How to Shape Human Behavior

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150. Olivier Massanella on Brand/Product Truths & Unique Selling Propositions

Account Manager for DDB, Olivier Massanella has +6 years experience working with brands to identify the intersection between the brand’s core truth and the brand’s market environment.

 1 Comment

 Posted on October 20, 2015 by Joshua Smith

 interview

     account managers, ddb, europe, france, honda, interviews, men, paris, Track 6 Become independent

69. Igor du Besset on Brand Activation, Strategic Planning as a Foundation & ‘Nothing Is Sacred’

Account Manager for CBA, Igor du Besset has +3 years experience working with brands to ensure consumers interact positively with their brand at all the different consumer touchpoints.

 2 Comments

 Posted on January 21, 2015 by Joshua Smith

 interview

     account managers, advertising, bongrain, brand activation, branding, brazil, cba, europe, france, igor du besset, interviews, lacoste, lipton, mcdonalds, men, nestle, packaging design, paris, piola, sfr, smartbox, summer, Track 6 Become independent, tropicana, truvia, unicef

67. Damien Sterbecq on Strategic Planning & The Collision Between Uber and The Parisian Taxis

Business Director of Brand Activation and Digital for Cb’a, Damien Sterbecq has 20+ years experience helping brands succeed in product packaging, retail and digital: the three main consumer touch points.

 2 Comments

 Posted on January 9, 2015 by Joshua Smith

 interview

     advertising, banque populaire, brand activation, branding, cba, damien sterbecq, digital consultants, edition francis lefebvre, europe, france, interviews, marketing, men, packaging design, paris, pepsi, pepsicola, product design, Track 6 Become independent, uber, uberpop, unilever

63. Samantha Bilodeau on Data Mining Techniques & How To Predict Consumer Behavior

Data Miner for Ogilvy Paris, Samantha Bilodeau has +10 years experience analyzing data and helping brands discover their consumers on a deeper level.

 1 Comment

 Posted on December 9, 2014 by Joshua Smith

 interview

     data mining, europe, facebook, france, interviews, ogilvy, paris, Track 6 Become independent, women

62. Eric Auvinet on Visual vs Text-based Ads, The ‘Perfect’ Woman & Consumer Testing

Copywriter for JWT, Eric Auvinet has +15 years experience mastermining the ideas and copy behind advertising campaigns.

 1 Comment

 Posted on December 1, 2014 by Joshua Smith

 interview

     advertising, bmw, bouygues, copywriters, dove, europe, france, interviews, jwt, men, paris, Reporters Without Borders, Track 6 Become independent, victoria's secret

60. Emmanuel Lorry on Brand Risk, Photoshop Limitations & Unscrupulous ‘Web Designers’

Creative Art Director for CB’a, Emmanuel Lorry has +6 years’ experience helping brands create advertising, product design, and brand activation campaigns.

 2 Comments

 Posted on November 7, 2014 by Joshua Smith

 interview

     art directors, cba, creative directors, europe, france, interviews, men, paris, Track 6 Become independent

58. Thomas Yve, Art Director

Art Director for Being, Thomas Yve has +5 years experience creating visual identities and packaging designs for brands.

 1 Comment

 Posted on September 5, 2014 by Joshua Smith

 interview

     advertising, art directors, being, branding, europe, france, interviews, men, paris, Track 6 Become independent

54. Sophie Andresen, Curator of Neuromaencer

With a small army of 30,000 followers and growing, Sophie Andresen, the Owner and curator of Neuromaencer has +4 years experience collaborating with up-and-coming artists to create an online science fiction world for creatives and aficionados.

 1 Comment

 Posted on August 7, 2014 by Joshua Smith

 interview

     berlin, bloggers, europe, owners, Track 6 Become independent, tumblr, women

53. Julien Hérisson, Freelance Artistic Director

Freelance Art Director, Julien Hérrison has +7 years experience helping brands portray their unique selling proposition and distinguish themselves from their competitors.

 6 Comments

 Posted on August 4, 2014 by Joshua Smith

 interview

     advertising, creative directors, europe, france, men, paris, Track 6 Become independent, y&r

51. Gregory Ferembach, Art Director

Art Director for Y&R and author of ‘C’est Qui les Créas?,’ Gregory Ferembach has +6 years experience helping clients find the right idea to make advertising, print, digital and/or advertising campaigns.

