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.…

Instagram and brands : explanations and cases

This article is a translation of an article date from december 2012 and which is not updated

Following the December debate on changes to Instagram’s general service terms and conditions, I thought it would be interesting to look at how brands could interact with this social media.

Not that I often get asked the question, but in my opinion, Instagram is an obvious choice for certain brands.

Why ?  Firstly, because it’s a much more direct, rich and easily accessible network than Facebook.  Also, a younger demographic is starting to defect to Instagram (for the reasons I just mentioned). …

Ego vs R.O.I. or how the ego sometimes overrules the rational mind

The more I move ahead in my career, the more I wonder how decisions are made.  In the end, I think it often comes down to ego.

It can be pretty surprising, or even disconcerting, when you first come to terms with the fact that many decisions are in fact linked to the ego of so-and-so instead of being rational ones.

I have seen brand managers make choices based on the self-image that they want to project to the outside world, rather than on the quest for results.…

Corporate communication, changing a brand’s name – the PPR/Kering case

Brand name changes are always complicated situations, involving important risks, unclear benefits and elevated costs.

A very tense moment indeed.

I had the opportunity to converse with Louise Beveridge, Corporate Communications Director of this group, to try to better understand this change, which is of considerable importance to this conglomerate that we don’t know all that well.

The stated objective : to rehumanize the group and give it meaning.

 PPR/Kering’s ID card  :

PPR originally stood for “Pinault Printemps La Redoute”.

Of these 3 words, today only Pinault remains, althought his son now runs the group.…

In Slideshare’s Top 5 for Education

I know Slideshare is not Youtube and way less sexier but well that what I do and I have to say that I’m very proud to appear in this infography as one of the top 5 for education as I’m working hard on my slide and making sure people will look at them.

Therefore, I invite you to on my profile where you’ll be able to find many of my presentation and hopefully like some of them.


Last presentation is about the marketing at the digital edge and I hope, you’ll enjoy it: 




How to create influence on Facebook? by 34 american digital specialists and me

I never wrote in english here but that's my blog, I can do whatever I want and that's the good thing about a blog (I apologize for the non english readers).

If there is one question that brands, agencies and some communty managers always wonder is "How to create influence on Facebook?"

Therefore, Mark decided to ask 35 of his specialists connection and I proudly represent Europe as I'm the only non american in this blog post.

Answers are very interesting and even though he segments them into different categories, you will understand fast enough that we all agree on one thing : it's all about people and utility not about you or your brand.

There are some very good advice that I invite you to read.

Here is mine : 

 “Focus on one subject/community that is relevant to your company and to create and give useful content for these people, respecting their own code, meeting them in the real life as often as possible and to take time, not expecting a short term financial ROI.”

 Some others:

LEO WIDRICH, Co-Founder, Buffer: “There is one key thing we have seen from our data analyzing 1 million Facebook updates: Whenever the frequency of daily postings goes over 5 posts per day, the reach and engagement drops significantly. The best results were achieved with 2 daily updates, one being around 11am for the most important timezone your fans are in and another posting being at 5pm.”

JASON FALLS, CEO, Social Media Explorer: “Be consistently useful. Isn’t that the key to influence anywhere?”

MARISSA PEACOCK, Chief Strategist, The Strategic Peacock: “In order to create power and influence on Facebook, it’s essential to provide fans with an experience that they can’t get from any other company touchpoint — not from your website, or Twitter, or Pinterest. A successful FB page creates a value-added bonus that gives fans a reason to stay connected and engaged. ”

To read all the others, you can go on the original blog post here!