Cowboy 4 – Where is my mind ?

(186) Cowboy 4 – Ride On – YouTube

Along the noble road to a conscious mind, a vision for how you move is on the scene. Meet the Cowboy 4 as it takes the connected electric bike to new heights. Tune in, ride on.

La marque de vélos électriques Cowboy reprend la parole à l’occasion de la sortie de son nouveau modèle C4. Portée par un OLV de 40″ de l’agence amstellodamoise We Are Pi, produit par Czar et illustré par une bande-son inspirée du “Where is my mind” des Pixies, la campagne est diffusée sur les réseaux sociaux. En Belgique, bien entendu, mais également aux Pays-Bas, en France, en Allemagne et au Royaume-Uni.  

Billy Bike, la société bruxelloise de vélos électriques partagés, recycle les vieux casiers de bière Vedett pour en faire des paniers de vélo.

Billy Bike offre une seconde vie... aux bacs de bière Vedett comme panier de vélo

En plus de leurs jantes bleues, les vélos électriques partagés de Billy sont facilement reconnaissable grâce à leurs grands paniers. Mais l’entreprise a constaté que ses paniers n’étaient pas à la hauteur des pavés bruxellois et commençaient à se fissurer.

“Pour assurer la sécurité de nos utilisateurs, nous avons décidé de retirer les anciens paniers de nos vélos”, explique Pierre de Schaetzen, CEO de Billy. “Mais nos utilisateurs ont rapidement indiqué qu’ils leur manquaient. Il s’est avéré que ces grands paniers étaient une raison importante pour l’utilisation de notre service. Nous sommes donc partis à la recherche d’une solution durable.”

Lors d’une visite chez le brasseur belge Duvel Moortgat il y a quelques mois, les fondateurs de Billy ont vu un vélo muni d’un bac Vedett. La taille et la structure légère mais solide des casiers de bière Vedett semblaient correspondre parfaitement aux besoins de Billy Bike.

“Lorsqu’on nous a demandé de recycler nos vieux bacs, nous n’avons pas hésité”, explique Constantin Velge (responsable du marketing local de Vedett). “Les casiers que nous ne pouvons plus utiliser reçoivent désormais une seconde vie.”

Au cours des prochaines semaines, tous les vélos Billy seront désormais équipés d’un casier Vedett en guise de panier.

source: Billy Bike offre une seconde vie… aux bacs de bière Vedett comme panier de vélo – DH Les Sports+ (

Ehrenberg-Bass: Narrow targeting ‘counter-productive’ to B2B growth (source: Marketing Week)

The road to growth in B2B starts with understanding that irrespective of size or positioning, a brand’s main competition are the biggest brands in its category, as shown by a major new study from the Ehrenberg-Bass Institute.

source: Ehrenberg-Bass: Narrow targeting ‘counter-productive’ to B2B growth (

For a B2B marketer looking to acquire new customers and drive business growth, it might seem common sense to target a niche group of customers whose needs directly align with the product or service on offer.

However, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk for the LinkedIn B2B Institute, that’s a “counter-productive” approach. The best way to drive B2B business growth is to target all customers within the brand’s category.

Professor Romaniuk’s study confirms that the marketing law of duplicate purchase applies to B2B markets just as much as it applies to B2C. This means B2B brands share customers with and acquire customers from all other brands in their market, proportional to competitor share.

Building on previous research, Professor Romaniuk observes the duplication of purchase law taking effect across the US business insurance market, as seen in the table below.

Covering 16 different business insurance products, including commercial auto insurance, crime coverage, business income interruption insurance, travel insurance and professional liability insurance, the data shows how customer sharing declines in line with brand penetration.

On average, 24% of customers at any company in the market will also have a policy with Statefarm, the insurance business with the highest penetration. At the other end of the scale, just 14% of a company’s customers will be shared with Humana, the business with the lowest penetration.

“The duplication of purchase law tells us how we compete with other brands in the competitive market,” Romaniuk explains to Marketing Week.

“What it tells us is that it doesn’t so much matter what our positioning is, or what products we sell. If we’re competing in a market with a brand, then how they are as a competitor is really related to their size. We will share more of our customers with bigger competitors and fewer of our customers with smaller competitors.”

