INFO Magazine | Marketing: A Brave New World by French Chamber of Commerce in Great Britain

T H E

M A G A Z I N E

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A N G L O - F R E N C H

FRENCH CHAMBER OF GREAT BRITAIN www.frenchchamber.co.uk

B U S I N E S S

JANUARY / FEBRUARY 2017

Marketing: A Brave New World

IN THIS ISSUE: Alistair Darling, former Chancellor of the Exchequer, discusses the impact of Brexit WPP CEO Sir Martin Sorrell and Havas CEO Yannick Bolloré share their marketing predictions Five minutes with Stephen Chadwick, Managing Director, EuroNorth, Dassault Systèmes

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EDITORIAL

Estelle Brachlianoff President, French Chamber of Great Britain Senior Executive Vice President of Veolia UK & Ireland

n behalf of the French Chamber of Great Britain, I would like to wish INFO readers a very Happy New Year 2017 and hope that you had a well-deserved break with your family and friends over the festive period. I would also like to take this opportunity to congratulate the winners of our recent Franco-British Business Awards: Theodo, Devialet, EDF Energy and PwC (see page 77). Our annual Franco-British Conference, held at the end of last year on the theme of ‘Disrupt or be disrupted’, brought together great panels and amazing speakers – including AccorHotel's Sébastien Bazin and Vivendi's Arnaud de Puyfontaine – and provided in-depth analysis of how businesses can use disruption to grow their own markets. In 2017, I hope that members of the French Chamber will continue to lead their markets and thrive on both sides of the Channel. To kick-start the year, this issue of INFO is taking a deep dive into one of the most important business activities that a company must do to achieve growth: marketing. How will consumers interact with brands in the near future? What channels will they use – and what experiences are they looking for? We have tapped into our diverse and successful network of French Chamber members to bring you some of the brightest marketing minds. From interviews with market leaders such as Yannick Bolloré from Havas and Sir Martin Sorrell from WPP, to features that shed light on the marketing techniques of tomorrow, such as virtual reality and artificial intelligence, this Focus offers a comprehensive survey of modern marketing. You can discover these articles – and many others – from page 25 onwards. The French Chamber has lined up some fantastic events to kick off the year including a cocktail reception at Home House; a briefing with HE Ms Sylvie Bermann, the French Ambassador, to hear her thoughts on the year ahead; and an evening with CBI Director-General Carolyn Fairbairn to discuss the impact of Brexit on businesses – discover the details of all of our forthcoming events on page 79. I do hope to see many of you there. Until then, please enjoy this issue of INFO and, once more, all the best for 2017. I

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ÂŠPhoto credits: Pascal le DoarĂŠ and COSEA photo libraries

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CONTENTS

Marketing: A Brave New World

INFO

T H E

BUSINE S S WOR LD

FOCUS | MAR K E TING

25 Introduction by Jason Hesse 26 Infographic: Marketing in numbers 28 Interview Sir Martin Sorrell, CEO of WPP 29 Interview Yannick Bolloré, CEO of Havas 30 Content pays off Citizen Press 32 AI is getting more human / Virtual future Eptica 33 'Experiences' at the heart of strategy Publicis Worldwide 34 Mobile revolution Mozoo 36 Video killed the radio star Teads 37 You've got (e)mail! Numberly 38 Social media: Meet the influencers JIN UK 40 The growing role of electronic word of mouth marketing HEC Paris 41 Making sense of data Click & Walk 43 Direct mail: still the future Asendia 44 Global marketing needs global skills RMP Advertising

45 Vivendi gets personal Lucien Boyer, CMO of Vivendi 46 A Diamond is Forever De Beers - Forevermark

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B U S I N E S S

JANUARY / FEBRUARY 2017

Marketing: A Brave New World

48 Think digital, act analogue Holition LIFE S T YLE

JANUARY / FEBRUARY 2017

Interview: Ex-Chancellor Alistair Darling talks Brexit Brexit: Analysis and look ahead Five minutes with... Stephen Chadwick, Managing Director, EuroNorth, Dassault Systèmes News and analysis Start-up story TheHouseShop.com: Changing the way people buy and let their properties Start-up and SME news Charity news Education: London French school survey Reports and research

MARKETING: A BRAVE NEW WORLD

8 10 12 15 19 20 21 22 24

M A G A Z I N E

FRENCH CHAMBER OF GREAT BRITAIN www.frenchchamber.co.uk

51 54 55 56 57 58 59

Exhibitions and events Book reviews Staycation Weekend on Jersey Island Wine profile: Les Crus Classés de Graves Cheese and wine Eat, drink, stay Profile: Pierre Marcolini

AT THE CHAMBE R

61 Introduction by Florence Gomez 62 French Chamber news 63 New members

Editor: Jason Hesse Graphic designer: Katherine Millet Editorial assistant: Mwengesyali Syauswa Sales Manager: Suzanne Lycett Contributors: Rachid Ait Addi, Frédérique Andréani, Laurent Batut, Eric Charriaux, Jonathan Chippindale, Dorothée Lacroix, Thibault Lavergne, Stephen Lussier, Eliott Maidenberg, Elliott Mallows, Françoise Montabric, Max Pepe, Laura Tavergnier, Thomas Thiollier, Kristine de Valck

FORUMS & CLUBS

65 66 67 68 69

Digital Transformation & Innovation Digital transformation is 'essential' Luxury Club Meet the Luxury Club's new chair Finance Forum Using digital to transform your business Climate Change Forum Building smarter cities HR Forum Dive into people analytics

Advertise in INFO: Please call our sales team on +44 (0)207 092 6651. Alternatively, please email: advertising@ccfgb.co.uk INFO is published every two months Printed by: CPI Colour Distribution: French Chamber members, Franco-British decision makers, Business Class lounges of Eurostar, Eurotunnel and Air France in London, Paris and Manchester

CHAMBER EVENTS

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Event highlights Business Club Cocktail with Jacques Séguéla; Dîner des Chefs at L'Atelier de Joël Robuchon; PA Club at Christofle Women, Inspiration and Leadership Franco-British Conference 2016 Franco-British Business Awards 2016 Cross-Cultural Debate Forthcoming Events

INFO is published by: French Chamber of Great Britain Lincoln House, 300 High Holborn London WC1V 7JH Tel: (020) 7092 6600 Fax: (020) 7092 6601 www.frenchchamber.co.uk Managing Director: Florence Gomez Head of Corporate Communications: Marielle Fraize

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Ex-Chancellor Alistair Darling talks Brexit Brexit, immigration and financial passporting: these are but some of the themes that Alistair Darling, the former Chancellor of the Exchequer, spoke about at the French Chamber’s 20th Annual Financial Lunch, sponsored by Societe Generale and held at the Four Seasons Hotel on 14 December The Government is on track to trigger Article 50 by the

I know it is hard, but from the last 13 years attending

end of March at the latest. How flexible do you think

European Ministerial Councils, I do know that where there’s

other European leaders will be towards Britain in

a will, there’s a way. We’ve always recognised that particular

the negotiations?

countries have particular problems from time to time, and

Both the UK and the rest of the EU have to recognise that

you do your best to accommodate them. The way that the

the referendum result means that we voted to leave. While

EU works is by building relationships and alliances, so what

I took a different view myself, when you have a referendum

worries me is that these relationships have been badly dented

you have to abide by the result. What this means is that you

because of this vote.

need to have a grown-up conversation between the UK and the rest of the EU to recognise the reality of the vote, but also

How do you think the UK’s departure from Europe will

to recognise that when the British people voted, they did not

play out?

vote for a clear alternative to EU membership.

People did not vote to turn their backs on Europe, they voted

It would be bad for the UK to cut itself off from the EU, but

for a different relationship. The currents that you see in the

equally bad for the EU to cut itself off from the UK. We are the

Brexit vote, you also saw in the Trump vote in the United

fifth-biggest economy in the world, and there is a lot of trade.

States and you are seeing all over Europe. Populist nationalism

The issues couldn’t be greater and the stakes couldn’t be

has a foothold right across Europe and America. You can see

higher. What is now required is leadership on both sides. To

the same undercurrents not least in France; it’s all going to be

retreat into our tents or to simply exchange hostile remarks

a very public airing in the elections next year.

every week isn’t going to get anyone anywhere and it would just make a bad situation worse.

This does not mean that you do not stand up for what you believe in and repudiate the nastier elements of populist

What is now required is leadership on both sides. To retreat into our tents or to simply exchange hostile remarks every week isn't going to get anyone anywhere and it would just make a bad situation worse The issue of immigration was at the heart of the vote, but

nationalism. But you also have to recognise the fact that

European leaders have said that the free movement of

the issue of free movement is toxic in many countries, not

people is a ‘red line’. Can a compromise be reached?

just in ours. Especially in the face of the refugee crisis last

To some extent, I would put aside some of the things that are

year and continuing into this year, there has to be a sensible

being said at the moment because emotions are running so

conversation about how you manage all that. You have a

high. Some European leaders have said that we could perhaps

choice: you either address it now or you wait for another crisis.

look at how soon one can qualify for receiving benefits in a

But it will need to be addressed.

particular country. I think most people would accept that it is not reasonable

It won’t surprise you to know that I want as close a relationship with Europe as possible. But I also recognise that,

for someone to come to a country and, having not contributed

no matter your view of the EU Referendum, the people voted

to it, then be automatically entitled to benefits. That is

on the topic of free movement. Immigration was quite clearly

particularly difficult for the UK because a lot of our benefits are

an issue for many people.

not contributory benefits, such as child benefits for example. 8 - info - january / february 2017

The truth is that anything is possible. But if we’re not

I N T E R V I E W A L I S TA I R DA R L I N G

careful, we’re going to end up with a two-year standoff. And

The reason for this is that you have a critical mass in

even with the best will in the world, it will take more than two

London that you can’t easily replicate. The early winner from

years to sort out a 40-year relationship.

any damage to London would be New York rather than a European capital, simply because New York is the only other

Theresa May has been criticised for not being open about the Government’s negotiating strategy. How can she

place in the world that has the same level of mass. For the financial services industry, passporting is such a

strike the right balance between being more open and

big issue because so many sell products across Europe. If they

negotiating effectively?

don’t think they can anymore, they are going to have to start

You can’t keep Britain’s negotiating position a state secret. On

moving their operations fairly quickly.

the first day that you sit down with the 27 others, you may as well do a press conference and be done with it; because it will

What can business leaders do to be listened to?

all become public.

I am very much in favour of trading with the rest of the

Theresa May has a difficult balancing act because this vote

world as well as Europe, but I don’t think it’s an either/or.

was so close; she cannot ignore the half that didn’t want to

If you look at the rate and the time it takes to negotiate an

leave. While we do have to accept the result, people didn’t vote

agreement, even when both sides are in the same place, it’s

to become poorer, as Chancellor Philip Hammond said. This is

not encouraging.

why it’s in our own interests to secure as much as we can. But equally, in the rest of Europe, it won’t benefit anyone to simply pull down the shutters and pretend that the UK doesn’t exist.

What business leaders can do, and are entitled to do, is to point out what the practical result of this is. Nissan, for example, has made it clear that what they want is access to market and they want a customs union. Most

Will it be possible for Britain to negotiate that financial

of the automotive industry would tell you the same thing;

services retain passporting rights?

Airbus would tell the same thing. They are – and do need to

The relationship between the UK and the EU is critically

be – vociferous. At the moment, the traffic in terms of noise is

important and is mutually beneficial. London is the world’s

overly one way. I

most pre-eminent financial centre – everybody is here.

Interview by Jason Hesse

Sponsored since 1997 by

n addition to speaking about Brexit, Alistair Darling answered questions from the floor at

the Chamber's Annual Financial Lunch. Asked about Scotland, and whether he thought there might be another referendum on Scottish independance, he said: 'I don't see one happening anytime soon, possibly not in my lifetime.' Scottish people are beginning to fall out of love with the Scottish National Party, he said, since despite being in power for seven years, the SNP has not managed to majorly improve the Scottish people's quality of life. info

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Analysis and look ahead INFO looks at the latest news on Brexit and its impact on the Franco-British community

ressure is starting to build in advance of the UK Government

All we know today is that Brexit is going to happen; this much

triggering Article 50. Theresa May is set on doing so before

is clear. Therefore, once negotiations begin – and the nitty-gritty

the end of March, but once the process is started, the two-year

begins to be exposed – businesses will be able to react and plan

deadline will begin to count down. As a result, the Government’s

accordingly.

priorities before then will be to line all of its ducks in a row, to

In the six months since the UK people voted to leave the EU,

ensure that it is prepared to outrun the clock.

while the UK economy has not fallen off a cliff, the markets have

What will the triggering of Article 50 mean for companies

suffered from the lack of knowledge and certainty surrounding

doing business in the UK? Perversely, it could have a positive

Brexit. As this begins to get cleared up, companies will be able

effect on the markets as the fog lifts and uncertainty begins to

to make decisions again and, hopefully, make the best out of

disappear.

the situation. I JH

Key dates EU Select Committee

Monetary Policy Committee

European Council

London, 17 January

London, 2 February

Malta, 3 February

David Jones MP, Minister of State for the

The Bank of England's Monetary Policy

The theme of this informal meeting of

Department for Exiting the EU and Alan

Committee

whether

the 27 Heads of State – a meeting which

Duncan, Minister for Europe and the

interest rates will increase or not, ahead

excludes the UK – will be a political

Americas, will be quizzed by the House

of Article 50 being triggered in March.

reflection on the future of the EU. How

of Commons' EU Select Committee

The Committee's decision will be a good

can they make the EU27 a success, and

about the outcomes of the most recent

indicator of how secure the Bank feels

what role will the UK play as a partner

European Council.

about the UK's economic prospects.

moving forward?

will

announce

Being a member of the European Union comes with rights and benefits. Third countries can never have the same rights and benefits, since they are not subject to the same obligations. The single market and its four freedoms are indivisible. Cherry-picking is not an option

Mr Barnier’s latest contribution is just the type calculated to raise the political temperature at a time when he should be lowering it. Both sides in the negotiation can gain together or lose together. So his first priority should be thinking about how to re-esbablish a close economic relationship between the EU and the UK

MICHEL BARNIER, EU Chief Brexit Negotiator

Conservative MP ANDREW TYRIE, Chairman of the Treasury Committee

10 - info - january / february 2017

BREXIT INSIGHT: PROPERTY Dr Neil Blake, Head of Global Forecast and Analytics and EMEA Chief Economist at CBRE, tells INFO how London and the UK property market has reacted since the EU Referendum six months ago

espite negativity in the markets further to the outcome of the EU Referendum, London’s property market remains

attractive. London is the world’s number one destination for cross-border investment, and property giant CBRE does not expect this to change anytime soon. ‘Surprisingly little has happened so far in the commercial property markets,’ Dr Neil Blake, Head of Global Forecast and Analytics and EMEA Chief Economist at CBRE told INFO. ‘There

was some marking down, particularly in prime offices, but it stopped there. There hasn’t been much of a shift since then. If anything, our valuers and agents have seen a strengthening or stabilisation of the markets. Things aren’t quite what they were before the referendum, but there certainly has been no collapse.’

‘It’s expensive to do – you don’t just move easily, on a whim.’

In particular, Blake highlighted that prime retail was doing

As for technology companies, London has attracted a

well, thanks in part to having benefitted from the fall in sterling.

number of high-profile investments in the last quarter of 2016:

He also noted that industrial property has been getting stronger,

including Google, which confirmed last November its plans

rather than weaker.

to build a new headquarters near King’s Cross and create a

Quantitative data on UK commercial property backs this up.

further 3,000 jobs. Apple also confirmed it would move its UK

CBRE’s research, published in its Marketview UK Monthly Index,

headquarters to the decommissioned Battersea Power Station,

shows that rental value growth remained stable, but capital

with space for 3,000 employees.

values increased in October 2016, for the first time since the

‘These big announcements have boosted confidence,’ said

referendum (see chart). Many sectors remain resilient to Brexit-

Blake. ‘So while tech companies are worried about restrictions

related uncertainty for now.

on migration following Brexit, there is some optimism that the Government will come up with a system that does not block

London trends

access to foreign talent.’

With regard to occupier trends, the Central London market

The future remains uncertain, however. ‘We do not know

remains buoyant. CBRE’s research shows that demand in the

whether this is the calm before the storm. We can expect

traditional office markets of the West End, City and Docklands

some weakness in the market by 2018, but currently we’re in

remains strong; but the research also shows an eastward

a situation where there is no shortage of investors that are

migration from the West End, particularly into Midtown.

interested in UK property.’ I JH

London’s economy makes the city attractive. While the UK economy is expected to have grown by 1.8 per cent in 2016 and by 1.1 per cent in 2017, London is forecast to outpace this,

UK RENTAL AND CAPITAL VALUE GROWTH

with local GDP growing at 2.3 per cent in 2016 and 1.7 per cent in 2017. ‘There is a lot of capital – internationally – that is looking for somewhere to go, and London is a big market,’ said Blake. ‘Since London values weakened over the summer, the city looks relatively cheap compared to the rest of Europe.’ Growth in demand is expected to be driven by those sectors that are the strongest in London: financial services, creative industries (which include tech, media and telecom) and business services. Blake warned that this could change in the longer term, however. ‘There is a lot of concern around financial passporting, and various other European cities are already courting UK and foreign banks that are based in the UK,’ he said, but added that there was no obvious evidence of any forthcoming moves yet.

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Five minutes with...

Stephen Chadwick Managing Director EuroNorth, DASSAULT SYSTÈMES

What is your background?

environment, tools and facilities to operate effectively, as well

I joined Dassault Systèmes in 2011, after a career at British

as to manage the sales force’s capability, ensuring they target

Telecom and EMC Corporation, working in aerospace and

the right industries. Each of the EuroNorth countries has its

defence. Prior to that, I started my career as a weapons

own macroeconomic and environmental factors that affect

engineer for the Royal Navy.

which industries we operate in.

As I was joining Dassault Systèmes, the company was

I am also focused on growth and people, creating a one-

launching its ten-year trajectory to 2021, with a mission

team spirit that represents Dassault Systèmes’ culture. Every

to become the 3DEXPERIENCE Company and transform

leader says this, but we really are a company of people: the

the industry. This means being able to touch all aspects of

talent of our people is what we bring to our customers. The

products, nature and life – not just by modelling products, but

technology only works because of the people, so attracting,

by being able to see and fully understand the impacts they

developing and retaining talent is my number one priority.

have and the advantages they can bring to the market. How do you achieve this? What exactly is ‘3DEXPERIENCE’?

There are five key levers that I use: change, team, leadership,

The 3DEXPERIENCE Platform exists both in the cloud and on

governance and empowerment.

our clients’ premises. From marketing to sales to engineering,

‘Change’ because the markets and the customers are

it provides a software solution that differentiates brands and

changing, so we change with them. ‘Team’ because a good

enhances consumer experiences.

team will always beat any outstanding individual. ‘Leadership’ is

We enable companies to make business decisions

where my senior leadership team ensures that our employees

‘virtually’, rather than through expensive real-world

can learn to fix the challenges they face and reinforce the

experimentation. Using 3D design, analysis, simulation

organisation's commercial and technical ambitions. And

and intelligence software, we have created a collaborative

finally, ‘governance’ and ‘empowerment’, which go together: I

interactive environment that ensures that the first product

want everyone in my organisation to perform at the highest

off the production line is ready to go by being fit for purpose,

professional level, to demonstrate their competence, measure

suited to the market and readily marketable.

their deliverables and monitor their performance. The more

Without the 3DEXPERIENCE Platform, a company's business functions operate in individual silos. Our platform

we can demonstrate strong governance, the more empowered our people can be at the coal face.

takes enterprise-wide data and breaks down these silos, optimising the company’s efficiency.

Innovation also plays a large part of Dassault Systèmes’ success. How do you stay ahead of the curve?

What does your role involve day to day?

We have a multi-faceted approach to innovation. We are

I am responsible for EuroNorth, which covers 1,400 Dassault

constantly monitoring our competition in all aspects; not just

Systèmes employees across all of Northern Europe – the UK

the big players, but also emerging technologies and science.

and Ireland, Benelux and the Nordic and Baltic countries. Half

We also track government and economic policies, to measure

of our people are focused on field operations – that is, the

how this will impact the industries in which we work. How can

operational side of working with customers to deliver solutions

we better align ourselves with innovation today, tomorrow and

and help them bring products to market. The other half work

in five or ten years?

to develop new capabilities and solutions. My role is to ensure that everyone has the right 12 - info - january / february 2017

In terms of research and development, we have a very strong ‘build or buy’ strategy, where we either build our

FIVE MINUTES WITH... S TEPHEN CHADWICK

UK business leaders – ourselves included – must work to ensure that the UK does not become an insular society. We must continue to look outwards and ask ourselves how can we leverage the situation and how can we make connections with the whole world?

capacity or bring in a niche capability from outside – usually

not changed the way that we deal with our customers and the

from companies that we have worked with for many years.

way they deal with us – either in the UK, or in any of the other

This means that we have been incredibly acquisitive over the

European countries that I am responsible for.

last couple of years, and I expect this to continue as part of our innovation goal.

Saying that, UK business leaders – ourselves included – must work to ensure that the UK does not become an insular

Our long-term strategy is to have the best capabilities in all

society. We must continue to look outwards and ask ourselves

of our sectors. Money has been set aside at the group level to

how can we leverage the situation and how can we make

allow us to pursue that strategy.

better connections with the whole world? We all need to work together to ensure that we make the best of the situation

How has this shaped your priorities for 2017?

we’re in.

Our acquisitions remain as thriving businesses themselves, but we also enable them to flourish within the Dassault Systèmes

What does your membership to the French Chamber of

family and to create their own markets too.

Great Britain give you?

However, for 2017 – and beyond, to 2021 – the focus is

Being a member of the Chamber helps us to better perform as

on driving our 3DEXPERIENCE Platform and its capabilities.

a business. Connecting with likeminded individuals challenges

Whether it’s a new shampoo or a new aircraft, we want to help

us to be better. Meeting others offers me a different lens

clients use data and our applications to model the future. We

through which I can look at what we are doing at Dassault

can help our clients to significantly cut back their innovation

Systèmes, as well as what the UK is doing in a wider context.

pipelines for new products coming to market, and streamline

This dialogue and exchange of views is very valuable.

their business.

The French Chamber is also an important association for us to be a part of because we need to sensitise people that

How has Brexit affected Dassault Systèmes?

Dassault Systèmes is a company that goes far beyond product

Brexit was a shock for the business community in the UK

lifecycle management and change how we are perceived in

as, collectively, we expected that it would go the other way.

the UK. Our membership helps us to leverage our brand, gain

However, from Dassault Systèmes’ perspective, I haven’t

insights and share knowledge. I

seen any direct impact today and it's too early to make any

Interview by JH

assumptions for the future. The EU Referendum result has

DASSAULT SYSTÈMES FACTS AND FIGURES • Global employees: 14,700

• Global revenue: €2.9bn in FY2015

• UK offices: 5

• Number of brands: 11

• UK key sectors: Automotive, aerospace, manufacturing

• Market position: Second-largest software company in Europe

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YOUR ESSENTIAL DAILY READ Our award-winning journalists keep you informed on all the latest industry news, ensuring you make the best possible business decisions.

NEWS

A ND

A N A LY S I S

Irwin Mitchell and CBI launch UK productivity campaign Improving productivity across the nation could add £208bn to the UK economy over the next decade

Above: Carolyn Fairbairn, Director-General of the CBI, launching the report

ritain’s productivity level – which is much lower than

regions could significantly increase their productivity and,

other leading nations – could increase significantly if each

thus, their output, boosting the economy significantly.

geographic area of the UK would improve at the same rate

‘Raising productivity across all parts of the UK should

as the top performer in their respective region. This would

be the single most important domestic goal of the next five

boost the economy by hundreds of billions of pounds.

years,’ said Carolyn Fairbairn, Director-General of the CBI.

