Digital tools and huge amount of data help companies promote and develop their brand. But how can customers interact with the brand? What’s the most engaging type of content? During the conference « Digital Transformation: TV, Media & Content », international experts from all over the world exchanged about their vision and the way they work.
After Natacha Oskian, Director of Markets, Innovation & Communication, KPMG, and moderator of the afternoon, introduced the Best Brand Strategies Conference, Olivier Schaack, Art Director, Canal+, started his presentation entitled « How 8Bit Little Men Launched the Canal+ New Season ». He pronounced a few words about the creation of the logo of the French private channel and showed the audience several videos concerning what he described as the main part of his job, the creation of trailers to promote the channels programs. Then, he explained that for some major events, « an important football match or the Festival de Cannes« , his creative staff produces specials trailers. This is also the case every year, around September, in order to announce the upcoming programs. « In 2014, this has been a nightmare: our most popular anchor wasn’t in the video because he said he had no time for us; and another one announced she was leaving the channel two days after the shooting ». This is why, in 2015, Olivier Schaack opted for an animated spot: « I wanted something that would buzz on Internet and social media. Someone came with the idea of pixels. I liked the idea a lot: this is a great way to impact a wide audience ».
« I am from an industry which is very traditional ». This is how Fabio Borney, Head of Digital programs EMEA, FCA Fiat Chrysler Automobiles, started his presentation « How an automotive company faces the challenge of the Digital revolution ». Fabio Borney did not bring a technical perspective but rather the perspective of people working with digital who actually have been affected by this transformation over the last years. « Before 2012, we did not realize that the digital transformation was changing the industry”. Things have changed since this period. For example, marketing managers are now able to read data and numbers in order to understand the audience that interact with them. « The technology helps us to better understand customer profile, their behaviour, their reaction. And much more » concluded Fabio Borney.
In his presentation, Luc Yao, Head of Advanced Displays – LC2021 Display Materials Business Unit, Merck KGaA, focused on the activities of his company and emphasised that it has driven incredible display innovations and new media revolutions. He also shared with the audience the current trends and the challenges Merck will have to face.
During his presentation entitled “ROI is King”, Julien Henky, Head of Digital Marketing & Deputy Head of Marketing, BIL, explained that clients have become more and more demanding, and that they are more and more connected, which means that they get easier access to information. He discussed predictive marketing which is useful for marketers because they can new anticipate costumers’ behaviour, and also addressed the topic of content, which should always be original and published at the right time.
Then, Kristof Rutten, System Engineer, Apple, took the stage to talk about “IOS in Business”. He shared with the audience some thoughts about security, hardware and software. He also told the participants about FaceTime and innovative applications.
The afternoon ended with a panel discussion bringing Olivier Schaack, Luc Yao and Natacha Oskian together. They underlined the importance of innovation and design in marketing, but also discussed interactive television.