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PROFESSIONAL EXPERIENCE
IPSOS ASI, Paris (market research company specialized in advertising) 	 01/2012 - 04/2013
HEAD OF DIGITAL - Mars (Europe) - Yahoo - Aufeminin.com - Sanofi - Samsung - National Post Office - Heineken
Commercialized the research solutions measuring efficiency of on line banners, pre roll videos, content on
brand websites and social networks: LIVE TEST (pre test), brandgraph digital (post test), brandwatch (social
listening) (brandgraph), social listening
	
	
	
	
	

JÉRÉMY DUMONT
STRATEGIC PLANNER

- Management of the business with managing director and in coordination with other BU directors
- Development of the range of digital solutions with the international team
- Set the commercialization plan and commercial toolbox for the offer
- Client visits, client proposals, daily team assistance in their interactions with clients
- Arranged specific workflow for digital projects

IFOP, Paris (market research company)			
HEAD OF DIGITAL - L’Oréal (Worldwide), Garnier, Danone (Europe), Philip Morris

2011 (6 month)

Developed a range of research solutions leveraging social media: insights (social listening and netnography), co creation (social platforms for research), advertising efficiency (posts tests)
	
	

- Development of a new offer with the head of new business and innovation + redaction of the commercial documents
- Client presentations of the offer and daily assistance on the projects that have been sold

POURQUOITUCOURS, Paris (my strategic planning consultancy)			
2006-2011
STRATEGIC PLANNER - Orange - Kronenbourg - IDTGV - Crédit Coopératif - LVMH - CASINO - Publicis Draft FCB
Inspired brand managers great ways to build their brand through digital (before the briefs to their agency):
brand positioning, overall communication ideas, brand content insights, branded social platforms, community management
	
	
	
	

- Overall management of the company and supervision of 2 junior planners
- Client presentations of the company, proposals of collaboration, negotiation of costs
- Concept development through workshops with the clients and agency creative competitions
- Agency briefs to set the strategy and share insights that will help the agency deliver the best creative

INTUITION, Paris (brand consulting firm)
2005 (6 months)
STRATEGIC PLANNER - Dior Beauté, Remy Martin (worldwide), Absolute, Coca Cola (worldwide)

Transformed brand potential into great products and communications through relevant consumer’s insights and trends
	
	
	

- Expert interviews to collect social shifts, consumers habits and market innovations into trend reports
- Redaction and illustration of the concepts produced by clients and creatives during brainstorming days
- Hand over the concepts to market research companies to evaluate the potential of the ideas for the consumers

LOWE STRATEUS, Paris (multimedia advertising agency) 			
2000.2004
GROUP ACCOUNT MANAGER - Surf (Europe), Signal (Europe), Flora, Coca Cola, French State communications
Managed advertising projects for these brands up to client expectations: TV, press…(industry price EFFI: Surf detergent)	
	
	
	

- Managed internally the account with the help of a traffic manager: clients briefs, creative briefs, production and billing
- Coordination of the network agencies to adapt the creation locally and media agencies to put it on air
- Active participation to competitions (Signal, Surf) and new business pitches (coca cola)

ARNELL GROUP BRAND CONSULTING, New York USA (integrated design agency)
ACCOUNT EXECUTIVE - Tommy Hilfiger (USA et Worldwilde)

1998.1999

Coordination of the advertising material (press, outdoor, radio, mailing) + new fashion labels identity	
	

- Responsible of the project flow between clients, creatives, production under supervision of the head of client

PUBLICIS GROUP, New York USA (multimedia advertising agency)
ACCOUNT EXECUTIVE - L’Oréal - Giorgio - Armani - Cacharel (USA)

1995.1998

Projects coordination (TV, press, outdoor, radio, mailing)
	

- Responsible of the project flow between clients / creatives / production + bridge with Publicis Paris
EDUCATION

INSEEC, Bordeaux, France

				

1992.1995

Bachelor degree from a business school
Major in Marketing strategies

FORDHAM UNIVERSITY, New York, USA							
Studied Consumer Behavior

1994

INTERNATIONAL BACKGROUND
I speak three languages (French, English, and Spanish)
I lived abroad during 5 years in the USA, 2 years in Argentina, 3 years in Irak, 2 years in Libya

