KPN's 'Piece Of Me' : a Studium Generale on impactful marketing and stakeholder management

We all know how, (especially) young people, intensively use social media and that online shaming is a worrying aspect of this. A study by the Netherlands Youth Institute (May 2023) shows that 10% of young people aged 15-25 were victims of online threats and harassment in 2022. Online shaming can have huge consequences, especially when it comes to spreading nude photos. The victim is often laughed at, bullied, faces fears, and may fall into social isolation out of shame.

KPN, as a leading force pushing for a safer internet, impressively launched a groundbreaking campaign titled: 'Piece Of Me' featuring singer MEAU, with the message: "Think before you forward." Focusing on raising awareness about online shaming and unwanted sharing of intimate images, this campaign has had a major impact both nationally and internationally and has been awarded a Grand Prix in Cannes and a Grand Prix at the Euro Effie Awards in Brussels. 
 
Why should you attend? 
Not only because it affects all of us, but also because you: 

• Get practical insights: How do you bring a bold campaign to life in a large organisation, how do you convince internal stakeholders - from mechanics to the CEO - to commit fully to the project? KPN shares their strategies for effective stakeholder management and how to pitch your ideas successfully.
• Get inspired for long-term thinking: Learn how to stick to your brand vision and invest in sustainable brand initiatives, even under pressure for quick results.
• Understand the importance of collaboration and culture: Find out how KPN has integrated the 'Better Internet' concept throughout the organisation, making it a living part of their culture.

More than just a campaign 
The campaign is part of 'Better Internet', which has become an overarching theme driving KPN's ESG strategy. From their TikTok Talkshow for young people to the KPN Most Beautiful Contact Fund and ambitious green initiatives, this concept lives throughout the organisation.
 
Programme
10:15 am: Walk-in
10:30 am: Opening & welcome by Arnoud Versluis (Education Manager | Lecturer Marketing, Academy for AI, Games & Media | Creative Business)
10:35 am: Presentation by Dave Frauenfelder (Vice President Brand, Marketing Communications & Sponsorship at KPN) & Boris Nihom (CEO of Dentsu Benelux/Dentsu Creative)
11:45 am: Q&A with Dave and Boris
12:00 pm: Wrap up 

Speakers 
The following speakers will share their expertise:

Dave Frauenfelder - Vice President Brand, Marketing Communications & Sponsorship at KPN.

Dave Frauenfelder is Vice President Brand, Marketing Communications & Sponsorship at KPN. In this role, he is responsible for the strategic positioning of the brand and leads the marketing communications activities of one of the largest telecoms companies in the Netherlands. He plays a key role in the development of social campaigns, such as the award-winning #BeterInternet campaign. He is also a board member at the Advertising Jury Netherlands Foundation (SAN), where he is involved in selecting and judging the best marketing campaigns in the Netherlands.

KPN won the prestigious Grand Prix at Cannes in 2024 for its 'Piece Of Me' campaign, an initiative through which KPN brings its social role to life by helping young people and parents develop safe online skills. The campaign was praised for the way it puts digital safety and empathy at the heart of the campaign in a personable and moving way. According to the jury commentary, the campaign stood out for "the exceptional combination of creativity and social impact that makes the message of digital inclusivity powerful and relevant." This award marks a milestone in Dutch marketing and highlights KPN's commitment to creating meaningful connections in society.

Boris Nihom - CEO of Dentsu Benelux

Boris Nihom is an entrepreneur, agency leader, and strategist at the intersection of creativity, media and innovation. He is currently CEO of Dentsu Benelux, where he oversees the entire Dentsu network in the Benelux region, with 700 employees covering services across Creative, Media, and Customer Experience Management. In this role he focuses on driving integrated growth solutions and innovation for Dentsu's clients and partners.

Earlier, he was CEO of Dentsu Creative Amsterdam, a top 3 Agency of the Year annually, winning in 2023, with multiple creative and effectiveness awards under his belt, for notable clients such as Volkswagen, Adobe and KPN. Boris was the driving force behind KPN's Piece of Me campaign, awarded a Cannes Lions Creative Strategy Grand Prix and EFFIE Europe Grand Effie in 2024.

Side gigs include lectures at Universities of Delft and Amsterdam, informal investor in Dutch startups and an unofficial double-life as a retired DJ and underground soul & disco record collector.

The Studium Generale will be moderated by Arnoud Versluis. He has extensive experience in the field of advertising, marcom campaigns and brand strategies.

Q&A
After the presentations there is a Q&A with both speakers. It promises to be a very interesting and diverse Studium Generale! "A Piece Of Me" gives you goose bumps and makes you realise what the consequences of online shaming can be and at the same time how you as a brand can really make an impact for a better world.  

We hope to see you there! 

Register