Tomsgates: an integrated marketing approach with Hybrid for sustainable growth

Background

Tomsgates is a Belgian company that, with passion and craftsmanship, produces high-quality dog and cat doors. What started as a small-scale hobby project in the 1990s grew into a growth company that now sells nearly 2,000 units per year and ships to 35 countries.

The company distinguishes itself through a strong focus on quality, functionality, design, and sustainability: Tomsgates doors are robust, safe, and resistant to all weather conditions. With innovative locking mechanisms and stylish finishes, Tomsgates offers pet owners a solution that is not only practical but also integrates beautifully into their homes.

Ivan Vandevivere, founder and driving force behind Tomsgates, took the first marketing steps himself. He built his own website and experimented with Google and Facebook advertising. With his experience in marketing – gained in large companies – he knew how important a strong online presence was.

The challenge

Tomsgates initially worked with several agencies: one for the website, another for marketing, and a third for performance advertising. “In theory that should have worked like a Swiss watch, but in practice I missed integration and cohesion.”

Ivan went in search of an agency that not only mastered all disciplines but also had a clear vision on collaboration, talent development, and engagement. He found that with Hybrid. “What struck me right away was that Hybrid is not just a marketing agency, but an organization with a thoughtful structure, a strong team, and a clear long-term vision. They look beyond just campaigns and numbers. They invest in people and build a team that is intrinsically engaged with their clients. That immediately gave me confidence.”

In mid-2024 he made the decision to start working with Hybrid. “The way Hybrid not only looks at marketing as a whole, but also puts the human factor at the center, was a decisive factor for me.”

Why Hybrid Agency?

Tomsgates initially worked with several agencies: one for the website, another for marketing, and a third for performance advertising. “In theory that should have worked like a Swiss watch, but in practice I missed integration and cohesion.”

Ivan went in search of an agency that not only mastered all disciplines but also had a clear vision on collaboration, talent development, and engagement. He found that with Hybrid. “What struck me right away was that Hybrid is not just a marketing agency, but an organization with a thoughtful structure, a strong team, and a clear long-term vision. They look beyond just campaigns and numbers. They invest in people and build a team that is intrinsically engaged with their clients. That immediately gave me confidence.”

In mid-2024 he made the decision to start working with Hybrid. “The way Hybrid not only looks at marketing as a whole, but also puts the human factor at the center, was a decisive factor for me.”

The collaboration

Within Hybrid, Ivan was assigned a dedicated team of contacts. Communication runs extremely smoothly: if someone goes on holiday, it is seamlessly covered.

What immediately stood out to Ivan was Hybrid’s structured and innovative approach. “I’ve seen a lot of agencies from the inside and outside, but here they really work in an organized way. They have a long-term vision, ensure continuous training of their employees through the Hybrid Academy, and use a unique method where senior profiles not only contribute but also actively coach young talent. That’s something you rarely see.”

Another element that Ivan greatly values is the match between Hybrid and his company. “Hybrid only works with clients who fit their philosophy, and you can feel that. They don’t just work for anyone; they consciously choose companies with whom they can build a sustainable relationship. That creates mutual trust and a collaboration that goes beyond a purely business transaction.”

Ivan also emphasizes how Hybrid’s way of working relieves him. “Hybrid doesn’t feel like an external agency, but like an extension of my own company. They think critically, dare to say no when something doesn’t work, and take responsibility for the entire digital marketing process.”

Results and impact

The collaboration between Tomsgates and Hybrid is based on clear KPIs and regular follow-up. “Every two weeks we have a meeting where we discuss budgets, campaigns, and results. I greatly appreciate that Hybrid always thinks critically with me and proactively addresses challenges.”

What makes the difference for Ivan is that Hybrid does not limit itself to standard performance marketing. “They understand that successful digital marketing goes beyond just conversions. They challenge me to think about broader strategic issues, and that makes the collaboration so valuable.”

Ivan also emphasizes that Hybrid continuously surprises him with their innovative approach. “They’re not just a performance agency that only looks at numbers. They combine data and strategy in a way that is unique. Moreover, they understand that the success of digital marketing depends on how well a team works together, how well they train their people, and how they respond to the needs of their clients.”

Services delivered:

• Audit/strategy/cost balancing
• SEO
• SEA
• Shopping Advertising
• Social advertising

Strategic objectives:

• 1,500 webshop sales
• ROI 8 (since the collaboration we have been averaging 11)

Key figures:

• ROI 10.6 since the start of the collaboration
• +32% revenue Y-o-Y since the start of the collaboration
• +4% additional ad spend Y-o-Y

The future

Tomsgates does not have an internal marketing team, but the Hybrid model offers an interesting in-between solution. “What really appeals to me is that with Team-as-a-Service (TaaS) you can have a specialist in-house a few hours a week without having to build a full team. That is something I definitely want to explore in the future.”

Ivan sees great added value in this. “The idea that I can have a specialist in my company on a regular basis, supported by a team of experts, is a gamechanger. That’s the future of marketing: not fully in-house, but not fully outsourced either. Hybrid has worked out that model perfectly.”

Conclusion

After a year of collaboration, Ivan looks back with satisfaction. “Hybrid is organized, professional, and strategically strong. Their approach ensures that I don’t have to worry about my marketing, because I know it is in good hands.”

What truly makes the collaboration unique is Hybrid’s philosophy and vision. “They dare to think differently. Where many agencies get lost in standard models and buzzwords, Hybrid chooses a truly integrated approach with a strong strategic foundation.”