Joke Vermoere
Joke Vermoere
Chief of communications &
Belgian National Lottery
United Kingdom
Joke Vermoere is passionate about chance. She started working at the Belgian National Lottery by sheer luck in 2004. After all these years she still finds herself incredibly fortunate to have stumbled upon the most creative and versatile job in the Lottery business. Responsible for the communication of the commercial brands and the corporate brand she works with creative people inside and outside the organization to shape the most compelling brand stories in order to engage our players and make them believe in their chances and dreams. Luckily at the National Lottery dreams come true for many winners but also for the hundreds of good causes which receive financial support from the National Lottery every day. This important social responsibility role is a highly motivating aspect and challenges Joke to keep the balance between purely commercial communication and the higher purpose which stands for the reason of existence of the organization. With an academic degree in communications and an artistic one from the Brussels film school she combines communications and creative skills to stimulate agencies to come up with the best possible positioning and storytelling for the different brands in the portfolio of the National Lottery. Over the years she has worked with all major communications agency in Belgium, collaborating closely with strategic experts and creative directors at Mortierbrigade, TBWA, Famous, Havas, BBDO, Wundermann Thompson, Ogilvy.