Challenge

As the Flemish public broadcaster, VRT needed to evolve in a rapidly changing media landscape. Audience expectations were shifting, digitalization was accelerating, and new players were putting pressure on the traditional media model. To remain relevant and impactful, VRT set out to renew its strategic direction towards 2030, while staying true to its public mission and values. The challenge was to create a clear, ambitious and collectively supported plan that could guide the entire organization, strengthen trust, increase reach and create lasting societal impact.

With Digipolitans, we aligned our entire organization around right tree clear goals: 70% reach, 70% societal impact and 70% trust. That clarity turned our strategy into something concrete, measurable, and actionable.  

Frederik Delaplace, CEO at VRT

Approach

With the support of Digipolitans, VRT developed a structured approach to guide this transformation:
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• Strategic vision development: In close collaboration with the CEO, the Direction Committee and a group of internal talents, VRT defined a bold new strategic direction for the public broadcaster. Through workshops and internal consultations, the organization connected the evolving media landscape with its societal role and long-term ambition.
• Development of a strategic framework: A coherent strategic framework with clear guiding principles was established to serve as a compass toward 2030. This included: a renewed mission and vision to unite the organization. Seven strategic pillars providing direction across all activities. Ambitious yet measurable and shared “70-70-70” objectives.
• Strategy cascading: To make the strategy travel through the organization, VRT prepared its management teams to act as change leaders. A practical strategic handbook and communication tools helped managers translate the strategic story clearly and consistently to their teams.
• Engagement strategy: VRT actively involved its 1,800 employees in the transformation journey. Through a thoughtful engagement approach, the organization created broader understanding, ownership and momentum around #PlanVRT.
• Clear roadmap and timeline: VRT translated the strategic framework into a clear roadmap and timeline, helping the organization move from ambition to action with focus, rhythm and shared priorities.

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Results

Shared strategic direction
VRT created a clear and inspiring strategic framework for 2030, with a renewed mission and vision to guide decisions across the organization.

Collective engagement
The CEO and leadership team successfully introduced #PlanVRT to all 1,800 employees, turning the strategy into a recognizable and mobilizing concept across the organization. After nine internal sessions, employee feedback showed renewed confidence in both VRT’s leadership and its future direction.

Measurable impact
VRT anchored the transformation in clear KPIs: 70% daily reach, 70% societal impact and 70% trust. This gave the organization a stronger basis to track progress, steer priorities and keep the strategy actionable.

Stronger position for the future
VRT reinforced its role as an innovative public broadcaster, with stronger internal alignment, greater openness to ecosystem collaboration and a clear roadmap to stay relevant for all Flemish audiences in a changing media reality.

VRT's strategic renewal shows how complex transformation can become concrete, actionable and human. Using the Digipolitans methodology, a 2030 vision was translated into immediate priorities and actions, giving both the organization and its 1,800 people the clarity and confidence to move forward.

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Karin Walgraef
Transformation Lead

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