Managing The Insecurities of Global Clients

  • 11 Aug 2016
  • Michael O'Sullivan

Summer interview: Benita Dreesen, Bentleye

In our third summer interview we feature Benita Dreesen, the founder of Bentleye, a marketing, communications and PR agency. We met up with her over a cold coffee on a hot day to talk about innovation, the digital revolution and how to disconnect this summer. Keep on reading to get all the details.

Benita, you founded Bentleye. Tell us a bit about what Bentleye does.

I founded Bentleye in 2012 but our roots go back to the early 90s when I started my first company. With over 25 years of experience, we specialise in full service marketing, communications and PR. We help our clients from the technology, energy and clean tech sector with content marketing, strategy, research and brand building.

An important part of what we do is managing insecurities for our global clients. Often not knowing which regulations and laws will be passed by governments or the EU can be very challenging for companies. We have seen this in the aftermath of the Brexit vote. It has taken many people by surprise and no one really knew what was going to happen next. That’s where we come in. We continuously monitor the political situation and have built up a large global network that we can tap into for first hand information.

Can you give us an example?

We work with traditional energy companies and it might surprise a lot of people that this sector is innovating a lot. Innovation is not just renewable energy. Energy companies from the petrochemical, nuclear, gas or mining industry are spending large amounts of their budgets on innovation. Our job is to make their innovations known and make sure the right people know about it.

You mention that your business is focused on innovation. What role does innovation play in today’s world?

Innovation is key for the world. Only by innovating can the world get over economic recessions. Innovation creates economic momentum and this can help overcome political and social instabilities that are fuelled by economic insecurities.

As a digital agency we are fascinated about how digital is changing the world. What is the most relevant digital trend in your opinion?

For me, the most relevant development in the digital sphere is the Internet of Things. It’s fascinating that devices as such are getting less attention and we are increasingly focusing on how ‘things’ can support humans and businesses in their daily activities. Most of our clients are on top of this development. I also think that data-mining is the basis for a lot of innovation we are seeing right now. Today, we have the means to discover new connections and trends by analyzing huge amounts of data; it’s simply amazing.

How does digital impact your business? What advantages do you see and what are the challenges you are dealing with?

Today, if I need some information from my network in Asia all I have to do is write an email. We don’t have to arrange a meeting to exchange ideas. Basically, you can now do global market research from behind your desk. That’s wonderful.

In addition, social media has become especially important for a global company such as ours. But you also have to be careful not to follow every trend and to stay true to your company’s identity. There is a lot of low-quality content on social media and you have to find the right people and right accounts to follow to find the good stuff.

And finally, what’s your suggestion to our readers on what to do this summer?

I definitely recommend to enjoy summer as much as you can. Try to think creatively and go out, go back to nature. This slows you down and provides you with energy so that you can continue to innovate in your job.

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