[Interview] Brian Hirman: iO has scaled but is very flexible and locally present

Intracto Group transforms into iO. We speak with Brian Hirman, Director of M&A at iO.

Can you introduce iO?

We are iO: a growing team of talent providing end-to-end services for communications and digital transformation. Thinking big, working local. From strategy, creation, content, marketing and technology, we work with our clients to strengthen their brand, improve digital systems and grow future-proof.

We not only help clients achieve their business goals, but together we discover and exploit the endless possibilities - infinite opportunities - that a constantly changing market offers.

What can your agency do that other agencies cannot?

iO has over 1500 experts in the Benelux in the field of strategy, creation, content, marketing and technology. We have scale, but are very flexible and locally present with our campuses, of which we have five in the Netherlands. For each client, we put together one team that contains all the competencies needed to meet the needs of the end user. A client therefore no longer needs to engage and manage multiple agencies. This saves him costs, but especially time: that one resource that we cannot buy, but which largely determines the competitive position of a company. Thanks to our approach, a client becomes more agile and brings a new idea, platform or campaign to market faster.

What do clients want from your agency that they didn't want before corona?

Our society is evolving faster than ever before. And even in our industry that has traditionally been at the forefront, it's harder work than before to keep up. Digitalization has the wind in its sails and is forcing change today, creating opportunities for those who look beyond the next quarter. Customers increasingly expect full-fledged solutions from their agency partners. However, the domain knowledge required to deliver these integrated services is growing exponentially compared to the immediate potential. A challenge as we say.

What will digitalization do to your operation in 2022?

The challenge posed by the digital culture is not limited to the agency ranks. But is also reflected in the collaboration with clients and partners. Where digital once started as a single line in a media plan, today it is a cross-cutting mindset from strategy to production. But we still see many clients - and agencies - working in silos between brand and performance, platform and business. iO has prepared itself well for this digital acceleration and will make it a spearhead for both our people and our clients to work on this together. Our mission advancing digitally together sums it up well.

How will you win the war in 2022 as an agency?

By not going to war in the first place. Our society has had it hard enough in recent years. But the parties that are flexible enough and not afraid to make decisions will come out of the crisis best. We have two things working in our favor in this situation. First of all, the size of our company: we have a relatively large office. But very local presence and flexibility through self-managing teams. And when you have a diversity of clients, that helps. Secondly, our service is end-to-end, full-service. Where there might be a little less demand at one service line, that is more than compensated for by another, mostly digital, service line.

Why should the best talent come to work at your agency?

Talent is at the root of a lot of opportunities. That's why we create an environment - with the campus as an innovative breeding ground - where talent can rise, develop, get space, be stimulated and excel. iO has a campus in Amsterdam, Rotterdam, Utrecht, Den Bosch and Eindhoven. In Belgium, iO is located in Antwerp, Ghent, Herentals and Brussels. At iO, there is a creative and friendly atmosphere that is very stimulating. Not unimportant: you work on appealing, challenging projects in a relaxed and people-oriented environment. Every campus has facilities such as a restaurant, gym, etc.

What is the latest news?

We recently opened a beautiful new campus on the Spaklerweg in Amsterdam! The various agencies within iO come together there and so do all the talents of GUC Agency. Despite the fact that my current group function within iO is not tied to a campus or even country borders, the Amsterdam campus feels like my home base and I will therefore often be found there. I'm really looking forward to working and having fun with a very diverse group of colleagues, clients and other contacts. Even my old brown pub that used to be in the GUC office has moved to the new campus. Come and have a look at our beautiful campus. Everyone is welcome!

www.iodigital.com

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