According to Romaniuk, the law holds true for both subscription markets, where a customer buys from one brand at a time, and multi-brand markets, where a customer may buy from more than one brand simultaneously. Previous research has shown that the duplication of purchase law applies to B2B goods as well as services.

The duplication of purchase law can also be observed in defection and acquisition patterns over time, as Romaniuk demonstrates across the UK business banking market. Customers in the market were asked which bank is their main financial institution (MFI) now and which bank was their MFI a year prior.

As seen in the table below, banks of every size saw more of their MFI customers defect to bigger banks and fewer defect to medium and smaller banks.

As such, new customers to a B2B brand will most likely come from the bigger brands in the market, while fewer will come from the smaller brands.

“That immediately tells you about your media strategy and who you should be concerned about if they’re growing – because obviously if you decline, that’s where your customers will go. It really puts the whole market structure into place,” Romaniuk adds.

She explains that small brands, even those that look similar to your own company or brand, are typically minor competitors. It’s the bigger brands that B2B marketers need to be keeping an eye on, as their marketing activities could have a much greater impact on their own firm’s bottom line.

Abiding the law

According to the law of double jeopardy, as Romaniuk demonstrated in a B2B context, the only viable way for brands to grow is through customer acquisition. Expanding a brand’s customer base is therefore essential.

Combining this knowledge with that of the duplicate purchase law shows that no matter how niche your product or positioning, the most efficient way to grow your B2B brand is by using your marketing efforts to reach your entire market.

Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk

Narrow targeting methods are “counter-productive”, Romaniuk argues, adding that the return on acquisition for targeting the customers of smaller competitors typically delivers lower returns.

Peter Weinberg, one of two global leads at the LinkedIn B2B Institute, adds that segmentation and targeting is where he has seen a lot of B2B brands fall down.

“Ultimately you want to target anyone who buys your category, not just some niche segment you think your brand can own,” he advises.

Jon Lombardo, the LinkedIn B2B Institute’s second global lead, notes the marketing industry has been moving to “narrower and narrower” ideas over recent years, initially with lead generation, now with account-based marketing (ABM).

“Effectively the segmentation is now down to the individual, and there’s never enough scale in trying to do things at that level,” he argues. “The trend has been to go smaller and smaller and smaller, and there’s no evidence that smaller and smaller works.”

Ultimately you want to target anyone who buys your category, not just some niche segment that you think your brand can own.

Peter Weinberg, LinkedIn B2B Institute

Where marketers do opt for broad reach marketing, effective branding becomes particularly important to ensure that any attention from customers is correctly attributed, Romaniuk advises. She also recommends employing marketing activities that create and refresh “mental structures” relevant to mental and physical availability.

Moreover, Weinberg points out that the implications of duplicate purchase on brand measurement are “somewhat profound”, as it forces small brands to acknowledge they are competing against the biggest brands in the category, not the smallest.

He continues: “So marketers may be flattering themselves by only comparing themselves to companies of a similar size but ultimately they need to grow by stealing share from much bigger competitors.”

BMMA Remote Lunch (4/5/21) – Christian Van Thillo (#DPGMedia) and Guillaume Boutin (#Proximus) – Local vs Global … and the future of TV (… and #RTL-TVi)

in La télé de demain selon Christian Van Thillo et Guillaume Boutin ! – PUB

In Media Marketing | News | Christian Van Thillo et Guillaume Boutin s’expriment sur RTL (

Discover the full debate here: (170) BMMA LIVE – YouTube

More about BMMA ? BMMA – Belgian Management and Marketing Association – BMMA, an association of professionals sharing their knowledge and experiences in every aspect of marketing and management.

40+ years of history and unfailing ambition

The BMMA was created in 1971 at the behest of Jean Quatresooz and Dan Cukier.
Since its earliest days, the BMMA has sought to be the ideal forum for promoting encounters and exchanges of information relating to all aspects of management, communication and marketing, as well as to making these sectors more professional.

