Brands & Beyond May 2026
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✨ Welcome to
the MAY edition
of Brands & Beyond! ✨
This month, we’re diving into the moments and movements that shape how brands grow. From a bold new ad format inside ChatGPT to the latest new AI features in online campaigning with Google Marketing — and closer to home, our very first campaign with De Groote Heide.
Marketing is all about showing up at the right moment, with the right message. This edition is full of examples that show exactly how. Enjoy the read! 🚀
🎥 💰OpenAI turns on cost-per-click ads inside ChatGPT
Advertising just entered a new era. OpenAI has activated cost-per-click ads inside ChatGPT, giving brands direct access to one of the most intent-driven environments on the internet.
Unlike traditional search or social ads, users in ChatGPT aren’t scrolling past content. They’re actively seeking answers, comparing options, and making decisions. That changes what an ad impression is worth.
Early data shows CPC rates vary significantly by sector and format, and measurement is still developing. But the signal is clear: the future of advertising is contextual, conversational, and AI-driven.
What this means for your brand: Start thinking about how your messaging fits into moments of genuine intent, not just moments of attention.
Industry Game-changer
🧠 Google Marketing Live
Google’s biggest advertising event of the year just happened last week and one message was loud and clear: Gemini is now the operating system of Google Ads.
At Google Marketing Live 2026, Google unveiled a new wave of AI-driven capabilities across Search, YouTube, Shopping and Analytics.
ELEVATING PEOPLE
TikTok Shop is coming to the Netherlands & Belgium – June 15!
TikTok Shop officially launches in the Netherlands on June 15 — and the reaction here is mixed.
While markets like the UK and Germany are already seeing major success through creator-led commerce, many Dutch brands and retailers remain cautious. Concerns around brand control, discount-driven buying behaviour, platform dependency, and the blending of entertainment with commerce are creating hesitation.
For brands, that means traditional e-commerce strategies may no longer be enough. The real challenge? Adapting fast enough to a platform where attention, authenticity, and speed drive conversion more than polished storefronts ever did.
New partnership
🌿 De Groote Heide × Deluux: Het Heide Hapje
Last month, we launched our very first campaign together with De Groote Heide — a partnership focused on helping De Groote Heide continue to grow as a strong regional brand and destination.
For Mother’s Day, we helped promote Het Heide Hapje: a unique initiative that connects local entrepreneurs, nature, culinary experiences, and cycling and hiking routes across De Groote Heide. From April through the end of October 2026, visitors can enjoy the tastiest “hapjes” along the route.
At Deluux, we developed a tailor-made campaign plan and generated additional website traffic based on clear objectives and target audiences.
A flourishing start to a partnership we’re truly proud of! 🌸
AGENCY NEWS
📞 Welcome: VertrouwensPersoonTelefoon
We're proud to announce a new collaboration with Renate from VertrouwensPersoonTelefoon.
A service that offers people a safe, accessible and confidential point of contact when they need it most.
Our role is to ensure that the people who need this service can actually find it. We're honoured to contribute to Google Ads project.
🌲 Strategy morning at the Boshuisje
This spring, the Deluux team stepped away from screens and into the forest for a strategy morning at the Boshuisje with Olaf Vugts. No notifications, no calls — just space to think, align, and look ahead.
The outcome? Sharper priorities, fresh energy, and a clear picture of where we're headed together.
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Ready for the deluux approach to your business?