About us

We believe B2B marketing is fundamentally different. It requires a deep understanding of business realities: long decision journeys, multiple stakeholders, technical products and high-stakes investments. But it also requires something often underestimated in B2B: strong creativity.

That’s why we don’t just translate messages. We combine business understanding with creative thinking to influence decisions and drive real impact.

With offices in Mechelen and Ghent, Belgium, and a team of 65+ B2B professionals, we partner with international clients across industries where complexity is the norm. From industrial technology and logistics to healthcare and advanced manufacturing.

BBC has continuously evolved alongside its clients. Today, we combine branding, account-based marketing and sales enablement into one integrated approach. One way of working where strategy and creativity reinforce each other to move markets, not just messages.

What sets us apart is how closely we stay connected to our clients’ business reality. We believe strong B2B marketing starts with business empathy. Understanding not only what a company wants to say, but what its customers need to decide.

At the same time, we actively adapt to how B2B buying evolves. More digital. More data-driven. AI is changing how decisions are made and how marketing performs. We don’t adopt new technologies for the sake of innovation, but to become more relevant, more effective and more measurable.

As a creative agency, we believe that creativity is a key driver of that effectiveness. In B2B as much as in B2C, campaigns that stand out deliver significantly stronger results. Research consistently shows that distinctive, creative work can drive up to four times more impact than communication that blends in.

This combination of business understanding, strategic thinking and creative concepting allows us to build work that delivers real impact.

History

BBC was founded in 1983 by Karlo Zobell and Marc Eulaers. Its story started in 1983 with an iconic campaign for Flanders Technology International. Two interlocked hands, one human and one robot, symbolising the technological focus of the Flemish region in Belgium.

Originally named Industrial Marketing Systems (IMS), the agency registered the terms business-to-business and b-to-b in 1988. Then brand new and unheard of, these concepts went on to define the agency up to today. Both the business-to-business® and b-to-b® trademarks continue to be the property of the company.

In 1992, IMS became BBC, Business-to-Business Communication. Anton Loos was appointed as managing director of the agency that – at the time – was still located in Antwerp.

BBC joined the international E3 network in 1999, opening the door to global clients and cross-border campaigns.

From 2003 onwards, BBC expanded its expertise into employer branding, helping companies compete in the growing war for talent.

In 2009, Anton Loos and Jordan Audenaert took over the company through a management buyout.

Continued growth led to a move to Mechelen in 2016, followed by a strategic partnership with Ark BBN in 2019, strengthening BBC’s position in strategic B2B communication.

Today, BBC operates from Mechelen and Ghent, with additional offices in Bordeaux and Chicago. Thanks to these new international offices and an intensification of the collaboration within the global E3 network, BBC becomes the ideal partner for organizations that want to operate internationally.

International presence

Since 1999, BBC has represented Belgium within the global E3 Agency Network.

This network enables us to develop and execute international campaigns that combine global consistency with strong local relevance. Because effective international communication is never one-size-fits-all. It requires a deep understanding of local markets, cultures and buying behaviour.

Each year, we collaborate on more than 25 cross-border projects. Helping clients expand into new markets. Strengthening their international positioning.