Jef's passion is to encourage everyone across the digital value chain to work together more effectively. Having worked in a global procurement role for the world's biggest brewer that owns brands including Budweiser, Stella and Becks, he understands how advertisers, their agencies and media owners can collaborate to produce stunning results. In his role as global director digital connection he has the opportunity to bring AB-Inbev into the driving seat to become the best in digital class. In this role Jef has the opportunity to bring the brands closer in connection with the consumer, knowing that the consumer is and will constantly change their way of communication. Saying this Jef strongly believes that digital partnership is capable of delivering the objective in the changes going on in the music industry. If everyone can play their role to the best of their ability.