Hugues Rey (Chief Executive Officer Havas Media Group Belgium) became the 5th President of the Association on 18th December 2018.
He succeeds only 4 presidents who have gone before him:

  • Jean Quatresooz, President – founder of INRA (Europe), from 1971 to 1993.
  • Philippe Biltiau, Consultant Marketing and Professor at the Solvay Brussels School of Economics and Management, from 1993 to 2000.
  • Freddy Tacheny, CEO Zelos, from 2001 to May 2013.
  • Yves Gérard, (General Manager of RMB), from May 2013 to December 2018.

A few figures:
The Association has 500 members from the world of marketing and management.

Since 1971, the Association’s flagship events have been the dining debates organised ten times a year. Over the course of nearly fifty years, 475 lunches/talks have been held for over 45,000 participants.
More than 3,000 people have attended our training courses (short-cycle courses and the Executive Master’s in Digital Marketing and Communication). And our theme-based days and cycles of several sessions have attracted in excess of 2,000 attendees.

Christian Van Thillo (DPG Media) & Guillaume Boutin (Proximus): “Go local is the new Global ?” / BMMA remote lunch … (re) Watch the full debate !

(170) BMMA LIVE – YouTube

Le résumé du débat et le point de vue de Guillaume Boutin et Christian Van Thillo sur la revente de RTL est à découvrir dans MM.Be

source: Media Marketing | News | Christian Van Thillo et Guillaume Boutin s’expriment sur RTL (

Même si ce n’était pas directement le sujet du jour, le Lunch de la BMMA qui réunissait les patrons de DPG Media et de Proximus ce mardi 4 mai, ne pouvait pas faire l’impasse sur le dossier RTL. Mais comme on pouvait s’y attendre, tous deux sont restés relativement évasifs sur la question – Christian Van Thillo peut-être plus que Guillaume Boutin. 
« Je pense que l’actionnaire Bertelsmann se pose la question de l’avenir de RTL Group. Cet avenir, c’est probablement celui d’un “champion local” dans son marché domestique (le terme de champion local renvoyant à la propre stratégie de DPG, ndlr.). Et dans ce grand marché qu’est l’Allemagne, il y aura peut-être trois ou quatre prétendants au titre. En Belgique, il n’y en aura probablement que deux, et deux ou trois également aux Pays-Bas… » 
Van Thillo évoque également la notion d’acheteurs et de vendeurs consentants (“willing buyers and willing”) : « Cela me fait réfléchir », dit-il. Avant d’ajouter : « Les ventes aux enchères comme celles qui se déroulent actuellement, me font toujours peur. »
A la question plus directe de savoir si RTL pourrait s’inscrire dans sa stratégie, il répond « éventuellement » (après hésitation et tout en sourire forcé), tout en rappelant que DPG n’était pas présent dans le Sud du pays… Bref, il faudra certainement pouvoir lire entre les lignes pour décoder les intentions de DPG dans ce dossier.
Le CEO de Proximus a été nettement plus clair : « RTL est une marque forte localement, qui investit dans la création locale… Si nous devons faire la différence avec nos services, avec Pickx par rapport à des plateformes comme Apple TV+, c’est par l’accès que nous donnons aux chaînes locales, celles de DPG, celles de RTL, etc. Nous avons donc forcément un lien très fort avec ces acteurs, un lien qui s’ancre dans la distribution des contenus locaux et dans la présentation de cet écosystème hyper local que nous serons plus à même de magnifier, et dont nous serons plus à même d’amplifier le reach qu’un Netflix ou que toute autre plateforme internationale », expliquait Guillaume Boutin. 
« Alors est-ce que Proximus a vocation de détenir RTL un jour ? Absolument pas ! Ce n’est pas notre métier », dit-il. « En revanche, avoir un rôle très fort d’amplification de ce que sera RTL demain, peut-être que oui. » Voulant dire que Proximus est prêt à monter dans un partenariat avec un ou des repreneurs potentiels ? C’est comme ça que nous l’interprétons. 

Will AI dominate in 2021? A Big Question

In 2020, AI had rapid transformations and unexpected developments along with excellent innovations. We, as humans have entered into the most digitalized era of all times.