00336.09.86.48.63
6 rue Budé, 75004 PARIS

NETWORKING ACTIVITIES

JÉRÉMY DUMONT

- CONFERENCES : E commerce Forum, E marketing Forum, TV syndicate SNPTV, Regional Press Syndicate
- TRAININGS: strategic planning for Strategies and Media Institute, webmarketing (CEGOS)
- COURSES given in French business schools: HEC, Sup de Pub, ESP, Institut des medias, ISCOM

WWW.POURQUOITUCOURS.FR

pourquoitucours@yahoo.fr

CONFERENCES AND TRAININGS

CREATION OF A PROFESSIONAL NETWORK
PSST «  2.0 opinions and trends », PARIS 2.0 (conferences), les apéros du jeudi (events), courts circuits
(think tank), le vide poches (blogs), contagious ideas (blog) and PSST.PRO (on line social network)

TREND REPORTS
Community Planning, Storytelling, Engagement planning, Digital Conversation, Value of information on
line, Services in Mobility, ECO DESIGN, Collaborative Banking, Augmented research through social media,
Impact of digital in Luxury, What’s a LIKE on youtube, sources of credibility in advertising industry, the
Creative Class

WHAT I LIKE

PHILLIPE DÉCOUFLÉ mixing contemporary dance and circus, DRIVE with Ryan Gosling, TATI ‘s generosity, http://www.visionaireworld.com, the actors casted in FELLINI movies, the sign language,
LIVING EARTH app for mobiles, running and sweating, TV series from HBO, LOS ANGELES lights,
look at people from my window, MICHEL GONDRY creativity, the way PHILLIPE STARK presents
it’s work, WOODY ALLEN wackiness, ANDREAS GURSKY most expensive photography in the world,
SOPHIE CALLE’s curiosity, Cuba falling apart yet still shining, HEYWOOD WAKEFIELD first mass
produced furniture, NICOLAS DE STAEL not so abstract paintings, all the songs from Depeche
Mode, PICABIA contradictory mind, POP ART, laugh at the face of adversity, nature rearranged
by ANDY GOLDWORTHY, http://www.d-i-r-t-y.com , ROTHKO sense of colors, playing cards with
friends, FRANK LOYD RIGHT house in the mountain, ANNA TERESSA DE KEERSMAEKER harmonious
moves along the music, 80’s super egos, BLANCA LI fun choreographies, SEMPÉ’s kindness, SIDI
LARBI CHERKAOUI using his body to connect with the world, GUY BOURDIN taking pictures of
shoes for Charles Jourdan from 1967 until 1981, Argentina landscapes, TONINO BENACQUISTA
books, sharing my ideas on facebook, AXEL MOONSHINE following his dreams across the cosmos,
follow what people share on twitter from Hootsuite
PORTFOLIO
CREATED A BRAND EXPERIENCE CONSUMERS CAN ACTIVATE FOR TGV

INSPIRED
SOLD
MEASURED
DIGITAL ADVERTISING

BRAND PROBLEM : Create a distinctive brand experience around the 100% digital offer to
move away from a low cost image.
CONSUMER INSIGHT : «  What other people around you do during the trip impacts directly on
your travelling experience »
STRATEGIC IDEA : Allow people to choose between 2 sitting areas : the silent area and the
social area
COMMUNICATION SOLUTION : Build a web site consumers can use before, during and after
their trip : choose their seating area, access their content on line, share their experience.
http://www.idtgv.com/en/discover

UNCOVERED INSIGHTS TO ESTABLISH THE CONNECTION WITH CONSUMERS FOR DANONE

CLIENT OBJECTIVE : Continuously advise mums on the special nutrition needs of their children from birth to age 3
COMMUNICATION OBJECTIVE : Use digital as a platform to engage mums into an ongoing relationship with the brand.
RESEARCH METHODOLOGY : Collect real mum conversations through a custom social listening
platform in order to profile mums (personas), identify their fundamental needs/desires
through time (UX scenarios), imagine concepts that would work for the brand (wireframes)
http://www.danone.com/en/brands/baby-food.html
DESIGNED DEVICES TO GET CONSUMERS TO INTERACT AROUND THE BRAND FOR CREDIT
COOPERATIF

JÉRÉMY DUMONT
STRATEGIC PLANNER
BRAND PROBLEM  : How to raise “social consumers” awareness for this cooperative bank
aiming for social progress for all ?
CONSUMER INSIGHT : « When you start embracing alternative ways of living you seek advice
from those who already went down that path and succeeded »
COMMUNICATION SOLUTION : Build a social platform where « social consumers », regardless
if they are clients members of the bank or not, can ask questions to each others »
http://www.mycoop.coop/

