Meet the hosts of this year's Congress:
Alex Thoré, Joke Claessen en Alain Heureux

To moderate the BAM Marketing Congress this year, we can count on Alex Thoré, Joke Claessen and Alain Heureux. This enthusiastic team of marketing addicts will string together the various speech sessions. Together they will open the Congress on the 8th of December.

Who are they? An introduction...


Alex Thoré

For the 3rd time we welcome Alex Thoré as our Congress Captain. Alex is a passionate marketer who is not afraid of a challenge. 

Alex Thoré is a Brand & Business Builder.  In his career from Brand Manager to Director, he has worked for several major brands, such as Procter & Gamble, Pernod Ricard, Danone, Coca-Cola and Proximus.  He has more than 20 years of experience in the FMCG and services sector, both in B2C and B2B. Thanks to the combination of data and marketing, he has helped many brands to grow.

His life partner says that marketing is his hobby. It gives him a kick when the results go up. With this passion, Alex launched Magis as a performance marketing service in mid-2018. In 2019, together with Kjell Colsoul, he launched the agency BUDA, where he focuses on a combo of brand experience and unique content. 

When he’s not enjoying family life, he stays marketing active with roles in the BAM's Board of Directors, the Effie and BtoB Awards.

Alex is happy to make his expertise available again this year to steer the 41st edition of the BAM Marketing Congress through navigable waters as a responsable captain. Thanks Alex!

Joke Claessen

Joke is passionate about marketing insights and value creation. She supports companies and brands to transform and optimise their relevance & added value. She loves creating consistent and coherent brand experiences, from products to services, from communication to behaviour.

Until 2012 Joke was Strategic Director at TBWA/TEQUILLA. Now she is a freelancer in Meaningful Transformation assignment, direct campaign management, the set up of innovation workshops, strategic lead, brand and marketing strategy and pitch support.

In recent years, she was also very active in a variety of marketing organisations. From 2019 to 2021, she was an Effie Jury Member. In 2017, 2019 and 2021 she committed her to the BAM Marketing Congress, respectively as team member, Congress President and Think Tank Sustainability co-captain with Nicolas Lambert. 

We are very happy to count on her support again for this year's Congress. Thanks Joke!

Alain Heureux

Alain created and managed many companies and non-profits in the internet and communication sector. He always focus on innovation and he aims to promote and Develop Interactive and Digital Marketing in Belgium and across Europe.

He opened ‘The Egg’ in 2010, one of the first Incubation Centers in Brussels. Since 2014 he has gained expertise in Innovative Processes by using fablabs as catalysers of cultural transformation and co-creation throughout Europe.

Alain is also a professor at several business schools and universities and he invests time and energy in multiple professional associations, including BAM.

The specialties of this Jack of al trades are Strategy, Change, Digital, Innovation, Entrepreneurship and Inspirational key-notes or expeditions.

We are very happy to have him at the 41ste edition of the BAM Marketing Congress. Thanks Alain!

Alex Thoré Congress Captain

Alex Thoré 

Joke Claessen

Joke Claessen 

Alain Heureux

Alain Heureux 

Alex Thoré about this year's congress theme

"Embrace Uncertainty


The BAM Marketing Congress is your annual meet-up with professionals passionate about marketing.