Merci, Thank You, Danke, Trugarez

Les remerciements après la soutenance, un des moments les plus importants!

Les remerciements après la soutenance!

Voici un long message de remerciement pour beaucoup de personnes! C’est un extrait de mon introduction de thèse, dans laquelle je voudrais exprimer ma gratitude à tous ceux qui ont nourri le travail des 4 dernières années. Lorsqu’on s’engage dans un travail de thèse, on s’engage dans une longue aventure constituée de multiples phases successives. Je ne parle pas uniquement des phases « classiques » du travail de recherche […].

Ces phases m’avaient été enseignées à l’ESSCA Ecole de Management, au sein de laquelle j’ai effectué un mémoire de recherche, grâce à des enseignements méthodologiques très précis. Je voudrais donc remercier mes professeurs à l’ESSCA Ecole de Management pour m’avoir transmis cette curiosité intellectuelle et ces méthodes pour mener à bout un travail de thèse. Je tiens particulièrement à remercier le Professeur Jean-François Lemoine, qui a suivi mon mémoire de fin d’études et m’a ouvert les portes de la Sorbonne en m’encourageant à mener un travail de recherche plus approfondi, plus rigoureux et bien plus engageant que celui de mémoire. Continue reading →

Invitation : Soutenance de Thèse de Doctorat #Crowdsourcing #Marketing

Sorbonne Galerie GersonChers amis, j’ai le grand plaisir de vous inviter à ma soutenance de thèse, qui se tiendra le mercredi 13 janvier 2016 à 14h, en Sorbonne :

“Comprendre la participation des internautes au crowdsourcing : Une étude des antécédents de l’intention de participation à une plateforme créative.”

Ce travail a été conduit sous la direction de Jean-François Lemoine (Professeur, Université Paris I Panthéon Sorbonne) et le jury sera composé de Madame Emmanuelle Le Nagard-Assayag (Professeure, ESSEC Business School), Monsieur Jean-Marc Decaudin (Professeur, Université Toulouse 1 Capitole), Monsieur Benjamin Morisse (Professeur, ESSCA Ecole de Management), Monsieur François Pétavy (Directeur Général, eYeka) et Monsieur Alexandre Steyer (Professeur, Université Paris 1 Panthéon Sorbonne). Continue reading →

My Favorites in December: CMO Interviews, Undelivered Letters & Happy New Year!

Photograph: Hague Museum for Communication (via TheGuardian.com)

Photograph: Hague Museum for Communication (via TheGuardian.com)

The year 2015 is over, and after WordPress sent me my 2015 annual blogging report, I start by thanking the readers of this blog, who mainly arrived here through Facebook, eYeka’s blog and Twitter. The 64,000 viewers of the blog came from 179 countries in 2015, most of them from France (about 20,000) and the United States (about 15,000). But enough of the numbers, just a warm and heartfelt THANK YOU for your interest!

In this December recap, I share some of my favorite links that inspired, interested or entertained me – and maybe you’ll like them too? Below are some CMO interviews, articles about (social) media, cycling or memorabilia, and more stuff that I enjoyed looking at in December.

Continue reading →

My Favorites in November: Advertising in 60 Seconds, Problematic Crowd Work & The Parisian Lifestyle

History of Advertising Timeline

This was a special month here in Paris, especially the second half, with the terrorist attacks and the start of the COP21 climate conference shrouding the city in a very particular atmosphere. Much more security, armed forces on almost every street corner, helicopters, heads of state… it’s not the usual Parisian life. But nevertheless, the earth keeps spinning, people will not stop going into bars and cafés, and I won’t stop sharing my favorite inspirations neither. Here are some tweets about entrepreneurship, marketing, creativity, crowd labor and Paris (of course). Make sure to look at the short video about Google’s “Alive Memory” project in Russia. Continue reading →

These Videos From Spain, Ukraine and France Made SK-II Rethink Their Marketing

Image via SK-II.com.sg (click to access)

Image via SK-II.com.sg (click to access)

Earlier this year, SK-II (one of the few beauty brands that P&G decided not to sell this summer) announced a new brand philosophy: #ChangeDestiny. The big idea is that women should take their destiny in their hands, to position SK-II as a brand that allows women to do more and “to inspire women to change their own destiny, regardless of the little “dictators” in their life.” The campaign was launched with a film featuring Misa Kuranaga – the first Asian to become Boston Ballet’s principle dancer – and showed how her life story defied the odds to achieve professional success. To bring the brand platform to life online and make it more relevant to young consumers, SK-II also turned to crowdsourcing. Continue reading →

My Favorites in October: Importance of Self-Discipline, 100 Years Contour Bottles & Meaningful Branding

Image via VSA Partners (click to see video)For the first time since I started blogging, I’m sharing a self-improvement a.k.a. life advice article written on Medium, which seems to be the top of Silicon Valley entrepreneurs’ Hierarcchy of Needs. Entrepreneur and blogger Oskar Nowik writes about the importance of self-discipline in life, and it’s geniunely a great article. Other cool stuff in October include a fantastic interview of Coca-Cola’s brand historian Ted Ryan, a feature about the most prolific of all Wikipedia editors, and a short video called “IBM on Brand,” part of a series of short films created to capture the current thinking behind leadership brands. I hope you’ll enjoy it, and I’m looking forward to an inspiring and exciting month of November now! Continue reading →

My Favorites in September: Airbnb’s Brand Strategy, The World’s Last Globemakers & Mothers of ISIS Fighters

Image via boredpanda.com

Image by Bellerby & Co Globemakers

How/why did the Amazon Phone fail? What do Converse and Airbnb do in order to make their brands attractive to existing communities? And do globemakers still exist today? Some answers are answered in this month’s favorites.

It’s a heterogeneous mix of articles about branding, marketing, ISIS and more that I would like to share this September. My personal favorite is the last link of this list, a truly insightful post by Standard Chartered Bank’s Global Head of Digital Marketing, Damien Cummings. I would urge every other brand marketer to write something similar, it would make my life so much easier 🙂 And it would allow for a lot of synergies between brands and agencies.

Continue reading →