SELECTED MOST ENGAGING BRAND CONTENT FOR MARS BRAND ADVOCATES ON FACEBOOK

BRAND PROBLEM: How to get the facebook fans to advocate for the brand ?
COMMUNICATION OBJECTIVE : Feed consumer interactions with brand content to improve interactivity on a set of kpi’s : number of visits, number of likes, number of posts, and number
of shares
RESEARCH TOOL: Survey the fans to select the angle of communication, the best brand
content creative routes and the most effective formats.
https://www.facebook.com/whiskas
PROPOSED WAYS FOR ADIDAS TV ADVERTISING TO GO VIRAL FOR A TRENDY
STORE OPENING

INSPIRED
SOLD
MEASURED
DIGITAL ADVERTISING

BRAND PROBLEM: How to get niche/trendy consumers aware of a new store opening in paris
when you only have a TV commercial to air ?
STRATEGIC IDEA : Infiltrate the hip hop crowd and the arty crowd through facebook and twitter and use the TVC as a teaser for the opening night party COMMUNICATION IDEA : Create
“real” pages /accounts to tell a love story between three characters : martin (a hip hop
guy), sophie (an arty girl) and a lost stan smith she left behind her when breaking up with
martin.
https://www.youtube.com/watch?v=G8wgGS2wXZQ
MEASURED DIGITAL ADVERTISING PERFORMANCE ON THE RIGHT KPI’S FOR SAMSUNG

RESEARCH PROBLEM: When you get 3 million views on your youtube video it’s a success for
the media agency, but is it a success forthe brand ?
RESEARCH OBJECTIVES : Measure intentions to buy and to recommend among the viewers
and optimize creative efficiency.
RESEARCH TOOL : Single source post test with both analytics and survey questions
https://www.youtube.com/watch?v=1eD_I-llCL8
OMO ‘dirt is good’ acclaimed campaign was initiated by lowe Paris in 2001

JÉRÉMY DUMONT
STRATEGIC PLANNER

OMO ‘monkey’ campaign was awarded by EFFI for it’s 10 years saga in 2004

TOMMY HILFIGER became a worldwide brand with The Rolling Stones «no security
tour» and we created the buzz during the Monica Lewinsky affair in 1998

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Jeremy dumont, digital strategic planner

