Resume Alexandre Richard

Alexandre RICHARD 8, Rue de Parme 75009 PARIS Email : [email protected] Mobile. : +33. (0)6.60.30.51.53 French nationality Candidacy requiring sponsorship for non-European countries

STRATEGIC PLANNER FOR INTERNATIONAL ROLE STUDIES 2005-2006

ESSEC- Specialized Masters in Marketing Management Graduated from the Chair of Communication & Management, Honors Institute of Political Studies of Strasbourg- specialized in Marketing, Honors Gymnase Jean Sturm Strasbourg - Scientific Baccalaureate, Honors

2001-2005 June 2001

LANGUAGES English: French:

Fluent: current position exclusively in English + 10-month working experience in the US Native language

WORK EXPERIENCE Oct.2006Present

TBWA\G1, Strategic planner ACCOUNT: Nissan EUROPE (Media Spending: 175 Million€) RESPONSIBILITIES (All missions are pan European) Model positioning: -

Work alongside with product managers during product development to elaborate product positioning (analysis of product’s strengths, competitive environment, long-term potential in the market) Ensure product’s optimal fit with portfolio and make it the best brand contributor. Ensure optimal contribution to brand identity.

Field research: -

Work with brand strategy department and research agency to frame field research (identify key target, create stimulus material to test potential positioning routes, co-build interview questionnaires with research agency, supervise focus groups) Work alongside with research agency to frame the output of the research and outline the key business implications identified by field research. Report back to client

Strategic development: -

Capitalize on research conclusions to develop a long-term strategy Turn positioning tested on consumers into overall proposition and strategy Bring substantiation to key target audience identified during research: develop key insights and link them to social and cultural context Develop a proposition based on key business needs, current trends, and fit with the other products present in the portfolio Present and sell strategy to client

Creative brief: -

Write creative brief Brief creative teams Ensure creative follow-up Sell creative work to client

Implementation of deployment strategy: -

Work with media agency to build a comprehensive deployment strategy, identifying key communication step stones, touch points, relevant medias. Set KPIs and explain contribution of each communication activity to these KPIs

Performance evaluation: -

Evaluate model performance (sales, market share) Evaluate campaign performance (assess campaign’s success vs initial objectives, advise further strategic work according to conclusions)

Analysis of external factors: -

Competitive environment: competitive reviews, follow-up of new product launches and competitors’ activity Trend watching: follow-up on social trends

Workshops: -

Design and moderate international workshops with TBWA’s network and sister agencies

Pitch: -

Highly contributed to winning a pitch for Nissan communication platform in ski resorts across Europe (representing a 5 million € media investment)

KEY ACHIEVEMENTS -

-

2006

Worked on 14 international campaigns and model launches (including Qashqai, Cube, GT-R and Micra amongst others) Worked on and organized key strategic workshops (“Disruption Days”) to frame the future of the brand on key issues:  How to evolve our range of 4x4s in a context of rising criticism?  How to make Nissan the leader in Zero Emissions by 2012? Built a winning Euro Effies case for Qashqai’s Urbanproof campaign (Gold Prize, 2008) Contributed to rethink Nissan’s portfolio strategy by going from a model-per-model approach to a range strategy Contributed to a worldwide pitch for the global launch of Nissan Micra (pitch not completed yet) Won a pan European pitch for the Nissan Ski Resort platform

DDB Paris, strategic planning (internship):

(6 months)

ACCOUNTS: Johnson & Johnson, Lipton, Audi, Nike, Rugby World Cup 2007 KEY MISSIONS: Competitive reviews Trend watching Worked with planners to develop product positioning, strategic recommendations, and creative briefs ACHIEVEMENTS: Implemented DDB’s worldwide trend watching tool (DDB SignBank) in the Paris office

2003/2004

Zimmerman & Partners advertising (internship):

(10 months)

(Omnicom group) -Fort Lauderdale, FL, 17 advertising agency in the US - www.zadv.com

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ACCOUNTS: AutoNation (automotive dealership), Lennar Home Builders KEY MISSIONS: Worked as an assistant account executive: competitive reviews, budget estimates, delivery of produced material Worked as an assistant media buyer: helped define key media spaces and negotiated them with partners

INTERESTS Writing: Wrote a novel in 2004 & 2006, currently writing a third one Sports: Pilates, yoga, regular work-out Esoterics: Astrology, numerology Travels