{"id":61547,"date":"2025-12-09T16:40:29","date_gmt":"2025-12-09T15:40:29","guid":{"rendered":"https:\/\/sobuzzy.be\/?p=61547"},"modified":"2025-12-19T16:54:50","modified_gmt":"2025-12-19T15:54:50","slug":"new-year-letter-kel-2025","status":"publish","type":"post","link":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/","title":{"rendered":"2025 demanded a lot from agencies. That\u2019s why this is a plea for 2026."},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.24.2″ _module_preset=”default” custom_margin=”-60px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.24.2″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

What a strange year. That was the first thought that came to mind when I started reflecting on my traditional New Year\u2019s letter. A strange year, but above all, a heavy year. Someone who had been a sounding board for So Buzzy and for me personally for years lost their battle with leukemia. That hits hard. Much harder than you can imagine. At the same time, 2025 also felt far from light on the work front.<\/span>\u00a0<\/span><\/p>\n

You could feel in every aspect that these are economically difficult times. A constant undercurrent of threat colored the entire year. I\u2019ve been active in the advertising sector for almost twenty years, and I\u2019m used to a lot, but this year was unprecedented. If you participated in a government pitch, you faced an average of fifteen competitors, sometimes even twenty. Where it used to be four or five agencies.<\/span>\u00a0<\/span><\/p>\n

And I\u2019m fully aware that we at So Buzzy are fortunate. We all know multiple agencies where people had to leave this year, and sadly, that\u2019s not new. Especially in large agencies, it has been the case for years that if a major client leaves, part of the team is cut. But the scale this year\u2026 that was different. Suddenly, I saw large, well-known agencies competing in small pitches they would have never bothered with before.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_4,1_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”-30px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”3_4″ _builder_version=”4.27.4″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n

So <\/span>yes,<\/span> we can count ourselves lucky that we <\/span>didn\u2019t<\/span> have to make tough decisions this year. But at the same time, I know this is no coincidence or pure luck. We worked and fought hard for this. We seized every opportunity, kept learning, and consistently raised the bar. And it paid off. We didn\u2019t just win exciting pitches for Tourism Flanders<\/a>, BE.DIGITAL.FLANDERS<\/a>, Florida Grapefruit<\/a>, and the<\/span> Agency for<\/span> Integration and <\/span>Social Inclusion<\/span>, but our work was also recognized at the IAB Mixx Awards for Cera, we were featured on an Effie for Carrefour, and we were invited to Amsterdam because we were shortlisted for Greatest Creative at the TikTok Benelux Ad Awards with our <\/span>Oedoededa<\/span><\/a> case for VDAB<\/a>. On top of that we even helped launch the Influencer Certificate in Belgium<\/a>. And yes, we work hard, but when <\/span>it\u2019s<\/span> time to celebrate, <\/span>we\u2019re<\/span> happy to join in. <\/span>That\u2019s<\/span> how it should be, right?<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_video src=”https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/ssstik.io_@7annylu_1765187507055.mp4″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”on|20px|20px|20px|20px” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”No wishlist for 2026, but a plea” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h2″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

This year, <\/span>I\u2019m<\/span> not making a <\/span>wishlist<\/span>. This year, <\/span>I\u2019m<\/span> making a plea. Not just on behalf of So Buzzy, but for every Belgian agency. To give them a boost, because even if it sometimes feels otherwise: you are not alone, we all struggle!<\/span><\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=”1. To pitch organizers” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Organizing a pitch? Realize how many hours go into preparation. And that\u2019s in times when the chances of winning are shrinking due to the ever-growing number of participants.<\/span>\u00a0<\/span><\/p>\n

Also know that these are hours agencies aren\u2019t compensated for (despite a pitch charter<\/a> advocating otherwise). Work with a clear preselection: only allow the top three or top five to create a fully developed submission. Be transparent about what you\u2019re looking for. If the goal is purely the lowest price, don\u2019t ask for a fully fleshed-out plan. Quality won\u2019t matter then anyway.<\/span>\u00a0<\/span><\/p>\n

For pitches involving large projects, compensation should really be the norm. It\u2019s not logical to expect dozens (often more than 100) hours of strategic and creative work for free. And don\u2019t request full strategic trajectories during the pitch phase: strategy isn\u2019t a casual exercise, it\u2019s an expertise.<\/span>\u00a0<\/span><\/p>\n

Finally, be realistic about timing. A pitch that must be submitted within one to two weeks can simply never deliver the quality you\u2019re actually asking for.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=”2. To advertisers” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

We know you have little control over shrinking budgets. The economic reality applies to everyone. But don\u2019t expect agencies to do more for less.<\/span>\u00a0<\/span><\/p>\n

Let\u2019s make smart choices and set priorities together.<\/span>\u00a0<\/span><\/p>\n

For us agencies, it\u2019s our responsibility to manage the available budget wisely and strategically. We\u2019re happy to advise on how every invested euro can yield maximum impact. That might mean critically reviewing production processes: how can we smartly repurpose, vary, and scale materials so that quality and efficiency go hand in hand?<\/span>\u00a0<\/span><\/p>\n

