VAN GRINDERBEEK™ 

I'm a strategist and creative visionary with a proven track record of transforming complex problems into compelling, future-defining experiences. My expertise lies in crafting innovative concepts, developing love brands, and driving the creation of products and services people crave.

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Selected Clients

Liberty Global
Deme
Samsonite
Telenet
Fod Justice
Samsung

Selected Agencies

VML (Wunderman Thompson)
iO (Prophets)
BBC

Services

Brand Experience
Change Strategy
Strategic Direction
Creative Direction

About me

Jo is a strategist at mind and a creative at heart. His passion lies in transforming brands by connecting the invisible dots, ensuring absolute alignment between a brand's internal culture and its external expression. With a proven track record, he crafts holistic brand experiences that resonate powerfully, spanning every touchpoint: retail, branding, products, and services.

Jo's expertise lies in understanding how a brand's vision, purpose, and values can seamlessly translate into every customer interaction. He believes in the power of "making things people want," guiding businesses from a focus on persuasion to the creation of products and services that fulfill genuine needs.


FOD JUSTICE BELGIUM | CRONOS GROUP

What if change needs to be inspired instead of managed?

Problem
The Belgian FPS Justice struggled with previous digital transformation initiatives that prioritized technology over people. This led to employee resistance, widespread skepticism, and failed attempts to create meaningful change. Employees felt changes were forced upon them without consideration for their daily challenges and needs.

Solution
In collaboration with the FPS Justice leadership, we shifted the focus from technology-driven solutions to a human-centered transformation. We began by crafting a shared vision that addressed both the organization's goals and the needs of employees. Through storytelling, we illustrated how these changes would directly benefit employees in their work lives. We emphasized empowerment and participation, actively involving the workforce in the process. This approach positioned technology as a tool to enable the transformation rather than the sole reason for change.

Results
This fundamental shift has already produced tangible improvements. We've witnessed a decrease in employee resistance as people feel heard, understood, and involved in the process. There's a renewed sense of optimism and trust in the transformation's potential. Building trust and collaboration with employees through this process sets the groundwork for greater success in future digital endeavors.
 
More info & credits
Agency: Restless Minds™
My role: Strategic advisor, focusing on the human experience in change.
Website: www.restlessminds.be
fod

TELENET | WUNDERMAN THOMPSON

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

RESTLESS MINDS™

What if change needs to be inspired instead of managed?

Problem
A leading retailer faced the challenge of declining customer engagement within a traditional product-focused store environment. Promotional tactics were yielding diminishing returns, and customers often delayed purchases in favor of further research or in search of a more satisfying buying experience.

Solution
The retailer recognized the need to shift from a sales-driven approach to a customer-centric, experiential model. Their stores were redesigned to provide an immersive environment for product exploration. This transformation included inspiring video walls to draw customers in, interactive product tables for hands-on engagement, themed workspaces for focused assistance, a relaxing lounge area to foster community, and experience rooms for simulating real-world product use.

Results
This fundamental shift has already produced tangible improvements. We've witnessed a decrease in employee resistance as people feel heard, understood, and involved in the process. There's a renewed sense of optimism and trust in the transformation's potential. Building trust and collaboration with employees through this process sets the groundwork for greater success in future digital endeavors.
 
More info & credits
Agency: Restless Minds™
My role: Strategic advisor, focusing on the human experience in change.
Website: www.restlessminds.be

RESTLESS MINDS™

What if change needs to be inspired instead of managed?

Problem
A leading retailer faced the challenge of declining customer engagement within a traditional product-focused store environment. Promotional tactics were yielding diminishing returns, and customers often delayed purchases in favor of further research or in search of a more satisfying buying experience.

Solution
The retailer recognized the need to shift from a sales-driven approach to a customer-centric, experiential model. Their stores were redesigned to provide an immersive environment for product exploration. This transformation included inspiring video walls to draw customers in, interactive product tables for hands-on engagement, themed workspaces for focused assistance, a relaxing lounge area to foster community, and experience rooms for simulating real-world product use.

Results
This fundamental shift has already produced tangible improvements. We've witnessed a decrease in employee resistance as people feel heard, understood, and involved in the process. There's a renewed sense of optimism and trust in the transformation's potential. Building trust and collaboration with employees through this process sets the groundwork for greater success in future digital endeavors.
 
More info & credits
Agency: Restless Minds™
My role: Strategic advisor, focusing on the human experience in change.
Website: www.restlessminds.be
Custom-Size-–-1467-2

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be
image-1

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be
WATER

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be
Custom-Size-–-1496

RESTLESS MINDS™

What if we could inspire change instead of forcing it?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be
Custom-Size-–-1467

SMART MEDIA CASE STUDY

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.

Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.

