Bonus Episode: Lucien Boyer
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.
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