PromZ Vak 4 · 2026 · English edition

(PETER.VANGESTEL@HETPORTAAL.COM)

Our publisher was recently at the trade fair organized by ASI in Chicago. During that same period, I was walking around Disneyland Paris. At first glance, those two destinations have little in common. But anyone who dares to look a little closer will definitely see a similarity.

Both are run by American-oriented organizations. Anyone who knows me a little knows that I have a deep-seated dislike for the way America is currently being governed. What I have boundless admiration for, on the other hand, is the way Americans promote themselves. And, to keep it primarily professional, the way they promote *our* profession. They do that damn well.

During the fair in Chicago, an award was presented to Frédéric Misseri of Synneo, among others, who was named International Person of the Year. The way that happened deserves a huge compliment. No meager applause, a bouquet of flowers, and then quickly moving on to the next item on the agenda. No, Frédéric was truly put in the spotlight. Without a doubt, he is as proud as a peacock…

Now back to Disney. The big merchandise hit of the moment consists of Disney figures about twenty centimetres tall that you can attach to your shoulder, among other places, with a magnet. From Hei Hei (the boat snack), the chicken from Vaiana, to Baby Yoda: I have truly seen them all pass by. And not just a few times, but in enormous numbers.

I was doing some calculations, and it wouldn't surprise me if Disneyland Paris generates somewhere between €500 million and €1 billion in merchandise revenue annually. A completely irresponsible calculation from a theme park bench, I admit that immediately. But my goodness, Disney knows how to sell its merchandise so well. Online, offline, and on every conceivable square meter of the park. You simply cannot escape it. And let's be honest: that is impressive.

To make a long story short: I think we here in Europe could certainly adopt a bit more of that American pride. After all, we have the most beautiful profession in the world. Every day, we ensure that brands, organizations, and their messages are brought to the attention of consumers in the best possible way. We should definitely shout a bit louder about that. In fact, I am convinced that if we adopt just half of that American enthusiasm, our profession will have a particularly bright future.