This article can be found in Lecho.

What Makes a Marketing Organization Truly Impactful Today?

At The House of Marketing, part of the Customer Collective consulting group, the answer goes far beyond strategy and technology. Anticipating trends, embracing innovation, and fostering human connections are at the core of its approach. Under the leadership of Lies Taerwe, who combines female leadership with strategic vision, the organization helps clients make smart choices to maximize their impact.

Driven by Progress

At The House of Marketing, everything revolves around innovation, passion, and progress. “We call it being ahead of the curve—always staying one step ahead,” says Lies Taerwe, CEO. “It’s about maintaining constant curiosity for what’s next. The moment new advancements in technology, data, or AI emerge, we strive to understand and apply them immediately. All of this is driven by a single mission: creating ever-greater impact through marketing.”

This focus on the connection between cutting-edge technology and tangible business results is what sets The House of Marketing apart.

The CEO also highlights another key differentiator: a culture of commitment. “Our team has a genuine passion for learning, growth, and impact. This isn’t just empty words—it’s a mindset that runs through everything we do.”

The Power of Strategy

A key strength of The House of Marketing lies in its blend of deep expertise and strategic vision. “We surround ourselves with specialists in technology, data, and digital transformation,” explains Lies Taerwe. “Our role is to bring together this knowledge and apply it strategically to drive real business impact. Many marketing firms offer either deep expertise or high-level strategy—we combine both.”

And this approach delivers results, as confirmed by client feedback. “We don’t just hand over strategy reports filled with abstract recommendations or specialized roadmaps that companies don’t actually need. We implement our strategies and ensure they deliver real impact.”

A Leadership Like No Other

As CEO, Lies Taerwe brings a unique dynamic to the organization, emphasizing a “feminine” approach to leadership—not in terms of gender, but in mindset. “As a civil engineer, numbers, strategy, and ROI have always been at the core of my decision-making. But since integrating stronger intuition, empathy, and space for emotion, we’ve truly been able to move mountains as a company. These qualities add a valuable dimension to the often one-sided, purely rational approach seen in many businesses.”

For her, great leadership lies in aligning personal ambitions with company goals. “Instead of forcing people to fit into a corporate vision, we stand beside them to shape their personal mission and explore how their aspirations can contribute to the organization. This creates intrinsic strength and motivation—the key difference between being good and being truly excellent.”

Balance and Ambition

Lies Taerwe is well aware of the challenges leaders face today. “Our generation—both men and women—is pioneering the path toward equal opportunities for women in leadership, but society is far from fully ready. Many families strive for perfection both at home and at work, pushing themselves to ‘do it all,’ but this simply isn’t sustainable. Delegation—and making it socially acceptable—is key.”

As CEO of a major organization, she aims to prove that ambition, success, and self-care can go hand in hand. “Balancing intensity with recovery is crucial. My generation focused heavily on intensity, while Gen Z leans toward recovery. I want to help pave the way for a generation that finds true balance between the two. It’s about building resilience—not doing less, but doing things smarter.”

AI as a Growth Driver

Lies Taerwe fully embraces the AI revolution and its impact on marketing. “Artificial intelligence enhances what marketers have always aimed for—hyper-personalization. It also automates repetitive tasks, freeing up valuable time for strategic work.”

She speaks enthusiastically about recent AI-driven projects. In the pharmaceutical sector, for instance, AI workflows have saved the equivalent of multiple full-time positions while operating within an ultra-regulated environment. As a result, patients, doctors, and caregivers receive accurate, highly tailored information—both in content and format—improving accessibility and engagement.

Smart Marketing in Times of Crisis

In today’s economic climate, strategic investments can make all the difference, says Lies Taerwe. “Companies that cut back on marketing efforts take a significant risk. Consumer loyalty is weaker than ever, and competitors who push forward will seize new market share.”

Her advice? “Choose smart marketing, not less marketing.” With AI and technology, businesses can achieve big results without necessarily needing big budgets.