TheHives

Study · Belgium 2026

Brand delay, Belgium 2026

How long does your brand take to say something? From the brief to the approval of the main visual. In the first language, then in all of them.

Everyone has an estimate. Very few people have measured it. This short study measures it, for brands in Belgium.

Time
About five minutes
For
Marketing leaders working on brands in Belgium, and the agencies and consultants who work with them
Your answers
Anonymous, published only in aggregate
Results
Sent to participants on 7 December, public on 8 December
Closes
27 November 2026

One honest limit. This is a convenience sample, not a representative one. It will be described as such every time it is quoted.

The questions

The last campaign

Answer for a single brand active in Belgium. If you look after several, or work at an agency or as a consultant, take the brand of the last campaign you launched, and keep it until the end.

Question 1 of 14 In how many languages does the brand publish in Belgium?

For the next questions, think of the last campaign you launched, however small, and its main visual.

Question 2 of 14 From the brief to everyone's approval of that visual, how many working days did it take in the first language?

A rough figure is fine. A week is 5 working days, a month about 20.

working days

One whole number. Between two figures, take the middle.

Question 3 of 14 And in total, from that same brief until the visual was approved in every language of the campaign, how many working days did it take?

Count from the brief, including the days for the first language. Example: 10 days for the first language, then 5 more for the others: enter 15.

working days

One whole number. Between two figures, take the middle.

Question 4 of 14 How many rounds of revisions did that visual go through before it was approved in the first language?

One round: a version sent, revisions received. Approved first time: 0. If your files are numbered V1, V2 and so on, take the number of the approved version minus one.

rounds

One whole number. Between two figures, take the middle.

Question 5 of 14 How many outside organisations worked on that visual, from the brief to its approval in every language?

Agencies, freelancers, translators, external reviewers. Count organisations, not people: an agency counts as one, and so does each freelancer. Do not count the brand's own teams, including head office. If you work at an agency, your own agency counts.

outside organisations

One whole number. Between two figures, take the middle.

Question 6 of 14 How many people on the brand side had to approve that visual, including head office?

Count everyone at the brand whose sign-off was needed, yourself included if that applies, but not people who only gave an opinion.

people

One whole number. Between two figures, take the middle.

Question 7 of 14 On that campaign, which step added the most days?

The organisation

Question 8 of 14 Who produces most of the brand's content?

Count freelancers as an agency.

Question 9 of 14 Where do the brand's rules mainly sit: logo, colours, tone of voice, layouts?
Question 10 of 14 If a mistake is spotted in a live campaign, can a single person have it stopped everywhere, in every language and on every channel?

To put your answer in context

Question 11 of 14 What is your role?
Question 12 of 14 Which sector is the brand in?
Question 13 of 14 Which brand set-up are you answering for?

Finally

Question 14 of 14 · Optional If you could remove one cause of delay, what would it be?

You may answer in English, Dutch or French. Please do not name any person, brand or agency.

1000 characters left

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