Interview with Andreas Hannemann (TRG) & Damian François (Techonomy)

In September 2024, The Relevance Group welcomed Dutch digital agency Techonomy into our growing network, marking another step in expanding our expertise in data-driven digital solutions.

In our interview, Andreas Hannemann, Group CEO of TRG, and Damian François, CEO of Techonomy, reflect on how this partnership came to life, what it means for the future of both companies, and how shared values are driving their mission to make relevance the cornerstone of business success.

Hi Damian. Could you give us an overview of what Techonomy does, your specialties, history, and mission?

Damian: Techonomy was founded in 2016 by Peter (Sprenger) and Arno (de Kloet), and I joined shortly after. We built the organisation with the aim of keeping up with the rapid developments in the digital world and translating them into opportunities and possibilities for our clients. Today, within Techonomy, we combine all the necessary expertise in the data, technology and creative fields to help organisations succeed in the digital world.

From the beginning, we had a strong focus on data and technology—helping clients understand their customers, secure and utilize data, and leverage technology to manage and deploy it effectively. As the market evolved, we were able the create a bridge between technical capabilities and more creative and marketing expertise. This enabled us to be a ‘full-service’ digital partner for our clients and helping them to translate data insights into personalized strategies, compelling campaigns, and impactful business strategies.

Our team, now comprising 65-70 talented professionals with an average age of 26, thrives on knowledge, collaboration, and innovation. We’re proud of working for organisaties that are leaders in their sector. Like the UEFA and the Dutch National Football Association to apply our expertise in data-driven fan strategies and digital expertise.

Speaking of sports: Do you see any parallels between sports culture and your business strategies?

Andreas: Sports offer a great metaphor for teamwork, focusing on achieving goals and knowing each member's strengths. In our team, as in sports, each person has a role, and we support each other, whether winning or learning from mistakes. This approach helps us stay cohesive, even in competitive situations.

Damian: Yes, teamwork is essential, and sports emphasize that. In sports, you also need fun, personal growth, and healthy competition. These elements mirror our business values: we believe in a balanced mix of team spirit, enjoyment, development, and competitive drive. It’s like aiming to play at a Champions League level, which we’re proud to say we now do, having won a UEFA project.

Andreas, what led to Techonomy joining The Relevance Group?

Andreas: Initially, we were introduced to Techonomy through the team of our other partner company in the Netherlands, Markteffect. They described Techonomy as a dynamic, entrepreneurial company, well-aligned with our vision. We had several meetings and saw that they share our emphasis on young talent and digital expertise. It’s crucial for us to find partners who not only benefit from joining us but contribute significantly as well.

Andreas: I’ve worked with companies and people from the Netherlands before and find it fascinating. The Dutch have an entrepreneurial spirit and a team mentality, which means they work together effectively and are willing to go after the next big thing. They’re specialists and very open-minded, which adds great value to TRG.

How will joining The Relevance Group benefit Techonomy?

Damian: Three main areas come to mind. First, network expansion: we’re strong in the Netherlands but want to extend across Europe. Second, knowledge exchange: through TRG, we gain insights from various fields like social performance, research, and advanced loyalty knowledge. Lastly, talent development: we attract skilled professionals who choose us over bigger corporations. Being part of TRG offers them more growth and learning opportunities across different markets.

Andreas: Yes, the synergy is impressive. Techonomy and TRG share common goals in relevance, technology, data analytics, and client impact. Our combined expertise allows us to provide end-to-end solutions, from data management to client communication strategies.

Looking at current marketing trends, what do you see as the most relevant for the future?

Damian: AI is becoming central to everything. While it’s a buzzword now, soon it will be an integrated part of all processes. AI brings efficiency, deeper insights, and new possibilities for content engagement and creativity. We recently hosted a knowledge session on AI, where top companies came to discuss how to use it effectively. There’s a real need for knowledge and guidance here, and I believe Techonomy and TRG can play a leading role in helping companies adopt AI thoughtfully.

Andreas: I agree. AI can be a powerful catalyst, helping to reduce complexity and enabling personalized digital communication. However, it’s a tool, and we need to focus on using it effectively to create impact. AI will let us do things faster and with better insights, but the challenge is in using it in meaningful ways.

Speaking of challenges, what do you think are the main challenges for the marketing and data space, and how do you plan to address them?

Damian: Complexity is a big issue, and our challenge is to make it manageable for clients. Knowledge is critical here, especially since there’s high competition for talent. Our aim is to blend strategic insight with hands-on execution, allowing us to act as an extension of our clients' teams. Many clients are now opting for marketing outsourcing on specific digital aspects, choosing to work with us for specialized expertise.

Andreas: Exactly. Clients today need an end-to-end approach to handle complexity, and TRG’s strength lies in our specialists across different areas, enabling us to offer holistic solutions tailored to each client’s needs.




What does “relevance” mean to you, especially now as part of The Relevance Group, Damian?

Damian: Relevance is about relationships. Whether in personal or business settings, relationships require relevance. If I’m not relevant to my clients or even my partner, those relationships won’t thrive. Technology allows us to be relevant on a larger scale and with better quality if used correctly. Ultimately, relevance is about understanding people and creating meaningful connections.

Andreas: I agree. We’ve seen this even in earlier stages with platforms that used data to form meaningful connections. Today, we’re able to apply similar principles on a larger scale, tailoring solutions that feel personal and directly relevant to each client’s needs.