Tomsgates & Hybrid: An Integrated Marketing Approach for Sustainable Growth

Background

Tomsgates is a Belgian company that—driven by passion and craftsmanship—produces premium dog and cat flaps. What began in the 1990s as a small hobby project has grown into a scale‑up selling nearly 2,000 units per year and shipping to 35 countries.

The company stands out thanks to its relentless focus on quality, functionality, design and durability: Tomsgates’ flaps are robust, safe and built to withstand all weather conditions. With innovative locking mechanisms and stylish finishes, Tomsgates offers pet owners a solution that is as practical as it is aesthetically pleasing.

Ivan Vandevivere, founder and driving force behind Tomsgates, took his first marketing steps alone—building his own website and experimenting with Google and Facebook advertising. His corporate marketing background taught him how vital a strong online presence really is.

De zoektocht naar een visie die verder gaat dan marketing

Initially, Tomsgates worked with several agencies—one for the website, another for general marketing, and a third for performance advertising. “In theory, they should all work together like a Swiss watch, but in practice I missed integration and cohesion.”

Ivan set out to find an agency that not only mastered every discipline, but also had a clear vision on collaboration, talent development and engagement. He found exactly that at Hybrid:

“What struck me immediately was that Hybrid isn’t just another marketing agency, but an organization with a thoughtful structure, a strong team and a clear long‑term vision. They look beyond mere campaigns and numbers. They invest in people and build teams intrinsically dedicated to their clients. That gave me confidence right away.”

By mid‑2024 he decided to partner with Hybrid. “The way they view marketing holistically—and put the human factor front and center—was a decisive factor for me.”

A Collaboration Built on Engagement and Expertise

At Hybrid, Ivan was assigned a dedicated team of contacts. Communication runs seamlessly—if someone is on holiday, their work is picked up without missing a beat.

He was immediately impressed by Hybrid’s structured and innovative approach: “I’ve seen many agencies inside and out, but here they really operate in an organized way. They have a long‑term vision, continuously train their staff through the Hybrid Academy, and employ a unique method where senior profiles not only work hands‑on but also actively coach young talent. That’s rare to see.”

Ivan also values the philosophical match between Hybrid and his company: “Hybrid only works with clients who share their philosophy—you can feel it. They don’t take on just anyone; they choose carefully the companies they want to build a sustainable relationship with. That creates mutual trust and a partnership that goes beyond a purely transactional engagement.”

He appreciates how Hybrid “feels like an extension of my own company,” thinking critically alongside him, daring to say “no” when something isn’t working, and taking responsibility for the entire digital marketing process.

Measurable Results and Strategic Growth

Their collaboration is anchored in clear KPIs and regular check‑ins. “Every two weeks we review budgets, campaigns and results. I greatly value that Hybrid always thinks critically and tackles challenges proactively.”

For Ivan, the difference lies in Hybrid’s refusal to limit themselves to standard performance marketing: “They understand that successful digital marketing goes beyond conversions. They challenge me to think about broader strategic issues, which makes the partnership so valuable.”

He’s continually surprised by their innovative approach: “They’re not just a performance agency obsessed with numbers. They blend data and strategy in a unique way. And they know that success hinges on how well a team collaborates, how they train their people, and how they respond to client needs.”

Delivered services

• Audit, strategy & cost balancing
• SEO
• SEA
• Shopping advertising
• Social advertising

Strategic objectives

• 1,500 webshop sales
• Target ROI of 8 (average achieved since launch: 11)

Key figures

• ROI of 10.6 since the start of the partnership
• +32 % revenue year‑over‑year since launch
• +4 % increase in ad spend year‑over‑year

Future Plans: Expanding to a Truly Hybrid Team

Tomsgates currently has no in‑house marketing team, but the Hybrid model offers an appealing middle ground. “What really excites me is that with Team‑as‑a‑Service (TaaS) you can have a specialist working in your company a few hours a week without building a full team. That’s something I definitely want to explore further.”

Ivan sees tremendous value in having a specialist regularly embedded in his company, supported by a team of experts—a game‑changer for the future of marketing, which he believes will be neither fully in‑house nor entirely outsourced.

Conclusion: A Vision That Matches

Looking back on a year of collaboration, Ivan is pleased: “Hybrid is organized, professional and strategically strong. Their approach means I don’t have to worry about marketing, because it’s in good hands.”

What truly sets this partnership apart is Hybrid’s philosophy and vision: “They dare to think differently. While many agencies get lost in standard models and buzzwords, Hybrid opts for a truly integrated approach grounded in solid strategy.”