 5 Comments

 Posted on July 26, 2014 by Joshua Smith

 interview

     creative directors, europe, france, men, paris, y&r

Fixating on the idea that the ONLY solution your brand needs is a viral video can cause you to miss out on even greater opportunities that might be readily available to you that you just can’t yet see…. Read More

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 Posted on April 18, 2014 by Joshua Smith

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     account manager, advertising, branding, communication, creative briefs, creativity, europe, france, influence, jwt, misconceptions, paris, persuasion, viral marketing

You have two kinds of trends – Classic trends and Prospective trends: Observing everyday people in the street, talking with the younger generations, and surfing Youtube are perfect for identifying classic trends. But if you’re looking for prospective… Read More

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 Posted on April 14, 2014 by Joshua Smith

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     account manager, advertising, analytics, consumers, customer loyalty, customer relationship management, europe, fiction, france, jwt, New York City, nyc, paris, sci-fi, trends, vimeo, viral marketing, youtube

E-reputation dictates that if a person discovers and shares something interesting, then that person feels like a god on the internet. Further, if that person’s social network likes what that person shared, it’s social proof and means that… Read More

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 Posted on April 13, 2014 by Joshua Smith

 interview

     account manager, advertising, consumers, customer relationship management, europe, facebook, flickr, france, god, influence, jwt, klout, marketing, paris, persuasion, social media, social networking, stumbleupon, tumblr, twitter, vine

As you progress in the advertising industry, you do more strategic work, so you really have to understand how a brand works and how society works, and which levers you have to pull to get people to understand… Read More

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 Posted on April 11, 2014 by Joshua Smith

 interview

     account manager, advertising, branding, consumers, culture, europe, france, influence, jwt, paris, persuasion, strategic planning

One reason people share videos is because they already know and like the brand, and therefore have a natural proclivity towards sharing what they like. Most of the time, within the first few video frames they’ve already decided… Read More

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 Posted on April 7, 2014 by Joshua Smith

 interview

     account manager, emotional branding, europe, france, influence, jwt, music video, paris, persuasion, social media, social network, viral marketing, viral videos, youtube

As a small start-up, identify your niche community, and identify things and ideas that your niche community all have in common. Then work on permeating your brand and logo into their everyday life by attaching them to something… Read More

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 Posted on April 5, 2014 by Joshua Smith

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     account manager, advertising, branding, brief, clients, communication, consumers, creative briefs, customer relationship management, emotional branding, europe, france, indiegogo, influence, jwt, kickstarter, marketing, paris, persuasion, public relations, social networking, start up

48. Akim Zerouali, Art Director for Y&R

Art Director for Y&R, Akim Zerouali has +25 years experience interpreting briefs and coming up with advertising and branding solutions for clients.

 2 Comments

 Posted on April 4, 2014 by Joshua Smith

 interview

     art directors, creative diretors, europe, france, interviews, paris, y&r

Advertising of yesteryear favored people with literary backgrounds. Literary is still important, but so is philosophy and psychology – being able to understand how people think and rationalize. Isabelle Nancy, Account Manager for JWT

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 Posted on March 25, 2014 by Joshua Smith

 interview

     account manager, advertising, customer loyalty, customer relationship management, europe, france, jwt, literary, literature, mad men, paris, philosophy, psychology, social psychology, sociology

Advertising agencies are trend searchers, and we have to understand before everyone else which trends are going to exist tomorrow and use them to make sure that once a trend is born a brand can use them to… Read More

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 Posted on March 23, 2014 by Joshua Smith

 interview

     account manager, advertising, analytics, branding, communications, competitive advantage, europe, france, industry analysis, influence, innovation, inspiration, jwt, paris, persuasion

Learn from your mistakes, adapt, and move on. You’ll find that your followers and consumers will be more lenient with you than you realize. You might even find that what you thought was a mistake, and what statistics… Read More

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 Posted on March 22, 2014 by Joshua Smith

 interview

     account manager, analytics, business model, consumers, customer loyalty, customer relationship management, europe, france, industry analysis, influence, jwt, misconceptions, paris, persuasion

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