Due to the pandemic of coronavirus, technology has become the central focus like never before. Internet and social media witnessed a tremendous boost as well. No doubt but the COVID-19 brought about massive success to most technological fields.

source: Will AI dominate in 2021? A Big Question – ReadWrite

Will AI dominate in 2021? A Big Question

With progressive developments and advanced modifications in technology, Artificial Intelligence needs no introduction. This groundbreaking technology has been so promising for the past several years and is moving at an advanced pace.

We are Captivated by Artificial Intelligence

Agreeing with the fact that the technologies are captivating us completely with their interesting innovations and gadgets. From Artificial intelligence to machine learning, IoT, big data, virtual and augmented reality, Blockchain, and 5G; everything seems to take over the world way too soon.

Keeping it to the topic of Artificial Intelligence, this technology has expanded its grip on our lives without even making us realize that fact. In the days of the pandemic, the IT experts kept working from home and the tech-grounds kept witnessing smart ideas and AI-driven innovations.

Artificial Intelligence is also the new normal.

Artificial Intelligence is going to be the center of our new normal and it will be driving the other nascent technologies to the point towards success. Soon, AI will be the genius core of automated and robotic operations.

In the blink of an eye, Artificial Intelligence can be seen adopted by companies so rapidly and is making its way into several sectors. 2020 has seen this deployment on a wider scale as the AI experts were working from home but the progress didn’t see a stop in the tech fields.

For the year 2021, Artificial Intelligence is expected to level up to a great extent and is going to deliver phenomenal AI implementation.

Artificial Intelligence in 2021

Even if we talk about the days before the pandemic, AI and ML were already causing drastic changes and widespread disruption in all sectors and industries. Now after the whole year that is passed in the quarantine, in 2021 — we are expecting everything to resume back to normal.

Artificial intelligence and related technologies are going to be the biggest key components that would be impacting almost every sector. Yes, this impact is definitely going to be highly positive so we don’t have to look at the darker side — yet.

With the passing of time, AI would become a key trend that will reshape our home, personal, and work life. This can be pretty alarming right away but soon you will find the advantages that AI will bring.

-The global artificial intelligence software market is estimated to grow speedily in the coming years and would reach up to $126 billion by 2025, a recent report reflected.

In this article, I will show you the impact of Artificial Intelligence on the whole world. With the below-written trends, you will be able to gain an insight into how Artificial Intelligence is reshaping every sector.

It is predicted that whoever leads artificial intelligence in 2030 will continue to rule the world in 2100.

Trends in Artificial Intelligence for 2021

Will AI dominate in 2021? It is the hottest topic and the biggest question running through everybody’s mind.


Artificial Intelligence is going to bring a huge change in the industry and in almost all sectors. We are looking forward to seeing Hyperautomation in every field. This is basically the idea of embedding everything with the automated processes. The repetitive tasks must be done with automation.

AI-powered solutions will help businesses a lot over here and would help these businesses to be redefined. Intelligent technologies will also reshape workplaces with phenomenal capabilities.

AI-driven dynamic operating models:

Most industries are going to adopt Artificial Intelligence for data-driven strategies and to come up with smart technologies and solutions. Due to the pandemic, almost every business has witnessed a loss. Now, everybody is pretty clear that their future plans need to be smoothed out, via Artificial intelligence.

Also, Artificial intelligence is going to bring rapid changes in decision-making as well. Companies look forward to saving their time and cost both and this would be enabled by using the AI.

Autonomous operations for increased efficiency:

In almost every sector, management looks for options that can help the company to be efficient and more secure than ever. AI will bring a boost and the businesses will implement the technology to bring autonomous operations on the stage that will enhance efficiency and the processes will get simplified.

Multiple technologies will play a significant role and the AI will become the center of the activities. Taking care of all the operations and making them more simplified and enhanced, AI will play a vital plank.

AI Engineering:

The field of Artificial intelligence engineering is on the rise. People look forward to pursuing their career paths in the niche of AI to get a secure job future. CEOs and IT leaders of the company are looking forward to deploying new artificial intelligence systems that are maintained and more simplified.

AI is also becoming the core of education and we are going to witness a huge change in the education field knowing as the personalized learning in the form of ML or machine learning. Companies are also going to go for robust engineering strategies to enhance performance.