Currently, the most productive area of the UK, London, is

This is a major priority for the UK Government: in

almost three times more productive than the least, Northern

his Autumn Statement last November, Chancellor Philip

Ireland. This matters for businesses because productivity

Hammond announced the launch of a £23bn National

leads to more sustainable growth, higher standards of living

Productivity Investment Fund, to tackle the problem with a

and greater competitiveness – both in the UK and abroad.

string of investments designed to improve output. I JH

The Chancellor has an obsession with productivity, but it’s a good obsession. We’re less productive than Italy. If you’re less productive than Italy, then you’re really in trouble – Simon Walker, Director-General of the Institute of Directors In other words: by boosting productivity, you can also boost

CBI Director-General Carolyn Fairbairn will speak at a French Chamber

your bottom line.

Business Club event, sponsored by Irwin Mitchell, at the French Residence on

‘There are some significant challenges ahead, but if

24 January. Find out more on page 78 .

businesses and government can make it a priority and work closely together, then I genuinely believe that growth within our regions can be unlocked,’ said Victoria Brackett, CEO of

UK productivity (output per hour)

Business Legal Services and a Partner of Irwin Mitchell. The Unlocking Regional Growth report, which was launched in December at the Manufacturing Technology Centre in Coventry, has used special access to data from the Office for National Statistics to determine the four main drivers of regional productivity differences across the UK. These are: educational attainment of young people; transport links that widen access to labour; better management practices; and a higher proportion of firms that innovate and export. By tackling each of these areas individually, the UK’s

(Source: ONS)

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UK space industry boosted by Thales

Thales has opened a new multi-million pound Space Propulsion Integration

Veolia opens awardwinning Leeds facility

Centre manufacturing facility in Belfast. The centre, the first of its kind in the UK, was officially opened by UK astronaut Tim Peake at the end of 2016 and marks a major milestone in Franco-British space design and manufacturing. ‘This opens an exciting new chapter for a site that already enjoys a deserved reputation for world-class precision engineering skills,’ said Victor Chavez, Chief Executive of Thales UK. The facility will manufacture electric propulsion systems for satellites. Electric propulsion is when electrical energy collected from the Sun is converted into thrust; allowing satellites to carry larger payloads for longer periods.

HRH the Duke of Kent has officially opened Veolia’s Leeds Recycling and Energy Recovery Facility. The brand new state-of-the-art building processes all of the household black bin waste from across Leeds, separating out recyclable materials and recovering what is left to generate enough energy to power 22,000 homes. The Belfast centre will manufacture around four satellite electric propulsion systems per year, including for the European Space Agency’s Neosat satellite programme. The first 10 engineers from Belfast have already completed their training in the new propulsion technology at the Thales Alenia Space headquarters in Cannes, France. In total, more than 150 people already work for Thales Alenia Space in the UK and it is expected to grow to 350 people in the next two years, with teams in Belfast, Bristol and Oxfordshire. Thales Alenia Space is also one of the main suppliers to the International Space Station. I

PSA Group and GEFCO sign €8bn contract GEFCO has been appointed by PSA Group to manage and optimise the automaker’s entire global manufacturing supply chain. The agreement, worth €8bn, begins in January 2017 and will last for a period of five years. The logistics expert has been tasked with designing and implementing logistics and transport solutions for the three PSA Group brands – Peugeot, Citroën and DS – across around 50 countries. It will manage and optimise the entire supply chain, from sourcing components for production and assembly plants to distributing finished vehicles. GEFCO will also be responsible for distributing spare parts. Commenting on the agreement, Yannick Bézard, Executive Vice President, Purchasing, at PSA Group, said GEFCO will help to improve operational performance: ‘We have every confidence in their ability to partner with us as we navigate a challenging transformation, pursue new business opportunities and develop internationally.’ I 16 - info - january / february 2017

HSBC launches British Sign Language service in branches

HSBC has introduced instantaccess remote video interpretation in its branches to enable its deaf customers who use British Sign Language to conduct day-today banking activities. ‘We are committed to ensuring that our products and services are accessible to all,’ said Stuart Haire, HSBC’s Head of Retail.

Societe Generale launches new private banking brand

Societe Generale has launched a new name for its private bank, naming it ‘Kleinwort Hambros’. This new brand is a portmanteau of Societe Generale Private Banking Hambros and Kleinwort Benson, which the bank acquired in June 2016. ‘We are looking forward to cementing our reputation as a leading player in wealth management,’ said JeanFrançois Mazaud, Head of Societe Generale private banking.

BUSINE S S WOR LD – NE WS AND ANALYSI S

Boots appoints SPIE as contractor High-street health, beauty and pharmacy chain Boots has appointed SPIE as an approved contractor, strengthening the multi-technical services supplier’s position in the retail sector. Boots, which has more than 2,500 outlets across the UK, started trial works with SPIE in January 2016, using the company for work ranging from small installations of cosmetic displays to larger, fire risk assessment remedial works, before awarding it Approved Contractor status in October, opening the door to bigger projects. I

Groupe Renault wins Climate Leadership Award Groupe Renault has received an award from international organisation Carbon Disclosure Project (CDP), recognising the company’s efforts in reducing greenhouse gas emissions. CDP analyses data from thousands of companies worldwide to evaluate their commitment on shrinking their carbon footprint. ‘We’re honoured to achieve the maximum “A” rating in acknowledgement of our commitment to countering global warming,’ said Jean-Philippe Hermine, Vice President, Strategic Environmental Planning, Groupe Renault (pictured, left, in the centre, picking up the award from French Environment Minister Ségolène Royale and CDP). I

BNP Paribas launches €500m Green Bond

BNP Paribas has successfully launched its inaugural Green Bond, with the net proceeds of the issue being allocated to the financing of eligible ‘green’ sectors including renewable energies, energy efficiency, public transportation, water management and recycling. The Green Bond’s pricing attracted strong demand from investors, the bank reported. ‘The launch of our inaugural green bond amplifies our commitment to sustainability and to supporting projects that have a positive impact,’ said Michel Konczaty, Deputy COO, BNP Paribas. I

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info

- january / february 2017 - 17

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To find out more visit renault.co.uk CO2 whilst driving: 0g/km, MPG: n/a according to NEDC homologation tests. *Homologated range according to NEDC test cycle, for comparison purposes, 250 miles, and may not reflect real life driving results. Range will vary on various factors including driving conditions, driving style, temperature and topography but is likely to be between 124 miles in winter conditions and 186 miles in temperate conditions with the Z.E. 40 battery.

BUSINE S S WOR LD – S TART- UP S TORY

TheHouseShop.com As TheHouseShop.com transforms the way that people sell and let their properties, INFO catches up with Co-Founder Sébastien Goldenberg to hear its story

orking as a derivatives trader for 15 years can feel like a lifetime – the pressure, the fast pace, the rat race. After

a decade and a half spent working at Crédit Agricole, CIC, ABN AMRO and Citi, Sébastien Goldenberg had had enough: he was ready for a change in lifestyle, so he quit his job as Citigroup’s Global Head of Inflation Trading and Structuring. Goldenberg finally had his ‘aha!’ moment when he was unhappy with the process around selling a property himself. Why do you not have the choice to use an estate agent or to transact privately? ‘I wanted to sell my property in France but couldn’t agree with the estate agent on the process and commission,’ he explains.

co-exist jointly on the site.’

‘So I decided to sell the property myself. I listed it online and

Private sellers, private landlords, estate and letting agents

sold it within ten days. This got me thinking: if I wanted to do

can list properties entirely for free on TheHouseShop.com,

this in the UK, I wouldn’t be able to. Why do you always have to

which acts as a marketplace connecting all of the parts together.

use an estate agent?’ While online property portals existed, they still all involved

Service platform

using an estate agent for the actual transaction. There had to be

What makes TheHouseShop.com such a successful start-

a better way, he concluded, where private individuals could take

up is that it is a one-stop-shop. From tenant referencing and contracting to inventories on the letting side; through

We don’t need to be the biggest, so long as we can offer something that is different, which does not exist elsewhere

to surveyors, mortgage partners and conveyancers on the

control – and what better place than the property-obsessed UK

is free to list properties – a very convincing reason for private

to build this.

sellers and estate agents to use TheHouseShop.com – the

sales side, the platform is set up to provide price-comparison systems for all of the services you need when engaging in a property transaction. This is also where the company makes its income. While it

Goldenberg had the business idea, but did not yet have the know-how. He reached out to several people who had expertise

service partners pay a commission to TheHouseShop.com when engaged by users.

in digital marketing, including his future co-founder Nick Marr.

Having launched nearly two years ago, the site now attracts

They met up, and after what Goldenberg calls ‘a brief dating

half a million unique visitors per month and has more than

period’, they teamed up to create TheHouseShop.com.

330,000 listed properties, but becoming the biggest is not

Since it launched in March 2015, TheHouseShop.com

Goldenberg’s aim: ‘There is no ambition for that. We don’t need

has become one of the UK’s top-five property websites. But

to be the biggest, so long as we can offer something that is

Goldenberg is swift to point out his company is unique: it is not

different, which does not exist elsewhere.’

an online agent nor an estate agent property portal. Instead,

So far, so good. As the only platform that brings together

he likens it to Autotrader.com, but for property: ‘It’s a platform

the private and professional markets, TheHouseShop.com will

that brings together trade and private sales and lettings: they

continue to win new audiences, scale and secure its future. I JH

Fact Box: TheHouseShop.com Launched in 2015 • Employees: 13 • Seed funding: £600,000 • Number of properties: >330,000

info

- january / february 2017 - 19

Devialet raises €100m to fuel growth High-end audio start-up Devialet has raised €100m in a Series C round from several investors in order to accelerate its expansion in the US and Asia. The round was led by Ginko Ventures with participation from a range of industrial and financial investors including Foxconn, Groupe Renault, Sharp Corporation, Playground Global, Korelya Capital, Roc Nation, Future French Champions, CM-CIC Investissement and BPI France.

Teads crowned Best Video Advertising Platform Video advertising marketplace Teads has secured the title of ‘Best Video Advertising Platform’ at the Digiday Europe Awards 2016, winning the award ahead of other nominees YouTube, Unruly and TubeMogul. The Digiday Awards were created to recognise the publishers, advertisers and technology platforms bringing change and innovation to the European market. ‘Our innovative outstream video solutions have been providing monetisation solutions to publishers worldwide for the past few years, and we are delighted to be recognised with this accolade,’ the company said. I

Best Customer Service Award for Merci Maman Devialet is a real gem that has been able to innovate and put sound at the heart of a technological revolution Devialet’s management team will use the additional funding for several key areas of development, including rolling out Devialet’s technologies across the automotive, television and Internet of Things industries. It will also use its war chest to expand its distribution networks and invest in research and development. The addition of several new investors will also help the

Above: The Merci Maman team picking up the award

company’s development. From France’s former Secretary of State for Digital Affairs, Fleur Pellerin (via Korelya Capital), to Jay-Z (via Roc Nation) and Android creator Andy Rubin (via Playground Global), Devialet’s investors will help the company to open new doors. ‘Beyond enabling us to accelerate our development through additional funds, the new investors will support our geographical influence, especially in Asia and the US,’ explained Quentin Sannié, co-founder and CEO of Devialet. Existing Devialet investors are already a Who’s Who of French tech, which include Bernard Arnault (LVMH), Jean-

Merci Maman, the personalised gift company, has won the ‘Best Customer Service Award’ at the Hammersmith & Fulham Brilliant Business Awards 2016. The company was also a finalist for ‘Best Local Employer’. ‘We are so proud and it means so much to have two of our key success factors being recognised by our community,’ said Arnaud de Montille, co-founder of Merci Maman. ‘I would like to give massive congratulations to the team for these great successes, for everyone’s positive attitude and strong values.’ I

Antoine Granjon (Vente-privee.com) and Xavier Niel (Free internet) among others. ‘Devialet is a real gem that has been able to innovate and put sound at the heart of a technological revolution,’ added Fleur Pellerin. ‘This first investment of Korelya Capital marks its ambition to serve French and European tech entrepreneurs to help them in their international development.’ Devialet was established in Paris in 2007 to bring to market the groundbreaking Analog-Digital Hybrid technology, which combines the quality and power of both analog and digital sound amplification. I Read our profile with Devialet in the September/October 2016 issue of INFO

20 - info - january / february 2017

CPI Colour scoops up Digital Printer Award At a ceremony hosted by retired football ace Matthew Le Tissier at the Marriott Hotel in November, commercial printing company CPI Colour – which also prints INFO – picked up an award in the ‘Photobooks, Yearbooks and Hard Cover Reports’ category for the World Wildlife Review report it printed for the World Wildlife Fund. In their citation, the award judges said, ‘The print and bind quality found in this brochure should be something that other printing companies should aspire to achieve.’ I

BUSINE S S WOR LD – CHAR IT Y NE WS

Handicap International teams up with IKEA Foundation Humanitarian charity Handicap International has ©William Daniels. Handicap International, Rehab Haiti

announced a new partnership with the IKEA Foundation to create inclusive playgrounds in refugee camps in Bangladesh, Pakistan and Thailand that will empower up to 13,000 children and their families. Handicap International is one of the IKEA Foundation’s six partners for its new ‘Let’s Play for Change’ campaign, which launched on 20 November to mark the UN’s Universal Children’s Day. The IKEA Foundation is the philanthropic arm of the INGKA Foundation, owner of the IKEA Group. Handicap International’s Growing Together project will create inclusive playgrounds where vulnerable refugee children can feel safe to play and learn. Child-friendly spaces will give refugee children the opportunity to relax, smile, play and just be children again, the organisation added. The UN Convention on the Rights of the Child states that every child should have the right to play. Particularly for children with disabilities, playing enables them to learn, be included in their community and improve their self-esteem.

1982: Handicap International was founded 1bn: number of disabled people worldwide 80%: proportion that live in developing countries 59: countries helped by Handicap International 341: ongoing projects today

Yet research from the IKEA Foundation shows that children with mental and physical disabilities are often likely to be

with and without physical disabilities, children with learning

excluded from playing and learning activities.

difficulties, mental health problems and children who

‘Our safe spaces will be accessible and inclusive so that all children can come and learn together, such as children

are chronically ill,’ said Cheryl Shin-Hua Yeam, Handicap International’s Technical Coordinator for Growing Together. I

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London French school survey Dr Laurent Batut, Senior Education Consultant at Turenne Consulting, offers an overview of the French primary and secondary schools based in London

ince 1915, the growth of French schools in London has reflected particularly well the history of the French community in Britain’s capital. At present, the schools that are accredited by the French Government (écoles homologuées) in London form one of the most prominent and dynamic networks of French schools globally. In September 2016, more than 7,000 pupils were educated in these ten schools – with more than 80 per cent of students holding a French passport.

LYCÉE FRANÇAIS CHARLES DE GAULLE DE LONDRES Established: 1915 Address: 35 Cromwell Road, London SW7 2DG www.lyceefrancais.org.uk Size of school: 4,100 pupils (aged 4 to 18) Main site in South Kensington: 2,740 Ecole de Wix (Clapham): 390 Ecole André Malraux (Ealing): 270 Ecole Marie d’Orliac (Fulham): 700 Annual fees (excludes lunch): Nursery: £7,017 Bilingual section: £8,088 Primary: £5,385 Bilingual section: £6,570 Secondary: £6,570 British section: £11,271 Education offered: French curriculum (Brevet and Baccalauréat) and British section from Key Stage 4 and 6th Form (GCSEs and A-Levels).

L’ECOLE DES PETITS / L’ECOLE DE BATTERSEA Established: 1977 (Petits) and 2005 (Battersea) Address: 2 Hazlebury Road, London SW6 2NB (Petits) Trott Street, London SW11 3DS (Battersea) www.lecoledespetits.co.uk Size of school: 370 pupils (aged 3 to 11) L’Ecole des Petits (Fulham): 130 L’Ecole de Battersea (Battersea): 240 Annual fees (includes music and/or dance lessons and school trips): L’Ecole des Petits: from £11,640 to £11,895 L’Ecole de Battersea: £11,925 Education offered: French bilingual curriculum allowing parents to choose between French or English secondary schools at the end of primary. Pupils wear a uniform in both schools. Part of the cohort at L’Ecole des Petits progresses into primary at Lycée Charles de Gaulle.

LA PETITE ÉCOLE FRANÇAISE ECOLE FRANÇAISE DE LONDRES JACQUES PRÉVERT Established: 1974 Address: 59 Brook Green, Hammersmith, London W6 7BE www.ecoleprevert.org.uk Size of school: 260 pupils (aged 4 to 11) Annual fees (includes sport kit and lunch): Nursery: £6,236 Primary: £5,600 Education offered: French curriculum. 22 - info - january / february 2017

Established: 1983 Address: 73 Saint Charles Square, London, W10 6EJ www.lapetiteecolefrancaise.co.uk Size of school: 140 pupils (aged 3 to 11) Annual fees (includes lunch): £8,850 Education offered: French curriculum. Places are limited in the primary section and half of the nursery cohort progresses into primary with a guaranteed place at other French schools.

LE HÉRISSON

ECOLE JEANNINE MANUEL – LONDRES

Established: 1989 Address: Rivercourt Methodist Church, Rivercourt Road, London W6 9JT www.leherissonschool.co.uk Size of school: 70 pupils (aged 2 to 6) Annual fees: from £9,300 to £9,780 Education offered: French curriculum.

Established: 2015 Address: 43-45 Bedford Square, London WC1B 3DN www.ecolejeanninemanuel.org.uk Size of school: 310 pupils (aged 3 to 18) Annual fees: £16,410 Education offered: Unique educational proposition mixing French curriculum for French and Maths classes and other international perspectives for other subjects. Mandarin Chinese is taught from Year 4/CE2. The school is not currently accredited by the French Government but its parent school in Paris has official recognition by French education authorities. The maximum capacity of the school is around 1,000 pupils.

L’ÉCOLE BILINGUE Established: 2004 Address: St David’s Church, St Mary’s Terrace, London W2 1SJ www.lecolebilingue.com Size of school: 120 pupils (aged 3 to 11) Annual fees: Nursery: £9,069 Primary: £9,795 Education offered: French curriculum and bilingual teaching by immersion (certain subjects are taught in English, others in French).

COLLÈGE FRANÇAIS BILINGUE DE LONDRES Established: 2011 Address: 87 Holmes Road, London NW5 3A X www.cfbl.org.uk Size of school: 700 pupils (aged 5 to 15) Nursery: £10,011 Primary: £9,135 Secondary: £9,335 Annual fee (includes lunch): L’Ecole des Petits: from £11,640 to £11,895 L’Ecole de Battersea: £11,925 Education offered: French curriculum and bilingual teaching by immersion (certain subjects are taught in English, others in French) in primary. Enhanced provision of English at secondary.

LYCÉE INTERNATIONAL DE LONDRES WINSTON CHURCHILL Established: 2015 Address: 54 Forty Lane - Wembley - HA9 9LY www.lyceeinternational.london Size of school: 715 pupils (aged 5 to 18) Annual fees (includes lunch): Nursery: £10,880 Primary: £11,160 Lower Secondary: from £10,160 Upper Secondary: £10,880 Education offered: French curriculum, bilingual teaching in an international environment (certain subjects are taught in English, others in French) throughout the school. Mandarin Chinese classes are available. Like Lycée Charles de Gaulle, pupils will be able to take the international version of the Brevet and French Baccalauréat. The school plans to gradually increase its capacity from 1,100 to 1,300 pupils in the coming years.

ECOLE INTERNATIONALE FRANCO-ANGLAISE Established: 2013 Address: 36 Portland Place, London W1B 1LS ( Junior School), 10 Duchess Street, London, W1G 9AB (Senior School) www.ecole-ifa.com Size of school: 230 pupils (aged 2 to 18) Annual fees: Nursery: £15,900 Primary: £16,800 Secondary: from £17,400 to £19,500 Education offered: French curriculum and bilingual teaching by immersion (certain subjects are taught in English, others in French) in primary. International Baccalaureate bilingual programme at secondary. The school has recently expanded to welcome younger pupils (Little EIFA) and opened a secondary section in 2015 (Senior school). info

- january / february 2017 - 23

BUSINE S S WOR LD – R E PORT S & R E SE ARCH

A selection of research papers and reports produced by Chamber member companies

CBRE Global Gateway Cities From a real estate perspective, global gateway cities offer many benefits. Their attractiveness to people and businesses means that space demand in their commercial real estate markets increases steadily over the long term, underpinning rent growth. These cities are also highly-liquid markets, where real estate investments can be readily bought and sold. CBRE Research conducted this new report to aid those looking to invest in retail or office assets in one or more of the world’s great cities – including London and Paris – to quickly and easily understand pricing and market conditions. Global Gateway Cities – November 2016. Available at: https://goo.gl/AY9iCh

PwC Women returners Despite the gains that the UK has made in improving female labour market outcomes, there is still significant underutilised potential: one such group is professional women returning from career breaks. PwC’s new research, conducted in conjunction with the 30% Club and Women Returners shows that addressing the career break penalty could deliver gains of £1.7bn to the UK economy. The report discusses the challenges that professional women face when returning to work after career breaks, what businesses can do to tackle them, and the gain from addressing the career break penalty. Women returners – November 2016. Available at: https://goo.gl/LeHS3j

Natixis Silver Economy With life expectancy getting longer, and the birth rate declining, seniors are set to take on a considerable place in society. The so-called ‘silver economy’ is already worth some $8.9tn annually, and it is set to continue expanding to the extent that it will account for a third of annual GDP growth for the largest economies worldwide over the next 30 years. Natixis’ cross-expertise research finds that four sectors stand to benefit from this growth: technology, tourism, finance and – above all – healthcare; and French companies could reap the benefits from this. Silver Economy: an opportunity for France – October 2016 Available at: https://goo.gl/0QfsRc

info

- march / april 2016 - 24

Marketing: A Brave New World

focus

ince time immemorial, trade

Second, emotion must be at the

has relied on winning and retaining

heart of a brand's marketing strategy.

customers; or, in other words, on marketing. The art of promotion and sales requires an in-depth knowledge of human psychology and the ability to hit potential customers with a strong dose of

Vivendi's Lucien Boyer and Citizen Press's FranĂ§oise Montabric explore this important theme,

explaining

why

creating

personal

and

personalised content helps to deliver higher marketing

emotion. A marketer is, first and foremost, a people person who

returns and engagement. Modern marketers must focus on the

understands what makes people 'tick'.

core customer: what is it that they need and want? How can we

This Focus takes a deep dive into modern marketing to help

fulfil that need?

businesses prepare and make the most of the year ahead. We

Finally, fully embracing multi-channel marketing is the best

begin with insight from some of marketing's brightest minds, Sir

way to ensure that you reach all of the right audiences. Publicis'

Martin Sorrell from WPP and Yannick BollorĂŠ from Havas, who

Guy Wieynk must-read piece looks at why tying digital into your

present a high-level view of the trends to look out for in 2017.

traditional strategy must be done.

