Archive for January 16th, 2009

January 16th, 2009

Damon Weaver: a digital influence program to reach President Obama

by Laurent François

Imagine. You’re a kid, but a brilland media. One of your dream & challenge is to meet President Obama. What should you do? Context:

“One of the realities that journalists hoping to cover the inauguration of President-Elect Barack Obama are confronting is that there isn’t going to be enough room for all of them, because Washington, DC will instead be filled by four million people and their terrible, hulking tour buses. The Politico’s Sarah Abruzzese, noting that journalists are just not being laid off fast enough to avert this crisis, reports that the bad news shall be handed down to hopeful journalists very soon”

Your assets:

  • you’re a kid (remember!) and you give refreshing thoughts
  • you’ve developped a community of supporters online thanks to KEC TV “an award winning television news program that is broadcasted to the 500 students at KEC/Canal Point Elementary. The news program is completely produced by a selected group of 5th and 6th grade students.”
  • you meet Dwyane Wade the Miami Heat superstar and you propose him an engagement program: ask him to challenge President Obama on a 1 to 1 basketball play if he allows Damon Weaver to interview him
  • you broadcast this bet among your supporters and some media start talking about that
  • you give President Obama value for his potential agreement: popularity, closeness with American citizens and their daily interests, a good story to tell
  • [it works]
  • you thank your community and let it know what will happen next


    To conclude, I quote Sara B


    “It’s so awesome to think that this kid might go all the way through his tween and teen years with Obama as president.”


January 16th, 2009

Maurice Lévy and Tyler Durden: together against Kleenex consumption but…consumption power vs consumption will

by Laurent François

Remember Tyler Durden insights for new marketing?

Maurice Lévy (Publicis) recently answered an interview …and we discover that his arguments are close to Tyler Durden’s:

Translation : “for the last 30 years, we’ve lived with the idea that we could have all the things we wanted and immediately…I think this era is done, and that consumers are now entering into the “no”-era…the system based on accumulation does not work anymore, because individuals, corporates, government and more generally society can’t do it anymore and must make choices. The Kleenex consumption, wasting, belong to the past; instead there’s a more selective consumption, based on durability”

Kleenex world…Maurice Lévy (the marketer of the consumption society) & Tyler Durden (the anti consumption society) do agree on the same argument. The main difference is that Maurice talks about consumption power (in the sense of having enough money to buy), whereas Tyler Durden promotes consumption will (in the sense of having the choice to buy or not).

And it’s probably why Tyler is the new marketer…