Results
Founded in 2021, the agency has built a strong track record. With a 10-person team, they serve a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

More info & credits
Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be
pioneerdj

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency.
Context:
 The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.
More info & credits
Agency: Wunderman Thompson
Client: Telenet
Role: Design Director brand Experience
Website: www.jovangrinderbeek.be

What if we could turn viewers' emotions into relevant advertising opportunities?

Project: Strategic relevance of AI driven mediaplanning
Context: Traditional TV advertising is often irrelevant and disruptive, leading to viewer frustration and ad avoidance. This case presents a concept for using AI to analyze the emotional context of TV programming and deliver highly relevant ads that resonate with viewers.

Custom-Size-–-1467-2
Problem
Traditional TV advertising relies on primetime slots and mass viewership to reach a broad audience. However, this approach fails to consider the emotional context of the content being viewed, leading to a disconnect between ads and viewers' mindsets. This disconnect results in ad fatigue, decreased brand recall, and an overall negative impact on the viewing experience.
Solution
Emotionally-Driven Contextual Advertising (EDCA) utilizes artificial intelligence (AI) to analyze the emotional context of TV programs and match ads accordingly. By understanding the emotional tone and themes of a show, EDCA can seamlessly integrate relevant and engaging ads into commercial breaks.
Results
This AI-powered contextual advertising concept has the potential to revolutionize TV advertising, transforming it from an annoyance to a valuable and engaging experience for both viewers and advertisers.
More info & credits
Agency: Van Grinderbeek
Client: Non-Disclosed
Role: Creative strategist
Website: www.jovangrinderbeek.be

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.
More info & credits
Agency: Defiant
Client: Toos Franken
Role: Creative strategist
Website: www.jovangrinderbeek.be

RESTLESS MINDS™

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency.
Context:
 The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

Custom-Size-–-1467
Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.
More info & credits
Agency: Restless Minds™
Client: Restless Minds™
Role: Founder
Website: www.jovangrinderbeek.be

DPG MEDIA CASE STUDY

What if AI could make advertising feel less like advertising?

Project: The COVID-19 pandemic presented a unique challenge for both commercial broadcasters and advertisers. With lockdowns in place, viewership was at an all-time high, offering an ideal opportunity for advertisers to reach a captive audience. However, the closure of non-essential businesses resulted in a significant decline in advertising demand. In response, broadcasters offered discounted advertising rates, leading to an increase in ad volume and a corresponding decline in ad effectiveness.

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PROBLEM
The traditional approach of selling advertising based on primetime slots and viewership numbers failed to address the changing dynamics of the pandemic-induced market. Advertisers were essentially paying for more exposure, but the increased ad volume resulted in ad fatigue and a diminished impact on viewers. This created a vicious cycle where advertisers sought lower prices to compensate for reduced effectiveness, further exacerbating the problem.
SOLUTION
To address this challenge, I proposed an AI-powered advertising planning solution that leverages emotional context and relevance to enhance ad effectiveness. The solution works by analyzing the emotional content of programs and aligning advertising with relevant emotions and categories.
RESULTS
AI-powered ad planning represents a shift from the traditional primetime-based pricing model to a value-based approach that prioritizes ad relevance and effectiveness. By aligning ads with the emotional context of programs, we can create a more engaging and impactful advertising experience for both viewers and advertisers.

website: www.restlessminds.be

RESTLESS MINDS™

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

Custom-Size-–-1467-2
Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.

website: www.restlessminds.be

PIONEER DJ

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

pioneerdj
Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.

website: www.restlessminds.be

THE CHANGE COLLECTIVE

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

TCC-1
Problem
Traditional change initiatives often derail due to a lack of shared vision and employee buy-in. Recognizing the limitations of standard change management approaches, I sought a solution to foster genuine engagement and enthusiasm for transformation across all organizational levels.
Solution
I founded Restless Minds™, a change marketing agency that leverages marketing techniques to shift employee perceptions of change. Instead of 'selling' change top-down, we focus on creating a compelling vision and cultivating intrinsic motivation for transformation. Our bespoke strategies align seamlessly with each client's specific culture and values.
Results
Restless Minds™ empowers organizations to achieve successful, sustainable change by transforming the intangible element of perception. Employees become active champions of transformation, ensuring greater adoption and long-term impact.

website: www.restlessminds.be

TCC-1

THE CHANGE COLLECTIVE

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

TCC-1

THE CHANGE COLLECTIVE

What if we could inspire change instead of forcing it?

Project: Founder of Restless Minds™, a change marketing agency established in 2021. The agency focuses on inspiring change within organizations through effective employee engagement strategies. With a 10-person team, the agency serves a wide range of clients, from small businesses to large enterprises, with employee counts ranging from 200 to 26,000.

I would like to meet you, give me a call 608702702, email info@filipkominik.com or let’s meet in Prague.