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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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press loft uber pr agency textappeal, transcreation, global social media

Press Loft: The Uber of PR for Home & Gift Brands?

  |   News

For once, here’s a blurb not about the benefits of Textappeal or Newsroom,  but someone else’s business that I happen to think is brilliant.

Global PR used to be enormously costly and complex to execute. Nicola Snell, a clear-minded and articulate PR expert is making it a lot simpler.

Her business is as straightforward as it is powerful: connecting home & gift brands with journalists & bloggers worldwide, via a single platform called Press Loft that posts releases and images for quick download.

How does it work? Pretty simple. Brands such as Laura Ashley sign up to distribute their message across markets. Publications such as The Times or Bloggers such as Brightbazaarblog.com can instantly download the most relevant news and pictures. There are already more than 12,000 journalists using the platform – and they are usually the ones recommending it as well. Everyone gets to try it out for free.

The reason I like this business so much? The way it instantly matches human talent from around the world to global publishing and PR needs, thanks to smart use of digital.

So the Uber of PR? You decide. You can connect with Press Loft at: www.pressloft.com / www.twitter.com/pressloft  / www.pinterest.com/pressloft

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localisation services in London

Social Media Brand Posts: Beware of the “Butterfly Effect”…

  |   CultureShocks Blog

Mind your brand reputation

Today, one misjudged tweet can have disproportionately punishing effects on a brand’s global reputation. It can precipitate your organisation into sudden crisis mode, and quickly explode into the ultimate international marketer’s headache.

The international condom maker Durex experienced this first hand. To differentiate itself, the brand’s communication tends to be edgy and humorous across all its markets. But when one of their  – presumably unchecked – local social media moderators in South Africa crossed the line into distastefulness, outrage rippled across geographies.

Here is the tweet:

blunder tweet from durex

Following protests by individuals and women’s rights organisations around the world, Durex headquarters was forced to recognise the backlash and make not one, but a series of public apologies.

 

apologizes 2

durex-tweet2

 

Social media is a huge opportunity for international brands, but without the right local market protections, every unchecked post from any country has the potential to trigger a “butterfly  effect” – where a flap of the wings on one side of the earth provokes a typhoon on the other.

In the words of business guru Ryan Lillyguru: “a brand, once local and temporal, is now global and forever. That’s the blessing and the curse of the internet with regards to your reputation.”

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