DEPT®

Last Tuesday I was invited to do a firechat 💬 at the Sonar World Tour in Amsterdam together with Gerald Guigui . It was a very relaxed conversation about how we leverage from Sonar ’s service to optimise code quality and code security inside our client projects. I want to thank the Sonar team for the invite and the great organisation 🙏🏻 and our sponsorship. Up to the next 🚀 DEPT® 🤝 Sonar

#CannesLions2026 is one of the only weeks of the year where all the people you’ve been meaning to catch up with somehow magically appear within a 500m radius. So we try to take full advantage of that. This year, I’m especially looking forward to all the conversations around how quickly growth and customer journeys are changing. AI is reshaping so much of it already, which makes the timing for these discussions pretty perfect. That’s why we’re bringing together a brilliant group from OpenAI, PepsiCo, eBay, Snap, Mastercard, Google and more at the DEPT® Secret Garden to unpack what’s actually changing, and what happens next. Oh and yessss: free souvenirs. 🥐🍋 Had a nice conversation with Creative Salon Worldwide about all of it: https://lnkd.in/eEVXY2-6

I’m heading back to Cannes in a few weeks, and while the panels and awards are great, I’ve realized over the years that the best parts of this week happen in the margins. It’s those unplanned, quiet conversations away from the main stage where the real insights come out. That’s why I’m looking forward to spending time at the DEPT® Secret Garden again. We’ve kept it tucked away just off the Croisette, specifically designed to be a bit of a sanctuary from the noise. It’s small and invite-only, which makes it the perfect spot to actually sit down and talk. If you’re going to be around and want to escape the chaos for a bit to talk shop (or just grab a coffee or a rosé), I’d love to see you there. You can register for access here, or drop me a note: https://lnkd.in/e3jkEKXt

We’re looking for a new Brand Design Intern at DEPT® ✨ This one is for all the design students with 37 open tabs, a questionable sleep schedule, and an unhealthy obsession with graphic design!!! 😉 You’ll help shape how our brand shows up across socials, campaigns, events, decks, moments, vibes™ and everything in between. Expect: → big creative energy → loads of learning in a talented global team ( Mia Mühlemann Luis Iranzo Ortega Amanda Moyano ) → people who care deeply about craft and creating cool sh*t → being part of real projects, brainstorms and creative chaos If you’re studying design (or just finished), and you’re excited to learn, make things, and bring ideas to life: we’d love to hear from you. Tag someone. Apply yourself. Manifest it. 💚 Apply here: https://lnkd.in/ejY265WY

Commerce used to have clear lanes. But that separation costs brands speed, consistency, and the kind of customer experience that actually builds loyalty. The brands gaining real ground right now are the ones treating commerce as an end-to-end discipline. Because, after all, that's how customers actually move through the world. At DEPT® , we've spent years helping brands build toward a model where experience, engineering, media, and creativity work together rather than in sequence. Join me in Barcelona for Shoptalk Europe to see what it looks like in practice and for an honest conversation about where the gaps (and the opportunities) are in your own commerce strategy. Register your interest here: https://dept.ly/4uoIR5j #shoptalk2026 #growthinvention #madebydept

Cannes is full of planned meetings. The DEPT® Secret Garden is for the unplanned ones that end up mattering more. Hidden just off the Croisette, under the trees and away from the noise. Small by design. Invite-only. Good people. This year we’re bringing together leaders from Google, Snap, eBay, Mastercard, OpenAI, and PepsiCo to talk AI, creativity, and growth in a world increasingly shaped by algorithms. Last year, we had to turn people away. If you’re in Cannes and want in, drop me a note. Or just reach out if you fancy a coffee and a conversation. Register here: https://lnkd.in/ei8EJQmY #madebydept #growthinvention #cannes2026

For this years Cannes Lions International Festival of Creativity , we are launching a Souvenir Shop at our DEPT® Secret Garden – designed around the idea that the best souvenirs are the ones you keep. Take a piece of the festival home with you through a limited Capsule Collection featuring silk scarves, raffia bags, leather charms, branded table tennis sets, and other objects created with much love exclusively for Cannes 2026. Each piece is produced in limited quantities and released throughout the week, designed to live on long after Cannes itself. Explore the collection now & secure your free souvenir here: dept.ly/SouvenirShop #canneslions2026 #growthinvention #madebydept

TALKING PORTRAITS JUST WON 6 WEBBYS 🏆 🏆 🏆 🏆 🏆 🏆 Even though I stepped out of my role at DEPT® and DOGSTUDIO/DEPT® last September, I can’t help but feel incredibly proud seeing Talking Portraits, an R&D project I initiated and carried through, receive this level of recognition. All rooted in a simple belief: that the “living paintings” imagined in Harry Potter can now exist in the real world, it's cool to see this project find recognition... If I were to do it again, I’d probably rethink parts of the tech stack as the space has moved fast, but the core idea still feels just as relevant, especially for hospitality, culture, and education. Really excited about what this kind of work can unlock moving forward. 🏆 Webby Winner — AI: Arts, Culture & Events 🏆 Webby Winner — AI: Creativity & Storytelling 🥇 People’s Voice Winner — Apps, Software & Immersive: Arts, Fashion & Culture 🥇 People’s Voice Winner — AI: Arts, Culture & Events 🥇 People’s Voice Winner — AI: Best Real-Time Engagement 🥇 People’s Voice Winner — AI: Creativity & Storytelling Big congrats to everyone involved (Top of mind Dorian Lods , Frédéric Briolet , Ally Behr , Eva Vermeulen , Maya Stoffijn , Roanne de Kluizenaar , and the ones I've missed) and thanks to DEPT® (poke Dimi Albers and team for leaving me the space to explore how AI technology can also shape the physical space).

For a global heritage brand like Dr. Martens plc , success isn't just about selling more boots—it’s about selling the right boots. I’m proud of the work our team at DEPT® has done to help Dr. Martens plc shift from volume-chasing to a margin-driven growth engine. 📈 In today’s retail landscape, rising operational costs mean that "more is more" can be a dangerous game. Standard digital strategies often over-invest in low-margin products just to hit volume targets. Working with Dr. Martens, we flipped the script: ✅ Margin-Tiered Framework: We re-engineered Performance Max into high, medium, and low-margin tiers. ✅ Profit-First Infrastructure: Automated margin data directly into Google Merchant Center so AI could bid based on real profitability, not just ROAS. ✅ Agile Optimization: Real-time course correction to ensure iconic products were driving the highest possible Average Order Value (AOV). The results speak for themselves: 🚀 +16% Increase in total revenue 🚀 +18% Increase in AOV for high-margin campaigns 🚀 +11% Growth in total purchases By aligning paid media with business economics, we’ve proven that AI can be more than a volume driver—it can be a profit-optimization engine. Check out the full case study here: https://lnkd.in/egYWZnBq #Ecommerce #DigitalMarketing #RetailStrategy #DEPT #DrMartens #PerformanceMarketing #AI