ACC, BABM, BAM, BMMA, CUBE, UBA, and UMA, with support from Deloitte. These awards honor brands and marketers who drive the transformation toward meaningful marketing.
Interested candidates can register until 30 June via the website. After registration, they are invited to submit a dossier by 15 August. A selection committee will choose the nine nominees (three per category), who will present their cases to the jury. The winners will be announced during a gala on 5 November at Deloitte in Zaventem.
Want to know more about the Belgian Marketing Awards?
Visit www.belgianmarketingawards.be for more information and registration.
