A 6th edition focused on creativity, experience and action
In 2019 in Biarritz, creativity, experience and action were in the spotlight throughout the event.
From October 8 to 10, the One to One Digital Marketing event brought together more than 700 hand-picked digital marketing personalities. They all met in Biarritz for 3 days of inspiration, business and high-end networking.
In an exceptional setting, guests were able to attend exclusive inspiring and pragmatic plenary sessions on topics such as ecology, voice and artificial intelligence.
Find these exclusive plenary sessions in replay:
For the opening of this 6th edition, Sonia Mamin, director of the show, took stock of the evolution of the One to One format in Biarritz.
Tendances Marketing 2020 - Forrester - " Du Storytelling au Storymaking "
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Thomas Husson, VP & Principal Analyst of FORRESTER shared his vision of the latest marketing trends. What are the priorities of CMOs? How is the marketing function evolving? What is the reality for new entrants (Amazon, consulting companies) in the digital advertising ecosystem? Is value marketing a real trend? What about creativity in all this?
"On va passer d’une logique de storytelling à une logique de storymaking. Il va falloir réellement impliquer les salariés et les consommateurs dans la création des expériences de marques et dans la capacité qu’a une marque à délivrer sa promesse."
Thomas Husson
Marketing digital: Beyond the shiny new thing to sustained organizational change par Tom Fishburne
Avec ses cartoons, Tom Fishburne prouve que l’autodérision est un moyen de challenger notre appréhension des nouvelles technologies du marketing pour mener des changements organisationnels.
"Thinking like a challenger is a state of mind, not a market state. Whether you are David against Goliath or David within Goliath, as a brand, thinking like a challenger can lead you to success when you didn't start out favored! Tom Fishburne
Digital marketing: Ecology, the new cradle of innovation
"Citizens are organizing, consumers are organizing"... and brands are opting for transparency, consistency and unity
Ecology was at the heart of One to One Biarritz this year, with a plenary session focused on this new cradle of innovation.
Frédéric Bardeau, President and co-founder of Simplon.co, Dorothée Barth, Co-Founder of Jho, Gilles Baucher, Director of the Biocoop network, and Marc Violo, Marketing and Communication Director for Europe Loop, discussed this theme and the emergence of new models in line with the environment. Who are these actors who create value through the product? At what point did social responsibility stop being a constraint and become a resource? How can we overcome the taboo of business when talking about ecology? The round table answers all these questions
"We are in a world in transition, we can be actors of change in our consumption, through our actions and through our work. We can only move forward if there is alignment, if we disperse we risk losing our consumers, our suppliers or our employees. It is the coherence that makes a model always there".
Gilles Baucher, Director of the Biocoop Network
A Masterclass "Calls" around the creative voice
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According to a study conducted by Havas, 91% of French people consume audio content. From the success of music streaming services to the multiplication of voice assistants and the explosion of podcasts, voice is indeed a major stake for brands.
At the end of 2017, a televisual UFO shook up all the codes of fiction: audio is the main character, image is only an extra! The success of Calls was immediate, the adhesion massive and the big players - of the digital notably - were not mistaken! Thimothée Hochet and Matthieu Marot, respectively director and producer of Calls come back on the success of the series and the impact of the voice on today's marketing.At the end of 2017, a television UFO shook up all the codes of fiction: the audio is the main character, the image is only an extra! The success of Calls was immediate, the adhesion massive and the big players - of the digital notably - were not mistaken! Thimothée Hochet and Matthieu Marot, respectively director and producer of Calls, talk about the success of the series and the impact of voice on today's marketing.
"Beyond the marketing aspect there is a reality, when you have a name, you have an actor who will succeed in conveying emotions without needing a visual. The majority of the marketing communication was not based on casting but on an innovative and bold concept."