Convergence of AI into AIoT:

The AI and IoT are turning old concepts into the new concept of AIoT — and it’s on the rise. The internet of things and artificial intelligence are being combined to come up with a newer form of technology. Adding AI into the IoT would help the AIoT to complete the tasks and to learn the data without the involvement of humans.

AIoT will be a lot more defined and will dominate the tech industry. Up to 21% of homes will become smart homes in 2021. AIoT will also be able to adjust in the cities and buildings.

Edge AI:

Another amazing concept is brought about by Artificial intelligence and the technology of the internet of things. Edge-AI is the technology of moving the decision-making process seamlessly and the provision of secure and analyzed data is the responsibility of edge AI as well. This is the pure blend of edge computing and artificial intelligence.

With the help of edge-AI, the smart devices would use AI algorithms and edge computing to come up with the data processing. This will be deployed to every smart gadget and device including mobiles, laptops, drones, robots, self-driven cars, and cameras, etc.

The total cost of AI:

Earlier, it was considered as only the tech giants can use the AI technology but now the startups and the small software initiatives can also look out for the deployment of Artificial intelligence. It is now more accessible to all the companies and they can use the tools of their choice along with the frameworks.

The projects that are powered by AI and ML are expected to grow tremendously. The companies are looking forward to integrating AI into their systems and making their processes go seamless.

Explainable AI:

Explainable AI is going to be in the trend of 2021 and is going to dominate for sure. The explainable AI would help the data scientists to create trust across all the companies and the merchandise that are dealing with the AI and ML projects. The model explainability will also be kept in front of AI experts.

The biggest artificial intelligence vendor, Google, has also offered the development tools and frameworks revolving around the concept of explainable AI. We are looking forward to seeing some more interesting projects that are based on the explainable modules of AI.

Quantum computing on rise:

If we say AI is here to stay — then it would definitely not be wrong. As we can see that along with AI, quantum computing is also on the rise. Here AI will combine with the quantum theory that revolves around the concept of computer technology and its principles. Both the technologies together are going to bring drastic changes.

With the increased demand for computer science and technology, artificial intelligence and quantum computing are the most thriving technologies of the industry.

AI as the service:

The demand for AI is rapidly increasing. People are looking for the experts of AI and the professionals who can create custom AI projects so this is indirectly helping the artificial intelligence experts to rise in demand. These professionals are working to provide IT services as well.

Artificial intelligence will continue to thrive for a very long so if the students are going to opt for this career field, they are definitely going to land a bright future.

Parting Shot:

Artificial Intelligence will continue to dominate the world in 2021. It will soon take over every sector and industry and will continue to thrive.

Christian Van Thillo + Guillaume Boutin à la BMMA le 4 mai 2021 (Source:

“Go Local is the New Global” : un titre prémonitoire que celui du prochain Lunch virtuel et interactif de la BMMA. Si l’on en croit L’Echo, ce sont peut-être deux candidats à la reprise de RTL Belgium, et on y verra plus sans doute plus clair au moment de leur exposé, le 4 mai prochain. Ils, ce sont Christian Van Thillo et Guillaume Boutin, respectivement Executive Chairman de DPG Media et CEO de Proximus. 

source: Media Marketing | Enews (
Dommage que ce Lunch n’ait pas lieu en présentiel, la BMMA aurait fait sold-out. Ou tant mieux, il y aura de la place pour tout le monde. Parlant de déjeuner, il sera servi par BON au domicile de participants (bruxellois) ; quant à la présentation live des débats, elle sera assurée par LN24. 
Si vous souhaitez poser des questions aux orateurs (jusqu’au 3 mai) et vous inscrire à ce Lunch, c’est ici.

GO LOCAL IS THE NEW GLOBAL? BMMA Remote lunch (4th of May) with Christian Van Thillo (DPG) & Guillaume Boutin (Proximus)

We have all seen the effects of globalization in recent years.

The revival of the local market has become more pronounced and the Covid crisis has only accelerated this movement towards local consumption and investments in national ecosystems.