The main takeaway is, first and foremost, that traditional

To help to put these theories into practice, the Focus also

marketing is not dead. While they may be less targeted than

includes insights from marketing experts at Teads, Holition, JIN,

some digital marketing tools, print and TV continue to reach

Mozoo and others. Their practical tips and advice are designed

and engage large audiences. Digital complements, rather than

to give brands the marketing knowledge they need to thrive in

replaces, traditional marketing for many brands.

this brave new world. I hope you enjoy the read. I JH

info

- january / february 2017 - 25

Marketing in numbers 80%

MORE THAN OF MARKETERS USE A MULTI-CHANNEL CAMPAIGN OF THREE OR MORE DIGITAL CHANNELS According to Experian Marketing Services

The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself Peter Drucker, management consultant and author

Source: Digital Sapiens Media

95% of marketers

say that running a multi-channel digital marketing compaigm is important for their business

only

73%

of businesses already have a working strategy in place,

with a mere 30% saying they are confident that their strategies will work Source: Episerver

26 - info - january / february 2017

IN WHICH AREA(S) OF MARKETING ARE YOU PLANNING TO USE MARKETING TECHNOLOGY/SOFTWARE OVER THE NEXT 12 MONTHS? 47% 42%

2017 will be a year when marketers are tested on two fronts: being able to execute what we know works today with what we believe will work tomorrow

42% 38% 35%

25%

23%

20%

Source: Gartner

25%

Kevin King, Global Practice Chair, Edelman Digital, commenting on the top marketing trends of the year ahead

None

SEO

Programmatic marketing

CRM

Content marketing

Customer insights

Digital advertising

Email marketing

Social media

ONLINE REVENUE BY DEVICE

21%

13.8m

THE SIZE OF GENERATION Y IN THE UK

36%

OF UK E-RETAIL SALES IS DONE VIA MOBILE, BUT THE AVERAGE CONVERSION RATE IS JUST 1.4%

Mobile Source: ONS

17%

63%

Desktop

Tablet

Source: Wolfgang Digital

UK TOTAL MEDIA AD SPENDING SHARE, BY MEDIA 2014-2020 % of total

2014 2015 2016 2017 2018 2019 2020

DIGITAL

47.5% 50.7% 53.1% 55.2% 57.1% 58.6%

—MOBILE

14.8% 21.2% 27.0% 32.4% 37.7% 41.6% 44.4%

25.3% 25.2% 24.6% 23.7% 22.8% 22.1% 21.5%

18.2% 15.4% 13.8% 12.9% 12.2% 11.5% 11.0%

—NEWSPAPERS* 13.3% 11.1%

10.0%

9.3%

8.8%

8.3%

60.0%

7.9%

—MAGAZINES* 4.9% 4.3% 3.9% 3.6% 3.4% 3.2% 3.1% OUT-OF-HOME 6.7% 6.6% 6.4% 6.2% 6.0% 5.9% 5.7% RADIO**

2.3% 2.2% 2.1% 2.0% 1.9% 1.9% 1.8%

Note: numbers may not add up to 100% due to rounding; *print only; ** excludes off-air radio and digital Source: eMarketer, March 2016 info

- january / february 2017 - 27

WHAT IS THE NEXT BIG THING? What is the future of print? Is virtual reality the next big thing? Sir Martin Sorrell, CEO of WPP, the world’s largest advertising and marketing services group, shares his vision of the future Six months after the EU Referendum, how has the result

Does ‘traditional’ print advertising continue to have a role in

affected WPP and the wider market?

modern marketing?

Due to the weakness of the pound, we’ve experienced a short-

The answer is ‘yes’, though of course print advertising revenues

term currency boost in the second-half of 2016. But softening

have come under sustained pressure as the so-called ‘tech’ giants

growth in the UK in the third quarter perhaps hinted at the first

(who are in fact media owners themselves) take an ever larger

signs of Brexit anxiety among clients.

share of global ad spend. Digital advertising is expected to account

Brexit adds to the uncertainty felt by business in general, and

for 99 per cent of net global advertising growth in 2016.

provides yet another excuse to postpone or cancel investment

What print offers is often greater, higher-quality engagement

decisions. In our low-growth, low-inflation, low-pricing power

than digital media. There is plenty of research that suggests

world, companies were already very focused on costs and

advertising in newspapers and magazines is more effective than

reluctant to take risks, even before the referendum.

it is given credit for.

In terms of our strategy, we have renewed our focus on

The ‘fake news’ and measurement issues affecting the big

Western Continental Europe, not least France, where, since the

social media companies also highlight the value of traditional

referendum, we have acquired a leading French data business,

media, where the metrics are perhaps more established and

invested in the company behind Le Monde and VICE France, and

reliable, and editors still make the effort to check the factual

appointed a Country Manager for the first time.

accuracy of what they publish.

Like Germany, Spain and Italy, France is a critically important market for us, with many great French companies as clients. France

What is the one trend that you recommend business leaders

is particularly significant because it has a disproportionately high

spend time looking at in marketing this year?

share of the world’s top global and multinational companies.

There are three things brands should look at closely: two specific

In Western Continental Europe, we have revenues of more

points, and one general, more philosophical point.

than $4bn and employ 27,000 people. We have to protect and

The first is that there needs to be more attention on the

build our position, so, post-Brexit, WPP will be more European

transparency and reliability of tech or social media companies’

than ever.

approach to measurement, and the resulting questions over the effectiveness of ad spend with them. The player and the referee

What can firms do in order to boost their return on marketing over the coming year?

can’t be the same person, as is the case at the moment. The second is virtual reality (VR), which is becoming more

Every year, WPP’s Millward Brown produces its global BrandZ

accessible for consumers and is bound to feature heavily at CES

ranking of the world’s most valuable brands. If you had invested

(the Consumer Electronics Show) in Las Vegas in January. It is

in the world’s top 10 brands over the past 10 years as a single

estimated that the market for VR and augmented reality (AR) will be

stock portfolio, it would have outperformed the S&P 500 index

worth $35bn by 2025, offering great opportunities for marketers

by almost 75 per cent and the MSCI World index by more than

– from enhancing campaigns to improving customer experiences.

400 per cent.

The third trend that should be looked at closely (and reversed)

In other words, there is a direct correlation between

is the increasingly risk-averse, short-term nature of decision-

investment in brands and long-term success, in the form of

making in boardrooms, where cost-cutting rather than investment

top-line growth and shareholder return. Prioritising long-term,

has become the norm. Brands cannot deliver enduring success

brand-building communications is the best thing a business can

without sufficient investment in innovation, R&D and brand communications. I Interview by JH

do in 2017, and indeed any year. 28 - info - january / february 2017

GIVE CUSTOMERS WHAT THEY WANT Yannick Bolloré, CEO of Havas, the world’s fifth-largest global communications company, argues that creativity and customer insight should be at the front of marketers' minds in 2017 Six months after the EU Referendum, how has the result affected Havas and the wider market? No concrete actions have been taken yet since Brexit, so there is still a certain amount of uncertainty ahead. The devaluation of the pound aside, the UK economy is holding up very well. The health of the UK advertising industry

Consumers want super-creative campaigns that they can watch over and over again, which they can engage with, comment on and share

is intrinsically linked to the UK economy, so six months after the EU Referendum, I’d say that the advertising and marketing industry is continuing to perform well – and this includes Havas. The UK also still holds its influential position of being

our clients with a seamless organisation and deliver higher ROI on their campaigns.

where global brands like to do their global marketing, for example GSK choosing Havas in the UK to handle its global

Does ‘traditional’ print advertising continue to have a role in

business, and this will be positive for the UK economy overall.

modern marketing?

So I am not overly concerned for the industry or for Havas.

The future is definitely not entirely digital. The future is about getting the right mix.

What can firms do in order to boost their return on marketing

Great campaigns from the past will live on over time.

over the coming year?

Consumers want super-creative campaigns that they can watch

Increasingly, what clients want is business that blends all

over and over again, which they can engage with, comment on

communication disciplines with a focus on fantastic creativity

and share.

and a way of measuring the impact of their campaigns.

For example, our latest ad for Heathrow Airport mixes

Havas is the most integrated group in our industry. We want

consumer insight, data, social, digital and good old-fashioned TV

our clients to have everything they need under one roof, which

advertising, and it is currently the UK’s favourite Christmas ad!

is why we put in place our ‘Together’ strategy where our creative and media teams share the same spaces in what we call our

What is the one trend that you recommend business leaders

Havas Villages.

spend time looking at in marketing this year?

We will be opening our 47th Village at King’s Cross this January,

I’d say we need to be looking at data and cognition in order

which is going to give us a unique position in the UK: our London

to build higher return on investment campaigns through the

Village will bring together 2,000 communications experts with a

use of brilliant and well constructed consumer insight. And

range of skill sets that span the full spectrum of communications.

also to put consumer data at the heart of your agency team. I

This integrated and collaborative approach allows us to provide

Interview by JH

Increasingly, what clients want is business that blends all communication disciplines with a focus on fantastic creativity and a way of measuring the impact of their campaigns

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Content pays off ‘Content is king!’ proclaimed Bill Gates in 1996. Twenty-one years later, offering relevant and useful content is still the key to successful marketing, writes Françoise Montabric, President and Director General of Citizen Press

he term ‘content marketing’ appeared in the mid-

Gaining the customers’ trust

noughties, when digital marketing really took off. Like

'Before it is interested, content must be interesting’, stresses

the latter, content marketing was used to enhance and

Daniel Bô, co-author of Brand content: Comment les marques se

strengthen the reputation of a brand, company or institution on the web.

transforment en médias, a reference book on the subject. In other words, content marketing mustn’t just rely on attracting the customer’s attention. It must encourage support and trust on the part of its target audience. This requires the content to be honest, coherent with the brand identity, reliable and useful. Texts, videos, graphics, slide-shows… Efficient content places the brand as a reference in its specific industry. According to the CMI, 80 per cent of digital decision-makers prefer to get their information from a series of articles than from traditional advertising, and 58 per cent of consumers think that a company that produces video content is more trustworthy than one that doesn’t.

If it doens't carry emotion with it, content marketing cannot hope to fulfil all its promises in terms of ROI

It is admittedly fanciful to hope to transform one’s target-audience into a close community of firm virtual friends. However, content marketing can only be more efficient when it is given an

What defines content marketing is the range of new means that brand representatives use to penetrate the market:

emotional dimension. Consequently, storytelling is one of its main springboards.

instead of using traditional publicity tools (ad space, publicity

By telling a story with the product or service at its centre, it is

banners, etc.), they use texts, images and videos put together

able to capture the customer’s attention while making them

for specific campaigns.

dream, wonder, think or even get indignant about an issue. ‘If it

One of the most accurate definitions is the one given by

doesn’t carry emotion with it, content marketing cannot hope

the Content Marketing Institute (CMI): ‘Content marketing is

to fulfil all its promises in terms of ROI,’ explains Karine Abbou,

the strategic marketing approach of creating and distributing

Director of the Content Marketing Academy.

valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of

Having a strategy

driving profitable customer action.’

A well-defined target audience, reliable information, striking

So, instead of just promoting your products and services

staging, storytelling… Once all of these ingredients are brought

in the wider digital world, you are distributing information

together, we have to come up with a strategy to produce and

that will make your potential client more informed and more

distribute content.

intelligent.

The golden rule when it comes to this is fresh information. In the same way that restaurants are deemed trustworthy

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when they have a constant stream of customers, reliable

brand’s commitment to sustainable agriculture. The numbers

brands are considered to be the ones that produce a constant

speak for themselves: 11 million views for the video and

stream of content.

400,000 downloads of the game.

Thus, 61 per cent of customers are more likely to buy

Finally, thanks to the stories told by its ‘fruit-characters’,

products from a brand that regularly shares content. Another

Oasis has managed to re-invent its image… and double its

imperative is to increase the number and types of formats and

turnover.

ensure that content goes viral. Videos, expert reports, blog posts, informative (or funny) graphics… These different types of

B2B opportunities

formats can easily travel across social media, where they can

These performances are not just the preserve of big public

be recommended, ‘liked’ or retweeted.

brands. B2B marketers now consider content marketing to be

A strategy that pays off

an efficient strategy to boost their influence amongst opinion leaders and people of influence. According to the CMI, B2B

Essentially, content marketing relies on creating a relation

marketers have noted an increase of 67 per cent in leads when

of trust with the user. And that can take some time. The

they are involved in a content marketing strategy.

economic benefits are not always instantaneous, but this strategy has more than a few success stories to its name. In 2009, L’Oréal put its American subsidiary in charge of

This is the case for example of the French company Safran, which has collaborated with Citizen Press for a decade. After completely renovating its digital ecosystem, the aeronautic

launching its content policy, which involved videos, advice

giant has greatly and speedily increased its presence on social

articles and interviews produced by well-known fashion

networks.

writers. Eventually, the group created a user database that can send out targeted and interactive content. Another example is that of Chipotle, the chain of Mexican

Recently, the company has started to develop immersive digital stories about technology and Safran’s know-how. These ‘long-form’ stories, mixing storytelling, photos and videos are

fast-food restaurants. Structured around a short film and

published on the company’s corporate website and distributed

online game, its ‘Scarecrow’ campaign introduced users to the

on social media. I

The most-used tools in content marketing globally 93% use social networks 80% send newsletters 78% write articles on their websites 75% use photos and illustrations 74% use videos 45% use graphics 42% create mobile apps Source: Content Marketing Académie

WHEN BRANDS BECOME MEDIA OUTLETS A number of brands have chosen to produce media platforms that belong to them and through which they regularly publish content. For example, through its subsidiary Red Bull Media House, the energy drink brand is a pioneer in this regard. They have over 150 collaborators that work on Red Bull’s content marketing. As for Coca-Cola, the company is now investing more in content creation than in traditional TV advertising, while Nestlé has a 20-person team of community managers and designers dedicated to creating content for the brand. This transformation of brands into proper full-scale media groups is the pinnacle of content marketing. I

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AI is getting more human INFO asks Olivier Njamfa, President and CEO of customer interaction experts Eptica how artificial intelligence is changing the way brands interact with customers

Why is it so vital that brands interact with customers on a

and analyse human language, is a form of AI that can already

personal basis when marketing?

help brands to gather insight about their customers.

Customers expect and demand meaningful conversations with

Today, this cognitive technology is able to understand

brands today, and it is vital for companies to do so if they want

any conversation that happens between an individual and a

to win and retain new business – it’s the key to engaging them

brand, and use that to extract what the brand needs to serve

with your brand. People now expect brands to know what they

the customer. And the more it happens, the more ‘intelligent’

like and want in advance.

the technology becomes. For example, while there are around

Yet, right now, most brands do not truly know their customers. There is a big shift occurring, which will continue

240,000 words in the Concise Oxford English Dictionary, our own AI software has a ‘vocabulary’ of one million words.

throughout 2017 and beyond, in companies’ ability to increase their knowledge of their customers: what is their

What is the one thing marketers need to do in 2017?

behaviour, what are they expecting, what are they looking for?

Brands need to transform themselves to focus on their customers – both on gaining new ones and retaining existing

What role does artificial intelligence (AI) play in this?

ones. This means investing in the necessary technology that can

AI is a huge part of it. Natural language processing, where

help your business to put customers at its heart. It’s a big move

software and technology use algorithms to translate, understand

to make, but it will make a big difference. I

Are we heading into a virtual future?

hile virtual reality (VR) technology

report by VR experts ShiftVR.

is still in its infancy, it could

Not everyone is convinced, however.

be used by brands to grow customer

'VR has had all the hype this year, but we

engagement – the Holy Grail of marketing.

are starting 2017 with a lot of questions

After all: no one can deny the power of

still unanswered, despite the media

being fully immersed in an alternative,

hype,' says Jonathan Chippindale, CEO of

virtual world. But will it stick, or is it just a

Holition.

fad that will eventually die out?

'Brands are getting good PR exposure from playing around with VR at the

What are the potential uses of VR specifically in marketing?

moment, but let’s see if this continues into next year – my guess is that it might

• The ability to recreate the settings that physical products will be used in

die back, like 3D did, and VR will retreat Building these 360-degree virtual

into areas when “getting away from it all”

• Telling powerful, immersive stories

experiences still requires considerable

– such as gaming or pornography – will

using 360-degree video

investment in both time and money,

play to it’s obvious strengths.'

• Giving customers a taste of products

but as the technology refines and

Marketers would therefore do well to

by giving them a glimpse into how the

democratises itself, it has the potential

brush up on their knowledge, but hold

products are used in real life.

to deliver strong returns, according to a

off on investing for now. I JH

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Put 'experiences' at the heart of your digital strategy

Building and designing engaging experiences is the way to make the most from digital marketing, says Guy Wieynk, CEO Western Europe for Publicis Worldwide

igital marketing will continue to play a growing role in marketers’ portfolios in 2017, but this will be driven by connected customer experiences, says Guy Wieynk, CEO

Western Europe for Publicis Wordwide. Wieynk joined Publicis in 2015 following 17 years at WPP,

and the different channels, is essential.’ However for global brands, this does not mean applying a one-size-fits-all strategy, either. ‘It isn’t about forcing one single marketing asset to every single market you operate in. While global campaigns remain important, as they give your brand

where he rose to International Vice President for WPP’s digital

a consistent tone of voice and experience, you need to work

agency AKQA. His entire career has been in the heart of digital

with the individual markets to adapt the communications.’

marketing, leading the industry’s growth, making him highly qualified to give insight on digital marketing in 2017. In terms of the top trends, Wieynk says experiences are increasingly what counts. ‘Customers no longer compare a

Companies must therefore strive to deliver consistent messaging across all of their markets, while still adapting the execution locally.

brand’s products and services within their own category, they

New digital technologies

compare the experience that they have with the brand with

Other digital trends that Wieynk expects to drive marketing in

the customer experience leaders, such as Apple or Amazon,’

2017 are artificial intelligence (AI) and virtual reality (VR). He

he explains.

points to the investments that large brands such as Samsung,

‘What this means for marketers is that they must turn their focus on the overall experience – on their website,

Google and Apple are making in AI and VR. 'We are going to see more of AI over the next three or four

their app, their in-store environment. How do you connect

years. While chatbots are still a little experimental, they’re very

your communications strategy and brands with the overall

exciting. These non-human interfaces are going to get stronger

experience?’

and stronger.’

A key to unlocking a positive digital experience is to fully embrace mobile. A recent Gallup poll indicated that 72 per cent of consumers check their phones at least once an hour, and the overwhelming majority of that time – up to 90 per cent – is spent using apps.

It is therefore important, he says, that brands plan for new technologies. ‘Just because we are working on a technology today does not mean we shouldn’t focus on the technologies of tomorrow. ‘It is absolutely important to digitise your offering for the

‘It is so important to design experiences around mobile,’

future. When I look at my children, they don’t even know what

says Wieynk. ‘With an expected five billion smartphone devices

the word means. Over the course of the next ten years, we will

in circulation by 2020 – that’s nearly 80 per cent of the world’s

stop using the word “digital”. It’s just inherent in everything

population that will have what is, essentially, a supercomputer

we do now.’ I JH

in their pocket – taking your content and adapting it to mobile

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MOBILE REVOLUTION Max Pepe, Global Business Development and Marketing Director of mobile marketing experts Mozoo, explains the fastest route for marketers to making the most from mobile

ost will already know that mobile usage has officially

A recent report released by PwC and IAB announced that

surpassed desktop in over 10 countries, including

in the first half of 2016, the amount spent on mobile display

the US, UK and France.

ads in UK (£802m) overtook that of PC and tablet display

Your customers and clients share their most precious and

(£762m) for the first time. This reflects an increase of 56.1 per

coveted commodity – time and attention – with the screens of

cent in the first half of 2016. Globally, the trend is comparable;

their mobile phones by an average ratio of 51 per cent (mobile)

with mobile ad spend representing 51 per cent of the market

to 42 per cent (desktop). Mobile is now the primary screen for

– a whopping $100bn.

internet usage and, furthermore, adoption is growing by 58 per cent year on year.

Whether your goal is brand awareness or performancebased direct response (such as user acquisition with defined

Mobile is now the primary screen for internet usage and, furthermore, adoption is growing by 58 per cent year on year We spend almost three hours per day immersed in the

cost-per-acquisition targets), the sophisticated eco-system of

content pouring from our devices according to research

technology within mobile marketing allows for highly advanced

conducted by venture capital firm KPCB, and willingly tap,

tracking, pin-point audience targeting (including location), and

swipe, absorb and interact 2,617 times a day on average with

granular analytics.

our smart pocket devices.

Marketers have more control on mobile than on any

Mobiles phones are threaded into the fabric of our

other channel. Furthermore, continual advancements in real-

everyday life – on the commute, at work, on holiday, in the

time-bidding and programmatic optimisation ensure that

bedroom and on the toilet (we all do it) – forming a powerful

advertisers continue to see increasing return on investment,

digital and emotional bond with our hands and minds. We

in both time and money.

share our lives both with, and on, our mobile devices. Every minute and every interaction is an opportunity for

Marketing strategy

brands to engage with existing and future customers in a

Execution of a smart mobile marketing plan of course depends

manner that was – only a few years ago – simply not possible.

very much on the individual brand, the product or service

Mobile marketing spend How are brands and marketers reacting to this trend? With intent.

34 - info - january / february 2017

being sold, and specific campaign objectives – and goes far beyond technology alone. Brands now have the opportunity to engage with their audiences socially, emotionally, persuasively and educationally;

and knowing when, what and how to communicate is at the

through a variety of ad-networks, demand-side platforms,

heart of all successful mobile marketing.

exchanges and private market places giving brands access to

Marrying technology with innovative, creative, exquisite ‘mobile first’ user experience and non-disruptive ad formats is

targeted inventory and an array of innovative ad-formats on mobile web and in-app.

imperative, as is understanding consumer traffic. Mobile traffic can be accessed through giants such as

Despite its dominance and ubiquity as a channel, mobile is still a landscape full of uncertainty for many marketers. I

Google and Facebook (both paid and organic), and also

Brands now have the opportunity to engage with their audiences socially, emotionally, persuasively and educationally; and knowing when, what and how to communicate is at the heart of all successful mobile marketing

HOW TO MAKE THE MOST OF YOUR MOBILE MARKETING STRATEGY Always put the user first and

1. User Experience

consider their emotional state-of-

Having a fully mobile-optimised site is

mind depending on where they are,

beyond mandatory. The savvy brand

who they are and what content they

now needs to step up and consider

are interacting with at the time. You

the full user experience on mobile,

may serve a very different message

working with the native functionality

to a consumer in a shop comparing

and visibility the device provides.

prices on Amazon, to one sitting at

This means considering the sales

home browsing social media in front

funnels, call-to-actions, and ensuring

of the TV.

consistency between site and app, and end-to-end conversion flow. Features such as click-to-call buttons and GPS store locators can also be tested where prudent, capturing every

that has never been available on desktop, with location being of particular interest, considering the

potential drop off point.

‘mobile’ nature of the device.

2. Personalisation

targets and optimises their mobile

Despite its very human connotation, ‘personalisation’ is, in fact, the net benefit of correctly leveraged big-data, artificial intelligence, rich analytics, programmatic machine learning and smart ad-serving. This results in the right message being seen by the right consumer, at the right time, in the right place. If you are not yet applying these methods and technologies you are missing out

Taxi disruptor Uber, for example, user acquisition campaigns on criteria such as city, device, OS, time and current weather conditions. Brands can also measure and model full customer sale cycles cross-device; and monitoring initial search and intermediary touch points all the way through to conversion.

4. User Centricity

Familiar platforms such as Instagram and Facebook are powerful tools and not to be over-looked, but ‘chatbots’ such as WhatsApp, WeChat, and FB Instant Messenger offer brands the ability to engage with consumers in a smart and personal way.

7. Partnerships Successful mobile marketing is built upon partnerships. Brands need to partner with mobile experts, attribution platforms, traffic sources and ad-tech companies. I MP

We are not marketing to technology,

on lucrative returns.

we are marketing through technology.

3. Targeting and measuring

never forget you are communicating

Mobile provides a depth of targeting

5. Social messaging

Use data and insight as a clue, but to a human being.

