Franck Saelens

Franck graduated from the University of Sciences, Paris, and the Ecole Nationale de Commerce. He started his career working in advertising agencies, first at DDB and then Y&R, where he advised multiple brand strategies and communication platforms across a wide range of industries, such as, Retail, Telco (Effie award for Bouygues telecom), and the Travel industry (leading the communication of Eurostar for 6 years – Cannes Lion and Gold Effie award).

He has a solid background and robust expertise in FMCG, working across the Milka tenderness platform, the famous Orangina shaking saga, the LU biscuit portfolio, all the while developing, the Prince de Lu platform, LU breakfast, and the relaunching of Granola. Franck has also worked across alcohol groups such as Ricard, Carlsberg, 1664 and led the brand launch of Grimbergen in France. Franck was also closely involved in the DANONE portfolio, where he advisedglobal platforms for Danette, Activia, Actimel or Danonino.

For the last 5 years, Franck has led the global strategic development across the BEL cheese portfolio developing the communication platforms for Kiri in the MENA zone, The Laughing Cow in SSA, and Mini-Babybel across the Western markets (Gold Effie France and Euro Effie in 2017). For Danone Waters, he handled the resetting of the Volvic communication platform - Find your Volcano - in Europe (Silver Effie Award 2018). Today Franck leads strategic platform development for VLMY&R key accounts including Charal, Lesieur, Volvo and Geodis to name but a few.

Franck is also in charge of the BAV Consulting department, handling the Brand Asset Valuator in France – a global VMLY&R proprietary tool that measures and analyses the evolution of more than 50,000 brands worldwide.

  • Franck Saelens Photo
VP Head of Strategy