DPG and Proximus chose this strategy long ago by investing in infrastructure, products and services in our territory, and by promoting a local offer.

Our unique remote lunch format includes:

Unique debate formula > broadcast by LN24
Participation Fee 50 € with lunch box or 25 € without lunch box
The lunch boxes are ‘prepared by BON‘ and delivered to your location*

Inscription: May 2021 Lunch @12:30 pm – BMMA – Belgian Management and Marketing Association


UneeQ Uses Experiential AI to Bring Albert Einstein Back to Life as Latest Digital Companion

Digital human company’s ‘Tech for Good’ project revives one of history’s greatest minds as an AI-based companion to address isolation and loneliness amid the global pandemic

(122) Introducing Digital Einstein | A UneeQ AI companion – YouTube

AUSTIN, Texas, April 14, 2021 /PRNewswire/ — UneeQ, a United States and New Zealand-based digital human company, today announces the launch of Digital Einstein, part of UneeQ’s new Companions series. On the 100th anniversary of Albert Einstein’s Nobel Prize in Physics, UneeQ has remastered Einstein as a digital human driven by conversational and experiential AI to create a first-of-its-kind, meaningful experience with one of history’s greatest minds. Digital Einstein, an example of Experiential AI, is the next evolution of human-to-machine interaction, leveraging digital humans to drive personality-led engagements that move customers, patients, students, and end users beyond transactions and into meaningful, emotional interactions.

Digital Einstein and Sophie

Powered by UneeQ’s state-of-the-art digital human platform, Digital Einstein flawlessly recreates Einstein’s personality traits and mannerisms and is available to anyone who would like to speak with him 24-hours a day. Digital Einstein can test an individual’s knowledge on a variety of topics through his daily quiz, or they can have a personal conversation about his life’s work and research. The Digital Einstein experience was created as an opportunity to engage across multi-generations, but more specifically, provides a friendly face and personality for those most suffering from the continued isolation and loneliness felt during the past year.

“Mental health and companionship are long-standing problems facing our society today, of which COVID-19 has significantly exacerbated,” said Danny Tomsett, CEO of UneeQ. “One of UneeQ’s core values is ‘Tech for Good’, and we are actively seeking ways to apply our innovative solutions to that cause. As part of our new Companions series, Digital Einstein, among other digital humans, can communicate with people in a way that comes most naturally – using conversation, human expressions, and emotional responses to best provide daily interactions that we hope make a difference in people’s lives.”

As more and more people struggle with loneliness due to isolation from family, friends and colleagues in the wake of COVID-19, UneeQ’s AI-powered Companions serve as ambassadors capable of recreating human compassion and emotional connections at an infinite scale. While UneeQ Companions are not designed to replace human engagement, digital humans are able to augment human interaction, particularly in today’s disconnected and touch-free world. In some studies, digital humans have been found to negate people’s concerns around judgment, shame or guilt – emotional roadblocks that deter many from confiding and trusting fundamental human interactions. UneeQ Companions help bridge that gap through tone of voice and human-like expressions that allow the digital human to show sympathy, warmth, excitement, friendliness and empathy.

Einstein’s likeness, and rights to his research were provided by The Hebrew University of Jerusalem and Greenlight, a subsidiary of BEN Group Inc. and a global rights clearance and licensing business who works to ensure Einstein’s legacy and research have a lasting impact on society.

“Albert Einstein, a founding father of the Hebrew University of Jerusalem, is considered one of the greatest scientists of all time. His work is the basis for our understanding of the universe and its development. We were delighted to work with UneeQ on this groundbreaking project, knowing that Einstein’s legacy continues to educate and guide the minds of tomorrow through interactive AI technology,” said Yishai M. Fraenkel, Vice President and Director General, Hebrew University of Jerusalem.

“Whether it’s one of the most influential minds in the world or a modern-day influencer, progressive companies are leveraging today’s digital channels to connect global brands with consumers through the power of next-generation technology, including digital humans,” said Ricky Butler, CEO of BEN. Butler continues, “We are honored to play a role in the impact Digital Einstein, among other virtual influencers, will have on society’s mental health problem.”

