Barco Intends to “Redeploy” Up to 239 Positions (AKA, People)

rAVe has obtained a copy of an internal memo from Barco CEO Jan De Witte that both explains both how Barco is planning to “refocus on the customer” while potentially eliminating as many as 239 jobs. Although this may seem like a large number, Barco has about 3,600 employees worldwide, so this is only about 7 percent of its workforce.

The company’s five-part restructuring plan starts with a specific list of organizational changes but seems to be overshadowed by the unfortunate news that this plan “could impact 239 positions worldwide, of which 54 are in Belgium.” Barco’s very-much has a family-oriented reputation with many of their workers being lifelong employees of the company and this is unfortunate news. De Witte does, however, specifically say that their ambition is to “look into all possible options to redeploy employees within or outside Barco.”

The five-part plan includes:

  1. Roll-Out a new Marketing Plan for 2019 that’s common across all regions. (Translation: A common global marketing plan with identical objectives.)
  2. They are investing in agile-based software organizational plans.
  3. They are installing a Commercial Lifestyle blueprint to speed up and focus on the consumer decision journey. (Translation: This is a marketing concept perfected by McKinsey & Company some 11 years ago — you can read about it here.). I teach this marketing philosophy at the University of North Carolina — and it works.
  4. Make strategic project choices. (Translation: Cut down the number of products… and probably people.)
  5. Simplify organizational processes. (Translation: Eliminate the parts of middle-management that slow down decision making.)

Barco told everyone through the memo (a copy is attached) today and informed them that an all-company meeting would be held in the coming days. We will keep you informed.

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Gary Kayye

About Gary Kayye

Gary Kayye, founder of rAVe Publications, is one of the most prominent personalities in the audiovisual industry. He has been a contributor to WIRED magazine and a technical advisor and columnist for Sound & Communications magazine as well as an opinionated columnist for rAVe [Publications] since 2003. In addition to his writing and market analysis, Gary has been a product, marketing and business operations consultant to dozens of AV companies in the U.S. and overseas. Clients have included companies such as Sony, Sharp, Epson, Lutron, InFocus, Sanyo, Mitsubishi, NEC and Philips.   Gary, who has been involved with the audiovisual market for over 20 years, was the recipient of the InfoComm 2003 Educator of the Year Award and the 2007 NSCA Instructor of the Year Award. Over the years, he has donated much of his time as an active volunteer in the AV industry’s trade association and served as chairman of InfoComm’s Professional Education & Training Committee (PETC), chairman of the ICIA Design School Committee and chairman of InfoComm’s Installation School Committee. In addition, he has served on the InfoComm board of governors. He also helped grow the InfoComm Projection Shoot-Out as the premiere AV industry trade show special event serving on the committee from 1991 through 1997, and was instrumental in launching the Shoot-Out in the European market at the Photokina Expo in 1994 and 1996 as well as the Asian market at the 1995 and 1997 INFOCOMM Asia shows.   Prior to founding his own company, Gary was vice president of sales and marketing for AMX Corporation (, a manufacturer specializing in professional AV and residential AV control systems. Prior to AMX, Gary spent nine years at Extron Electronics (, rising to the position of vice president of sales and marketing. Gary earned his bachelor’s degree in journalism in 1987 from the University of North Carolina and is currently Adjunct Faculty at UNC in the School of Journalism teaching a class on how future technologies will affect the future of advertising, PR and marketing.   He is also the founder of Swim for Smiles, a non-profit that raises money for the N.C. Children’s Hospital through swimming and other fitness-related events for kids. You can contact him at