Analysis


The main obstacle to digital transformation

Whenever we think digital transformation, we naturally think marketing, communication, product development or retail.  We generally try to figure out how to offer a seamless experience to our clients.   Many fantastic models and matrices exist to help accomplish this.

Nonetheless, through my various experiences with global groups and international brands, I have realized that the operational problem, as important as it may seem, isn’t the central issue.

I once met with the head of a very well known B2C brand in France.  I had been asked to convince her that there were alternatives to TV marketing, particularly internet. …


A strategic vision of Social Media

Many things are written everyday on the social web and how brands can embrace it.
I wrote this post a few months ago and as it was successful in it’s french version, I decided that I should do a presentation out of it.
Because I love what I do, I refuse to tell stupidities to my clients.
Unfortunately, many are wasting those conversations tools as they are trying to apply the old methods.
Therefore, I decided to launch this presentation to help marketers better understand how they can use those tools.…


6 steps to embrace the digital transformation

It is very interesting to work with different brands and discuss with them how they embrace digital within their strategy.
Digital is creating a tsunami in most organizations and most of them still don’t exactly know how to handle it.
For years, we’ve been talking about “social media strategy” and then “digital strategy,” but as the markets are becoming more mature, we now talk about “digital transformation”.
From a silo, where digital was left as a standalone activity, it has become a transformation tool. This is not only rhetoric, but also a deep change of the perception of digital.…


Social Media Gurus have lied to you…now what?

Since the appearance of Social Media, and the relative empowerment of the consumer, we’ve been trying to tell marketers they can have visibility for free.
Just like magic…
In 2006, we witnessed the emergence of the expression “Viral video” which, at the time basically meant: “upload a funny “home-made” (read: low-budget) video on Youtubeand you’re done – just sit and wait for success to come your way.
Well, reality is far from this candyland world.
Then, we saw the rise of blogs, Facebook, Twitter and so many other social networks.They all tried to tell marketers that it was all about “earned media” – visibility for free,without any effort.


Bloggers and brands : let’s elevate the debate!

Even though relationships between brands and bloggers go back as far as 2006, this system remains terribly misunderstood.

As Fast Company points out, in a world of jealousy, one is often afraid of the unknown.  But I have to say, a few condescending French articles haven’t helped matters much.  Fashion bloggers are described as brainless idiots, wholly superficial and egocentric, who enjoy taking pictures of themselves because they have nothing better to do.

I decided to carry out an honest filmed interview of some of these people,  to give them the opportunity of expressing themselves directly on the subject.…


Kotex explores myths around the vagina

We always see the same brand case studies online.  The brands are always very trendy, like Nike, Adidas or Red Bull.  But there are many incidences of brands trying out new things, in industries that on the surface, seem a lot less sexy.

When you’re a feminine hygiene brand, it’s not always easy to find the right angle to speak out from, or to build the digital part of your brand strategy.

But this happens to be a sector where brands are being especially creative.

We all remember the famous P & G site “Being a Girl”, following teenage girls at the earliest age to convert them as quickly as possible to the group’s products. …


The vicious circle of hyper-visionaries

When a business fails, it’s relatively easy to explain in 3 broad steps what led to this failure and what should have been done.

Of course, if you had been there it probably would have been different… whatever… what a bunch of…

This attitude of intellectual superiority may be pleasant, but it happens to be totally mistaken.

This article opened my eyes.  I plead guilty.  I have to confess that whether through a blog or simply because people ask for your opinion, there’s a tendency to reply without necessarily being familiar with the whole context.…


Why e-commerce pure players are dead ?

I can already imagine you reading this note and linking it to Amazon’s recent decision to stop allowing the combination of free delivery and a 5% discount on books in France.  But that’s not what this is about.

Amazon is indeed a unique among e-retailers, because of its strategy but also because of the funds that have enabled it to hold on for so long despite being in the red at times.

So why this assumption ?

In reality, the idea isn’t a new one because back in 2011, the CEO of Ebay had announced the death of e-commerce. …


The necessary evolution of agency profiles : revenge of the “nerds”

Through various discussions, lectures and analysis, I have come to realize that the field of advertising has become more and more technical.

Traditionally, the creatives had it all.  Then it was the strategic planners, then the account directors, the project managers, not to mention the hoards of interns of all shapes and sizes…

One profile is regularly forgotten : the “nerds”, otherwise known as the engineers.

Obviously, the term “nerd” has no negative connotation in this context.  It simply describes how these people are sometimes seen, within the “uber-cool” profiles of advertising agencies.…


The Internet isn’t the biggest threat to brands…

I am exposed to many brands and companies, in various contexts (consulting, training, panel discussions on x or y).

I also see many markets be “upset” by the arrival of start-ups or bigger internet groups (who have often bought out the start-ups).

 This is the case in :

  • Music
  • Media (oh, how they laughed in 2006 when Google bought Youtube for $1.6Bn after 18 months of existence and virtually no revenues)
  • Research and studies
  • Banking, very soon
  • Hotels

Obviously, it’s not that simple and much easier to write about a posteriori, but in reality, the market doesn’t change at the clap of a hand. …