This project has been made possible with the help of several talented companies including Aflorithmic (Digital Einstein’s voice), Goodbye Kansas Studios (Digital Einstein artist rendering), and WolframAlpha (Digital Einstein’s intellectual responses). 

This shared experience of Digital Einstein is available on UneeQ’s website, speak with him today.

About UneeQ
UneeQ’s intelligent Creator platform is the global standard in digital humans, enabling the best creative minds to design and build amazing experiences. We give organizations the power to create real-time, human-like conversations that are more accessible and engaging. UneeQ is a global enterprise with a presence in the U.S., Europe and ANZ. For more information, go to and follow us on Twitter @UneeQAI.

“L’omnicanalité n’est pas la recette magique de la performance !” (Source: My Event Network)

Le patron d’Havas Paris Julien Carette, dont l’agence vient notamment de sortir une campagne reboot bien croustillante pour la marque KFC, répond à nos questions express sur l’actualité. Une actu connectée aux enjeux de la communication et des events. Evidemment !

Publié le 14/04/2021 à 13:21, mis à jour le 14/04/2021 à 16:15.

source: « L’omnicanalité n’est pas la recette magique de la performance ! » | Entretiens | MyEventNetwork

Crise anxiogène ou crise passionnante ?

Je ne veux pas être indécent, car il s’agit d’abord d’une grave crise sanitaire, avec beaucoup de gens touchés, doublée d’une crise économique et sociale, avec des conséquences individuelles et collectives difficiles. Impossible de passer à côté de l’aspect humain de la crise.

Mais oui, à titre professionnel j’ai trouvé ces derniers mois passionnants car cela nous a permis d’accompagner beaucoup de clients dans un moment à très haute intensité, où tout s’est accéléré en quelques mois : information et engagement auprès des publics comme à la RATP, continuité des services comme à La Poste, valorisation de l’utilité sociale de la Fédération Hospitalière de France, ou basculement ultra rapide vers l’e-commerce de clients retail. Nous sommes montés au front avec nos clients et avons partagé avec eux ce moment de transformation et de mobilisation extrêmes.

Loi Climat et publicité : le sens de l’histoire ?

Je considère que la publicité est un levier de transformation positive de nos sociétés. S’interroger sur la pub, c’est déjà lui reconnaître un pouvoir et je suis persuadé que sans communication on ne fera pas évoluer durablement les comportements.

La publicité permet de faire de la pédagogie, de construire des imaginaires inspirants, de prendre connaissance d’innovations structurantes

La publicité permet de faire de la pédagogie, de construire des imaginaires inspirants, de prendre connaissance d’innovations structurantes. A nous, professionnels de la communication, de construire des récits intelligents et séduisants autour des enjeux de la transition écologique. La loi est là pour définir des limites et des normes, mais ne laissons pas de côté le levier publicitaire pour changer nos représentations et nos comportements. C’est également un levier puissant au sein des entreprises pour mobiliser les salariés autour de la transformation des modèles économiques, qui font souvent des salariés de véritables activistes de la mutation écologique. La communication est donc moins un problème qu’une solution.

Wokisme vs universalisme dans la communication ?

C’est un débat très important dans lequel nous nous sommes permis d’intervenir au travers d’une étude et d’une tribune signée de notre DGA Arielle Schwab et notre directeur de la stratégie Benoit Lozé. Epineuse et polémique question du wokisme en effet, avec des concepts très anglo-saxons de cancel culture, de « quotaïsation » ou encore d’appropriation culturelle.

Le modèle français est cependant différent, ancré sur le triptyque Liberté, Egalité, Fraternité, sans oublier la laïcité qui reste incomprise par bon nombre d’autres pays. Mues par de bonnes intentions, ces nouvelles manières de penser et parfois de hiérarchiser les populations peuvent être en totale contradiction avec notre modèle universaliste. Nous faisons donc un pari : et si le modèle républicain, français et universaliste était une autre voie vertueuse pour répondre aux aspirations légitimes d’émancipation, de diversité, de responsabilité sociale qui percutent les entreprises.

