From typesetter to full-service agency

How do you look back on the past 15 years?

In one sentence: it’s never been boring. And that’s a good thing! Crius Group has grown from an old-fashioned “typesetting shop” with a limited number of clients into a company offering a broad range of services. We’ve become a trusted player in the Dutch-speaking market.

How did that work out commercially?

Jurgen and Jordy’s approach was a little opportunistic, to be honest. “Let’s hire two experienced salespeople — I wasn’t the only one — with a big network, and the rest will follow.” Of course, it wasn’t that simple. Crius Group wasn’t used to working with sales. How do you set prices? What do you pursue, and what not? And why does it take so long before commercial success happens? I underestimated that myself too.

In the early days, I often heard: “Marcel, you’re a nice guy, but there are already so many Dutch suppliers — why should I choose a Flemish company?” We simply didn’t have enough distinctive value to convince publishers to go with Crius Group.

How did you overcome that?

Innovation and “finding smarter ways of working” have always been in Crius Group’s DNA. But now we had to move faster or at least explain it better to our contacts in the Netherlands and Flanders. Naturally, creating our own IT department was a crucial move. With the expertise of our very talented team and close collaboration with clients, we’ve built software solutions that are still thriving in the market today. Thanks to this, we earned the reputation of being a true publishing partner.

So, a success story?

In the end, yes — but it’s no secret that we’ve also taken many initiatives that didn’t make it. Apps for the iPad, enhanced e-books, the first version of Core, and more recently HOPRR. But of course, we’re all very happy with our solutions Alex, Casper, and Core, which are all still under continuous development.

Looking back, what are you most proud of?

That’s a tough question, because there are so many things! 😉

First of all, we’ve managed to build truly long-term collaborations with a large number of publishers. Some Flemish publishers have been clients for decades, but we’ve also built strong, lasting partnerships with many Dutch publishers. We’re building partnerships!

Secondly, I think we’ve succeeded in positioning Crius Group as a strong brand for publishers. We actively share our knowledge, we’re present at major book fairs, and we organize an annual conference that brings together the publishing world from both the Netherlands and Flanders.

And finally: my colleague Inne. She joined more than 11 years ago as a marketing and sales assistant without any experience in the industry. I think it’s amazing that she has shown such ambition and recently stepped up into the role of account manager. I have full confidence that she will do a great job!

Nice! And what does the future hold for you and Crius Group?

Our strategy is to integrate technology into our services even more than before. Of course, that brings some important developments. Late last year we started redeveloping our current Core platform. The new modules — with AI playing an important role — are designed to help us serve our clients even better in the future. Structuring content, ALT text (accessible publishing), audiobooks — these are all areas we’re actively exploring.

We also aim to establish Core abroad. We’re already in talks with various parties.

What won’t change is that we want to continue putting our clients first in everything we do. Whether it’s AI, accessible publishing, or regular DTP or editorial work. We have a wealth of ideas and a strong belief in innovation. But of course, we can only achieve this together with our clients.

And what does this mean for you personally?

Many people forget that up until last May, all marketing and sales activities were handled by just two people: Inne and me. That situation was no longer sustainable. So I’m really happy that Natalie (Van Hemelen) has joined our team. She has taken over Inne’s responsibilities and has already become indispensable in a very short time!

Thanks to the broader team, roles are shifting. Inne will play an increasingly important role with our existing clients, while Natalie will lead the way in marketing and communication. Personally, I’ll continue to manage several key accounts and focus on our international ventures. And of course, I’ll make sure our department is always working on the right things that align with Crius Group’s strategy. Plenty of challenges, but I have full confidence in my colleagues and myself!