But we can only do this well if there\u2019s sufficient transparency. Advertisers, communicate early and clearly about budget changes, so agencies can plan and allocate resources properly. Also account for the time needed for reporting, meetings, and feedback rounds. These aren\u2019t minor details, they\u2019re real hours that factor into the overall picture. And finally, timely, consolidated, and targeted feedback makes a world of difference for both efficiency and quality. This avoids unnecessary rounds, keeps the process clear, and ensures the best possible work is delivered within workable limits for everyone.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=”3. To agencies ” _builder_version=”4.27.4″ _module_preset=”default” title_level=”h3″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Let\u2019s not sell ourselves short. If we submit extremely low hourly rates just to win a pitch, nobody really wins. Even those selected don\u2019t. With some luck, you break even, but more often you incur losses, both financially and in energy. Ultimately, we\u2019re all losers, as a sector. We deliver quality work, and it deserves compensation proportionate to the expertise and time invested.<\/span>\u00a0<\/span><\/p>\n

This year, we encountered pitches asking, for example, to travel at least one hour each way every week for a 30-minute client meeting for an entire year. It quickly became clear that, with the available budget, a disproportionate amount of time would go to meetings rather than actual content production. We proposed a more sustainable alternative and didn\u2019t win that pitch. But that\u2019s fine. Sometimes losing is actually winning if it means protecting yourself.<\/span>\u00a0<\/span><\/p>\n

And perhaps that\u2019s precisely the reflex we should adopt more often, something I know all too well as a pleaser and need to work on: dare to say no to unrealistic expectations and unclear briefs. That\u2019s my personal goal for 2026.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=”Moving forward together into 2026″ _builder_version=”4.27.4″ _module_preset=”default” title_level=”h2″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

We\u2019re<\/span> all in the same boat. Sometimes it feels like <\/span>you\u2019re<\/span> struggling <\/span>alone, but<\/span> believe me: <\/span>you\u2019re<\/span> not. Even if social media only shows the shiny side. <\/span>Let\u2019s<\/span> enter 2026 with more understanding, more respect for each other\u2019s work, <\/span>and above all<\/span>: pride in what we continue to build every day, even in challenging times.<\/span><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

