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view from the top Tag

12 July
0
iew from the top special cannes 2016 podcast featuring Lucien Boyer, Chief Marketing Officer at Vivendi

Bonus Episode: Lucien Boyer

Textappeal   |   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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24 June
3
view from the top special cannes 2016 podcast with Wrangler and ABN AMRO-min

DAY 5: Ilaria Pasquinelli and Jeroen Van De Ven

Textappeal   |   News

On our last and final day of ‘View From the Top’ Cannes Special Edition, we bring you interviews with two leading professionals in the marketing industry. The interviews are hosted by Elliot Polak, and take place in ‘long and short form’, based on the concept of long and short in relation to staking your money on stock prices rising or falling. Our guests won’t be discussing stocks, rather they will be prompted with certain words in relation to international marketing to which they will answer with either ‘long’ or ‘short’ and an explanation regarding their choice.

 

Our first podcast for today features Ilaria Pasquinelli, Marketing Director at Wrangler for the EMEA region. In the past, Ilaria served as Director of TexSture, an innovation and sustainability think tank. She is a big advocate of sustainability and has also worked in various United Nations agencies to serve this purpose.

 

 

Our final podcast in this special series features Jeroen van de Ven, Social Media Manager at ABN AMRO Bank. Having won a number of awards and gaining much recognition, Jeroen also serves as a visiting professor at Beeckestijn Business School.

In case you missed any of our previous episodes of ‘View From the Top’ Cannes Special Edition with Elliot Polak, do take a look at our blog to tune in.

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22 June
1
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

Textappeal   |   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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20 June
1
image with the first day of the view from the top podcast series presented by Elliot POlak

DAY 1: John Mollanger and Winnie Palmer

Textappeal   |   News

Welcome to “View From the Top” Cannes Special Edition. Hosted by Elliot Polak, this is a special series of Masters and Mavericks in which he will interview a select group of 11 top marketers, publishing two episodes per day throughout of the Cannes Lions Festival. These podcasts are in “Long and Short” form, (taken from the concept of long and short in relation to staking your money on stock prices rising or falling).

 

In these podcasts, the topic of discussion is not stocks, but the future of international marketing. Elliot prompts each guest with a total of 10 words, for instance “TV” or “Trump”. The guest will then respond with either “short” or “long”, and explain their answer in a few sentences.

 

For our opening episode, we have John Mollanger, Chief Product & Marketing Officer at United Colors of Benetton. In the past, he was a Senior Executive Officer at Asics Corporation, and he has wide experience in strategic planning and product marketing. His responses are thoughtful and detailed, with a great touch of humor.

 

Next, we have Winnie Palmer, the Director of Digital Marketing and Media for the EMEA region of Hewlett Packard Enterprises. In the past, Winnie has been the Global Digital Marketing Director at Huawei Technologies, as well as Head of Digital Media at Microsoft. She has a track record of driving performance through strategic marketing management.

 

Don’t forget to attend Elliot Polak’s seminar on Social Media Shocks around the World at Cannes Lions Festival on Wednesday 22 June at 4:30 pm.

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