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What do companies need to grow sustainably? Customer Collective, a group of leading marketing and technology organizations such as The House of Marketing, Dignify, and Fightclub, offers an integrated approach that strengthens them strategically, technologically, and creatively. Marco Piombo, its CEO, explains how this approach helps companies grow and transform amid technological and economic changes.

The Power of Collaboration

The strength of Customer Collective lies in the collaboration of experts across three core areas—strategy, technology, and data—with a strong focus on performance and creativity. “We bring together top talent to help our clients tackle their biggest challenges,” says Marco Piombo. “Whether it’s data science, performance marketing, or branding, our specialists work seamlessly together to support businesses from A to Z.”

This ecosystem approach enables the team to tackle complex challenges, from strategic planning to full implementation. “We believe in an integrated approach, as it delivers the best results. Our clients value us as strategic partners who think alongside them and help them grow.”

The Mission of The House of Marketing

The House of Marketing plays a key role within Customer Collective. “Our consultants have a unique profile,” explains Marco Piombo. “They think strategically, develop business cases, and translate them into practical execution.”

By taking on roles such as interim marketing managers or Chief Marketing Officers, The House of Marketing consultants ensure that businesses don’t just define plans—they successfully execute them. “They bridge the gap between strategy and action, turning ideas into concrete, actionable plans.”

Strategy, Data, and Technology

The decision to focus on strategy, technology, and data, along with performance and creativity, stems from market evolutions. “These areas are crucial in helping companies transform and grow,” summarizes Marco Piombo.

The CEO emphasizes the importance of technology and data in creating scalable and sustainable solutions. “A strategic audit can be the starting point, followed by concrete actions like optimizing a website or an e-commerce platform. By setting the right priorities and leveraging technology wisely, companies can maximize their return on investment.”

Efficiency in Creativity

While creativity remains at the heart of marketing, companies are increasingly demanding efficiency. “The combination of performance marketing and creativity is now essential,” confirms Marco Piombo. “Doing more with fewer resources has become the new norm! And technology plays a crucial role, streamlining content creation and making campaigns more measurable.”

This shift means that marketers must be both creative and technically skilled. “The creative mind is still essential, but technology helps us work smarter, more efficiently, and with greater precision.”

Contactless Marketing

One of the innovative concepts adopted by Customer Collective is contactless marketing. “This means automating marketing operations as much as possible,” explains its CEO. “With the help of AI and technology, businesses can send personalized messages across multiple channels with minimal human intervention.”

Contactless marketing reduces friction in the customer journey. “Companies can respond faster and more effectively to customer needs, strengthening their competitive position.”

Societal Impact

Marco Piombo takes pride in the societal impact of the projects led by his teams. “We developed an AI-powered assistant for medical device provider Hartmann. It supports patients 24/7, helping them choose the right products and use them correctly.”

They also created a “content studio” for the German hospital group Asklepios. “With AI, we accelerated medical content production, giving patients faster access to valuable health information. This project is a perfect blend of technological innovation and societal value.”

Growth and Ambition

Customer Collective has bold ambitions. “We aim to grow from 450 to over 2,000 employees in the coming years,” says Marco Piombo. Currently, Customer Collective has offices in Belgium, the Netherlands, and Germany. “We plan to continue expanding in Northern Europe and potentially into other continents.”

This ambition is driven by a sharp vision of marketing and technology. “Our strength lies in the powerful combination of strategy and execution,” concludes Marco Piombo. “We want to keep helping businesses grow by delivering smart and sustainable solutions.”