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Video killed the radio star Video is currently the most on-trend form of marketing and companies are investing heavily in producing and promoting video content. Rachid Ait Addi, Industry Director at video advertising marketplace Teads, tells you what you need to know

n the UK, video is heralded as the rising

Embrace programmatic

for 76 per cent of Teads’ programmatic

star of digital. The Internet Advertising

Teads has seen a huge uptake in

impressions.

Bureau’s latest ad spend figures saw a

programmatic – i.e. the use of automated

Programmatic targeting allows your

growth of 69 per cent since the first half

software in purchasing digital advertising

video to be delivered to the right person

of 2015 – an increase in spend of £190m.

rather than via people – with a 200 per

at the right time.

This is set to continue. A recent Forrester study showed that 70 per

Give users choice

cent of agencies and advertisers expect

One of the key drivers of ad blocking is

video budgets to increase over the next

ads that the user cannot skip or avoid.

two years. Yet the problem for many

However, a global survey found that 80

marketers is finding enough inventory

per cent of people would reconsider

for this spend.

using ad blockers if they were given the choice to engage.

Although social media platforms are huge, they can only offer a limited

When you plan your video advertising

amount of quality video. And premium

strategy, ensure that you aren’t irritating

publishers see their pre-roll inventory

the user. An engaged view is much more

sold out months in advance. Because

valuable than a forced one.

of this, many marketers have looked towards new formats which do not

Utilise outstream

require video content to run – such as

Outstream video advertising has grown

outstream video.

from strength to strength since its invention just five years ago. Outstream

Think mobile first

video opens a wealth of premium

Mobile is now the primary screen for many consumers, and the smaller screen needs to be complemented. When brands think mobile first and choose to use mobile optimised formats such as vertical and square, results indicated significant uplifts across

inventory, allowing your ad to be placed

A recent Forrester study showed that 70 per cent of agencies and advertisers expect video budgets to increase over the next two years

their key performance indicators – an

within the likes of Time, Conde Nast, The Independent – and many more. A study conducted by comScore found that ads placed on premium websites are three times as effective as those placed on non-premium publishers at boosting brand favourability and

essential consideration. In addition, this

users are more likely to recommend

also led to a better user experience,

cent rise in revenue from Q1 to Q3 in

products or services. The ads benefit

more attention and lifts in engagement.

2016. This is because programmatic is

from a ‘halo effect’ which comes from

Significantly for vertical video, a uplift

no longer a source for cheap, low-quality

the quality and subject matter of the

of +83 per cent was measured, showing

inventory. Private marketplaces are the

articles where they are placed.I

that brands should not just stick with

preferred way for premium publishers to

traditional landscape formats.

transact – and which currently account

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You've got (e)mail! Email retains an essential place in the marketer’s arsenal. But how do you ensure that your emails and e-shots are read and acted on? Dorothée Lacroix, International Managing Director of interactive data marketing pioneers Numberly reports

ith 205 billion emails sent every day, it is clear that email is still and will remain

the leading communication tool for businesses for some time. What drives the success of email as a marketing tool? It begins with its simplicity and low cost for distributing and conveying messages.

Beware overuse However, there is a risk that such a success could turn on marketers, by tempting them to use email excessively. Unnecessary

broadcasting

can often translate into lower customer satisfaction, which in turn results in a drop of its average click-through rate. It is for this reason that email marketing is becoming increasingly associated with

Marketers need to focus on customisation, so that emails meet customer expectations and deliver the appropriate information at the best time

spam. Yet, marketers do not have to not

sent. To have their emails delivered

to feel special. Before they open the

consider this situation as inevitable; if

successfully and to have a conversional

message, they have to understand what

advertisers persist in offering customised

impact, marketers would be well advised

the email is about and how it benefits

content to addressee profiles, email

to always put the emphasis on relevance

them.

will quickly reinforce its position of an

of the content of their emails.

indispensable channel for acquisition

Quality data leads to quality content:

The challenge today is not only to

the more qualified the data is, the more

get into the addressee’s inbox, but to

the content can be adapted to the

It is also very important to note that

make them open the mail and go one

selected people.

almost every customer uses their email

step further by driving new conversions.

This is an essential requirement

as identification to access social media.

To remain relevant, marketers need to

for relevance of the email. Little to no

Throughout 2016, email has been a

focus on customisation, so that emails

quality data will influence the quality of

gateway to other forms of media and

meet customer expectations and deliver

the content and could result in customer

marketing channels and therefore it is

the appropriate information at the best

boredom and lower satisfaction.

central to any digital marketing strategy.

time, to the right people.

and loyalty strategies.

To sum this up in a few words: a

Relevant content

This problem of adapting emails

digital marketing strategy based on

and messages to targets is that high-

email cannot be seriously considered

In the mass of emails that is sent every

quality data is required to apply effective

without the use of high quality data and

day, marketers have to focus on the

customisation and to target the right

therefore quality content, or there is a

relevance of the emails that they send,

people. However many emails are sent,

risk of it being counterproductive.I

rather than the number of emails

people who are receiving them have

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SOCIAL MEDIA:

Meet the influencers

Eliott Maidenberg, the UK Managing Director of digital PR and influence agency JIN, looks at how influencers can play a key role in brands’ marketing campaigns, and offers tips on boosting your social media marketing

nfluencer marketing is making its mark as a major trend this year. Where does its support from brands and internet users stem from? The key to successful influencer marketing is diversity.

Firstly, let us consider the offer: today’s generation of 30-yearolds grew up with perhaps 25 television channels. Our parents only grew up with half a dozen at best. Today, the FacebookYouTube duo alone offers millions of channels. Of course, not all of them are active but this gives you an idea of the diversity and volume of content available. Today’s style of content has been diversified and above all shortened. A year ago, it was still unthinkable to publish a three-second video filmed vertically using a smart phone. Is this still the case? Just ask YouTube star Joe Thatcher. Even with such strict constraints, branded content published through his channel wins the support of millions of fans. Moreover, the rules have changed, even for brands. They spent decades struggling to ‘speak to the younger generation’.

Of course, content is king, but what sort of content? That which is watched by Generation Y. In any case, influencer marketing is certainly here for the long run

Some succeeded better than others, but overall, this form of advertising was rejected. With an abundance of influencers

determining whether the influencer could be a potential match

on social media, brands have access to thousands of talented

for the brand.

voices with captive audiences. It is not surprising that they chose to dive into this influential goldmine. It is no wonder, then, that media outlets such as VICE have

Finally, you will quickly sense whether the influencer is interested by the project, or simply by the prospect of financial reward. Are they offering relevant project ideas, are they

achieved such success and are currently valued at four times

proactive and creative? These are good signs. However, if they

the worth of the New York Times. Of course, content is king but

are only interested in letting the brand use their Instagram

what sort of content? That which is watched by Generation Y.

account for a lump of gold, it would be wiser to invest your

In any case, influencer marketing is certainly here for the

budget elsewhere.

long run.

Matching brands and influencers

Influencers have different levels of professionalism. For example, some will have only collaborated with a few brands, whereas others, represented by an agent, tend to be well-oiled

At the centre of influencer marketing is creating a successful

machines, commercially speaking. Even so, you must always

match between your brand and the influencer.

ensure to manage influencers with the utmost professionalism.

To achieve this, you must start by looking at the relevance

It’s also important to give a detailed description as to what the

of the influencer while also considering the brand’s values.

contract entails, being particularly clear on what is included or

Could the brand’s clients be found within the influencer’s

not included. But above all, take care of the relationship!

demographic? Furthermore, avoid the obvious mistakes,

Influencers are social media-savvy, constantly juggling

for example, if your client is a car brand, don’t suggest an

YouTube, Instagram, Twitter and Snapchat. It is always possible

influencer who openly promotes alcohol consumption…

to receive an unexpected extra, such as a daily vlog mention,

In addition, always ask the influencers for information on

which can then accumulate 500,000 views or a series of

their demographic, such as their geographical location, gender,

Snapchat photos taken ‘behind-the-scenes’ of your campaign,

age, interests and behaviour. This is all useful information for

which is then viewed by their hundreds of thousands of fans. I

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TOP TIPS: SIX WAYS TO GET YOUR CONTENT SHARED ON SOCIAL MEDIA

everal studies have found that

your content – even if you have to

media elite use tools such as Social

the average piece of content

publish less often – please, make

Warfare or others.

gets depressingly few shares.

it good.

According to content marketing

4. Ask people to share the

agency BuzzSumo, which has analysed

2. Use images

one million articles, half of all articles

When talking about sharing content,

This is one of those bits of advice

published get eight shares or less. And

we are usually talking about social

where you think, ‘Oh please, that

CoSchedule surveyed its users and

media – and social media loves

won’t work.’ But do try it, and you will

found even worse news: 77 percent

images. Case in point: Facebook

certainly see more shares.

of the people they surveyed saw their

posts with images get 2.3 times more

content shared three times or less.

engagement than posts without

content

5. Mention people by name in

images. So do not fight this. Give

your content

an upside. With just a few tricks and a

your content at least one image

Have you heard of influencer

little bit of software, you can get your

that is designed to look good for

marketing? It is a way to promote your

content shared much more widely

social media.

company through people who are an

This is disappointing, but there is

than average. Here is how.

That is just the beginning. Level

authority in a given niche. But you can

two for marketers is to convert part of

promote content through influencers,

their content into an image that works

too, especially if you mention them

worth sharing

as standalone content. For example,

by name. This also lends a bit of

You will have heard this before, but do

if you have educational content, put

credibility to your content – quoting

not ignore it. If you are not creating

together an image of the basic steps

experts helps to make you look smart.

useful, interesting content, great

to follow, then bundle those steps into

(There is even a content promotion

promotion isn’t going to help much.

one image.

tool to make it easy to notify anyone

1. Only publish content that’s

In fact, it might do more harm than good. How so? If you do enough promotion,

3. Use social sharing plug-ins This advice is mostly for blogs, but

you’ve mentioned in your content, called Notifier.)

people will take a look at your content.

it is too valuable to skip over. If you

7. Write great headlines

Once they engage with it and find it to

have not done so already, add social

Here is a sour truth: most people will

be less than great, you will have made

sharing buttons to every page on

not read your content, even if they

a bad impression on them. And they

your site.

share it. But whether they share it

will remember the experience. If you

Then kick it up a notch, and start

or not is often decided by how good

continue to promote weak content,

testing other sharing tools. Having

the headline is. Great headlines get

you will be training your audience to

the right tools and plug-ins can make

shared – boring or vague headlines do

ignore you.

a big difference in how many shares

not. I EM

So even if it takes longer to publish

you get. That is why most of the social

info

- january / february 2017 - 39

FOCUS – MAR K E TING: A NE W BR AVE WOR LD

The growing role of

electronic word-of-mouth marketing In our connected world, hardly any consumer would imagine making a purchase, online or even offline, without first checking peer reviews, writes Kristine de Valck, Associate Professor of Marketing at HEC Paris

he effect of electronic word of mouth (eWOM) on sales is

A strong effect on the bottom line

proven, but marketing researchers have identified precise

The significant impact of eWOM on corporate bottom lines has

ways companies can manage eWOM for maximum leverage.

Why reviews are so crucial

been heavily documented over the past 15 years. ‘There is a very strong effect of eWOM, not just on online sales but also in regular stores,’ confirms Ana Babić Rosario.

Picking a movie? You check reviews on IMDb or Allociné.fr.

The sheer volume of interactions, regardless of their

Booking a hotel? You read comments on TripAdvisor. Ordering

positive or negative nature, is the most important measure.

a book online? You check vendor ratings on Amazon. And so on.

That is because eWOM is a way for consumers to reduce risk

Information published online about goods, services or

and uncertainty. In other words, consumers feel comforted in

brands in the form of user comments, ratings, reviews and

their purchase decision if hundreds of other users have posted

testimonials is ‘one of the most significant developments in

favourable reviews about the hotel they are booking halfway

contemporary consumer behaviour,’ wrote four researchers –

across the world.

one of which was me – in a paper published last June in the Journal of Marketing Research.

Enhancing the trustworthiness of reviews

With three billion consumers and seven billion devices

Beware overly-favourable reviews, though. The study found that

connected to the Internet, eWOM has turned consumers into

negative eWOM is less harmful for sales than could be expected.

'web-fortified' decision-makers. According to my fellow author,

After all, don’t unanimously glowing reviews look suspicious?

Ana Babić Rosario, who teaches marketing at the University of

Also, in a merciless online world, where fake reviews are not

Denver: ‘All consumers are exposed to some form of eWOM,

unheard of, providing ‘cues to credibility’ or details about users

whether they are seeking it out or not, at some point in their

– age, geographic location, or username – help consumers

consumer journey, just because we spend so much time online.’

assess their similarity to eWOM senders. I

TIPS FOR EFFECTIVE WORD-OF-MOUTH MARKETING Electronic word of mouth (eWOM) is positively correlated with sales, but its effectiveness differs greatly across platforms, products, and eWOM measurements. How can brands leverage eWOM effectively for marketing? • Monitor the eWOM volume and variability (consumer disagreement) – these measures have been shown to be most contributing and most damaging to sales, respectively • Negative eWOM does not always jeopardise sales, but it will do so when products are more mature – they have more to lose • Acknowledge the specificities of the online platform where consumers are posting eWOM – eWOM is more effective on product sales when it is posted on e-commerce platforms and when it is more visible • Recognise the context of the product you are interested in. This can be done by including the product’s prices, promotions, and previous levels of sales in statistical analyses used to estimate the effectiveness of eWOM on sales.

40 - info - january / february 2017

FOCUS – MAR K E TING: A NE W BR AVE WOR LD

data

Making sense of

Leveraging data is at the heart of modern marketing, writes Thomas Thiollier, UK Country Manager of retail customer insight experts Clic and Walk. What do marketers need to know?

ata has been at the heart of business

ever

since

It is important to understand that it is

trading

not the amount of data, but a company’s

has existed. It has always been

ability to treat and process the data

collected and stored in organisations of

that enables marketers to take strategic

all sizes and across all industries. Yet,

decisions that will influence a company’s

while data has always been available, its

development. Deploying actionable and

power has been neglected throughout

usable

the ages – until recently.

technology alongside the company’s

Data has not always been ignored.

data

analytics

data flow enables quicker and a more

Every department within an organisation

standards

has always collected data to use and

models, the access and availability of data

analyse for its own needs, but most of

has become much easier and cheaper.

the time, no one has thought about how

elements

The

and

pace

disruptive

business

change

requires

flexible ability to respond and adapt to constant market changes.

Real-time data

this data could be leveraged across the

marketers to be able to react quickly to

Taking a retail angle, and from a crowd

entire organisation.

changing demands from customers and

marketing point of view; the data collected

environmental conditions.

in real-time by consumers themselves

The reason is not that marketers have previously been less intelligent or

Although prompt action may be

enable brands and retailers to gain an

lacking in vision, but simply that it has

required,

increasingly

essential – but until recently, a missing –

been difficult to collect and understand

complex as companies compete in a

part of their customers‘ understanding:

larger amounts of data – the tools to

global marketplace. Mastering data is

the vision of the consumer in real life.

process data were, at best, cumbersome.

therefore crucial in a company’s ability

Examples of how the data is used

This siloed approach was also driven by a

to survive and grow, but it requires the

include: brands making sure that their

decisions

are

It is important to understand that it is not the amount of data, but a company’s ability to treat and process the data that enables marketers to take strategic decisions that will influence a company’s development lack of coordination among the different

deployment of data analytics tools as

marketing

services of an organisation, particularly

well as engaging relevant resources.

according to plans that span the entire

campaigns

are

deployed

in international organisations, which

Researchers from the University

inventory of Point of Sales products, that

often found themselves with similar data

of Texas found that companies can

the products are easy to find, available

stored in many locations.

generate

and at the right price by retail brand, but

Non-interoperable systems – i.e.

making small improvements in data

also how best to arrange a sales surface

systems that cannot 'speak' to one

quality, usability, intelligence, remote

to answer the consumer’s expectations.

another easily' – has also historically

accessibility and sales mobility. There

From a broader point of view,

resulted

is little doubt that marketers must

consumer data is also used to understand

different types of systems, annihilating

understand high volumes of data before

and monitor consumers’ habits and new

any opportunity to get the various

they can make the necessary decisions,

usage. For example, a new entrant on

data sources to converge and become

and this requires businesses to find

the market which sells exclusively online

exploitable.

efficient methods to turn their data into

will be difficult to identify if competitors

usable information. However, marketers

only monitor information coming from

will learn little looking at data in isolation.

their till receipts. They must learn to use

With the recent development of new and

Data becomes usable information only

data more intelligently. The era of data

more flexible technologies, cloud-based

after it has been processed to add

is here, and companies must now fully

storage solutions, data communication

context, relevance and purpose.

embrace it. I

data

being

stored

Data’s coming of age

big

financial

returns

info

- january / february 2017 - 41

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Asendia is an international partnership between La Poste and Swiss Post.

Direct mail: still the future Direct marketing, using physical post, continues to be an effective marketing tool for businesses, explains Elliott Mallows, Head of Marketing at mail specialist Asendia

n a world where we check our email

are far more willing to listen to you if

and social media profiles as soon as

you have taken the time to learn and

we wake up in the morning, you might

use their name.

think that digital is the only way forward when it comes to your marketing

Heed the call

campaign.

Always try to end direct mail with a specific call to action (for example, you

However, this is not the case. Direct mail is not dead and is still proven to

could suggest that your customers visit

be a highly-effective marketing strategy,

your website or ask that they get in touch with your business by telephone).

which successfully complements other

Your direct mail should make

marketing resources. Mail has always

communications to be both personal

been a relevant form of reaching out

and relevant, and that all of the

potential customers feel positive and

to customers; it gives them something

information given to them is useful.

excited about your business; the call

tangible to see, read and then to think about.

Packaging is key

to action is a way of channelling that positivity and excitement. It is the key to

You do not have to wait until your direct

transforming an enthusiastic reader into

increasing number of businesses turn

mail recipients open their envelope to

a happy customer, so always remember

to email for their marketing, physical

start engaging with them.

to include it. I

Perhaps paradoxically, as an

mail has become an even stronger and effective marketing tool. Indeed, a large segment of the UK

By using interesting, visually distinctive packaging, you can grab potential customers' attention from the

population still feels that direct mail

moment they catch sight of your direct

is a worthwhile means of receiving

mail, before they have even opened it.

information from companies and

Use your envelope to create a

brands. This is backed up by research

positive image for your company that

by Swiss Post, conducted in late 2015,

will make potential customers more

which demonstrates the credibility and

amenable and receptive to your

trust that paper-based documentation

brand message.

retains over internet-based methods of communication â&#x20AC;&#x201C; 57 per cent of

The power of a name

customers state that mail makes them

Everybody likes to feel special,

feel â&#x20AC;&#x2DC;a lotâ&#x20AC;&#x2122; more valued.

including your direct mail recipients.

The value of direct mail is in its

So it is important to make an effort to

tangible nature, which makes it harder

personalise direct mail by using the

to overlook than newer forms of

recipient's name wherever possible.

communication. It also gives marketing

For example, do not start your

a personal appeal that is difficult

mailing with 'To our valued customers'

to match.

or similarly vague sentiments. Instead,

In order to achieve an effective

use 'Dear [insert customer's name

and targeted direct mail campaign,

here]'. It takes a small amount of effort

there are a number of aspects you

to insert each customer's name into

need to consider. Consumers expect

their mail, but you will find that people

WHY DIRECT MAIL MARKETING WORKS

82%

of direct mail is opened

17m

people shop via mail order in the UK

77%

like receiving special offers on paper

96%

of direct mail offers an online call to action Sources: Asendia, La Poste, Swiss Post

info

- january / february 2017 - 43

Global marketing needs local skills Marketing internationally requires a diverse set of skills and adaptability to local culture, writes Laura Tavergnier, Business Development Manager at RMP Advertising

s the world we live in becomes increasingly connected,

campaigns is to involve specialists that have lived and worked

businesses of all sizes – large or small –

in that country.

are able

to explore overseas markets without breaking the

It sounds so simple, but having someone who is immersed

bank. It is now quicker and easier than ever to ship products

in that culture sets the campaign up to succeed from the

internationally and the rise of super-fast internet across the

start, thanks not only to cultural understanding, but also other

globe connects you with an overseas audience in seconds.

invaluable insights such as potential legal issues, commercial

Instant access to foreign markets brings its own set of problems, though, and everyone has heard of the translation

habits and, of course, preferred communication channels. One great example of this is in China, where most

horror stories some of the

international social media

world’s biggest brands have

platforms

had

inadvertently

For companies that have

using the slogan ‘Eat Your

cultivated a huge audience

Own Fingers Off’ when they

on Facebook and Twitter,

first expanded to China is a

this could be considered

personal favourite.

–

KFC

are

massive

banned.

hindrance,

The business freedom

but as anyone who has

that communication via the

experienced Chinese culture

web gives us, works both

for themselves knows, it is

ways. With audiences all over

actually a great opportunity.

the world having access to

New

platforms

have

your website and products,

been

developed

it is very important that your

replace

traditional

messaging is consistent. As

network sites in China. As

Neil Taylor, creative director

to social

a result of this, the most

at language consultancy The Writer, said, ‘You read Innocent

popular platform, WeChat, has evolved to give its members

Drinks in French and it feels just as playful and cute as Innocent

almost everything that its Western counterparts can – from

in English. It’s the same personality.’

posting photos and chatting to online shopping and dating.

More than translation

As Andreessen Horowitz Partner Connie Chan noted, ‘While Facebook and WhatsApp measure growth by the number of

But international marketing is so much more complex than

daily users on their networks, WeChat cares more about how

just translation. One thing that is not becoming any easier is

relevant and central it is in addressing the daily – even hourly –

the ability to develop an effective international marketing and

needs of its users.’

communication strategy that allows brands to connect with a local audience that you might not fully understand yet.

This offers brands several functionalities on a single platform, including e-commerce. Therefore, with 297 million monthly

There are a multitude of factors that must be considered

active users in Q3 2016, a 34 per cent increase from last year, it

when planning an effective international marketing strategy

is essential that any app or microsite that is developed complies

and this can affect everything from your messaging to your

with WeChat in order to succeed in China.

target audience. Even the slightest oversight can turn an

These perpetual changes across the globe serve to

innocuous design decision into disasters because of cultural

remind us that nothing is permanent in marketing. Successful

misunderstanding that could lead to audiences not wanting to

international marketing stratech requires understanding and

listen to anything you’ve got to say.

adapting to new market specificities and following the evolution

At RMP, we have always found that the best way to succeed when developing international marketing and communications

44 - info - january / february 2017

of the sector. I

FOCUS – MAR K E TING: A NE W BR AVE WOR LD

Vivendi gets personal Personalised marketing is at the heart of Vivendi’s marketing strategy, explains Lucien Boyer, the company’s Chief Marketing Officer

here is no secret to a successful marketing campaign,’ says Lucien Boyer, Chief Marketing Officer of Vivendi. ‘You need to create something fresh, innovative and, most

importantly, relevant to your audience.’ Relevancy is crucial for brands to positively engage with customers, which is why Vivendi has put a lot of focus on learning about the people who consume its content and entertainment assets. As the owner of French TV Canal+, movie producer Studiocanal and global music leader Universal Music Group (UMG), Vivendi’s reach is phenomenal, particularly online: the combined number of people that ‘like’ Universal Music artists on Facebook exceeds one billion and the top three Twitter accounts (with more than 80 million followers) are Universal Music artists too. On the gaming side, Vivendi’s reach is as impressive: Minion Rush, developed by Vivendi’s mobile video game arm Gameloft, has been downloaded more than 750 million times.

