Insights & News

How legacy brands stay relevant in digital markets: what eBay gets right
How legacy brands stay relevant in digital markets: what eBay gets right
Many companies assume digital leadership belongs to the newest and fastest players in the market. The logic seems clear. Younger brands often move faster, communicate more aggressively and appear closer to changing consumer behavior. Established companies can sometimes be seen as slower, more complex and less adaptable.

What E-Commerce leaders do differently: Lessons from the Brand IQ Ranking
What E-Commerce leaders do differently: Lessons from the Brand IQ Ranking
The latest Brand IQ study, developed together with Mutabor and Business Punk, set out to understand how the largest e commerce brands in Germany are performing beyond traffic, media spend and short term sales results.

How AI Probing Strengthened Bonduelle’s Concept Testing
How AI Probing Strengthened Bonduelle’s Concept Testing
How TRG uses AI in Market Research for Bonduelle to launch succesfull new concepts

Relevance as Strategy: Insights from our roundtable on Hyper-Personalisation
Relevance as Strategy: Insights from our roundtable on Hyper-Personalisation
An interview with Fred van Westendorp, Commercial Director of TRG Benelux
Human decisions first: Why customer journeys should start with people – not processes
Human decisions first: Why customer journeys should start with people – not processes
An interview with Maurice, Managing Partner at Beautiful Lives (part of The Relevance Group), explaining why journeys must start with people.
Human insight first: why empathy makes your data smarter
Human insight first: why empathy makes your data smarter
An interview with Maurice, Managing Partner at Beautiful Lives (part of The Relevance Group)
Brand IQ – The new benchmark for intelligent Brand Management
Brand IQ – The new benchmark for intelligent Brand Management
The Relevance Group and Mutabor release the first edition of their new industry study, focusing on energy brands.
Andreas Hannemann: “Relevance is the new currency!”
Andreas Hannemann: “Relevance is the new currency!”
Relevance is the new currency. In this interview, Andreas Hannemann, Group CEO of The Relevance Group, explains how businesses can move beyond data overload to deliver truly meaningful customer experiences and why the future belongs to brands that combine technology, creativity and trust.
How The Relevance Group Helped Louwman Lift Conversions by 14%
How The Relevance Group Helped Louwman Lift Conversions by 14%
To improve the effectiveness of its marketing efforts for Suzuki Netherlands, Louwman partnered with TDA Analytics, part of The Relevance Group, to make better use of data and insights.
Interview with Marius Demary, DataLab: Behind the success of myKiK
Interview with Marius Demary, DataLab: Behind the success of myKiK
Loyalty reimagined: When KiK and DataLab GmbH, part of The Relevance Group, launched myKiK in 2022, the goal was to create a loyalty program that truly reflects what KiK stands for: accessibility, value, and genuine customer connection.
Positioning in the age of AI-powered search strategies for sustainable visibility
Positioning in the age of AI-powered search strategies for sustainable visibility
The question many marketers are asking today is: why should I be interested in AI? Is this really a vital decision or just another short-lived hype, like voice search or the metaverse?
Why relevance is the new foundation of marketing
Why relevance is the new foundation of marketing
“Traditional marketing is dead (almost),” proclaims a bold headline from Fast Company. According to the article, “old models” have reached their limits. They may be loud, but they’re no longer relevant. The author sees the future in smarter targeting, relevant messaging, and engagement that truly resonates. And that’s exactly where the key lies not in choosing between performance and brand, but in creating relevance across both dimensions.
Why B2B buying decisions start long before the sale
Why B2B buying decisions start long before the sale
B2B marketing strategies that focus solely on immediate sales ignore a significant part of the target audience and with it, growth potential. In the following, we’ll look at the 95:5 rule and why an obsession with lead generation and instant conversions can ultimately harm your sales.
Andreas Hannemann (CEO): Building Europe’s most relevant marketing & data ecosystem
Andreas Hannemann (CEO): Building Europe’s most relevant marketing & data ecosystem
In a time when many agency networks are scaling down or pausing acquisitions, The Relevance Group (TRG) is doing the opposite.
Hyperpersonalization: When relevance is no longer left to chance
Hyperpersonalization: When relevance is no longer left to chance
In a world where products and services are becoming increasingly interchangeable, relevance is no longer a nice-to-have — it’s the only true competitive advantage. But how can companies ensure they consistently deliver offerings that feel genuinely tailored to each individual? The answer lies in hyperpersonalization.
Why brand visibility – unfortunately – matters more than product quality
Why brand visibility – unfortunately – matters more than product quality
Many companies still hold on to the persistent belief that the best product will naturally win. Unfortunately, things don’t always work that way.