  • 1. PROFESSIONAL EXPERIENCE IPSOS ASI, Paris (market research company specialized in advertising) 01/2012 - 04/2013 HEAD OF DIGITAL - Mars (Europe) - Yahoo - Aufeminin.com - Sanofi - Samsung - National Post Office - Heineken Commercialized the research solutions measuring efficiency of on line banners, pre roll videos, content on brand websites and social networks: LIVE TEST (pre test), brandgraph digital (post test), brandwatch (social listening) (brandgraph), social listening JÉRÉMY DUMONT STRATEGIC PLANNER - Management of the business with managing director and in coordination with other BU directors - Development of the range of digital solutions with the international team - Set the commercialization plan and commercial toolbox for the offer - Client visits, client proposals, daily team assistance in their interactions with clients - Arranged specific workflow for digital projects IFOP, Paris (market research company) HEAD OF DIGITAL - L’Oréal (Worldwide), Garnier, Danone (Europe), Philip Morris 2011 (6 month) Developed a range of research solutions leveraging social media: insights (social listening and netnography), co creation (social platforms for research), advertising efficiency (posts tests) - Development of a new offer with the head of new business and innovation + redaction of the commercial documents - Client presentations of the offer and daily assistance on the projects that have been sold POURQUOITUCOURS, Paris (my strategic planning consultancy) 2006-2011 STRATEGIC PLANNER - Orange - Kronenbourg - IDTGV - Crédit Coopératif - LVMH - CASINO - Publicis Draft FCB Inspired brand managers great ways to build their brand through digital (before the briefs to their agency): brand positioning, overall communication ideas, brand content insights, branded social platforms, community management - Overall management of the company and supervision of 2 junior planners - Client presentations of the company, proposals of collaboration, negotiation of costs - Concept development through workshops with the clients and agency creative competitions - Agency briefs to set the strategy and share insights that will help the agency deliver the best creative INTUITION, Paris (brand consulting firm) 2005 (6 months) STRATEGIC PLANNER - Dior Beauté, Remy Martin (worldwide), Absolute, Coca Cola (worldwide) Transformed brand potential into great products and communications through relevant consumer’s insights and trends - Expert interviews to collect social shifts, consumers habits and market innovations into trend reports - Redaction and illustration of the concepts produced by clients and creatives during brainstorming days - Hand over the concepts to market research companies to evaluate the potential of the ideas for the consumers LOWE STRATEUS, Paris (multimedia advertising agency) 2000.2004 GROUP ACCOUNT MANAGER - Surf (Europe), Signal (Europe), Flora, Coca Cola, French State communications Managed advertising projects for these brands up to client expectations: TV, press…(industry price EFFI: Surf detergent) - Managed internally the account with the help of a traffic manager: clients briefs, creative briefs, production and billing - Coordination of the network agencies to adapt the creation locally and media agencies to put it on air - Active participation to competitions (Signal, Surf) and new business pitches (coca cola) ARNELL GROUP BRAND CONSULTING, New York USA (integrated design agency) ACCOUNT EXECUTIVE - Tommy Hilfiger (USA et Worldwilde) 1998.1999 Coordination of the advertising material (press, outdoor, radio, mailing) + new fashion labels identity - Responsible of the project flow between clients, creatives, production under supervision of the head of client PUBLICIS GROUP, New York USA (multimedia advertising agency) ACCOUNT EXECUTIVE - L’Oréal - Giorgio - Armani - Cacharel (USA) 1995.1998 Projects coordination (TV, press, outdoor, radio, mailing) - Responsible of the project flow between clients / creatives / production + bridge with Publicis Paris
  • 2. EDUCATION INSEEC, Bordeaux, France 1992.1995 Bachelor degree from a business school Major in Marketing strategies FORDHAM UNIVERSITY, New York, USA Studied Consumer Behavior 1994 INTERNATIONAL BACKGROUND I speak three languages (French, English, and Spanish) I lived abroad during 5 years in the USA, 2 years in Argentina, 3 years in Irak, 2 years in Libya 00336.09.86.48.63 6 rue Budé, 75004 PARIS NETWORKING ACTIVITIES JÉRÉMY DUMONT - CONFERENCES : E commerce Forum, E marketing Forum, TV syndicate SNPTV, Regional Press Syndicate - TRAININGS: strategic planning for Strategies and Media Institute, webmarketing (CEGOS) - COURSES given in French business schools: HEC, Sup de Pub, ESP, Institut des medias, ISCOM WWW.POURQUOITUCOURS.FR pourquoitucours@yahoo.fr CONFERENCES AND TRAININGS CREATION OF A PROFESSIONAL NETWORK PSST «  2.0 opinions and trends », PARIS 2.0 (conferences), les apéros du jeudi (events), courts circuits (think tank), le vide poches (blogs), contagious ideas (blog) and PSST.PRO (on line social network) TREND REPORTS Community Planning, Storytelling, Engagement planning, Digital Conversation, Value of information on line, Services in Mobility, ECO DESIGN, Collaborative Banking, Augmented research through social media, Impact