#4 Benelux Unlocked

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.