Strategy and conception of characters, metahumans and conversational avatars uniquely crafted for Brand /Company Services and Entertainment

Agence Stratégie Artistique et Culturelle

Consulting and co-entrepreneurship in strategic marketing and business development, International development, Content strategies, Innovative Brand platform definition and holistic development. Clients are mostly big local and international media companies, Agencies or Consumer Brands, Territory is "international" with currently a focus on Spain, the UK, France and Italy.Launch, re-launch or value boosting of TV Channels, multi-media and new media platforms. Brand development particularly in media and consumer Brands. Brand generated content/media based strategic marketing projects

In charge of Brand development , international re-branding, advertising and sponsorships in 7 countries including Germany and overseing the US

Re-positionned Channels and platforms of the Group, also marketing innovation and rationalization.Developped international revenue synergies between the TV Group and all other Vivendi-Universal Divisions(music, cinema, publishing, games, Parks, web, mobile) internationally. Head of project on the Canal Plus France restructuring programme.

Created very successfully first Channel by Universal Studios outside US ( 13ème Rue, France) in new Seagram/universal Business Division. Leader on our platform Canal Satellite after only two years, we broke even 3 years ahead of plan. Success came mainly from creating a very agressive and systemic thematic Brand strategy which guaranteed strong differentiation and purpose. It was combined with project based tactics including cross functional collaboration, and inclusion of business and creative partners, allowing impactful competitive advantages, reducing costs while generating unusual new revenue opportunities.

Based in San Francisco, In charge of international Marketing for Gap ( Gap, Baby Gap, Gap Kids), Banana Republic and Old Navy in a phase of rapid international growth ( constant store openings in several countries,(Japan, Canada, UK, Germany and France in particular - in-store and out of store marketing and communications.

Relaunched and rejuvenated the high end mostly male focused fashion Brand. While Narciso Rodrigues was developing the female product line I convinced all licensees ( products and countries) to delegate their budgets to headquarters to enable us to develop more visible international campaigns and projects. While the Brand regained top international stature in those two years, financially we also renegotiated very successfully the fragrance licence with Elizabeth Arden and created a cash cow in the sports and jeans lines using Kate Moss but also international football and rugby players as endorsers. Also developpement of innovative money making brand content project presold to all licensees and stores internationally.

Was Hired by President and owner Luciano Benetton and Oliviero Toscani to deploy a new Advertsing /communications concept in over 80 countries;The debate generating campaigns were managed fully in-house including media buying after replacing Agencies by an holistic team of new hires in each country. The job consisted in constant communications innovation generating surprising, controversial or stimulating debates activating all possible points of view and influencers including NGO’s, government and media. Developed internationally numerous projects on global issues with NGO’s and artists, particularly on aids, child labour, female victims of war, and ecology Big symbolic events like a giant condom on the Place de la Concorde on World's Aids Day were conceived and executed. An international team of constructive innovative communicators was build. A series of high quality and groundbreaking in house Brand Content was développed with the Colors Magazine project (a magazine edited By Benetton Fabrica and sold internationally as well as other projects (Colors Music) and a series of books and exhibitions on the road, internationally.

Based in London, Opened first Paris Office, co-started with Sebastiano Musini, MTV Italy, first historical terrestrial Channel of MTV Networks, with innovative distribution and business model. Worked also with London ad sales team on key international accounts.

Joined a starting structure made ad hoc to service Mars Europe then biggest International Client of Agency. Purpose was to create economies of scale on Mars Budgets both in Management team and synergies ( common Productions, research etc). Launch of M&M's in Europe and European research in planning of Ice cream project.