Brand activation – what does that term mean today? Ask ten different agencies, and you’ll get (at least) ten different answers. For us, in any case, it’s not about compartments and sections, such as online and offline, above and below the line – and certainly not about medium types. For De Combinatie van Factoren, activation is not a specialisation, but a mentality: everything we do has to move people. Physically, emotionally, and preferably both. That’s how we look at not just store promotions, but also social media campaigns, TV commercials and door-to-door brochures.