Beautiful Lives joins The Relevance Group
Beautiful Lives joins The Relevance Group
The Relevance Group continues to grow its presence in the Benelux region and welcomes Beautiful Lives as the newest company to join its European network. With this step, the Utrecht-based agency becomes the fourth firm in the region to join the group, alongside Markteffect, Techonomy, and TDA Group.
Brands aren’t short term projects: Why over-optimising for performance can hurt long-term growth
Brands aren’t short term projects: Why over-optimising for performance can hurt long-term growth
In today’s marketing landscape, short-term performance often dominates attention. Clicks, conversions, and return on ad spend are easy to measure and easy to chase. But as marketing budgets tilt ever further toward performance-driven tactics, more voices in the industry are raising concern: are we sacrificing long-term brand value in the process?
TDA Group joins the The Relevance Group
TDA Group joins the The Relevance Group
The Relevance Group (TRG), a European network of companies specializing in data-driven marketing and sales optimization, is strategically expanding its portfolio to include technology. With TDA Group joining, TRG takes an important step toward building a group-wide technological foundation.
Relevance Talks: Christian Eckhardt (Customlytics)
Relevance Talks: Christian Eckhardt (Customlytics)
In this edition of our interview series “Relevance Talks”, Christian Eckhardt (CEO, Customlytics) and our Group CEO Andreas Hannemann discuss Customlytics’ role within TRG, the impact of AI on app marketing, data privacy challenges, and the future of mobile marketing—while exploring what makes marketing truly relevant today.
The Relevance Group establishes TRG Benelux B.V.
The Relevance Group establishes TRG Benelux B.V.
Hamburg, February 2025 – The Relevance Group (TRG) is strengthening its presence in the Benelux region with the launch of TRG Benelux B.V., a dedicated entity designed to unite all current and future TRG companies in the region and drive stronger synergies between them.
Branding or performance? Why long-term marketing success depends on both
Branding or performance? Why long-term marketing success depends on both
In recent years, the marketing world has been dominated by a single question: Should we invest in branding or double down on performance marketing? While the precision and ROI of digital performance have reshaped how budgets are allocated, some of the world’s biggest brands are beginning to realign, placing brand-building back where it belongs: at the strategic core.
Relevance Talks: Damian François (Techonomy)
Relevance Talks: Damian François (Techonomy)
In our interview, Andreas Hannemann, Group CEO of TRG, and Damian François, CEO of Techonomy, reflect on how this partnership came to life, what it means for the future of both companies, and how shared values are driving their mission to make relevance the cornerstone of business success.
The mid funnel gap: Where Relevance drives business growth
The mid funnel gap: Where Relevance drives business growth
In today’s fragmented customer journeys, brands face an uncomfortable truth: being seen is no longer enough. Every day, people are exposed to more than 14,000 advertising messages, and most of them go unnoticed.
Customlytics joins as new company
Customlytics joins as new company
The European corporate group The Relevance Group (TRG) continues its dynamic growth trajectory in data-driven marketing and sales and welcomes Berlin-based full-stack consultancy Customlytics as the newest partner in its network. With this addition, TRG expands its portfolio to include a vital component: app marketing—a key element in personalized, one-to-one customer communication.
Relevance Talks: Jürgen Rösger (IMG)
Relevance Talks: Jürgen Rösger (IMG)
In this edition of our interview series “Relevance Talks”, two visionaries of the digital marketing industry come together: Andreas Hannemann, our Group CEO, and Jürgen Rösger, CEO of Interactive Marketing Group (IMG).
How Airbnb cut marketing spend by 28% with a Brand-First Strategy
How Airbnb cut marketing spend by 28% with a Brand-First Strategy
In today’s marketing landscape, brands are under constant pressure to justify every euro spent. ROI, attribution models, funnel stages, it all points toward one thing: performance. But what if long-term brand awareness offers better returns than short-term clicks?
Techonomy joins as new company
Techonomy joins as new company
The Relevance Group (TRG) continues to strengthen its presence in the Benelux region: The renowned Dutch digital agency Techonomy joins the group as the latest partner company in its growing network. Techonomy is the third Dutch company, alongside Markteffect and DirectResearch, to join TRG. The TRG network now comprises seven data-driven companies, each acting as experts in various key areas of data-driven marketing and sales.
Interactive Marketing Group joins as new company
Interactive Marketing Group joins as new company
The Relevance Group (TRG) is expanding its network: The European group of companies announces a partnership with Interactive Marketing Group (IMG) from Hamburg. This strategic alliance marks another crucial milestone in TRG’s journey to becoming the leading European address for data-driven marketing and sales.