Kris Hoet

"The Evolution of Branded Storytelling: From Control to Collabs"

Together with Max Joseph.

Summary

Over the past two decades, the world of branded storytelling has undergone a seismic transformation from the era of agency-controlled television spots to a radically decentralized landscape led by creators, platforms, and audiences themselves. In this candid and forward-looking session, filmmaker and digital creator Max Joseph explores that evolution through the arc of his own journey — from directing commercials and feature films in the traditional system to becoming one of YouTube’s most distinctive storyteller-creators.

Max will be joined in conversation with Kris Hoet, one of Belgium’s most respected voices in innovation, creativity, and brand transformation. Spanning agencies, technology, and brand-side leadership, Kris brings a unique perspective on how marketing has evolved and where it will go from here. Together, Max and Kris will unpack both the creative and strategic shifts that have reshaped the industry and map out what’s coming next. 

Biography

Kris Hoet is a renowned expert on creative innovation and transformation. With over 20 years of experience in marketing, technology, and business innovation, he is well-regarded for his ability to navigate the intersection of technology, creativity, and business strategy. Kris has held leadership roles at large corporates such as Kinepolis Group & Microsoft as well as well known creative agencies like Duval Guillaume & Happiness. Before founding his own creative innovation studio in which he helps a wide variety of clients in their own creative transformation, Kris was the Chief Innovation Officer at FCB Global, where he spearheaded numerous transformative projects, pushing the boundaries of digital disruption and fostering a culture of innovation.