Using insight to get personal This is how the whole Vivendi value chain will be leveraged

Boyer refers to an original way of segmenting the market into ‘logics of engagement’ (from social integration to

to support the development of Paddington’s story (as the

identification), rather than by the more typical socio-economic

brand is now fully owned by the group) in a five-year content

status, sex or age that has historically been used by marketers.

plan, starting with the release of its second movie at the end of

This is at the core of the Fans Passions Brands study

2017. Beyond the film itself and the $292m box office reached

released by Havas in partnership with the University of

by the first movie, the launch of a Paddington mobile game by

Southern California’s Annenberg Innovation Lab since

Gameloft and soundtrack from a UMG artist could help reach

2014, which looks across both sport and entertainment to

a wider community of fans.

understand how and why fans engage in their passions.

‘When you think about all of these people who engage with

Using these logics, all marketers can be supported in

our talents and content in such a strong way, with passion

engaging with fans in the most appropriate fashion and

and emotion, it offers a prime opportunity for us to compile

building communities of people who share the same passion.

information that allows us to better engage with them,’ explains Boyer. For Vivendi, it means using customer insights to make marketing more personalised. ‘We are able to ensure that people get a personal experience. There has been a clear acceleration, in recent

‘Collecting and understanding these data enable us to create powerful connections and offer meaningful content,’ explains Boyer. ‘Particularly in the industry in which Vivendi operates – entertainment, which people are highly passionate about – fans are very open about their likes and dislikes. ‘This means we have access to information about what

years, in the ways that we can use data and insight to better

music or film genres people love, what format of content they

understand our customers,’ says Boyer. ‘Today, our customers

enjoy and how or when they like to consume it. In turn, this

aren’t just consumers of content, they are fans. So we try to

informs our marketing in a great way and we can use this

understand what type of fan is behind each person that we

feedback to engage with fans in the most relevant way.’ I JH

want to talk to.’

info

- january / february 2017 - 45

A Diamond is Forever:

For Millennials too Stephen Lussier, CEO of De Beers’ Forevermark, shares how the company is re-using the world’s most iconic slogan to win over Millennials

ust after the Second World War, people were restarting

Millennials

lives that had been put on hold during the conflict. A

As iconic as the line remains, we cannot take this for granted

generation of men came home with a deep appreciation

and must continuously innovate our marketing strategy

of their loved ones.

to ensure that it stays relevant for each generation and the

During this time, De Beers’ Harry Oppenheimer had a

diamond dream lives on.

bold vision – that the diamond dream might play a part in the

Consumer desire for our diamonds is our only true source

American dream. And that’s when A Diamond is Forever was

of value and we want the younger generations to be as

born, coined in 1947 by copywriter Frances Gerety, who had

passionate about diamonds as the previous generations.

been tasked with creating an advertising slogan for The De

Forevermark, the diamond brand from The De Beers Group,

Beers Group of Companies in her role at advertising agency,

is part of the long-term strategy to maintain consumer desire

N.W. Ayer.

for diamonds. Using innovative marketing tools and consumer

Over the course of the next few decades, The De Beers

insight, we are nurturing a deeper, emotional connection with

Group brought A Diamond is Forever to the rest of the world

the new generation, ‘Millennials’ or ‘Generation Y’ to ensure

and by the end of the 20th Century, after more than 50 years in

diamonds remain relevant, which in turn will seed the love

the public consciousness, the iconic line was named the best

affair with diamonds for future generations to come.

advertising slogan of the century by Advertising Age in 1999.

Millennials are a hot topic among marketers as brands

For the last 70 years, it has influenced popular culture

strive to engage with a demographic that has grown up in a

and connected hundreds of millions of people to the promise

very different world, compared with their parents and their

of forever.

grandparents.

Frances Gerety’s inspired line has endured because it tells

Millennials are less likely to conform to social rituals and

a fundamental truth. Diamonds were born literally as the world

place a premium on individuality, but most importantly for the

Millennials are a hot topic among marketers as brands strive to engage with a demographic that has grown up in a very different world, compared with their parents and grandparents was taking shape. They are said to be older than many of the

diamond sector, they still believe in love and forever. They have

stars in the sky. They are beautiful, elegant and enduring – the

a large social network, but they value deeper relationships and

ultimate symbol of everlasting love and commitment. A vault

marriage just as much as the older generations, providing an

for memories and precious moments to be passed down

anchor in what has become a fast-paced, transient world.

through generations – quite literally forever.

As part of our strategy, Forevermark reintroduced

Even today, research shows that A Diamond is Forever is

A Diamond is Forever through its latest advertising campaign,

associated with timeless love and commitment, and provides

invigorating the line with new meaning and relevance

a rational reassurance to consumers.

for Millennials.

46 - info - january / february 2017

FOCUS – MAR K E TING: A NE W BR AVE WOR LD

With the union of the Forevermark brand and the iconic

diamonds, because after all, a diamond is forever.

line from which it was born, consumers will know that they are

In the midst of what is new and different, some things

buying the best of forever – something as beautiful, enduring,

never change. When a person gives a diamond, they are

and true as everlasting love. ‘The Long Journey to Become the

sharing in a tradition that transcends generations, geographies

One’ campaign sets out to highlight Forevermark’s pursuit

and cultures by speaking to the common aspiration of people

of the world’s most beautiful, responsibly sourced, enduring

everywhere - to love and be loved. Forever. I

Millennials are less likely to conform to social rituals and place a premium on individuality, but most importantly for the diamond sector, they still believe in love and forever. They have a large social network, but they value deeper relationships and marriage just as much as the older generations, providing an anchor in what has become a fast-paced, transient world

info

- january / february 2017 - 47

Think digital Act analogue What does the future of marketing hold for brands, asks the visionary Jonathan Chippindale, CEO of digital creative studio Holition, which specialises in emerging technologies and 3D digital experiences

peaking as a futurist and always looking ahead to the

face being left behind. Knowing customers intimately will be

potential retail landscape, my view is that it is better to be

crucial for brands to respond to customers’ needs and desires.

prepared and act now than risk playing catch-up when it

is too late. After steam, electricity and information technology, we are about to witness artificial intelligence democratising

Current examples of this include Amazon’s recently launched disruptive ‘Go’ retail format where customer’s product choices and purchases are tracked digitally through a combination of computer vision technology, sensor fusion and deep learning.

expertise. We stand on the brink of a technological revolution

We are seeing personalised in-situ production in the final

that will fundamentally alter the way we live, work, and relate

steps of a customer’s journey. Like Dylan’s Candy Bar in New

to one another. This Fourth Revolution has the potential to

York, where you can 3D print an edible candy version of your

fundamentally change the world we live in, where cyber-physical

face in store. Within the fashion sector, innovative start-up Love

systems monitor physical processes, create a virtual copy of the

and Robots use weather data from a special date to design

physical world and make decentralised decisions.

pieces of ‘Windswept’ jewellery for consumers looking for a

Given that the technological transformation of the

meaningful customisation.

past decade was a significant driver in changing consumer

We are also seeing time-saving devices in the sports

expectations, we can expect that new and improved

manufacturing industry by Adidas, whose new ‘Speed Factory’

technologies will accelerate further changes.

in Germany launched its first sneaker made almost entirely by

Thinking digital is about using technology, such as the idea of anticipatory intelligence to predict and pre-empt a customer’s

robots in September

next move before they know it themselves; acting analogue is

A new way of marketing

having a personal touch.

The most profound technologies will be those that disappear.

Experiential marketing There are many trends and applications of new technologies that are already starting to affect consumer behaviour. As virtual reality and the Internet of Things spreads more widely into the hands of customers, there will be no stopping

They will weave themselves into the fabric of everyday life until they are indistinguishable from it. Therefore, we need to conceive a new way of thinking about digital marketing in the world, one that takes into account the natural human environment and allows technology to vanish into the background.

While the pace of innovation used to be fast, it was still manageable. Now the window of opportunity is getting shorter and closing faster, so you are forced to innovate ever more rapidly experiential enrichment – whether real or digitally-supported.

Technology already lets us control many aspects of our

When these technologies become cheaper and more readily

lives at the flick of a hand or by voice activation. For example,

available, there will be a turning point for consumers as they

Amazon Echo is a hands-free speaker you control with your

demand and expect a standard in line with the values being

voice. Echo connects to the Alexa Voice Service to play music,

shaped by today’s new economy, such as accessibility, sharing,

provide information, news, sports scores, weather, and more—

and a collective consciousness for how companies and

instantly. All you have to do is ask.

customers alike can behave responsibly. Everyday innovation will become the new norm. Consumers will expect technology to play a big part in the way they shop, and brands will have to keep pace with tech developments, or 48 - info - january / february 2017

Such a disappearance is a fundamental consequence not of technology, but of human psychology. Whenever people learn something sufficiently well, they cease to be aware of it. When you look at a street sign, for example, you absorb its

Thinking digital is about using technology, such as the idea of anticipatory intelligence to predict and pre-empt a customer’s next move before they know it themselves; acting analogue is having a personal touch

information without consciously performing the act of reading.

a worldwide market for companies and consumers who have

Ironically technology can teach us about being human. It’s not

access to products of different countries.

about the tech, which is simply a tool for creating experiences, but more about humanising technology.

Improving innovation

Innovation, unlike creativity, is an end-to-end process that starts with a problem, issue, challenge, or opportunity, and ends with value creation. We are at the very beginning of the Information Age,

Finally, there is the idea of technology having the capacity to

where computers and the internet are allowing us to do

deliver contrasting experiences.

previously unimaginable things. In these rapidly changing times,

On the one hand, there is the theatricality and ultrasensoriality that virtual reality can offer, and on the other,

creativity can be even more valuable for determining what the marketplace and your competitors will do next.

there are more functional technologies, such as chatbots.

While the pace of innovation used to be fast, it was still

These examples of technology’s possibilities affect experiences,

manageable. Now the window of opportunity is getting shorter

services, and how we can connect and communicate as a whole.

and closing faster, so you are forced to innovate ever more

Many institutions invest money in these challenges, but most

rapidly. One of the best examples is the mobile phone industry,

progress comes from productivity gains through innovation

where they are now counting in months, not years, between

which they can do by encouraging disruptive ideas.

new product introductions.

New technologies level the playing field by giving small

This also makes timing a key element of innovation as you

companies the same computational powers that only big

need to hit the market at the right time – not too late, but not

corporations used to have. As digital technology takes hold,

too early either – with the right offering or you fall behind your

we can bend the cost curve and reap enormous economic

competitors, being forced to go in directions they dictate rather

benefits. Competitors can now come from anywhere in the

than charting your own future. I

world, no matter the product, market or industry. There is now

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- january / february 2017 - 49

THE EXTREME PHANTOM More powerful · More exhilarating · More refined

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©Photographs by Luke Hayes

LIFESTYLE – DESIGN MUSEUM

LONDON’S NEW

DESIGN MUSEUM W

hat do Paul Smith, Zaha Hadid and Jonny Ive

complicated world around us,’ says Deyan Sudjic, the Museum’s

have in common? Great design – and a place

Director. ‘It’s not necessarily all about taste or even what is

in London’s Design Museum.

good design versus bad design. In our new home, we can do

Since Sir Terence Conran and Stephen Bayley

far more to ask what makes the world tick. Often, we’ll be asking

opened its doors in 1989, the Design Museum has displayed

questions as much as trotting out neat answers.'

everything from an AK-47 to high heels designed by Christian

Fear and Love, the new museum’s opening exhibition,

Louboutin. It has staged over 100 exhibitions, welcomed over

explores a spectrum of issues that define our time, including

five million visitors and showcased the work of some of the

networked sexuality, sentient robots, slow fashion and settled

world’s most celebrated designers and architects. And now it

nomads.

has a new home.

‘We

challenged

architects,

fashion

designers,

digital

Having moved from its former Shad Thames location,

specialists, people who make websites – we wanted them to

the new Design Museum opened with a bang in November

think about the things that make us anxious. We worry that

2016, with 11 new installations by some of the world’s leading

robots will take away our jobs or that the iPhone has taken away

designers.

our privacy and that Britain has left the EU. Design can help

The new Design Museum is located in the converted former

address all those things,’ adds Sudjic.

Commonwealth Institute, in the heart of London’s museum

The exhibition shows how design is deeply connected not

district in Kensington. Over four years, the modernist icon,

just to commerce and culture but to urgent underlying issues –

designed in 1962, has undergone an £83m transformation to

issues that inspire fear and love. I JH

become the Design Museum’s new home.

Until 23 April 2017 / Open daily from 10am to 6pm / Free

‘The Design Museum is about helping explain the

entry

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LIFE S T YLE – E XHIBITION S

TAT E M O D ERN, LO N D O N Artist Rooms: Louise Bourgeois French-American artist Louise Bourgeois, best known for her large-scale sculptures, often explored experiences such as birth, death, love, loss and fear. Born in Paris in 1911, she initially studied mathematics and geometry at the Sorbonne, before changing direction and training as an artist. In 1938, she moved to New York City, where she remained until her death in 2010. With a compelling need to make and re-make, Bourgeois spent her days writing, drawing, stitching, carving, casting and assembling. She often tried out her ideas in several different forms and was interested in the distinctive properties of Installation view of Artist Rooms: Louise Bourgeois materials such as carved marble, cast bronze or stitched and stuffed fabric, and the ways in which she could use or defy their hardness, softness, volume or flatness. The Tate’s exhibition brings together a selection of Bourgeois’ late works, alongside a small number of earlier pieces from her remarkable seven-decade career. She is the first artist to be presented in the Tate’s new Artist Rooms gallery. I Until 17 June 2017 / Open Sunday to Thursday 10am to 6pm, Friday to Saturday 10am to 10pm / Free admission

SA ATCH I GA L L ERY, LO N D O N

©David Brian Smith, 2015 Image courtesy of the Saatchi Gallery, London

Painters’ Painters

David Brian Smith, Great Expectations - A Windy Day (2015) Oil on linen

In an age where painting has become one strand among many in contemporary art making, Painters’ Painters brings together a small group of distinctive figures in the field. Painters’ Painters focuses on a group of artists who have been undeterred by the gradual decline in interest in this perennial art form. There is no discernible style or movement that these artists belong to and, as an exhibition, it examines the very individualistic and nonconformist approaches explored by painters who are proving to be inspirational to a younger generation of artists emerging from the world’s leading art schools. Featuring the work of Richard Aldrich, David Brian Smith, Dexter Dalwood, Raffi Kalenderian, Ansel Krut, Martin Maloney, Bjarne Melgaard, Ryan Mosley and David Salle, this exhibition pays tribute to artists who have forced their own intriguingly diverse paths and techniques and continue to contribute to the ongoing development of painting today. I Until 28 February 2017 / Daily from 10am to 6pm / Free admission

ROYA L AC A D E MY O F A RTS, LO N D O N America after the Fall: Painting in the 1930s The art of 1930s America tells the story of

celebrated work of them all, Grant Wood’s iconic

a nation in flux. Artists responded to rapid

American Gothic (1930) (pictured, centre) has

social change and economic anxiety with

never left North American shores before.

some of the 20th century’s most powerful

The 1930s was a decade like no other,

art – brought together now in this once-in-a-

that saw these artists search for an elusive

generation show.

‘Americanness’ through realism, populism and

The 45 truly iconic works on display paint

abstraction, rural and urban themes, the farm,

an electrifying portrait of this transformative

the new, the traditional. Experience the life of

period. These are works that have rarely

1930s America through the many masterpieces

been seen together, by artists ranging

in this landmark show. I

from Jackson Pollock, Georgia O’Keeffe and

25 February to 4 June 2017 / Tuesday to

Edward Hopper to Thomas Hart Benton, Philip Guston and others. Perhaps the most 52 - info - january / february 2017

Grant Wood, American Gothic (1930). Oil on beaver board

Saturday from 10am to 5pm, 11am to 4pm on Sundays / £12

©The Easton Foundation

Compiled by Mwenges yali Syaus wa

LIFE S T YLE – E XHIBITION S

Compiled by Mwenges yali Syaus wa

©Jonathan Farooqi

G REENWI CH ROYA L O B SERVATO RY, LO N D O N Insight Astronomy Photographer of the Year Insight Astronomy Photographer of the Year is the biggest international competition of its kind, annually showcasing spectacular images shot by astrophotographers worldwide. Every year, they are invited to send their best images to the Royal Observatory’s Insight Astronomy Photographer of the Year competition. This year, judges received more than 4,500 entries from 80 countries, capturing all manner of celestial spectacles: moons, stars, planets, galaxies, aurorae, nebulae and some of the great Northumbrian Aurora astronomical events of the past year. Prizes are awarded in eight different themed categories, as well as the Young Astronomy Photographer of the Year competition for entrants under the age of 16. Visit the exhibition to see the 31 prize-winners and explore an interactive exhibit featuring all 140 shortlisted images. I Until 25 June 2017 / Open daily from 10am to 5pm / Free admission

B RI T I SH M USEU M , LO N D O N French Portrait Drawings: From Clouet to Courbet ©The Trustees of the British Museum

See over 65 portraits by French artists spanning four centuries, including examples by some of the most celebrated artists – from Clouet, Watteau and Ingres to Fantin-Latour, Courbet and Toulouse-Lautrec. The exhibition illustrates the development of portrait drawing from the Valois and Bourbon kings to the upheavals of the Revolution, Napoleon’s Empire and beyond.

Beginning in the 16th century, with Clouet’s portrait series commissioned by Catherine de’ Medici, the exhibition showcases psychologically penetrating and artistically beautiful previously rarely seen portraits. Later on, artists turned to the medium of chalk or watercolour to represent their own families, such as Jean-Michel Moureau le Jeune’s portrait of his infant daughter. The 18th century works include famous sitters such as MarieAntoinette and Leopold Mozart performing with his children Wolfgang and Marie-Anne (pictured). The drawings, selected from the British Museum’s unparalleled collection, illustrate the development of French portrait drawing form the Renaissance until the 19th century. I Until 29 January 2017 / Open daily 10am to 5.30pm, until 8.30pm on Fridays / Free admission

Leopold Mozart and his two children, Wolfgang Amadeus and Marie Anne (1777)

©Bouchra Khalili; Courtesy Lisson Gallery

L I S SO N GA L L ERY, LO N D O N Bouchra Khalili The first major solo exhibition in the UK by Moroccan-French artist Bouchra Khalili is coming to the Lisson Gallery in London. Based between Berlin, Oslo and Paris, Khalili's work explores the broad topics of migration and displacement through the mediums of film, video, installation, photography and prints. Largely inspired by the idea of journeys – both literally and conceptually – Khalili's exhibition at Lisson Gallery lays bare the socially constructed nature of borders and challenges our fixed ideas of identity and nationhood. I 27 January to 18 March 2017 / Open Monday to Friday from 10am to 6pm, Saturday 11am to 5pm Free admission Bouchra Khalili, The Constellations Fig. 3, 2011

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LIFE S T YLE – BOOK S THESE BOOKS, RECENTLY PUBLISHED IN ENGLISH, WERE SELECTED BY THE FRENCH INSTITUTE

THE END OF EDDY

THE GREAT AND THE GOOD

by Edouard

by Michel

Louis Published by Michael Lucey Translated by Harvill Secker Original title: En finir avec Eddy Bellegueule (2014)

Déon

Published by Gallic

Books Evans Original title: La cour des grands (1996) Translated by Julian

‘Before I had a chance to rebel against the world of my childhood,

From the acclaimed author of The Foundling Boy comes this new

that world rebelled against me. In truth, confronting my parents,

classic set in 1950s America.

my social class, its poverty, racism and brutality came second. From

Arthur Morgan is aboard the Queen Mary bound for New York

early on I provoked shame and even disgust from my family and

City, where a scholarship at an Ivy League university awaits him,

others around me. The only option I had was to get away somehow.

along with the promise of a glittering future. He comes across

This book is an effort to understand all that.’

gilded youth, the rich and eccentric, and is even invited to the

Edouard Louis grew up in Hallencourt, a village in northern

White House. He succeeds in meeting the great and the good.

France where many live below the poverty line. His bestselling

But the few days spent on the ship will have a defining effect on

debut novel about life there, The End of Eddy, has sparked debate

the young Frenchman, when he encounters the love of his life,

on social inequality, sexuality and violence. It is an extraordinary

and the repercussions of these unfulfilled desires and love will

portrait of escaping from an unbearable childhood, inspired by

resurface long after Arthur has returned to France.

the author’s own. Written with an openness and compassionate

Born in Paris in 1919, the author Michel Déon is a member of

intelligence, ultimately, it asks, how can we create our own

the Académie française and the author of more than 50 works.

freedom? I

He now lives in Ireland. I

SORROW OF THE EARTH by Eric

EVE OUT OF HER RUINS

Vuillard

Published by Pushkin

Press Jefferson Original title: Tristesse de la terre: Une histoire de Buffalo Bill Cody (1914)

by Ananda

Devi Published by Les Fugitives Translated by Jeffrey Zuckerman Original title: Eve de ses décombres (1996)

Translated by Ann

Buffalo Bill was the prince of show business. His spectacular Wild Published in co-edition with CB Editions and, in the US, by Deep

West shows were performed to packed houses across the world,

Vellum in September 2016, this book is supported by the French

holding audiences spellbound with their grand re-enactments

Institute (UK) as part of the Burgess programme.

of tales from the American frontier. For Bill gave the crowds

With brutal honesty and poetic urgency, Ananda Devi relates the

something they'd never seen before: real-life Indians.

tale of four young Mauritians trapped in their country’s endless

This astonishing work of historical re-imagining tells the little-

cycle of fear and violence: Eve, whose body is her only weapon

known story of the Native Americans swallowed up by Buffalo Bill's

and source of power; Savita, Eve’s best friend, the only one who

great entertainment machine. Of Chief Sitting Bull, paraded in

loves Eve without self-interest, who has plans to leave but will not

theatres to boos and catcalls for $50 a week. Of a baby Lakota girl,

go alone; Saadiq, gifted would-be poet, inspired by Rimbaud, in

found under her mother's frozen body, adopted and displayed

love with Eve; Clélio, belligerent rebel, waiting without hope for

on the stage. Of the last few survivors of Wounded Knee, hired

his brother to send for him from France.

to act out the horrific massacre of their tribe as entertainment.

Eve Out of Her Ruins is a heartbreaking look at the dark corners

And of Buffalo Bill Cody himself, hamming it to the last, even as it

of the island nation of Mauritius that tourists never see, and a

consumed him.

poignant exploration of lives at the margins of society. Published

Told with beauty, compassion and anger, Sorrow of the Earth

in the UK for the first time, this celebrated novel won the 2006

shows us tragedy turned into a circus act, history into sham, truth

Prix des cinq continents de la Francophonie. I

into a spectacle more powerful than reality itself. Could any of us turn away? I

54 - info - january / february 2017

WEEKEND ON...

Jersey Island  How

to get there:

The quickest way is by air. Six airlines offer a flight between the UK and Jersey. It will take you about an hour from London

Our new 'Staycations' page offers you details of how to spend a great weekend in the UK

or at the beautiful nine-hole Les Ormes Golf Club, with its sweeping views over St Ouen's beach.

and prices start as low as £30.

… go for an evening drink:

You can also use a ferry. Two routes depart from the South of

• For a grand venue with excellent cocktails and food, the

England to St Helier; eight times per week from Poole and six

Banjo (St Helier) has it all.

times per week from Portsmouth.

• Ideal for an 'apéritif', the terrace at Chambers Bar &

 What

to read on your trip:

• Lisa St. Aubin De Teran’s Joanna. Three generations of women, three narrators recount their journey from Jersey

Restaurant (St Helier) is a local favourite, weather permitting. • Salty Dog Bar & Bistro (St Aubin) offers a casual venue worthy of the best beach bars with generous food portions.

to England.

