Joachim Francois & Wies Dickens

Re-Think attention: How creators make brands Famous.

Get ready to explore the critical role of attention in today's digital advertising landscape with Wies and Joachim. They address the challenges of capturing attention in a world saturated with ads, influencers, and performance metrics, emphasizing the need for collaboration between brands and creators on platforms like TikTok and Instagram. Join them to discover the future of advertising and how to build game-changing partnerships with creators, revolutionizing communication and attention in the digital realm.

FamousGrey - Famous Creators
Head of Digital & Digital Strategy Director
7 December
Content Marketing
Stage "A"


Ready to embark on the crucial role of attention in today's digital advertising landscape? Wies and Joachim dive into the current challenges of capturing attention amidst ad fatigue, influencer fatigue, and performance fatigue, while acknowledging that no one eagerly awaits advertisements on digital platforms. They examine the power dynamics between platforms, creators, and algorithms, focusing on how TikTok and Instagram capture attention and how brand managers or marketers should collaborate with creators. Don't miss out on this opportunity to explore the future of advertising and learn how to forge powerful partnerships with creators that will revolutionize the way we think about communication and attention. Join us for an unforgettable experience that will leave you inspired and ready to conquer the digital world!


Joachim and Wies are in the lead of FamousGrey X, where they are responsible for the digital excellence and innovation of FamousGrey.

On a daily basis they manage the social, performance, UX, design & technology teams to make sure ideas get the right digital attention and execution.

This year, they developed Famous Creators ( where they create a fresh creators ecosystem together with Famous Relations and worked together with brands as Proximus, Philips, Hyundai, Constructiv, Aperol Spritz to launch authentic creators content.

Joachim is Head of Digital at FamousGrey: he is a digital generalist and expert with over 15 years of experience in digital communications.
He worked for Spotify and TBWA Brussels as digital business director and started FamousGreyX 5 years ago which grew to a 25+ team with experts in different digital fields.

Wies works as Digital Strategy Director at FamousGrey, pursued his studies in Communication Sciences & Digital Media Management at VUB and Thomas More. His focus is on creating synergies between creativity, innovation, and technology to deliver better customer experiences that yield results for brands such as Proximus, Volvo, KBC, Nieuwsblad, and more.


joachim francois

Wies Dickens