What cellphone strategy should you adopt in 2013?

As the months go by, people seem to be thinking more and more about cellphones.

I have already written on the subject in my blog.  Brands (and quite often, agencies as well) don’t know which end is up.

There is no denying that the cellphone may totally upset many business models because it can replace the camera, the GPS, the remote control, the wallet, the cash register and so many other things…

In this context, Forrester published 2 interesting articles (Mobile Trends for 2013 and The European Tablet Landscape) that establish some directions.…


A 5 minutes amazing ad for Shalimar – Guerlain

Guerlain is one of this very rare true luxury brand in the perfume industry. To make sure people remember, they created this amazing movie in 2 version : 5 min & 3 min telling the love story on which is based one of their icon perfume: Shalimar. When watching this ad, it is impossible not to remember the one Cartier did last year. With this film they anchored the brand in the luxury division far away from many brands but also I feel they really succeed to refresh the brand as the film is very sensual & sophisticated.…


CRM and Big Data : we’re mass producing it, but what for?

I have often had the opportunity to write on the topic of customer relations.

I truly believe that customer relations brings up several complicated issues :

  • Cultural : in France, the customer is wrong by default.
  • Point of view : customer relations are viewed as an expense rather than an asset.
  • Strategy : the main purpose of customer relations is to sell or upsell – in other words, to generate turnover.

If the truth be told, I don’t see anything changing anytime soon.

I used to work in the customer relations team for Noos TV Cable in 2002/2003 and sadly, the script was always the same.…


Is influence for real ?

I hadn’t written on the subject of Influence in a while.

Not surprising.  It’s a touchy subject.

Pierre-Philippe Cormeraie, better known as PPC and famous for his videos, put together a presentation and asked me what I thought of it.  An answer in 140 characters or less is tough, so I will reply with an article.

Obviously, I am in complete agreement with several points.  But not all of them and therefore, I would like to share my vision.

Influencers, digital influence: the challenges and stakes communicators face by @ppc, from Pierre-Philippe Cormeraie.…