History and management profile

Social.Lab was created in September 2010 by Yves Baudechon and Gilles Bindels.

Yves Baudechon and Gilles Bindels are both entrepreneurs and seasoned executives.

  • Yves Baudechon was the CEO of DDB Belgium, an advertising agency member of the DDB network (Omnicom Group) until 2007.
  • Gilles Bindels was the Sales Director of Skynet, a leading Internet sales house in Belgium (70 employees) until 2007.

They both left their jobs to create Radionomy (with Cédric van Kan and 1 other partner, in 2008), a platform that provides people with the tools and infrastructure to create, broadcast, promote and monetize their own online radio stations.

Gilles and Yves created Social.Lab in 2010. Benjamin Snyers was the first employee of the new venture. He became partner in the company and is now in charge of Social.Lab’s US operations.


In 2012, Cédric van Kan joined the company as a partner and CFO in charge of Finance and HR.

Cédric was already Gilles and Yves’s partner in JustForYou, a start-up they created in 2000 and sold to Belgacom Skynet 2 years later.

In December 2013, Social.Lab has sold the majority stakeholdership to Ogilvy (part of WPP Group, the largest communication group in the world). The ambition of Social.Lab was to expand onto new markets and to leverage the Ogilvy network to facilitate the creation of new agencies.

As per December 2016, the Group employs 200 social media experts (14 different nationalities): community managers, brand socializers, campaign managers, ad experts, developers, designers, project managers, account managers and account directors.