Astrid Mattelaer

"Cross-Channel Storytelling, narratives that transcend platforms. The vital role of people in effective storytelling."

Together with Sascha Van Der Borght

Summary

In 2025, the world is characterized by economic instability, geopolitical tensions, rapid technological change and shifting social values. These macro-economic developments will determine how cross-channel storytelling should be applied to be effective. Platforms like TikTok and innovative AI solutions are reshaping how people engage with brands.

There is a profound paradox: consumers embrace innovation but yearn for the past, seek convenience but crave authenticity, and balance financial prudence with indulgence. Consumers are not just adapting — they are questioning, resisting and especially reshaping change. We are living times where stability feels fleeting, technology excites and unsettles, and trust is fragile.

Join us in exploring how we can shape this journey, inspire action, and leave a lasting impact to deserve the attention of the consumer between now and 2030 through effective cross-channel storytelling.

Biography

Astrid Mattelaer is a creative PR professional specialised in brand PR and influencer marketing. With a background in contemporary history and a passion for pop culture and literature, she brings a strong storytelling mindset to brand communications. After working at agencies such as Ogilvy Social.Lab and Famous Relations, she joined Publicis Groupe Belgium in 2023 as Head of PR & Influence, leading campaigns for clients including Mondelez, Campari Group, and P&G. Her multidisciplinary approach helps to create campaigns that are fresh, relevant, and culturally resonant.