of digital in Luxury, What’s a LIKE on youtube, sources of credibility in advertising industry, the Creative Class WHAT I LIKE PHILLIPE DÉCOUFLÉ mixing contemporary dance and circus, DRIVE with Ryan Gosling, TATI ‘s generosity, http://www.visionaireworld.com, the actors casted in FELLINI movies, the sign language, LIVING EARTH app for mobiles, running and sweating, TV series from HBO, LOS ANGELES lights, look at people from my window, MICHEL GONDRY creativity, the way PHILLIPE STARK presents it’s work, WOODY ALLEN wackiness, ANDREAS GURSKY most expensive photography in the world, SOPHIE CALLE’s curiosity, Cuba falling apart yet still shining, HEYWOOD WAKEFIELD first mass produced furniture, NICOLAS DE STAEL not so abstract paintings, all the songs from Depeche Mode, PICABIA contradictory mind, POP ART, laugh at the face of adversity, nature rearranged by ANDY GOLDWORTHY, http://www.d-i-r-t-y.com , ROTHKO sense of colors, playing cards with friends, FRANK LOYD RIGHT house in the mountain, ANNA TERESSA DE KEERSMAEKER harmonious moves along the music, 80’s super egos, BLANCA LI fun choreographies, SEMPÉ’s kindness, SIDI LARBI CHERKAOUI using his body to connect with the world, GUY BOURDIN taking pictures of shoes for Charles Jourdan from 1967 until 1981, Argentina landscapes, TONINO BENACQUISTA books, sharing my ideas on facebook, AXEL MOONSHINE following his dreams across the cosmos, follow what people share on twitter from Hootsuite
  • 3. PORTFOLIO CREATED A BRAND EXPERIENCE CONSUMERS CAN ACTIVATE FOR TGV INSPIRED SOLD MEASURED DIGITAL ADVERTISING BRAND PROBLEM : Create a distinctive brand experience around the 100% digital offer to move away from a low cost image. CONSUMER INSIGHT : «  What other people around you do during the trip impacts directly on your travelling experience » STRATEGIC IDEA : Allow people to choose between 2 sitting areas : the silent area and the social area COMMUNICATION SOLUTION : Build a web site consumers can use before, during and after their trip : choose their seating area, access their content on line, share their experience. http://www.idtgv.com/en/discover UNCOVERED INSIGHTS TO ESTABLISH THE CONNECTION WITH CONSUMERS FOR DANONE CLIENT OBJECTIVE : Continuously advise mums on the special nutrition needs of their children from birth to age 3 COMMUNICATION OBJECTIVE : Use digital as a platform to engage mums into an ongoing relationship with the brand. RESEARCH METHODOLOGY : Collect real mum conversations through a custom social listening platform in order to profile mums (personas), identify their fundamental needs/desires through time (UX scenarios), imagine concepts that would work for the brand (wireframes) http://www.danone.com/en/brands/baby-food.html
  • 4. DESIGNED DEVICES TO GET CONSUMERS TO INTERACT AROUND THE BRAND FOR CREDIT COOPERATIF JÉRÉMY DUMONT STRATEGIC PLANNER BRAND PROBLEM  : How to raise “social consumers” awareness for this cooperative bank aiming for social progress for all ? CONSUMER INSIGHT : « When you start embracing alternative ways of living you seek advice from those who already went down that path and succeeded » COMMUNICATION SOLUTION : Build a social platform where « social consumers », regardless if they are clients members of the bank or not, can ask questions to each others » http://www.mycoop.coop/ SELECTED MOST ENGAGING BRAND CONTENT FOR MARS BRAND ADVOCATES ON FACEBOOK BRAND PROBLEM: How to get the facebook fans to advocate for the brand ? COMMUNICATION OBJECTIVE : Feed consumer interactions with brand content to improve interactivity on a set of kpi’s : number of visits, number of likes, number of posts, and number of shares RESEARCH TOOL: Survey the fans to select the angle of communication, the best brand content creative routes and the most effective formats. https://www.facebook.com/whiskas
  • 5. PROPOSED WAYS FOR ADIDAS TV ADVERTISING TO GO VIRAL FOR A TRENDY STORE OPENING INSPIRED SOLD MEASURED DIGITAL ADVERTISING BRAND PROBLEM: How to get niche/trendy consumers aware of a new store opening in paris when you only have a TV commercial to air ? STRATEGIC IDEA : Infiltrate the hip hop crowd and the arty crowd through facebook and twitter and use the TVC as a teaser for the opening night party COMMUNICATION IDEA : Create “real” pages /accounts to tell a love story between three characters : martin (a hip hop guy), sophie (an arty girl) and a lost stan smith she left behind her when breaking up with martin. https://www.youtube.com/watch?v=G8wgGS2wXZQ MEASURED DIGITAL ADVERTISING PERFORMANCE ON THE RIGHT KPI’S FOR SAMSUNG RESEARCH PROBLEM: When you get 3 million views on your youtube video it’s a success for the media agency, but is it a success forthe brand ? RESEARCH OBJECTIVES : Measure intentions to buy and to recommend among the viewers and optimize creative efficiency. RESEARCH TOOL : Single source post test with both analytics and survey questions https://www.youtube.com/watch?v=1eD_I-llCL8
  • 6. OMO ‘dirt is good’ acclaimed campaign was initiated by lowe Paris in 2001 JÉRÉMY DUMONT STRATEGIC PLANNER OMO ‘monkey’ campaign was awarded by EFFI for it’s 10 years saga in 2004 TOMMY HILFIGER became a worldwide brand with The Rolling Stones «no security tour» and we created the buzz during the Monica Lewinsky affair in 1998