From local roots to international resonance

The guest list was a testament to One Inch Whale’s expanding role in both national and international markets. Global players such as Danone, Paulig, Perfetti Van Melle, Alpro, GB Foods and Gamma joined forces with strong Belgian brands including Brussels Airport, Carrefour, Colruyt, Spadel, BNP Paribas Fortis, VLAM, Proximus, Milcobel and Gimber.

One Inch Whale is about combining precision and ambition: sharp and focused like an inch, with the strength and scale of a whale

The choice of venue – Hasselt’s vibrant Kanaalkom – reflected the company’s blend of local grounding and global ambition. “The canal symbolises a solid foundation with impact beyond borders,” said co-founder Wim Hamaekers. “Our name captures that same balance,” added Jasper Scheir. “One Inch Whale is about combining precision and ambition: sharp and focused like an inch, with the strength and scale of a whale. Just like our approach: always sharp, never shallow.”

Human-centred innovation at the core

Three international thought leaders took the stage to share their vision on how brands can remain relevant by putting people at the centre of innovation. They emphasised the importance of using data and insights not just to observe, but to shape purposeful, human-driven growth.

The conference also highlighted the impact of subconscious drivers such as sensory cues, visual signals and the deeper meaning conveyed through semiotics – a core area of expertise at One Inch Whale. Over the past five years, the agency has become known for its distinct way of embedding marketing strategies into the way people think, feel and behave.

One Inch Ale: a flavourful metaphor

A standout moment of the day was the launch of One Inch Ale, a beer created in collaboration with a local brewery. “We wanted to create something tangible that reflects how we work,” said Jasper Scheir. “Our projects often revolve around sensory experience, emotion and context, just like a good beer. One Inch Ale brings that philosophy to life: a flavourful metaphor, complete with labels designed through a mix of creativity and scientific thinking.”

One Inch Ale is a flavourful metaphor, complete with labels designed through a mix of creativity and scientific thinking

From Hasselt to the world – and beyond

With a multidisciplinary team and an unconventional approach to strategy and insight, One Inch Whale continues to support brands of all sizes, from multinational corporations to ambitious SMEs.

Five years in, the company is more committed than ever to pushing boundaries and making waves. And if the energy of the anniversary event is anything to go by, the next chapter promises to be just as bold.