… eat a memorable dinner:

• The Stationary Ark. British naturalist and author Gerald

• For the finest dining , The Atlantic Hotel's Ocean

Durrell shares his love for the wildlife and how it led to the

Restaurant (St Brelade), Bohemia (St Helier) and Ormer (St

creation of Durrell Wildlife Park (in Trinity, Jersey).

Helier) are the best Michelin-starred options on the island.

Where to: … have breakfast: • Dandy in St Helier is best for those who need high-quality

• Seafood lovers should go straight to Aromas (St Helier), a family-owned restaurant that serves reasonably-priced gems sourced from the local shores.

coffee early in the morning.

... bed down for the night:

• To start off the day with a scenic view, head to The Lookout

• Longueville Manor (St Saviour) is a classic British country-

Beach Café (St Helier), where the food is as great as the view.

house five-star hotel ideal for a lavish break.

• Cafejac (St Helier) is a workaholic-friendly café offering a

• Facing the sea, St. Brelade's Bay Hotel (St Brélade) offers

breakfast menu with the best staples.

rooms with a view over either the sea (one-minute walk) or

… spend the day:

over the hotel’s award-winning garden. • With its design interior architecture The Club Hotel & Spa is

• On one of Jersey's six world-class golf courses – play at the

a trendier alternative, offering a range of spa options that are

spectacular La Moye Golf Club (one of three 18-hole courses)

perfect to unwind. I MS

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- january / february 2017 - 55

LIFE S T YLE – WINE S

G R ANDS CRUS C L ASSÉS D E GR AVES

The finest

reds and whites

Jean-Jacques Bonnie, President of the Union des Crus Classés de Graves, talks winemaking with INFO

group of 14 family-owned estates

enthusiastic’. This has not been at the

that all belong to the appellation

expense of sales to more established

Pessac-Léognan, the Union des Crus

markets, however.

Classés de Graves is a historic group of

‘We will never neglect any markets

vineyards near Bordeaux, in southwest

over others. Although we have been

France.

exporting more to China, the mature

While the terroir is characterised by

markets still remain. We have been

small stony deposits known as ‘graves’,

trading with the UK since the 17th

the poor soil produces the grapes for

century, and demand has remained

the world-famous wines, which French

strong,’ he explains. ‘Because we are

Chamber members are regularly treated

a very small group, made up of family-

to during events.

owned châteaux, we have a great loyalty to our customers.’

The Crus Classés de Graves is a classification given by the 'Institut

Being family owned is important to

National des Appellations d’Origine' in

the estates that form the Crus Classés de

1953 in recognition of the fine red and

Graves. ‘It gives them a different way of

white wines produced by the châteaux.

doing business,’ says Bonnie. ‘Everything

The region’s wine-making prowess is much more historic, however – the vineyards can trace their history back 1,000 years. Global prestige Having

this

appellation

gives

the

All of the grapes are handpicked and the châteaux are extremely considerate of the soils. They take a natural approach to wine growing

is done with the long-term in mind; they take into consideration the future for their children.’ Tourism and innovation Innovation is equally important. The 14 châteaux owners continuously invest in technology to improve their wine-

winemakers a lot of clout, as Jean-Jacques

making skills and maintain the careful Bonnie, President of the Union des Crus Classés de Graves, explains.

56 - info - january / february 2017

This innovation is also the spirit

‘The “Crus Classés” officialises the

behind the creation of premium skincare

terroir and establishes the châteaux as

brand Caudalie, pioneers of cosmetic

being exceptional. It gives the vineyards

vinotherapy, which was born out of the

prestige,’ he says. ‘All of the grapes

Graves region, at Château Smith Haut

are handpicked and the châteaux are

Lafitte.

extremely considerate of the soils. They

This has given rise to a boom in

take a natural approach to wine growing.’

tourism to the estates. ‘The innovative

At 620 hectares in total, the 14

spirit of the châteaux owners has led to

châteaux are considerably smaller than

not just excellent wines, but also strong

some of the other Crus Classés regions.

tourism,’ Bonnie explains. This is the

Yet despite the size, the wines made in

oldest terroir, it is close to Bordeaux and

the Graves are recognised worldwide as

is a lovely group of châteaux. So from

being outstanding – and international

the Caudalie spa, through to Michelin-

demand continues to grow.

starred restaurants and wine pairing,

Bonnie says that the Asian markets, The châteaux owners

eco-system.

in particular, continue to be ‘very

there are good reasons for visitors to come and explore.’ I JH

LIFE S T YLE – CHE E SE & WINE

L A SOU PE AU CANTAL by La Cave à Fromage What makes France so unique is that it is a land of ancestral

course; or cheese soup – the only soup which should be eaten

gastronomy. I have always found it fascinating to observe a

with a fork! Nutritionists beware – this isn’t one for the faint

region, a nation, a country through

hearted, but it’s easy to make.

its gastronomy and traditions – they

First, you melt some duck fat in

often accurately reflect its people,

a pan and cook onions and garlic,

their history and way of life.

before adding shredded cabbage.

Going back in time, right to

Cover it with white wine and stock

the centre of France in southern

and allow it to cook for half an hour.

Auvergne – close to the Massif

Next, in an oven, lay slices of stale

Central – far away from any main

sourdough bread, Cantal cheese,

town and any political power, life

and pour over the cabbage, onion

used to be celebrated with very

and stock. Lay another layer of

local products. The morning after

bread and cheese, and more liquid,

a wedding, the newly-wed couple

and then top it again with generous

would be presented with a dish cooked the day before, slowly, over a stove or a fire called a cantou, which was the centre of the home. What was this traditional dish? The soupe au fromage, of E: eric@cheese.biz T: +44 (0)845 108 8222 W: www.la-cave.co.uk

slices of Cantal cheese. Then cook it in the oven for 30 to 40 minutes at 180° C. You’ll know when it’s ready: it’s when your fork can stand upright in the dish. Vive les mariés! I by Eric Charriaux

TO BUY YOUR CHEESE, VISIT LA CAVE A FROMAGE SHOPS 24-25 Cromwell Place, 229a Chiswick High Street, Kensington, London SW7 2LD Chiswick, London W4 2DW

34-35 Western Road, Hove, Brighton BN3 1AF

TH E I D E AL WI N E TO PAI R WITH A 'SOU PE AU CANTAL' by Wine Story Drinking wine isn’t an obvious thing to do with a soup. In pairing a wine to a dish, we like to contrast and shock, so the texture of the soup makes it hard to find a liquid that complements another liquid. However, in rural France, it is common to rinse your soup plate with a red wine – we call this ‘faire chabrot’ in French, or ‘faire godaille’ in the Charentais dialect. The right wine will depend on the soup, of course. A spicy, coconut Thai soup would require an aromatic white wine, while a tomato soup would call for a pink rosé wine from Provence. And of course, for a fish soup, you could easily drink a Muscadet or a white Vin de Pays Charentais. However, for Eric’s cheese soup, the ideal wine would be an old, traditional and rustic wine – just like the Cantal used to make the soup. As such, a good suggestion would be two natural red wines from the Touraine region in the Loire Valley. First, there is the Cuvée Arbre Mort from La Marinière, the rising star of the Chinon appellation, made from Cabernet Franc grapes. Otherwise, perhaps the more rustic blend of Gamay, Cabernet Franc and Cot (Malbec) in AOC Touraine-Amboise would work well. The cuvée from La Grange Tiphaine vineyard would be perfect for this too – as is its name: Ad Libitum. I by Thibault Lavergne TO ORDER MICHELIN-STYLE WINES TO DRINK AT HOME, CONTACT: E: thibault@winestory.co.uk T: +44 (0)7921 770 691 W: www.winestory.co.uk

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- january / february 2017 - 57

LIFE S T YLE – E AT, DR INK , S TAY

AccorHotels acquires top concierge service John Paul

ccorHotels has finalised the acquisition of John Paul, the number-one player in the concierge market, in a deal that valued the company at $150m. John Paul was established in Paris in 2007 by entrepreneur David Amsellem, who will retain a 20 per cent stake in the company and continue to serve as its Chief Executive Officer. The company’s 1,000 employees and 50,000-partner worldwide network is an important investment by AccorHotels to take its strategy – of placing customers at the centre of everything it does – to the next level and to generate new revenue streams from services. ‘Starting today, we will be combining our expertise, strengths and talents, and providing an even broader choice of services to treat all travellers to the best experience before, during and after their stays,’ said AccorHotels CEO Sébastien Bazin. ‘I’m very happy to be able to work with David Amsellem. John Paul is a great find in the customer relations business.’ John Paul also brings AccorHotels a proprietary CRM software application and management platform which enables the company to personalise and profile guests. ‘The synergies with the group will afford us unparalleled competitive advantages in a market where there are more opportunities than ever before,’ added John Paul CEO David Amsellem.’ I

Churchill Bar & Terrace opens Siberian Nights Winter Terrace

he Churchill Bar & Terrace at the Hyatt Regency London has had its annual makeover and, this season, is inviting guests to escape the hustle and bustle of Oxford Street and enter a Siberian hideaway, complete with themed cocktails and snack menus created with premium Beluga Vodka. Guests will be treated to furlined seats, lavish rugs and authentic Northern Lights decorations while staying snug in bespoke Churchill blankets and hot water bottles. I

Hyatt opens second Hyatt Place hotel in UK

Claridge's and Burberry to offer coats to guests

Place hotel and the fifth Hyatt-branded hotel in the UK. The

British fashion house Burberry. Suite guests across the three

Hyatt Place brand is based around offering stylish, comfortable,

hotels will be invited to make use of tailored, classic Burberry

casual hospitality in a high-tech and contemporary environment.

trench coats during their stay. The Burberry trench coats will be

‘The opening of this hotel will mark a significant milestone for

found in the suites, ready to be worn and enjoyed. Men’s and

Hyatt as the Hyatt Place brand continues to expand worldwide

women’s versions will be hung in wardrobes prior to arrival, and

and offer more choices to our guests in key gateway cities,’

if alternative sizes are required – or if guests wish to purchase

said Peter Norman, Senior Vice President, Acquisitions and

a coat – hotel staff will arrange for a new one to be brought to

Development EMEA and Southwest Asia for Hyatt.’ I

the suite. I

yatt Hotels has announced it will open the 350-room Hyatt Place London Heathrow Airport early in 2017. Operated by

franchise partner M&L Hospitality, this will be the second Hyatt

58 - info - january / february 2017

aybourne Hotel Group, which owns three of London’s most prestigious hotels – Claridge’s, the Connaught and

the Berkeley – has announced a partnership with the iconic

LIFE S T YLE – PROFILE

PI ERRE M ARCOLINI

The art of Haute Chocolaterie INFO meets world-famous chocolate maker Pierre Marcolini to hear his tale of gastronomic success

oupe du Monde de Pâtisserie 1995, Coupe Européenne de

Bean to bar

Pâtisserie 2000, Officier de l’Ordre du Mérite Agricole 2015.

Marcolini takes the bean-to-bar movement seriously. He still

Pierre Marcolini is as decorated a chocolatier can be. The Founder and Creative Director of the Maison that bears his name, Pierre Marcolini is known globally for his expertise and passion for creating fine chocolates.

travels the world to meet cocoa farmers and buy the beans that his company turns into chocolate. ‘This isn’t just a question of quality, but of philosophy and principle. When customers buy a chocolate bar for €10, the

Born in Belgium to Italian-Belgian parents, Marcolini started

very least you should offer them is a product that you’ve made

his career aged 14, learning about creating fine patisseries by

yourself, rather than made by melting someone else’s chocolate.’

working in established houses such as Wittamer and Fauchon. By the age of 30, he decided to set up his eponymous brand.

A result of not buying through cooperatives is that Pierre Marcolini chocolates are not certified as being fair trade. But

‘I had the desire to be a part of the history of chocolate

he says this does not matter – working directly with the cocoa

and return to the roots of chocolate making,’ he explains. ‘This

farmers ensures that they are paid fairly, if not even more fairly,

meant working with cocoa beans rather than the semi-finished

than if the cocoa was bought through an intermediary fair trade

products so many brands rely on today.’

organisation. While cocoa trades for around $2,500-3,000 per

Up to 80 per cent of global chocolate is manufactured using semi-finished cocoa mass, where manufacturers buy processed

tonne on the open market, the average price that Pierre Marcolini pays is $5,000 – and it is paid directly to the farmer.

I had the desire to be a part of the history of chocolate and return to the roots of chocolate making cocoa from cooperatives, rather than processing it themselves.

‘This is way beyond the fair trade standard and it also

‘It is so important to know where your raw materials come

guarantees the quality of the raw materials, thanks to the close

from,’ says Marcolini. ‘To put it into perspective, imagine you

relationships we’ve forged with the farmers,’ he says.

had 50 different wines and then you realised that, actually, they

Today, Marcolini is proud that his chocolates are still 100

all came from the same cooperative. What would be the point

per cent made in Belgium. Despite opening stores across the

of that?’

world, his atelier, located just outside of the city of Brussels, is

This, says Marcolini, is still what defines his brand and

still the only place his chocolates are made. ‘This ensures that

differentiates Pierre Marcolini chocolates from other chocolate

the customer has a guaranteed quality, the same taste and

makers. ‘There is a difference between making chocolate and

handmade touch, no matter where the chocolates are bought,’

working with chocolate. For the last 20 years, I’ve been a part

concludes Marcolini. I JH

of the bean-to-bar movement. This is our “savoir faire” and the thing I am most proud of: today, I have 80 people in my workshop making magnificent products.’

EXPLORE PIERRE MARCOLINI'S LONDON BOUTIQUE: 37 Marylebone High Street, London W1U 4EQ

info

- january / february 2017 - 59

at the chamber

2017 SEASON’S GREETINGS FROM

THE FRENCH CHAMBER

he new year is always a good time

brought together XXX people; hosted 36

with Carolyn Fairbairn, the CBI Director-

to pause and reflect on the previous

Forum & Club sessions; welcomed 14

General, who will talk about the impact

what

companies to our Business Centre; helped

of Brexit on UK businesses at the French

worked and what we can improve

163 businesses with their accounting

Residence (24 January); and, of course, our

needs and published 474 articles in your

annual Cross-Cultural Quiz evening, which

very own magazine, INFO.

is a fantastic opportunity for members

months,

consider

on in the year ahead. The last two months of the year were punctuated with successful events,

As a membership organisation, our

to treat their teams to a quiz night out

including the Franco-British Conference

members are at the heart of what we do:

where they can challenge each other on

on disruption (page 72); the Franco-

the events, the magazine, the business

their knowledge of Franco-British culture

British Business Awards, which celebrated

services – the Chamber is yours. As such,

(23 February). You can find out all of the

the best businesses from both sides of

we take member feedback seriously.

details of these events – and all of our

the Channel; our Cross-Cultural Evening

Throughout November and December,

other upcoming events in our calendar on

Debate; the Annual Financial Lunch on the

we held brainstorming sessions in our

page 79. I do look forward to seeing many

theme of Brexit, with Alistair Darling as

Forums and Clubs to decide on the themes

of you there!

our main speaker; our Women, Inspiration

that members would be most interested

and Leadership debate; and a Business

to hear and learn about this year. We will

organising

Club Cocktail with the formidable Jacques

also continue to bolster our services to

the first half of the year, where we will

Séguéla among others. What an end to

help our members grow their businesses.

bring together some of the best French

the year!

We have also started work on a

Luxury

Symposium

We have a number of great events

and British leaders in luxury to take an

2016 was another very good year

lined up to kick off the year ahead.

in-depth look at digital and sustainable

for the Chamber, with 126 member

Particular highlights include: our next

luxury. Very exciting times ahead.

companies joining our network – including

Ambassador's Brief with HE Ms Sylvie

All that this leaves me to do is to

dozens of start-ups, 10 new patrons and

Berman, where she will lay out, in French,

wish you, on behalf of the entire French

28 corporate members bringing the total

major trends in Franco-British relations for

number to 617; organised 45 events that

the months ahead (16 January); an Evening

Chamber team, all the best for the year ahead. Bonne année! I FG

info

- january / february 2017 - 61

AT THE CHAMBE R – NE WS

2017 Directory: Out soon! This practical reference tool lists more than 2,000 contacts and is indexed by sector, company name and representative’s name. In addition to French Chamber members, the Directory also includes useful contacts

Second Pitch Academy at the French Chamber

he French Chamber successfully hosted its second Pitch Academy on 15 December. The event was, by all accounts,

a success thanks to the calibre of entrepreneurs who pitched

in both the UK and France, such French

their businesses. These were: Mathilde Bentz-Thoonsen, CEO

press correspondents in the UK. The online

and Founder of Bilingual Text, an entertaining language-learning

version, updated regularly, can be accessed

platform; Maud Grenier, CEO and Founder of Internshipmapper,

at: bit.ly/FBTD2017. I

which connects students with companies; Sébastien Goldenberg, CEO and Founder of TheHouseShop.com, a free online property classified advertising platform; and Alexandra Fraresse, CEO

Meet the new 'Membership and Forums & Clubs' department

and Founder of The Local Bird, which organises local travel experiences and holidays. Each entrepreneur was allowed 15 minutes to pitch their start-up and answer questions. This was then followed by a

he Chamber has restructured its team to create the

10-minute feedback session with the nine mentors, which

'Membership and Forums & Clubs' department, led by

included business leaders from Ardian, CBRE, Launchwork

Frédérique Andréani, with Lina Ghazal and Ophélie Martinel.

Ventures, Pinsent Masons, PwC and others.

While Frédérique continues to be responsible for recruiting

At the end of the event, all of the participants were invited to

and retaining Patron and Corporate members, she is now also

a networking cocktail where the conversation continued to flow.

in charge of the Women's Business Club and the Luxury Club.

This is the second Pitch Academy that the Chamber has

Lina, who looks after Active members, is now also responsible

hosted. Improving and creating links bewteen start-ups and

for the Start-up & SME Club, the newly-launched Digital

larger businesses is one of the Chamber's stated aims, and the

Innovation & Transformation Forum, and the Start-up Lab.

Pitch Academy is one of the key initiatives to enable this – indeed,

Ophélie, Forums Project Manager, will continue to look after

six of the nine start-ups that have taken part in Pitch Academy

the HR, Climate Change, Finance and upcoming Brexit and

sessions have found a mentor to help them take their business

Retail Forums.

to the next level. I

Separately, the Legal Forum has been discontinued in

The next Pitch Academy session will take place on 18 May.

2017. The Chamber would like to thank its Chairs, Olivier

For more information, and to register your interest, please contact

Morel, Partner at Cripps, and Ken Morrison, Legal Director of

Lina Ghazal, Start-up LAB Manager, at lghazal@ccfgb.co.uk

Eurotunnel, for their commitment and leadership. I

Hats off to... TAMARA BOX,

MYRIAM

MIREILLE RABATÉ,

Managing Partner

MAESTRONI,

Head of the Lycée

of Europe and

Founder and

International de

the Middle East

CEO of energy

Londres Winston

at Reed Smith,

efficiency company

Churchill, who was

for winning the

ON5 Group, who

made a Knight

2016 Women of

has been made

of the Légion

the Future Award in the Mentoring

a Knight of the Légion d’honneur. She

d’honneur, honouring her career in

category. Box was recognised for her

received the award in recognition for

education. Prior to moving to London,

dedication and passion for establishing

her valuable contribution to the French

Mireille Rabaté's career has seen her

gender parity at Reed Smith, where

economy, first as the CEO of several

work in Boston, Washington DC and,

women hold over 40 per cent of senior

large companies in the energy sector

most recently, San Francisco. Upon

management positions. Reed Smith was

and, more recently, as the founder of

awarding her the knighthood HE Ms

also highly commended as a company

the start-up Economie d’Energie (known

Sylvie Bermann, French Ambassador

for its Women’s Initiative Network.

as ON5 Group in the UK).

to the UK commended Mireille's 'long career in the service of education throughout the world.'

Erratum: On page 60 of the last issue of INFO, we printed that Bertrand Michaud was a Governor of the Lycée International Charles de Gaulle, which is incorrect. He is a Governor of the Lycée International de Londres Winston Churchill. We regret and apologise for the error.

62 - info - january / february 2017

AT THE CHAMBE R – NE W ME MBE R S

PATRON MEMBERS FTPA (UK) LLP – Leading French law firm with an international offering Represented by Eniga de Montfort, Partner and Co-Head of London Office

Founded in 1972, FTPA is one of the leading independent business law firms in France with an international offering including an office in London. Working from a growth strategy that is firmly focused on servicing international clients locally, FTPA brings together a pool of core skills in all business law practice areas and has built a team of well-rounded, multicultural professionals proficient in several languages. We offer the full array of legal services to individuals and corporate (local and multinational) clients alike, in France and overseas, with an innovative and solution driven approach, essential to address their needs. Our specialised practitioners are fully equipped to provide assistance and representation in connection with both advisory and litigation matters, however complex or sensitive. www.ftpa.com

HEDIOS – Efficient investment solutions and creator of Gammes H Represented by Julien Vautel, Chief Executive Officer

With more than 12 years' experience and 12,000 clients in France, Hedios is a market leader in efficient investment solutions for individuals. Hedios is the founder of 'Les Gammes H', a range of investment products created to provide clients with substantial gains (from 8 per cent to 10 per cent per year on average), even when the markets are steady. These products are also designed to protect capital in case the markets fall to a certain level when these products come to term. 'Les Gammes H' are easily accessible and only require minimal market knowledge and time. The UK office is based in Mayfair where French expatriates are welcome to visit and meet the Hedios team face to face. www.hedios.com

KAPLAN INTERNATIONAL ENGLISH – Leading provider of English language courses and study abroad programs Represented by David Jones, Chief Executive Officer

A leading provider of English language courses, study abroad programs, and unforgettable experiences, and with over 75 years of experience, Kaplan is trusted by students learning English at one of our 42 Kaplan International Schools located in eight countries around the world. Education is Kaplan’s passion, and the company takes great pride in ensuring its students have all the opportunities and tools to succeed. Kaplan’s philosophy is not a simple focus on classrooms and textbooks, it’s about creating a fully rounded experience: not only to learn English, but also to enjoy new cultures, make new friends, and see the world. www.kaplaninternational.com

CORPORATE MEMBER HYATT HOTELS CORPORATION Owner operator franchiser of hotels and resorts Represented by Arnaud Saint-Exupery, Area Vice President, UK & Ireland Hyatt Hotels Corporation is a leading global hospitality company with a portfolio of 12 premier brands and 667 properties worldwide. The company's purpose is to care for people so they can be their best. This purpose informs its business decisions and growth strategy, and is intended to create value for shareholders, to build relationships with guests and to attract the best talents in the industry. www.hyatt.com

info

- january / february 2017 - 63

AT THE CHAMBE R – NE W ME MBE R S

ACTIVE MEMBERS Bilingual Text – Entertaining language-learning platform

Mo:vel Limited – Trainers - www.mwe.com

www.bilingualtext.com

Represented by François Steiner, Managing Director

Represented by Mathilde Bentz-Thoonsen, Founder and CEO Lombard Odier – Private bank tradition and innovation CMCIC Investissement – Private equity

service expertise – www.lombardodier.com

www.cmcic-investissement.com

Represented by Aurélie Jaclot, Vice President

Represented by David Dickel, Investment Director Quartix – Vehicle tracking data and services COLBERT ENTERTAINMENT – Production company for

www.quartix.co.uk / www.quartix.fr

musical theatre development

Represented by Donato Quagliariello, Director

www.colbertentertainment.com Represented by Sébastien Lancrenon, Director

Rawlinson and Hunter – Chartered accountants and tax advisers – www.rawlinson-hunter.com

GAAM International – Relocation and acquisition agency,

Represented by Trevor Warmington, Director

retail search, currency transfer – www.gaaminternational. com / www.gaamcapital.com / www.gaamtransfer.com

Reel UK Ltd – Lifting and handling systems - www.reel.fr

Represented by Géraldine Amsellem, Director

Represented by Rollon Leraistre, Director

Great Northern Hotel – Boutique hotel

The Hippodrome Casino – Casino, restaurant, bars and

www.gnhlondon.com

entertainment venue - www.hippodromecasino.com

Represented by Geeta Defoe, Director of Sales

Represented by Ian Haworth, Communications Director

Hotel Café Royal – Luxury hotel – www.hotelcaferoyal.com

VITRY FRERES SA – Manufacturer for manicure and

Represented by Thomas Kochs, Managing Director

pedicure accessories - www.vitry.com Represented by Frédéric Legras de Grandcourt, CEO

ICA Patrimoine – Tax efficient real estate investments in France – www.icapatrimoine.fr

Winch Design – International design studio – yachts,

Represented by Andrew Robinson, Regional Manager

aviation, architecture - www.winchdesign.com Represented by Aino-Leena Grapin, CEO

Mc Dermott Will and Emery – Law Firm - www.mwe.com Represented by Jean-Marc Tirard, Partner

FORTHCOMING FORUMS & CLUBS Digital Transformation & Innovation Forum

Start-Up & SME Club

25 January 2017, 9 to 11am

28 February 2017, 8.30 to 10am

Theme: How to attract and retain talent?