What a strange year. That was the first thought that came to mind when I started reflecting on my traditional New Year\u2019s letter. A strange year, but above all, a heavy year. Someone who had been a sounding board for So Buzzy and for me personally for years lost their battle with leukemia. That hits hard. Much harder than you can imagine. At the same time, 2025 also felt far from light on the work front.\u00a0 You could feel in every aspect that these are economically difficult times. A constant undercurrent of threat colored the entire year. I\u2019ve been active in the advertising sector for almost twenty years, and I\u2019m used to a lot, but this year was unprecedented. If you participated in a government pitch, you faced an average of fifteen competitors, sometimes even twenty. Where it used to be four or five agencies.\u00a0 And I\u2019m fully aware that we at So Buzzy are fortunate. We all know multiple agencies where people had to leave this year, and sadly, that\u2019s not new. Especially in large agencies, it has been the case for years that if a major client leaves, part of the team is cut. But the scale this […]<\/p>\n","protected":false},"author":14,"featured_media":61554,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[33],"tags":[260],"class_list":["post-61547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-team-en","tag-nieuwjaarsbrief"],"yoast_head":"\nLooking back at 2025 - So Buzzy<\/title>\n<meta name=\"description\" content=\"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Looking back at 2025 - So Buzzy\" \/>\n<meta property=\"og:description\" content=\"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/\" \/>\n<meta property=\"og:site_name\" content=\"So Buzzy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sobuzzy.be\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-09T15:40:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-19T15:54:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Socials-7.png\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"378\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charlotte\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charlotte\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/\"},\"author\":{\"name\":\"Charlotte\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#\\\/schema\\\/person\\\/1aa88d86026648f7daee7646056a1145\"},\"headline\":\"2025 demanded a lot from agencies. That\u2019s why this is a plea for 2026.\",\"datePublished\":\"2025-12-09T15:40:29+00:00\",\"dateModified\":\"2025-12-19T15:54:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/\"},\"wordCount\":1542,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Blogpost_Header_Website-5.png\",\"keywords\":[\"nieuwjaarsbrief\"],\"articleSection\":[\"Team\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/\",\"url\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/\",\"name\":\"Looking back at 2025 - So Buzzy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Blogpost_Header_Website-5.png\",\"datePublished\":\"2025-12-09T15:40:29+00:00\",\"dateModified\":\"2025-12-19T15:54:50+00:00\",\"description\":\"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Blogpost_Header_Website-5.png\",\"contentUrl\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Blogpost_Header_Website-5.png\",\"width\":1080,\"height\":300},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/new-year-letter-kel-2025\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/home-en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"2025 demanded a lot from agencies. That\u2019s why this is a plea for 2026.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/\",\"name\":\"So Buzzy\",\"description\":\"Social Media & Online Marketing Agency\",\"publisher\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#organization\",\"name\":\"So Buzzy\",\"url\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/media\\\/So_Buzzy_Logo_Logo_MAIN_Blue_Grey.png\",\"contentUrl\":\"https:\\\/\\\/sobuzzy.be\\\/wp-content\\\/uploads\\\/media\\\/So_Buzzy_Logo_Logo_MAIN_Blue_Grey.png\",\"width\":3553,\"height\":1708,\"caption\":\"So Buzzy\"},\"image\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/sobuzzy.be\\\/\",\"https:\\\/\\\/www.instagram.com\\\/sobuzzyteam\\\/\",\"https:\\\/\\\/tiktok.com\\\/@sobuzzy\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/so-buzzy\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/#\\\/schema\\\/person\\\/1aa88d86026648f7daee7646056a1145\",\"name\":\"Charlotte\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g\",\"caption\":\"Charlotte\"},\"url\":\"https:\\\/\\\/sobuzzy.be\\\/en\\\/author\\\/charlotte\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Looking back at 2025 - So Buzzy","description":"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/","og_locale":"en_US","og_type":"article","og_title":"Looking back at 2025 - So Buzzy","og_description":"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.","og_url":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/","og_site_name":"So Buzzy","article_publisher":"https:\/\/www.facebook.com\/sobuzzy.be\/","article_published_time":"2025-12-09T15:40:29+00:00","article_modified_time":"2025-12-19T15:54:50+00:00","og_image":[{"width":720,"height":378,"url":"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Socials-7.png","type":"image\/png"}],"author":"Charlotte","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Charlotte","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#article","isPartOf":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/"},"author":{"name":"Charlotte","@id":"https:\/\/sobuzzy.be\/en\/#\/schema\/person\/1aa88d86026648f7daee7646056a1145"},"headline":"2025 demanded a lot from agencies. That\u2019s why this is a plea for 2026.","datePublished":"2025-12-09T15:40:29+00:00","dateModified":"2025-12-19T15:54:50+00:00","mainEntityOfPage":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/"},"wordCount":1542,"commentCount":0,"publisher":{"@id":"https:\/\/sobuzzy.be\/en\/#organization"},"image":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#primaryimage"},"thumbnailUrl":"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Website-5.png","keywords":["nieuwjaarsbrief"],"articleSection":["Team"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/","url":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/","name":"Looking back at 2025 - So Buzzy","isPartOf":{"@id":"https:\/\/sobuzzy.be\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#primaryimage"},"image":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#primaryimage"},"thumbnailUrl":"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Website-5.png","datePublished":"2025-12-09T15:40:29+00:00","dateModified":"2025-12-19T15:54:50+00:00","description":"Look back on our eventful year with our CEO & Strategy Director, Kel, in her traditional New Year's letter at the end of each year.","breadcrumb":{"@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#primaryimage","url":"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Website-5.png","contentUrl":"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Website-5.png","width":1080,"height":300},{"@type":"BreadcrumbList","@id":"https:\/\/sobuzzy.be\/en\/new-year-letter-kel-2025\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sobuzzy.be\/en\/home-en\/"},{"@type":"ListItem","position":2,"name":"2025 demanded a lot from agencies. That\u2019s why this is a plea for 2026."}]},{"@type":"WebSite","@id":"https:\/\/sobuzzy.be\/en\/#website","url":"https:\/\/sobuzzy.be\/en\/","name":"So Buzzy","description":"Social Media & Online Marketing Agency","publisher":{"@id":"https:\/\/sobuzzy.be\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sobuzzy.be\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/sobuzzy.be\/en\/#organization","name":"So Buzzy","url":"https:\/\/sobuzzy.be\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/sobuzzy.be\/en\/#\/schema\/logo\/image\/","url":"https:\/\/sobuzzy.be\/wp-content\/uploads\/media\/So_Buzzy_Logo_Logo_MAIN_Blue_Grey.png","contentUrl":"https:\/\/sobuzzy.be\/wp-content\/uploads\/media\/So_Buzzy_Logo_Logo_MAIN_Blue_Grey.png","width":3553,"height":1708,"caption":"So Buzzy"},"image":{"@id":"https:\/\/sobuzzy.be\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/sobuzzy.be\/","https:\/\/www.instagram.com\/sobuzzyteam\/","https:\/\/tiktok.com\/@sobuzzy","https:\/\/www.linkedin.com\/company\/so-buzzy\/"]},{"@type":"Person","@id":"https:\/\/sobuzzy.be\/en\/#\/schema\/person\/1aa88d86026648f7daee7646056a1145","name":"Charlotte","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c2bdd81d1456702428819273adc3206d17e46dda1c032e342bf72f0ed4870c74?s=96&d=mm&r=g","caption":"Charlotte"},"url":"https:\/\/sobuzzy.be\/en\/author\/charlotte\/"}]}},"_links":{"self":[{"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/posts\/61547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/comments?post=61547"}],"version-history":[{"count":9,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/posts\/61547\/revisions"}],"predecessor-version":[{"id":61717,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/posts\/61547\/revisions\/61717"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/media\/61554"}],"wp:attachment":[{"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/media?parent=61547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/categories?post=61547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sobuzzy.be\/en\/wp-json\/wp\/v2\/tags?post=61547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}