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iew from the top special cannes 2016 podcast featuring Lucien Boyer, Chief Marketing Officer at Vivendi

Bonus Episode: Lucien Boyer

  |   News

Tips to be Successful on a Global Scale

 

 

Welcome to a bonus episode of “View From the Top”. Hosted by Elliot Polak, this is a special series of Masters and Mavericks, featuring interviews with a select group of 11 top marketers during the Cannes Lions Festival. These podcasts are in ‘Long and Short’ form, taken from the concept of long and short trading on the stock market. In these podcasts, the topic of discussion is not stocks, but the future of international marketing. Each guest is prompted with a total of 10 words, for instance “TV” or “Trump”, to which they respond with either “short” or “long”, explaining their answer in a few sentences.

 

For this bonus episode, we have Lucien Boyer, Chief Marketing Officer at Vivendi. Lucien joined Vivendi, a company that groups together leaders in content and media, in January 2016. His roles include identifying partners willing to associate their brands to Vivendi’s activities in the fields of talent, live events and merchandising. He is also involved in Vivendi’s content production, broadcast and distribution. Previously, Lucien worked in many roles at Havas Sports and Entertainment, ultimately serving as President and CEO of the same.

 

Through this podcast, Lucien presents some great insights and his opinions on the lifespan of certain marketing concepts. Answering “long” to the term “local difference “ without hesitation, Lucien cites some very valid examples within the music industry of local artists who sing in their native languages, only to become successful on a global scale, thereby highlighting the fluidity of culture and even language.

 

When speaking of “Newsroom”, Lucien says, “It’s a way for brands to understand the real time concept which is so critical.” Giving an example of Lady Gaga’s tweet during a Coke campaign, which was mostly forgotten due to its delayed posting, Lucien emphasizes the importance of bringing people together from different departments (creative, legal etc.) to ensure messages are sent out in real time for maximum audience impact.

 

To close, Lucien talks about the importance of engagement as a “more authentic relationship that is built between people or between different parties” and explains that engagement is not simply about the exposure and pomp. Rather, it is about creating something that people will commit to because they are emotionally vested.

 

Listen all the “View From the Top” episodes in the embedded player below:

 

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image of view from the top special cannes 2016 podcast with Zurich, LVMH and Western Union presented by Elliot Polak from Textappeal

DAY 3: Monika Schulze, Sofiane Si Merabet and Vi Soth

  |   News

Welcome to our third day of ‘View From the Top’ Cannes Special Edition. In this podcast series, our host Elliot Polak interviews masters and mavericks in the marketing industry. These interviews are in ‘long and short’ form, where each guest is prompted with a word to which they must respond with either ‘long’ or ‘short’, then go on to explain their answer of choice. The guests respond to a total of 10 words, of which they have no prior knowledge. As part of the Cannes Lions Festival, all interviewees were invited to breakfast this morning to exchange views with peers over coffee and croissants.

 

Our first podcast for today features Monika Schulze, Global Head of Marketing at Zurich Insurance Company Ltd. Having held various leadership positions at Unilever and then founding her own marketing consulting company in the past, Monika is today recognised as one of the leading marketing professionals in the finance industry.

 

 

For our second episode of the day, we have Sofiane Si Merabet, Marketing Director at LVMH Fragrance Brands for Givenchy, Fendi and Kenzo. Fluent in four languages, Sofiane has previously held directorial positions in various regions for L’Oréal. The great depth and detail of his responses make for one of the most extensive and interesting podcasts in this series.

 

 

Next, we have Vi Soth, Manager of Global Analytics for Western Union. Based in Dubai, Vi has worked with Western Union for many years now, and is extremely skilled in data analytics and segmentation.

 


You can listen to yesterday’s episode of View From the Top featuring Brett Gosper, CEO of World Rugby and Donna Bedford, Global Digital Manager at Lenovo here.

 

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