I write, speak and spar about inclusive marketing. Not as a trend, not as a KPI, and definitely not as a label you pin on for an awards night. More as a way of working that makes your product, your team, your brand and, let's be honest, your bottom line better.
I think in systems, work best with people who want to actually build their brand instead of polishing it, and have a soft spot for well-timed sarcasm. My book Inclusieve Marketing was published by Pelckmans and is used in a growing number of programs and agencies.
My approach? No velvet gloves, but no unnecessary low blows either. Confrontational where it needs to be, warm where it can be, and always with a direction. Because criticism without a solution is just whining, and I'm too old for that.
A 30 to 90 minute talk on inclusive marketing or diversity & inclusion, tailored to your audience and sector.
A half-day, full-day or multi-day training built around your own briefings, personas and campaigns.
Strategic guidance on brand strategy, communication, rebranding or repositioning — as a one-off project or fractional partner.
€ 32 · NL · 2025
A no-bullshit guide for marketers, communication professionals and entrepreneurs who don't want to choose between impact and conscience, and who get that a well-intentioned campaign is not the same as a good one.
"Casting is strategy. Language is strategy. What you leave out, too. Inclusion isn't a creative last step. It's a choice you make in the briefing."
Currently available in Dutch. English edition in discussion.
"Neutral doesn't exist.
Not in design, not in language, not in casting,
not in media planning. What you call default
has always been someone's choice."
From Inclusieve Marketing, chapter 6
Heads up — most of this press coverage is in Dutch. Translate in-browser if needed; the podcasts are Dutch-language too.
Het Nieuwsblad
VRT NWS
Pub.be
Nieuwsblad · Antwerp
Knack
Het Nieuwsblad
LBB Online · English
Strategie van de Kreeft · Podcast
50 Koffies · Podcast
Radio 1 · Touché · Podcast
PreventiePraat · IDEWE · Podcast
The questions I get most often, answered honestly. If you recognise yourself, we should probably talk.
Yes, if there's a team internally ready to build, not polish. For brands that just want to rainbow their logo in June: there are colleagues who do that faster and cheaper than I do. (Really.)
No. Some briefs are declined before they reach me. Concretely: gambling, lending and alcohol, meaning any category whose profit model widens inequality or feeds addiction. Brands complicit in systemic injustice, like companies materially supporting occupation, war or human rights abuses. And brands positioned publicly against the communities my work is for. Work built to unmake harmful norms cannot, in the same breath, sell strategy to the brands that manufacture them.
No. Inclusive marketing and D&I policy are cousins, not twins. I focus on marketing, branding and communication. For HR work I gladly refer you to my colleague Sana Sellami. She's been doing it for years, and doing it well.
Both. Directly with brands, or as a sparring partner or on-call specialist for agencies serving their clients inclusively and sharply. Conditions: mutual respect, clear scoping and credit where credit is due.
Depends on scope, audience, prep time and whether it's commercial or educational. No surprises afterwards. You'll get a transparent proposal within 5 business days after our intake.
Keynotes, workshops and programs in Dutch and English. For French-language work I gladly refer you to colleagues who do that better than I do.
Twenty minutes, no sales pitch. An honest check whether we fit, and if yes, what the first step looks like.
Prefer email? Reach me at hello@hamza.be.
What I read, think and see in the world of brands, marketing, language and power. A short essay, one sharp question, and a case worth arguing about at the office.
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