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How do you define innovation?
Most innovative PR/comms campaign you’ve seen in the last 12 months?
This year a campaign that really stood out to me was the Airbnb campaign that renewed its unusual nights saga last April (#NightAt). It had a twofold objective: to attract curiosity, which is a strong acquisition vehicle for new registered members on the website, and to generate buzz. It was a PR operation that was completely integrated – the strength of the concept generated large press coverage with, in addition, strong international influence.
What brands and/or agencies are most innovative when it comes to marketing/PR?
I find that fast food brands, and food brands in general, are very talented in this area. Creativity, humor, intelligence, audacity, an integrated management of the contact points with their consumers – no ingredient is missing in their communication recipes. Burger King is a perfect example in terms of social marketing, between buzz and hoax. The brand perfectly takes advantage of its social networks to generate engagement. In addition, it also implements a very unique display strategy for each restaurant opening, that celebrates one of the best tweets it receives: it’s a great way to feed their brand platform while valuing their community.
Describe a moment in your career that you would consider ‘innovative.’
The vitaminwater launch campaign in France in 2009 was, for me, completely symbolic of the evolution of PR towards a new, freer and more ambitious expression of the profession: Coca-Cola, who had bought the US brand vitaminwater for a high price to make it truly international, chose a communication strategy based on influence for its launch, which was completely contrary to the classic policy of massive media buy. It was a true turning point in the history of PR for brands and products.
In what area of marketing/PR do you see the most innovation?
How would you describe the communications/PR industry’s level of innovation?
Where do you see the greatest opportunity for marketing & PR to become more innovative?
Who most influences how innovative a brand’s marketing/PR is?
Who is your mentor and why?
Gabrielle Chanel: a true visionary, a woman guided by boldness, creativity, excellence and passion for her work. With elegance.
How do you find inspiration?
Advice for people seeking to bring new ideas, ways of doing things to their organizations?
In your opinion, what’s the most innovative place in the world?
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