Sidney Debaque provides a portfolio summarizing his experience in strategic planning, marketing, psychology, and brand culture. His work includes research papers on how architecture can drive creativity in advertising agencies, trend reports on consumer engagement and gaming culture, and contributing to a book on luxury brands and Generation Y consumers. He also created an Instagram resume to efficiently showcase his experience and skills to potential employers in a visually engaging format.

1. Portfolio
Sidney Debaque
Fascinated by people, driven by curiosity; I see strategic planning
as a vocation in which I can deal with everything I like, from
marketing to art, from psychology to brand cultures.

2. Summary
La generationY et le Luxe
Book by
Eric Briones & Gregory Casper
Personal Project
Instagram Resume
Contact top leaders through social medias
Personal Project
Architecture as a creativity driver in advertising agencies
Research paper
Martini France
Club Martini
Loyalty program (Publicis K1)
Microsoft France
Windows Cube
Pop-up store in Paris (Publicis Shopper) A+
A
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B
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3. Windows CubePublicis Shopper / From Paris Agency
Context
In 2015, Microsoft launched its new operating system,
Windows 10. At this occasion, Microsoft wanted to have a
place to present the OS and new products developped by
partners.
The project
Windows Cube is a pop-up store where people can discover
what the future of microsoft is made of.Visitors could discuss
and ask questions to experts. An «help desk» was created
so people could leave their computer to a specialist who
upload Windows 10 while visitor enjoy the experience at the
Windows Cube.
Team
Valérie Piotte - General Manager
Antoine Clergeot - Account Manager
Christophe Pilatte - Creative Director
Didier Chan Kin - Creative Director
Sidney Debaque - Strategic Planner
My work
-Research the OS’s role into the Microsoft new business
strategy
-Define key messages and how to implement them in a
physical experience
-Build the consumer journey
-Justify our choices during the pitch
Results
20 event in two weeks
12K visitor
1,3M videos viewed
16,6m contacts online
Photos: Courtesy of MicrosoftFull report by From Paris :
https://youtu.be/WQRK3dWbu_A

4. Trend ReportsChemistry Agency (Publicis Groupe)
Team
Mathieu Genelle - Head of Strategic Planning
Paola Craveiro - Lead Strategic Planner
Sidney Debaque - Strategic Planner
Context
For the third year now, Chemistry’s strategic departement
edits 4 trends reports each year.Those reports focus on new
consumer behaviors that shape brand/consumer relationship.
The project
I helped on two projects:
The revolution in consumer engagement
What are the new normes and values that define the way
consumers get engaged to brands?
Gaming culture
Beyond gamification, how games quicly became part of our
culture?
My work
-Data and insight gathering
-Analysing trends and what those mean for consumer
relationship
-Writing case studies
-Brainstorming with the team on relevence and importance of
trends
Trends reports available here:
http://fr.slideshare.net/Chemistry/presentations
(Those I’ve worked on are not translated yet)

5. La GenerationY et Le LuxeEric Briones and Gregory Capser
Team
Eric Briones / Gregory Casper
Estelle Giraudeau
Christel Van Isacker
Stéphane Bal
Allan Joseph
Laurent-Julien Monfils
Sidney Debaque
Context
«83% of 18-30 year olds do not find shocking to buy a luxury
in times of crisis,» according to a 2013 study Meltygroup.
Thwarting all assumptions, Millennials like and buy luxury.
But in return, it requires that luxury transforms and adapts to
them.
Both compulsive and thrifty fans and rebels, classic but also
modern, those new consumers are crucial in the future of
luxury goods, fashion and beauty.
But how to understand them, conquer them, retain them?
Answering this question is the purpose of this book writen for
professionals of luxury, fashion, beauty and students.
Everyone will find there:
• A trend book illustrated by numerous case studies;
• 22 strategic tools dedicated;
• Results of client surveys;
• a synthesis of 100 interviews.
My work
-Data and insight gathering
-Cultural analysis and semiologic analysis of Tumblr
-Writing case studies
-Brainstorming with the team on relevence and importance of
trends and tools
-Conducting surveys

6. Instagram ResumesTailored resume on Instagram
Context
People check on social media when they’re bored or in a
queue waiting. For instance, 92% of people checked social
media on the phone in the bathroom in the month of October
2014.
How the time spent checking on social media while waiting
can be usefull to me as a communication student?
I embed my resume on a social media. Actualy, I use the
unique UX provided by Instagram to create a two level
resume.
By checking the resume on the general screen, a first short
resume appears and can be read in 20 seconds.
Each photo with an icon embed additional content so the
audiance could have more detail if they wanted to.The second
level takes 2/3 minutes to read.
My work
The work consists in 3 parts:
Researches:
Shortlists agencies I want to work for. I Analyzed their culture,
ambitions and defined it in 3 key messages.
Then I used 3 experiences and traits that define me to
show that I fit is some ways to the culture and I can help in
achieving the ambitions.
Editing:
That’s the work on photoshop to create each photos and then
uploading them in the right order.
Targeting:
I’ve contacted people in different agencies through Twitter to
call the have a look at my resume and send me a mail.
Accounts already activated
Sidney2AKQA
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Sidney2WK

7. Advanced Research PaperArchitecture as a creativity driver in advertising agencies
Context
Advertising agencies’ managers need to re-think the way
agencies are designed. New working trends (importance of
freelancers and blurred working hours), new workforce’s
needs are factors managers needs to think about when
it comes to managing. Architecture is a key driver in
managing the workforce, whether for driving creativity
through interaction, driving happiness through services and
accommodations, or even creating a flagship office to attract
new talents.
Abstract
Advertising is defined as a creative and innovative industry.
The last revolution in advertising was made by DDB, when
they put Copywriters and Art Directors in teams in the same
room.We noticed that this physical proximity enable the
team to exchange and come out with better ideas. But now
small advertising networks are changing agencies’s layout to
create spaces where every employee can meet.Thinking about
agencies’ layout enable manager to encourage interactions
between co- workers, to create spaces that match new working
trends (such as freelancers and blurred work/life blance.),
and fulfill employees’ needs to of happiness by designing an
agency build for the people who work their.
My work
-Reseach and analysis (trends, behaviors)
-Brainstoming to come with an hypothesis
-Tests and Surveys to validate the statement
-Writing
Work in progress
Courtesy of BETC Paris : https://youtu.be/MfDArmSA6-g
Courtesy of BETC Paris: New 2016 office in Pantin

8. Sidney Debaque
+33 782 234 552
sidney.debaque@iscom.org