L’entreprise républicaine, c’est celle qui paye ses impôts sur le territoire national, qui traite égalitairement les hommes et les femmes, (…) qui s’interroge sur son passé

Notre étude met en évidence un fort consensus en France autour de la République et de l’idée républicaine. Une idée que l’on retrouve dans le rôle que doit avoir l’entreprise de demain. L’entreprise républicaine, c’est celle qui paye ses impôts sur le territoire national, qui traite égalitairement les hommes et les femmes, qui donne leur place aux minorités tout en refusant le marketing communautaire, qui s’interroge sur son passé, etc.

Comme l’a monté notre Observatoire des Marques dans la Cité, une majorité de Français considèrent que les entreprises ont un rôle décisif à jouer sur ce terrain-là, plus que les gouvernements.

Au fond, il est de plus en plus vrai de dire que les marques sont entrées en politique. Information, infotainment, entertainment… que veulent les publics ? Grâce à Vivendi, nous avons accès aux assets et à des marques très fortes de la culture, de l’audiovisuel, du gaming ou de l’entertainment qui sont autant de terrains d’expression et d’interaction pour nos clients. C’est absolument passionnant et permet de trouver d’autres voies d’efficacité que le modèle publicitaire classique. Prenons l’exemple de nos cousins d’Havas Sport & Entertainement qui ont monté un programme de sensibilisation à la maltraitance des enfants avec l’association L’Enfant Bleu. Ils ont créé un avatar dans un jeu vidéo, animé par des volontaires, et qui détecte et protège les enfants d’adultes prédateurs s’infiltrant dans l’univers du gaming. Cette opération a eu un énorme retentissement et se veut un bel exemple d’entertainment au service de l’intérêt général. On voit bien ici, pour la bonne cause, à quel point le gaming est un nouveau terrain de connexion et d’interaction avec des publics éloignés de la publicité classique.

L’omnicanalité : le graal pour l’annonceur ?

Je ne le crois pas. Certains annonceurs que l’on estime à raison comme très modernes ont une communication classique, à l’instar d’Apple par exemple. Il n’y a pas d’incohérence à être une grande marque contemporaine et à utiliser uniquement la télévision et l’affichage. On peut être singulier en utilisant un ou deux médias. Trop d’omnicanalité tue l’omnicanalité, et elle n’est pas la recette magique de la performance ! Avant tout, il faut utiliser le levier qui correspond à la personnalité de la marque, aux publics auxquels elle veut s’adresser et à la relation qu’elle souhaite instaurer.

Sans compter les effets de rebonds d’un média à un autre qui me semblent plus intéressants que la seule omnicanalité. Clubhouse, Facebook Hotline… : antichambre ou voie de garage de la rencontre physique ? C’est un peu toujours le même débat quand émerge un nouveau média. Or l’histoire nous l’enseigne, les médias se superposent, se complètent, se nourrissent les uns les autres.

Comme je suis un incorrigible optimiste et adore tester de nouvelles manières d’échanger, je trouve Clubhouse très excitant. Je suis aussi un fan de la voix, donc de radio et de podcasts. La voix est un médium très puissant pour dire des choses complexes à l’oreille des gens. Au-delà de la voix, l’appli Clubhouse a un autre intérêt : sa capacité à créer des débats horizontaux dans lesquels tout le monde a voix au chapitre. C’est un exercice difficile et challenging, mais un concentré hyper stimulant. Nous verrons bien comment les audiences de Clubhouse ou d’autres évolueront pour juger si cela tient du micro-network ou si cela se démocratise.

Concernant la rencontre physique, notre agence Havas Events s’est totalement digitalisée en passant à l’e-event en quelques semaines, en s’appuyant notamment sur Canal+ et ses studios. Si ces expériences ont formidablement fonctionné dans la crise, il faudra également des moments de rencontre en présentiel où le hasard nous fait côtoyer de nouvelles personnes, contrairement aux outils fonctionnels du digital. La solution se trouve dans le modèle hybride, dans l’alternance du fonctionnel et de l’émotionnel. Dès que cela sera possible nous allons constater à quel point les gens ont besoin de faire la fête et de se retrouver, mais certaines fonctionnalités et l’horizontalité de Clubhouse peuvent perfuser les outils événementiels et digitaux.