Numbers, buzz and quality
Figures circulate at a frightening speed these days on social media, especially as they make for sumptuous infographics: in other words, figures make the buzz. Then there's the question of their relevance: when a magnificent diagram aggregates figures from multiple sources, these sources quickly disappear behind the curator, [...].
Marketing trends, by Jean-Félix Biosse Duplan
Interview with the Vice-President of Adetem Jean-Félix, you are leaving the Essilor Group, where you have spent a large part of your career. How do you see the changes in marketing over the last few years? Marketing has taken on a much broader role: on the one hand, it is much further upstream in projects; on the [...]
The 7 golden rules of successful Design Thinking!
The ability to transform in an ultra-reactive, fast-changing world where the end customer is king is the key to a company's success. Kodak failed to transform itself, but IBM did. The Design Thinking approach offers this capacity for transformation to companies that respect a few rules... but also a few apparent paradoxes: [...]
Interview with Stéphanie Perrin
Printemps des Études recently celebrated its 5th year: this is no ordinary trade fair, it was born out of close collaboration with research institutes? In fact, the Communication/ Marketing/ Opinion sector wanted to be able to represent itself in a different way from the traditional trade fair medium. The Re-Création collective, which was set up on LinkedIn and now includes [...]
Interview with Laurent Morel
Laurent Morel is Head of Editorial & Press at AG2R's Communications Department. Laurent, you created the Association Française des Brand Managers: why a new association when there are so many in the small world of marketing and communications? There are a number of associations [...].
Don't confuse influence with intelligence on social networks
Jean-Marc (Goachet), you're Social Media Manager at MINES ParisTech (= for those who don't know: École des Mines de Paris); you helped write "Social Media explained to my boss"; you're also Co-Chairman of Adetem's Marketing 2.0 Club. 1. In your various roles, you are [...]
Delphine Duran-Lesecq, Co-Chair of the Adetem Innovation Club
- Delphine, you're co-chair of Adetem's innovation club, but you're also an expert in marketing research after a career in research institutes (Millward Brown) and with advertisers (Thomson, Newell Rubbermaid). Nowadays, no-one calls themselves a research director: they talk about Consumer Insight Manager, marketing intelligence... Why this change? - Research is one of [...]
What is a flat society?
A few weeks ago, I overheard a teacher friend complaining to his colleagues: "I don't know how to deal with these students, they pretend to engage in discussion without respecting my status as a teacher: they would like to be able to discuss things with me on an almost equal footing, it's unacceptable". Unacceptable ... but inevitable [...]
Dominique Desjeux: "innovative environments
Adwise: Dominique, you're an anthropologist and sociologist, and you're interested in cultural practices and innovations in Western societies. You use the term 'innovative environment', borrowed from geography and territories. What do you think are the most innovative environments historically? DD: Historically, there have been 3 main innovative environments: first of all, industry, with its [...]
Cognitive science and marketing research
Cognitive science and neuroscience are very much in vogue these days in the small world of marketing and market research: but what can we really expect from them? Some people are proposing to replicate experiments carried out in university laboratories in our own field: using MRI, for example, we can see which areas of the brain are [...]
