Freelancer profile translated to English.
Back to original languageAbout Patrick
In a world where, due to digitalization, we are no longer obliged to listen to or watch the advertising that assaults us from all sides,we must be noticed to have a chance to emerge.
Do you want to build a brand that doesn't just talk, but makes people talk, a brand that generates likes, comments, memes, conversations, sales, reviews, re-marks:a remarkable brand?
I can help you with that.
A graduate of the École Normale Supérieure, French and English dual national, I have many years of experience in communication, notably asStrategic Planning Director at DDB Paris and Ogilvy, in charge of major French and international brands (Pepsi, Lipton, Tropicana, La Banque Postale, Loto, Voyages-sncf, Perrier, VW, Audi, Ford...).
I like to rely onstudiesthat I know how to organize and direct to identify the realconsumer tensionson which strong brands are built. I havetriple experience in mass media, sales activation (online and offline), and digital(acquired partly in China) which allows me to cover all dimensions of communication.
I can support you on yourcommunication campaigns: studies and insight research, strategic recommendation, agency/creative brief, creative development support, Channel Plan and media strategy.
I can also support you during a more significant overhaul of your brand, to help you develop anew positioningand anew platform (identity and communication architecture)by relying on aprocess inspired by the biggest agencies and provenwith numerous clients @THE STRATEGIC DIVER, my consulting firm for brand and campaign building.
This can be done more or less collaboratively, with or without workshops, according to your needs.
French
Native or bilingual
English
Native or bilingual
Spanish
Conversational
Can work on-site
Paris (up to 50km)
Experience
- THE STRATEGIC DIVERDirector of Brand Strategy and Digital CommunicationJanuary 2022 - Today (4 years and 5 months)Creation and Direction of the digital communication department of Full Jet, an independent e-commerce operator specializing in international brands (TP):• Definition of the strategy and budget for digital communication outside of e-commerce platforms (media and content) for Full Jet's prospects and clients: Dr Marten's, Alpha Industries, Maje, Chloé Chen, Cluse).• Social media management (social strategy, editorial content, post writing)• Digital activations in synergy with the e-commerce calendar, influencer strategy, and reportingContribution to the development of Full Jet's consulting offeringDefinition of the marketing offering with methodology and templates (in Full Jet's China Market Entry missions in E-commerce): Max Mara, IKKS, JOT, Pranarome, La Tourangelle, Theragun; Client wins through branding: Slumberland, Swiss Krono
- The Strategic DiverConsultant in Brand and Campaign BuildingCONSULTING AND AUDITSOctober 2021 - Today (4 years and 8 months)Paris, FranceMain responsibilities:- Brand assessment and way forward- Competitor analysis- Positioning- Consumer insights/tensions (trends and reactions to trends)- Brand platform (following a proprietary methodology inspired by the methods of agencies and major groups for which I have worked (BBDO, TBWA, DDB, Ogilvy, Unilever, Mondelez, Mars...)- Communication architecture/product platform- Annual communication plan- Communication strategy for a campaign (analysis and strategic concept, consumer journey, channel plan, creative brief, creative support, media strategy, online and offline activation)
- FULL JET SHANGHAIDirector of Brand Strategy and Digital CommunicationJanuary 2018 - January 2021 (3 years)Création et Direction du département communication digitale de Full Jet, opérateur E commerce indépendant spécialisé sur les marques internationales (TP) :• Définition de la stratégie et du budget pour la communication digitale hors plateformes E-commerce (média et contenus) des prospects et clients de Full Jet : Dr Marten's, Alpha Industries, Maje, Chloé Chen, Cluse).• Gestion des réseaux sociaux (stratégie sociale, contenu éditorial, rédaction de posts)• Activations digitales en synergie avec le calendrier E-commerce, stratégie influenceurs et reportingContribution à l'élaboration de l'offre consulting de Full JetDéfinition de l'offre marketing avec méthodologie et template (dans les missions Market Entry China de Full Jet en E-commerce) : Max Mara, IKKS, JOT, Pranarome, La Tourangelle, Theragun ; Gains de client via le branding : Slumberland, Swiss Krono
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Education
- Master of SociologyUniversité Paris IV Sorbonne1991Master 2 Sociology, Master 1 Philosophy
- AlumnusEcole Normale Supérieure de Fontenay/St Cloud1987Section Philosophie