Senior GfK Belgium Execs Join Haystack

Leuven, Belgium-based multisensory research firm Haystack International has brought in former GfK Belgium leader Kris Vloeberghs as MD for the country, following the departure of Geert Van Boxem.

The firm says five other former GfK senior consultants have also joined its staff of around 70, and that it intends to 'pursue an accelerated growth plan with emphasis on significant business opportunities'. This will include further investment in its FMCG expertise and expansion in areas such as experience management and brand strategy. It will also broaden its expertise into sectors from automotive and telecoms to leisure and government.

Vloeberghs (pictured) co-founded Belgian agency Significant in 1992, sold it to GfK ten years later and became MD of GfK Significant for another ten years. In 2012 he led the integration of four companies into GfK Belgium, and remained as its MD until now.

Chairman & founder Ludovic Depoortere comments: 'By merging our talents with expertise in markets and digitizing the industry, there is a very strong synergy enabling us to leverage our Symphony Of Senses framework to new sectors. This model has proven to be a strong base for the strategic advice we give to the world's largest brands in order to improve their customers' brand experience'. He adds: 'We are very grateful for Geert's contribution to our business and wish him all the best with his future endeavors'.

Two months ago, the company opened an office in Manhattan, led by Baileigh Allen, to support North American expansion. It also has locations in Amsterdam and Dubai.

Web site: www.haystack-international.com .