Theme: The importance of innovation in entrepreneurship

Speaker: Jean-Rémi Gratadour, Executive Director of HEC Paris

Speaker: Kevin Monserrat, Microsoft Accelerator

Digital Center Second and third speakers to be confirmed shortly

Women’s Business Club 1 March 2017, 12.30 to 2.30pm

Climate Change Forum

Theme: Intrapreneurship

31 January 2017, 10 to 12 noon

Speaker: Tanuja Randery, Zone President UK & Ireland, Global

Theme: How the change in the international political

Solutions, Schneider Electric

landscape is likely to impact climate change policies

Venue: French Ambassador's Residence

Finance Forum

All sessions, excluding the Women's Business Club, take place at the French Chamber. For more information, please contact Ophélie Martinel at omartinel@ccfgb.co.uk or 0207 092 6634

8 February 2017, 8.30 to 10am Theme: Regulations: Europe positioning with Asia

64 - info - january / february 2017

FORUMS & CLUBS

FORUM LAUNCH

Digital transformation is 'essential'

More than 20 of the finest Franco-British digital and innovation leaders gathered at the French Chamber on 23 November to launch the inaugural session of the Digital Transformation & Innovation Forum

haired by Christophe Chazot, Group Head of Innovation at

time, music streaming has become profitable in 2016. But it took

HSBC and Lucien Boyer, Chief Marketing Officer at Vivendi,

enormous effort and transformation on our part,’ he said.

the first session was used as an opportunity for the forum

This is a prime example of the importance of digital

members to meet one another and discuss potential themes

transformation and innovation, Chazot remarked, adding that

for the year ahead.

there are lessons to be learned from across all industries.

‘This is a topic you cannot escape,’ said Boyer, opening

‘Our aim is to organise sessions that are both interesting and

the proceedings. ‘It concerns all of us: large or small, online

that address your challenges. We will also ensure that there is

or offline.’

cross-fertilisation between our various companies, as there is so

He explained that the goal was to look at not just threats and risks from digital, but also the opportunities that lie ahead.

much we can discuss and learn from one another.’ Indeed, the Forum’s make up is very diverse: the first

‘We want to make sure everyone can see both the immense

session gathered representatives from companies ranging from

opportunity, but also how urgent it is for businesses to take

EDF Energy to Capgemini, Theodo to Schneider Electric and

action. While something may be great for today, it might be just

many more from across all industries and sizes. Stephen Burgin,

possible tomorrow, and then impossible the day after – so we

Deputy President of the Chamber and Vice President Europe at

have no choice: we need to keep moving forward.’

GE Power Strategic Accounts, also attended.

Boyer used the example of Vivendi itself: 15 years ago, the

Themes that were proposed for the year ahead range from

company – which owns Universal Music Group – faced total

attracting and retaining millennials in a digital world – the theme

disruption from digital streaming. Online music sharing and

for the next Forum, on 25 January – to topics that will cover how

streaming had a big impact on Universal, with the music industry

to create value, customers, new business models and innovation

losing half of its global turnover and value.

throughout 2017. I

‘It is only now starting to get back on track; and for the first

Our aim is to organise sessions that are both interesting and that address your challenges Christophe Chazot, Group Head of Innovation, HSBC

This is a topic you cannot escape... It concerns all of us: large or small, online or offline Lucien Boyer, Chief Marketing Officer, Vivendi

This Forum is aimed at Chief Digital Officers, Chief Marketing Officers, Heads of Innovation and Heads of Strategy of major companies, as well as at innovative start-ups in the field. To find out more information about joining, please contact Lina Ghazal on 020 7092 6636 or lghazal@ccfgb.co.uk

info

- january / february 2017 - 65

LUXURY CLUB

Meet the Luxury Club's new Chair Tom Meggle, Managing Director for the UK, Ireland and South Africa at Louis Vuitton, is the new Chair of the Chamber's Luxury Club. What are his thoughts on luxury and his vision for the Club?

In a few words, how do you define luxury? Luxury is freedom and a state of mind and it must be rare and exclusive. What are the major trends in the luxury industry in 2017? Digitalisation is the first that comes to my mind, with the emergence of an evolving new clientele. Millennials are used to multichannel shopping and, as a result, luxury shopping must develop into an elevating and seamless experience. From a business perspective, the luxury sector has to learn how to respond to market saturation and to redefine its values and priorities. Therefore with a more educated international clientele, it is becoming less status driven and logo-orientated, and more centred on personalisation and a unique personalised experience. Growth will be less driven by network extension than by organic growth and client development and retention. What are the differences between Paris and London, when it comes to luxury? To me, London is the new Paris, in that while Paris is still home to most of the major luxury brands, London is outclassing Paris when it comes to innovation and dynamism – especially in luxury retail. Paris will remain the capital of luxury brands, but when it comes to retail, it’s like a museum, with an immutable landscape centred around the Avenue Montaigne, Place

The luxury sector has to learn how to respond to market saturation and to redefine its values

Vendôme, Rue du Faubourg Saint-Honoré and the Boulevard St. Germain.

together. Its role should be to engage an inspiring dialogue

London, on the other hand, has an ever-evolving landscape,

around exciting and relevant topics, and to give its members

where luxury fashion has moved from the Kings Road via Sloane

access to exceptional leaders in that industry, while not being

Street to Bond Street and, more recently, new retail landscapes

dogmatic. As its new Chair, my aim is to continue the good

emerge in formerly derelict areas such as King’s Cross and

traditions started by my predecessors, but also to challenge

Shoreditch, and with department stores which are more

concepts associated with luxury being exclusive: luxury is highly

inventive and experimental.

desirable but it should also be accessible. When you look at a

In terms of fashion, if luxury were a couple, Paris would be

brand like Apple, for example, its stores are massive and serve a

the woman and London the man, thanks to London’s centennial

huge clientele, yet they deliver a luxury service. These synergies

tradition of male tailoring, in places such as Jermyn Street and

between lifestyle and luxury brands are interesting.

Savile Row. Which particular themes will you explore this year? How do you see the role of the French Chamber’s Luxury

Themes such as gender diversity in the luxury sector, the

Club and what is your vision as its new Chair?

synergies between art and luxury, the future of luxury retailing

I see the Luxury Club first and foremost as a great networking

and the evolution of luxury as a concept will all feature in the

platform, bringing both French and British brands and cultures

agenda. I Interview by Frédérique Andréani

Tom Meggle replaces Bertrand Michaud, Managing Director of Hermès UK, who has been Chair of the Luxury Club since 2013. The Chamber would like to express its thanks and gratitude to Bertrand for his dedication and vision over the last three years. It is thanks to him that the Luxury Club has become one of the Chamber's most respected Clubs.

66 - info - january / february 2017

FINANCE FORUM

Using digital to transform your business

How can finance fully embrace digital transformation and change the way we work? The latest session of the Finance Forum brought together experts from PwC and EDF Energy to dissect the issue

igital tools are changing the way that all businesses

EDF Energy’s enterprise resource planning system, for

function, but perhaps one of the industries most affected

example, looks after the company’s 14,000 UK-based employees

by this is finance, where players have a lot to gain – but

– from finance right through HR. So it isn’t as simple as just

also a lot to lose, should things go wrong. The topic of how finance could embrace digital transformation

switching it off and moving to a newer system. Ignoring your legacy systems will slow innovation.

was looked at in detail, led by the Forum’s co-chairs Rob Guyler,

The issue of interoperability between old and new systems

CFO of EDF Energy and John Peachey, Managing Director – CFO

isn’t the biggest challenge, however. ‘Technology is binary:

Global Markets, HSBC.

it’s either on or it’s off. The biggest challenge is ensuring that

The discussion focused on how cloud-based services are transforming the way that people work. The first speaker, Anand Ganguli, Director at PwC, highlighted that this is the most important trend at the moment, particularly in finance. ‘We are seeing a lot of movement here,’ he said. ‘What is driving it is that these digital systems can help you to drive process standardisation and reduce complexity. Through data

people understand how to use it, to change their culture and understanding,’ Wing explained. ‘We need to change how our people think, first. Unless you get the basics right, it can become difficult. And we must get it right – if we didn’t take a digital journey, our business would be dead.’

analytics, digital transformation helps you to bring valuable

Culture

insight and innovation into your organisation. The insight that

The culture issue is paramount in effecting digital transformation

this data provides is growing in importance.’

– getting your people on board is the key to embracing new

It is also a good opportunity for businesses to review and enhance controls and compliance within the business.

ways of working. ‘Culture is what will make you successful,’ Wing added. ‘It’s

The business case for digital transformation is certainly

about inclusion and common purpose for teams to deliver and

there, agreed Kelvin Wing, IT Operations Director at EDF Energy,

take advantage of the opportunity with digital services. It’s an

the Forum’s second speaker.

absolutely fantastic way to change your business, but how do

‘Digital transformation can help you to improve service and save costs,’ he said. ‘But this isn’t without its challenges.’ Wing highlighted that for larger, established players – such as EDF Energy – the pace of change is one of the barriers. ‘For

you integrate the culture of people who are used to working in the “old” way?’ What this means is that while the new systems have clear benefits to a business, the adoption remains slow.

a greenfield business, fully embracing digital services is simple

‘A lot of the software vendors have made a heavy investment

– you can just get on with it. But for a company like ours, where

in the cloud, so it’s becoming more of a discussion of whether

we have a large legacy, it is a much bigger journey.’

your organisation is ready for the cloud, rather than if the software is ready for you,’ Ganguli concluded. I

A lot of the software vendors have made a heavy investment in the cloud, so it’s becoming more of a discussion of whether your organisation is ready for the cloud, rather than if the software is ready for you info

- january / february 2017 - 67

CLIMATE CHANGE FORUM

Building

smarter cities

Currently 80 per cent of the world's energy is consumed by cities, indicating that energy efficiency still has plenty of room for improvement. How can 'smart cities' be adopted to help change this? Michael Dodd, an expert on smart cities at DNV GL, presented his findings at the most recent Climate Change Forum

mart cities was the theme of the Climate Change Forum’s

production use,’ says Dodd. ‘It isn’t necessarily about carbon

latest meeting, which welcomed guest speaker, Michael

reduction or cost reduction, it’s simply the ability for a city to

Dodd, Head of Section, Markets and Policy Development at DNV GL. Dodd presented his research into the topic, defining and explaining what a ‘smart city’ truly is.

optimise itself.’ Smart cities are being driven by the rise in ‘pro-sumers’. This means, at the domestic level, people are starting to install things

Currently, 80 per cent of the world’s energy is consumed by

in their houses to make energy use more efficient. And it’s the

cities. In a world where just over half of the world’s population

same at commercial level – through large-scale solar panels on

is urban, this shows how

roofs, combined heat plants

disproportionately

and local heat networks.

cities

consume electricity, gas and

Dodd explains: ‘What all

fuel. There is, therefore, an

of this does is place far more

inherent inefficiency in city

control in the hands of the

life. If you can change this,

consumer and takes them

argued Dodd, then you can

from being in a passive role

influence the wider issues

into a far more active role,

that the planet is facing.

participating and influencing

‘This

isn’t

just

about

what the market does. The

climate change, but about

pro-sumer

sustainability in its widest

market shift and speeding

sense – both societal and

it up.’

environmental,’ he said.

driving

the

The key driver for the

‘We all face an energy

smart city is data, through

trilemma: carbon reduction,

the

security of supply and cost to

Internet of Things and big

consumer. No one has ever figured out what the perfect balance is, but the smart city can help you achieve it in the most sustainable way.’

We all face an energy trilemma: carbon reduction, security of supply and cost to consumer. No one has ever figured out what the perfect balance is, but the smart city can help you achieve it in the most sustainable way

Optimisation

emergence

the

data. ‘The market is changing at a frightening pace and has taken some companies in the market by surprise.’ Indeed, it has created a seismic shift towards cleaner power: ten years ago, only

The reason that cities are such large users of energy is that

five per cent of energy came from non-carbon production –

consumers in cities – be they private individuals or businesses

such as solar, nuclear and renewable. Today, this has risen to

– rely on technology, transport systems, heated buildings and

nearly 40 per cent.

heavy energy use. If it is possible to reduce the 80 per cent

‘This is a dramatic change,’ said Dodd. ‘The markets are

figure and make cities more efficient, it can have an enormous

evolving, very quickly, from large sources of traditional power

difference in global energy usage, Dodd explained.

generation to a market which is far more self-reliant, with local

But what exactly is a smart city? ‘A smart city is a city that uses technology and data to integrate and optimise its energy

68 - info - january / february 2017

generation and energy storage and smarter networks. We are seeing a paradigm shift.’ I

HR FORUM

Dive into

People analytics

Technology enables organisations to collect and crunch data on their people and processes, which in turn can lead to better management. Philippe Gaud, Affiliate Professor at HEC Paris, and Claire Gannon, Director for People Analytics and Metrics at Schneider Electric, give their take on why it is important for HR leaders to embrace data

eople analytics was at the heart of the HR Forum’s latest meeting on

7 December. Chaired by Michael Whitlow, HR Director Europe at International SOS, the Forum heard from two experts on the subject who shared their insights. From the start, it was clear that people analytics is not something that the HR function can simply pick up and run with quickly. To make the most of people analytics, you must first and foremost understand data. ‘People analytics is a slow process, it’s a journey,’ explained Claire Gannon, Director for People Analytics and Metrics at Schneider Electric. ‘There are so many

do with it,’ he explained. ‘First decide

This is why, over the last several

things that can impact your ability to be

what it is you want to do within your

years, Schneider Electric has invested

successful, ranging from organisational

organisation, and then look for the data

heavily in data.

readiness, technology or having the right

that will support you to achieve your

processes in place before you begin.’

aims. This is much more proactive.’

From setting up a data governance policy and framework in 2013, to

She explained how her company had

Recruitment, retention and talent

investing in a global HR information

a lot of data on its people – more than

management are the biggest areas

system in 2015 and hiring data analysts

170,000 employees across the world –

where people analytics are used. By

to generate models this year, the

but the challenge has been how to

using data to find the patterns and

company is taking people analytics

extract this data and use it correctly. ‘For

typical profiles of successful people in

seriously.

us, the key has been to standardise the

your organisation, you can develop a

data and how it was collected. What do

success model.

we want to achieve with it?’

‘The

changing

and

dynamic

environment we live in drives the need to

‘In HR, what you can’t measure, you

build a very agile culture and leadership

Answering the latter is at the heart

can’t manage,’ said Gaud. ‘Analytics

that is able to cope with permanent

of people analytics, echoed Philippe

brings the opportunity to understand

changes that affect the way we do

Gaud, Affiliate Professor at HEC Paris,

why people are leaving your organisation,

business and engage with our people,’

the second speaker, who was previously

how you can find the right people to join

said Gannon.

Head of HR Europe at Apple.

you, and what it means to be successful.

‘It can take a long time to get the right

Analytics gives you intelligence about

foundations into place, but it is essential

what is happening – it’s a big step.’

to do in order to succeed.’ I

‘Do not be driven by the data – don’t just get the data and see what you can

Analytics brings the opportunity to understand why people are leaving your organisation, how you can find the right people to join you, and what it means to be successful. Analytics gives you intelligence about what is happening – it’s a big step

info

- january / february 2017 - 69

EVENT HIGHLIGHTS BUSINESS CLUB COCKTAIL WITH JACQUES SÉGUÉLA

The King of Advertising

he ‘King of Advertising’, Jacques Séguéla, was the guest speaker at a Business Club Cocktail event sponsored by Hold-On Productions and organised by the Chamber. Nearly 100 people came to the Hyatt Regency London to hear Séguéla’s take

on global advertising in the 21st century. David Bruneau, the Founder and CEO of Hold-On Productions, a company specialised in out-of-home advertising, invited Séguéla to showcase some of his favourite and best advertising campaigns on screen. The 82-year-old ad man certainly did not disappoint. From a story about asking French President François Mitterrand to borrow an aircraft carrier, to convincing Claudia Schiffer to test-crash a car on screen, to creating an ad based solely

and poetic,’ he explained. ‘But the American way... it starts with the head, to get to the wallet!’ The advertisements that Séguéla has created throughout his long career certainly have had impact, and his passion showed throughout the evening. Whether it was through his 2008 Evian Rollerbabies campaign – which has become the most successful viral ad campaign ever, with more than 300 million views on YouTube alone – or the cult 1988 Citroën VISA GTi campaign where the new Citroën

on sexual prowess, Séguéla’s speech was, by all accounts, a highly entertaining and insightful look into the wild world of advertising. One of Séguéla’s key messages was that advertising needs to be emotional; that it must appeal to the viewer’s heart in order to be impactful and successful. ‘In England, creativity starts with the head, to get to the heart. With the French, it’s the opposite: you start with the heart, to get to the head – it’s sentimental, intimate

car rises out of the ocean, sitting on a French Agosta submarine, Séguéla left the audience with no doubt that he is the undisputed master of advertising. Merci Jacques Séguéla! Thanks also to David Bruneau and Hold-On Productions, Arnaud de SaintExupéry, Area Vice President, UK & Ireland at Hyatt Regency London and Laurent Schauder, Hotel Manager, Hyatt Regency London, for the exceptional buffet and quality of service at the venue. I

DINER DES CHEFS: L’ATELIER DE JOËL ROBUCHON –

Exquisite dining and delicacies

xecutive Head Chef Jeremy Page

guest about how much freedom he has

personally welcomed around 40

to create his own dishes, Page explained

guests to the latest Dîner des Chefs

that although there are a number of Joël

at L’Atelier de Joël Robuchon, before

Robuchon ‘signature’ dishes included

treating them with a gastronomic five-

on the restaurant menu, he still has

course menu composed especially for

freedom to compose his own creations.

the French Chamber’s guests. Featuring

His passion for creating intricate flavours

rich foie gras ravioli, beautifully seared

was clear; reflected in both his narrative

scallops and flavour-packed roasted duck breast, the delicacies that Page prepared made the evening a very special occasion, indeed.

and the dishes he served that night. Thank you, Chef Jeremy, for welcoming the Chamber so graciously in your restaurant. And thanks also go to Pernod

Here is a British-born Chef with mountains of talent, who

Ricard, L’Union des Crus Classés de Graves, Petrossian and

regaled his guests by sharing personal stories of how he works

Pierre Hermé Paris for the Champagne and cognac, wines,

with Joël Robuchon, the Chef. In response to a question from a

caviar and macarons, respectively. I

PA CLUB AT CHRISTOFLE –

Shining, silvery splendour

eld at its Harrods counter, fine silver flatware maker Christofle was the host of the last PA Club of 2016, which gathered 25 Chamber member PAs. Following a master class on table setting and silverware, attendees offered a gorgeous candle from

Christofle and a £200 gift voucher to spend at Harrods, much to their delight. I 70 - info - january / february 2017

AT THE CHAMBE R – WOME N, IN SPIR ATION & LE ADE R SHIP

BOOSTING WOMEN

At the latest Women, Inspiration and Leadership debate, easyJet CEO Dame Carolyn McCall DBE and Lord Davies of Abersoch CBE discussed how to boost women in leadership positions he UK has made great strides in increasing the number

This is a significant achievement and the next step is to do

of women in leadership positions, but there is still a lot

this at executive board level. The research on inclusiveness

of work to do – this was the main message from the

at leadership levels is unanimous: diversity makes for better

Chamber’s third annual Women, Inspiration and Leadership

decision making. To achieve this, both men and women must

debate, sponsored by Chanel and supported by ESCP Europe.

become more involved in the topic, said Carolyn McCall.

Held at the French Residence on 8 November, the debate

‘The one thing I would say to the people here today is: speak

gathered one of the UK’s most successful female leaders, Dame

up. Ten years ago, we were making the case for including more

Carolyn McCall DBE, the CEO of easyJet and a Board Member of

women in leadership. So if we still have to make the case today,

the French Chamber, as well as Lord Davies of Abersoch CBE,

we haven’t made much progress. It is everyone’s responsibility

the author of the seminal Women on Boards report and a fierce

to ensure that our companies promote, select and retain

campaigner for increased diversity in business.

women in the pipeline for the executive board.’

Peter Alfandary, Senior Vice President of the French

This is part of the wider issue, agreed Lord Davies. ‘It has

Chamber, moderated the debate, which started with leadership:

taken businesses a long time to realise that they need women

what motivates great leaders?

in leadership positions. It’s incredible,’ he said. ‘I continue to put

The one thing I would say to the people here today is: speak up

– Dame Carolyn McCall DBE

Lord Davies noted that successful people have traits in

pressure on companies to wake up to this and encourage them

common: ‘They work hard and they treat the doorman in the

to ask: do you represent your workforce and your customer

same way that they do the Chairman. If you are talented, open

base?’

minded and never stop learning, you can do anything.’

However, to achieve this, the talent pool must be widened.

He added that self-awareness was also important: ‘You have

‘Unless you have a significant pool of women to choose for

to start with yourself. Know what you’re good at so that you can

executive committees and plc boards, you won’t get the right

compensate for your weaknesses by building a team around

people. Without this talent pool in place, it becomes much

yourself. Surrounded by a great team, you can achieve whatever

harder,’ added Dame Carolyn.

you want.’

‘We can do many things in companies, but if we do not have

The discussion then moved on to female leaders. Lord

a collective sense of what we want to change, then it’s difficult

Davies has campaigned for many years – to great effect – to

to see anything evolve. One person can’t do this alone – there

increase the number of women on non-executive boards. There

has to be a collective agreement. The cultural side is just as

are now no FTSE 100 companies that do not include women on

important as the education side of it. Both are critical to being

their boards.

successful.’ I

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- january / february 2017 - 71

In partnership with

The French Chamber's third annual Franco-British Conference, held in November, gathered 200 participants to hear major business, political and academic leaders discuss disruption hat better year than 2016 to host a conference on

Jonathan Chippindale, CEO of Holition, agreed, saying

disruption? Both politically and in business, disruption

that the term was overused. ‘It’s like the word “innovation” –

has been at the forefront of everyone’s minds.

everyone does it today, so it has been devalued. True disruption

Held at One Great George Street in London, the Franco-

is done when new entrants are able to enter and scale into a

British Conference offered attendees the chance to take a deep

space very quickly,’ he said, using Asos and Net-a-Porter as

dive into the subject through keynote speeches, case studies,

examples, for their ability to use digital to build a large footprint

panel discussions and Q&A sessions, moderated by Alan Rutter,

in retail. Disruption is particularly present in the finance sector,

Co-founder of Clever Boxer.

added Huy Nguyen Trieu, CEO of The Disruptive Group. 'People

Defining disruption

underestimate what is happening in finance and how quickly things are moving,' he said. 'In nine months, Alibaba has become

The day started with a panel on what disruption means, bringing

one of the largest money market funds in the world. The speed

together five leaders who dissected how disruption is affecting

of change is incredible.'

businesses today. Each had their own definition of disruption and how it applies to businesses.

