Praten werkt.

Between 2005 and 2010, I worked on the KBC Bank & Insurance account at BBDO Belgium (formerly VVL/BBDO). During this time, we developed a brand platform centered around the promise ‘Praten Werkt’ (loosely translated as ‘There Is Worth in Talking About It’). This platform positioned KBC as the go-to partner for conversations about loans, insurance, savings, investments, and more.

A key element of the strategy was highlighting the pivotal role of KBC employees in local branches. These client-facing heroes became the heart of our storytelling, demonstrating how they made a tangible difference in the lives of KBC clients—whether individuals, young adults, startups, B2B clients, private banking customers, or corporate partners.

During this period, we created several successful campaigns that delivered strong results in KPI measurements and generated significant added value in terms of turnover and revenue. The effectiveness of this long-term approach was recognized with two Effie Awards: a Silver Effie in 2006 for the ‘woningkrediet’ campaign and a Gold Effie in 2008 for the sustained success of the ‘Praten Werkt’ platform.

These accolades underscore the fact that ‘Praten Werkt’ truly worked, proving the power of meaningful dialogue in building a strong and trusted brand.