Meanwhile, offering an academic viewpoint, Dr Mark Kennedy, Associate Professor at Imperial College London,

‘By definition, disruption is taking on the status quo,’ said

explained how for companies to be disruptive, they have to do a

Martin Hill-Wilson, Founder of Brainfood Consulting. ‘Disruption

‘sneak attack’ on the incumbents. ‘It has to be something others

replaces something that exists with something that is quicker,

don’t see coming, so they are unable to react quickly enough.

faster or easier – and it needs to be substantially better as

This happens when the substitution effect occurs – that is, when

consumers have to be convinced that it is worth the effort.’

a product becomes categorised differently to existing products,

Yann Bonduelle, UK Consulting Data Analytics Leader at PwC's Strategy& argued that disruption has always been a

but manages to substitute it.’

mainstay of business evolution: 'Although it feels like we're in

Applying disruption to real life

the eye of a storm these days, disruption is overblown. It has

Understanding the origins of disruption and what it means in

been a permanent feature of all the work we do.'

a business context was a good starting point for the day, but

72 - info - january / february 2017

AT THE CHAMBE R – FR ANCO - BR ITI SH CONFE R E NCE 2 016

If you really want to compete, you have to adapt and change your culture and organisation equally valuable was hearing real-life examples.

He said that what disruptors need to do is offer a product

The next group of speakers – from HSBC, AXA Group's

that is both better and cheaper so that incumbents cannot afford

incubator Kamet, Sushi Venture Partners, What3Words and Clic

to replicate it, while there is strong demand from customers.

and Walk – offered a mixture of case studies and insight.

Stéphane Guinet, Founder of Kamet, the InsurTech start-

HSBC’s Group Head of Innovation, Christophe Chazot, made

up studio funded by AXA Group, agreed that it is extremely

a point that disrupting the finance industry is difficult, as it is

difficult to disrupt large, regulated industries. This is why AXA

such an established and regulated sector. HSBC itself has tried

has invested in Kamet while still offering it independence.

numerous tries to take the lead in disrupting the industry, for

‘Kamet works with entrepreneurs to imagine, incubate, build

example with the launch of its telephone-only bank First Direct,

and scale start-ups in the insurance and protection space,’ he

which launched in 1989.

explained. ‘But for us to achieve this and disrupt, we must be

‘At the time that First Direct launched, it was extremely

completely independent from AXA. This allows us to extend and

innovative, as it did not have any retail presence – it was

create new services and products that do not exist today – but

telephone-only,’ Chazot explained. ‘And since its creation, it has

which may be complementary to AXA in the future.’

consistently been rated as offering the best customer service

The topic of regulation was also addressed, as disruption

of all of the UK banks. 20 years later, it is still rated highly, but it

inherently changes the rules.

still only has 3 per cent of the banking market share. It takes a

What is the Government’s role?

long, long time to disrupt this industry. Who has the capacity to

Axelle Lemaire, the French Minister of State for Innovation

sustain efforts for long enough?’

K EY N OT E S PEA K E RS

wo of the most popular speakers of

networks have disrupted the print

the conference were AccorHotels

media industry; and my own industry

Chairman and CEO Sébastien Bazin

has been grappling with disruption

and Arnaud de Puyfontaine, the CEO

since the turn of the century. We

of Vivendi, who told their own stories

saw Napster in 2000, iTunes in 2001,

of disruption.

YouTube in 2005 and more.

The two leaders operate in two

‘The

cultural

and

creative

very different industries – Vivendi is

industries have been more exposed

in the entertainment space, while

than any other to disruption because

AccorHotels is in the capital-intensive

they are mainstream, global, largely

hotels industry – but Puyfontaine and

unregulated and comprise a product

Bazin have much in common, having

that is higly-desirable and consumable,

been

which users of new technologies can

responsible

for

overseeing

their companies’ response to digital disruption. Since

easily distribute.’ Sébastien

the

early

2000s,

Bazin,

meanwhile,

the

focused on how he led the drastic

entertainment and leisure spaces

transformation of AccorHotels from

have been totally transformed by

being a very large incumbent to being

digital disruption, which meant that

an agile, reactive group – which,

large established groups such as

when you own 4,100 hotels across 94

AccorHotels and Vivendi came under

countries, is no mean feat. He wowed

serious threat.

the audience with his stories.

Top: Sébastien Bazin, Chairman and CEO, AccorHotels Bottom: Arnaud de Puyfontaine, CEO, Vivendi

‘Disruption is the new normal for

‘If you really want to compete, you

the world economy,’ said Puyfontaine.

have to adapt and change your culture

‘Every business is being disrupted:

and

explained.

‘The key to our future in a disruptive

Airbnb has disrupted hospitality; Uber

‘Otherwise you will never be able to

market has been to do everything we

has disrupted the taxi industry; social

compete with the disruptors. But to

can to retain our customers.’

organisation,’

modify your company’s culture takes time and courage.

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- january / february 2017 - 73

AT THE CHAMBE R – FR ANCO - BR ITI SH CONFE R E NCE 2 016

Tanuja Randery, Zone President UK and Ireland at Schneider Electric, asking a question from the floor

French Minister of State for Innovation and Digital Affairs Axelle Lemaire making her keynote speech

and Digital Affairs, was tasked with answering what the role of

explained that disruptors stand out in the market because of

government is in supporting disruption.

their exponential growth. This can be used by incumbents to

Her answer was that governments must absolutely support new models. The economy cannot afford to ignore disruption.

track the future disruptors. He explained that there was a clear pattern to disruptors’

‘It may look like governments are lagging behind and do

success: a new player enters a market with a new business

not understand what is at stake and what businesses’ needs

model; the industry leaders ignore them because they are too

are, but when it comes to innovation, we are constantly being

focused on their own market; therefore the new players keep

lobbied by business leaders to ask us to look at new regulation

growing exponentially until their product finally challenges the

and creating a level playing field,’ she said, adding that French

incumbent.

businesses were now well aware of the need to keep moving forward.

‘Disruptors are game changers who move to interrupt current business models with new ideas that may supply

‘Today, everyone in France now understands the importance

some of the old needs, but is also appealing to new customers

for traditional industries and production chains to change

which the incumbent companies weren’t reaching effectively,’

their business models in order to compete in markets that are

Sola said.

changing quickly.’ Axelle Lemaire herself is no stranger to disruption, having been responsible for pushing through a Digital Bill in the French Parliament, to open government up and make data more accessible.

However, the point was raised that it was not enough to just track the market, as Diane Mullenex, Head of Global Telecoms Practice at Pinsent Masons highlighted: ‘Double disruption is the way that the industry is now moving. If you are a veteran disruptor, then other new businesses will

She also highlighted the importance for business and

come and eat your lunch. The issue is then how defined and

political leaders to remain open to ideas. ‘The way that

accurate you can be in looking into your data and knowing your

companies and governments need to interact with the rest of

clients – this is the key.’

the world is, at this moment in time, to be more open,’ she said.

This was, perhaps, the crux of the conference. Businesses

‘Closing borders and not allowing goods and people to

must know their clients, track their market and be constantly

move around freely means less wealth creation and fewer

aware that other businesses will continuously challenge their

opportunities. Governments must address these challenges.

status quo.

Future of disruption

explained how the best way to embrace disruption is to make it

The second, and final, panel of the day focused on the future of

your own: ‘Disruption is, above all, a state of mind; it’s the ability

disruption. The panel opened with a presentation by Dr Davide

to challenge oneself, to be open to change, willing to innovate

Sola, Associate Professor of Strategy at ESCP Europe, who

and take risks – and even to fail.’ I JH

The last word goes to Vivendi’s Arnaud de Puyfontaine, who

Thank you to all of those who made the conference possible: Main sponsors Supporting sponsor

74 - info - january / february 2017

Business problems need smart coders â&#x20AC;&#x153;Each team member added value from both a technical and business perspective. The Theodo team was exceptionally fast.â&#x20AC;? Antoine Baschiera, Co-Founder Early Metrics 5 week Theodo project, 2016

Digital is key. If, like Antoine, your business relies on technology but you have no time to spare, we can help. We provide teams that understand the challenges your business faces, code the solutions and deliver everyday. Contact Nicolas, our Head of Sales, directly on 0739 7311 479 or at nicolast@theodo.co.uk to talk further. info / oCTober2017 2016info--SePTeMber january / february

-5 75

Honouring the achievements of companies from across the Channel, the latest Franco-British Business Awards brought together the finest French and British companies for a night of celebration

he Franco-British Business Awards – held since 2000 under

The company now employs 120 people in Paris and 15 in London.

the high patronage of the French Ambassador to the UK

Accepting the award, Nicolas Taborisky, Chief Sales Officer at

and the British Ambassador to France – were held on 30

Theodo UK, said: ‘It is a real pleasure to win on two levels: first

November at the May Fair Hotel, showcasing the best, most

in recognition of our dual Franco-British culture, and second,

innovative and successful French and British companies.

because it celebrates what we do, which is to help companies

Following a Vranken-Pommery Champagne reception, HE Ms

see software not as a problem, but as a solution.'

Sylvie Bermann, the French Ambassador, opened proceedings by

The two other nominees of the category – Sponsorise.me

saying that she had been struck by all of the nominees’ high level

and Devialet – were also praised by the judges for the excellent

of commitment to their projects: ‘It goes far beyond being just a

work they are doing.

job to them – it reflects a way of seeing, thinking and changing things. It commands admiration and conveys a strong message

Large Corporate Award: EDF ENERGY

about our two countries.’

The winner of the Large Corporate Award, EDF Energy was

Lord Llewellyn, the newly-installed British Ambassador to

recognised for its £18bn Hinkley Point C nuclear project, which

France, spoke next, highlighting the importance of fostering

judges said was ‘the pinnacle of France and Britain working

relations between the UK and France.

together’. EDF Energy, which was formed in 2002 by the French

‘It is a pleasure to celebrate the close economic ties that bind our two nations,’ he said. ‘These companies are at the heart of

energy giant EDF, is now the UK’s biggest supplier of electricity by volume.

the story of our two countries – a story of innovation, of adapting

‘We are delighted that Hinkley Point C is being celebrated

to modern times, of adapting to change in our communities, in

tonight,’ said EDF Energy CEO Vincent de Rivaz. ‘It is truly a Franco-

Europe and the world. Bravo to all.’

British endeavour and is an example of where mutual respect

The evening was one of celebration not only for the winners, but for all the companies that were shortlisted by

and a common sense of purpose between our two countries have made a difference.’

the judges – who had been given the tough task of deciding

Judges also highly commended the runner-up for this award,

on the winners. With the calibre of nominees growing year after

Schneider Electric, for its formidable team spirit and commitment

year, this was no mean feat. The Chamber therefore expressed

to excellence.

its thanks to the judges, who volunteered to take time out of their busy schedules to meet, debate and decide the winners for each

Coup de Cœur: DEVIALET

category.

The jury awarded its ‘Coup de Coeur’ to sound technology

Finally, following a gastronomic dinner, with fantastic wines

innovator Devialet, the world’s most-critically acclaimed start-up

provided by Les Vins du Médoc and Les Vins de Pessac-Léognan,

for the excellence of its innovations in sound technologies.

the awards were presented.

The judges said that immersive quality of Devialet's products is

Start-up & SME Award: THEODO

incredible, and the company was a worthy winner. ‘This is not only a great award for the amazing work we have done so far,

Founded in 2009 by two entrepreneurs, Benoît Charles-

but it is also a huge encouragement for the future,’ said Victor

Lavauzelle and Fabrice Bernhard, Theodo helps large corporates

d’Allancé, UK General Manager of Devialet. ‘It encourages us to

to go digital. Judges said they were impressed by Theodo’s rapid

go even further in revolutionising the music industry and aim

and sustainable growth, as well as their unique business model.

even higher.’

These companies are at the heart of the story of our two countries – a story of innovation, of adapting to modern times, of adapting to change in our communities, in Europe and the world 76 - info - january / february 2017

WINNERS 2016

Start-up & SME Award

Theodo Large Corporate Award:

EDF Energy Coup de Cœur:

Devialet

French Chamber Award:

PwC

Top right, from L. to R.: Vincent de Rivaz, CEO of EDF Energy; Lord Llewellyn, British Ambassador to France; HE Ms Sylvie Bermann, French Ambassador to the UK; Steve Jennings, Leader at PwC; Victor d’Allancé, UK General Manager at Devialet; Nicolas Taborisky, Chief Sales Officer at Theodo; and Estelle Brachlianoff, President of the French Chamber

French Chamber Award: PwC PwC was awarded the French Chamber Award in recognition for its overall contribution to the Chamber. The company has been a patron member for many years and has taken an active interest in supporting Chamber initiatives, including trade delegations, the Franco-British Conference – which PwC has sponsored since it launched – as well as the Annual Gala Dinner. In addition, PwC is an active and regular contributor to INFO as well as to the Chamber's Forums and Clubs – both attending and offering expert speakers. ‘We are passionate about supporting businesses and promoting links between the UK and France,’ said Steve Jennings, UK Power and Utilities Leader at PwC, accepting the award. ‘We have loved supporting the French Chamber and will continue to do so.’ The 17th edition of the Franco-British Business Awards welcomed 160 guests and was sponsored by Eurostar and Mazars, with Business France and Colas Rail as supporting sponsors – the Chamber thanks them for their support. I

Main sponsors

Supporting sponsors

AT THE CHAMBE R – CROS S - CULTUR AL DE BATE

Time to boost cultural intelligence The French Chamber’s fifth Cross-Cultural Debate, sponsored by Airbus Group, brought together senior PwC Partner Yann Bonduelle and parliamentarian Dominic Grieve QC MP to discuss why cultural intelligence is paramount

t a time when the Channel seems wider than ever, being able to understand one another better

and communicating more effectively are instrumental to keep relations strong between the UK and France. More than 80 people gathered at the French Residence on 6 December to partake in the French Chamber’s CrossCultural Debate, to discuss and learn about how to perfect communication between the two nations. Peter Alfandary, Senior Vice President of the French Chamber – who welcomed guests and moderated what was a remarkable debate between two fantastic speakers,

Dominic

Grieve

and

Yann

Bonduelle – opened proceedings by explaining why cultural intelligence is at the heart of cross-cultural understanding. ‘Cultural

intelligence

programming

–

programmed

about

everyone

has

been

their

culture,’

explained. ‘It’s similar to Macs and PCs, which are not the same build. Cultural

Clockwise from top left: Dominic Grieve QC MP; PwC's Yann Bonduelle; the Cross-Cultural Debate audience at the French Residence

intelligence is the software that enables the

using language in more ‘coded’ ways: the

subject and businesses are now embracing

two to talk to one another. We increasingly

English vocabulary is larger than the French,

it,’ said Alfandary. ‘Today, more than ever,

need that software, because even if we

which allows for very subtle nuances that

our politicians and leaders must do so too.

both speak the same language, the way

convey an impression to the interlocutor.

Forget a “Hard” or “Soft” Brexit, let’s aim for

that we communicate is different.’

This can be lost in conversations, which can

a Culturally-Intelligent Brexit.’

This was the key theme of the

lead to misunderstandings. An example of

debate: the differences in how people

this would be the word ‘interesting’, which

communicate and express themselves,

can mean anything in English, depending

depending on their culture. As companies

on the context and intonation.

Forget a 'Hard' or 'Soft' Brexit, let's aim for a CulturallyIntelligent Brexit

become more international – by selling to

On the flip side, because French is

different countries or hiring international

a more focused language, it demands a

staff – cultural intelligence has become

great precision to convey complex ideas.

From a business perspective, too, the

one of the most important challenges.

It is also more difficult to dress up what

key takeaway from the debate was that

you are saying in the same way as one

cultural intelligence is absolutely necessary

can in English. The impact of language and

to cultivate within your own organisation.

The topic of language was, naturally, an

being better aware of cultural sensitivities

Simply because the lingua franca of

important theme of the debate, which took

is particularly important in today’s climate,

business is English, and because we are

place under Chatham House rules. The

where it seems that, across the world,

able to communicate technologically with

ability to communicate effectively depends

there is a disconnect between the political

ease, does not guarantee that everyone

on your ability to express yourself – and

elite and the rest of the population. A large

will understand one another. There is a

this means different things in the UK or in

dose of cultural intelligence would not go

higher level of cultural awareness that

France.

wasted.

is needed for successful inter-cultural

Coded language

The UK, for example, was observed as 78 - info - january / february 2017

‘Cultural intelligence is a big-time

relations. I

CHAMBE R HAPPE NINGS – FORTHCOMING E VE NT S

January 18.30 - 21.00

COCKTAIL PARTY AT HOME HOUSE 20 Portman Square London, W1H 6LW For Corporate and Luxury Club members' main representatives Free of charge We are delighted to announce the launch of our first dedicated event for Corporate members. Held in the sumptuous surroundings of Home House, more than 100 guests are expected to attend, spending the night networking and catching up over canapés, music, drinks, and a caviar degustation by Petrossian, before leaving with a goodie bag. Thanks to Pernod Ricard for providing the drinks and to Home House for the canapés and venue. For more information, contact Ophélie Martinel at omartinel@ccfgb.co.uk or 0207 092 6600

January 17.30 - 20.30

AMBASSADOR'S BRIEF The French Residence, 11 Kensington Palace Gardens, Kensington, London W8 4QP Theme: Franco-British relations in the context of Brexit Open to French-speaking Patron and Corporate members as well as Chamber Advisory Councillors Free of charge The French Chamber is pleased to announce the first Ambassador's Brief of 2017 with HE Ms Sylvie Bermann, French Ambassador to the United Kingdom. Come and hear the Ambassador's insights for the year ahead. For more information, contact Sonia Olsen at solsen@ccfgb.co.uk on 020 7092 6641

January 18.30 - 20.30

EVENING WITH CAROLYN FAIRBAIRN, CBI DIRECTOR-GENERAL The French Residence, 11 Kensington Palace Gardens, Kensington, London W8 4QP Theme: The impact of Brexit on businesses and the future outlook for the UK Open to all members £40+VAT per person; £60+VAT – Special price for two The French Chamber will host an evening with Carolyn Fairbairn, Director-General of the CBI, who will share the CBI’s perspectives on Brexit, its impact on businesses and the UK's future economic outlook, followed by a Q&A. Carolyn joined the CBI in 2015 following a 30-year career in British business. She spent her early career at McKinsey before taking on a range of senior leadership roles in the media industry. She has also held nonexecutive plc board positions spanning the manufacturing, services and banking sectors. Thank you to Irwin Mitchell, the full-service law firm, for sponsoring the event. Irwin Mitchell and the CBI recently partnered together to launch a new report, Unlocking Regional Growth, which analyses how to improve business productivity across the UK (read about the report's findings on page 15).

To book your place, please contact Anne-Claire Lo Bianco at alobianco@ccfgb.co.uk or 0207 092 6643

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- january / february 2017 - 79

January 18.00 - 21.00

SEMINAR AT BRYAN CAVE Bryan Cave, 88 Wood St, London EC2V 7AJ Theme: Will French contract law soon govern international business transactions? Open to all members Free of charge When companies conduct business internationally, they must choose what the governing contract law should be. Historically, companies have turned to English law, but France has recently reformed its contract law to make it more business-friendly. Is French contract law set to become more desirable than English law? Join Bryan Cave and the French Chamber for a debate – aimed at business leaders – which will bring together four experts: Bryan Cave's Co-Head of the Global International Arbitration Team Mathew Rea; French Private Practice Lawyer Rémy Blain; Westminster Law School's Head of International Commercial Law Catherine Pedamon; and Jeremy Aron, Group Legal Director at DS Smith.

The debate will be followed by a cocktail reception where you will have the opportunity to network and make new business connections. For more information, contact Anne-Claire Lo Bianco at alobianco@ccfgb.co.uk or 0207 092 6643

February 18.00 - 20.00

RENDEZ-VOUS CHEZ THE HIPPODROME CASINO The Hippodrome Casino, Cranbourn St, London WC2H 7JH Open to all members £20+VAT per person

Join French Chamber Members for an exclusive cocktail and canapés reception at the Hippodrome Casino in Covent Garden, the country's largest and most popular casino and entertainment venue. The networking event is a perfect opportunity for members to enjoy afterwork drinks, network and – why not – try your luck in the casino! For more information, contact Anne-Claire Lo Bianco at alobianco@ccfgb.co.uk or 0207 092 6643

February 19.00 - 22.30

CROSS CULTURAL QUIZ EVENING PwC offices, 1 Embankment Pl, London WC2N 6RH Open to all members £800+VAT for a table of 10

This is your chance to impress with your know-how or gain a better understanding of our different cultures while continuing to build your network and having fun! Do not wait to book a table of 10 and invite both French and British staff and/or clients to this perfect team building activity, to increase the odds of being the winner of the night. For more information, contact Anne-Claire Lo Bianco at alobianco@ccfgb.co.uk or 0207 092 6643

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CL A S SIFIE D ADS

Brann Translations offers translations, proofreading, interpreting and language assessments in any language pair, for all industries and types of documents. BRANN TRANSLATIONS Charlotte Brann charlotte.brann@ branntranslations.com +44 (0) 7943847307 +33 (0) 6 52 71 45 26 www.branntranslations.com

Are you looking for undergraduates or graduates? Use our services to attract your next talents faster and easier !

INTERNSHIPMAPPER Maud Grenier maud@internshipmapper.com +44 (0) 20 7269 6729 www.internshipmapper.com

Corporate and private language training - business English, European and world-wide languages to communicate more effectively in an evolving global environment. CAROLINE JACQUARD caroline@londonlanguages.com 0207 233 8205 www.londonlanguages.com

French Touch Properties Ltd. offers a bespoke service: Relocation School Search Acquisition Commercial property KEEP CALM AND CALL FRENCH TOUCH PROPERTIES!

Davron Translations is a company that provides translation, interpreting and language training services in legal, business and administrative fields.

FRENCH TOUCH PROPERTIES LTD 62C Chiswick Lane London W4 2LA +44 (0)2 089 940 447 segolene@frenchtouchproperties. com www.frenchtouchproperties.com

DAVRON TRANSLATIONS Olivia Egels - Project Manager info@davronltd.co.uk 0800 0016 946 www.davrontranslations.com

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www.recruitment-ccfgb.co.uk

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Get in touch today!

SUZANNE LYCETT slycett@ccfgb.co.uk 0207 092 6651

You want We’d like to recruit ? to assist you ! Our Recruitment Department is a professional recruitment agency with expertise in Sales & Marketing, Digital, Finance and Accounting, Engineering and Support Staff We tailor our service to each client’s needs and offer privileged access to more than 3,500 bilingual and international high-profile candidates Whether your company is a member or not, we offer extremely competitive fees for all your recruitment needs

Please contact

Emmanuelle Thomas: +44 (0)207 092 6624 ethomas@ccfgb.co.uk

Patron Members of French the French Chamber Great Britain Patron Members of the Chamber in Greatin Britain

LO NDO N BRANCH

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