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Focused on Outcome, Committed to Results

Focused on Outcome, Committed to Results

Maureen Ryza

Maureen Ryza

January 2, 2018

Karim Eid and Bertrand Fraboulet, the new global co-heads of Havas’ performance marketing arm Escelis, share how they plan to change their team’s industry footprint.

As technology changes, marketing evolves. And with evolution comes adaptation and advancement. Global Co-Heads Bertrand Fraboulet and Karim Eid talk about the progression of technology—and the changes marketers can expect.

Tell us about your backgrounds.

KE: I have a digital agency background. I worked 17 years within Publicis Media in different agencies and countries on digital disciplines: media, data, technology, and client management.

Ecselis is the perfect fit for me—it is a new challenge working in a global environment while staying in Paris with my family.

BF: I have 17 years of work experience in the digital performance marketing industry. Before Havas, I contributed to the creation of NetBooster, one of the very first specialized performance agencies. Joining Havas allowed me to see the power of integrated media strategies for major French companies, and now, even more exciting—for global clients.

 

What impact do you hope to make as global heads of Ecselis?

KE: We have two objectives: Grow the Ecselis network, and build cutting-edge performance marketing solutions for our clients.

BF: I would add that given the particular scope of Ecselis—which includes all media channels with a performance-driven objective—our ambition is also to contribute to boosting all media and creative synergies to prove that content also serves performance objectives.

How do you plan to change Ecselis’ global footprint?

KE: Ecselis’ footprint today is quite solid with 610 specialists in 41 markets.

Our main challenge is to strengthen the network in terms of capabilities. We want to have a strong network that offers a complete package of performance content and e-commerce services in each market we are present in.

BF: In most of the markets, performance marketing too often means only paid search. Our aim is also to use our strength in mature markets such as the UK, U.S., Spain, and France to instill new skills, experience, and knowledge in other countries on how to diversify performance strategies, and show that performance is more than Google.

Why do you think this is important?

KE: Our industry is experiencing two fundamental changes: Consumers, in most cases, no longer accept disruptive advertising. We focus on performance content, such as SEO, local search, and native channels. In other words, we exchange valuable content for their attention. The other thing that’s important is advertisers. They are looking for partners who deliver a direct impact on their business.  

We optimize e-commerce and e-retail strategies. We become a strategic partner for our clients as we bring, measure, and optimize direct sales through paid media, such as search, affiliate, display.

BF: As Karim says, when it comes to performance marketing, our mission is not just to activate media. We must guide our clients on how to increase their business through digital by all means. When it comes to business, it is not healthy to rely only on one or just a few solutions. With our help, our clients are able to create a long-term, stable strategy in order to ensure the durability of their online model.

 

"Performance marketing is one of the areas of digital marketing where you can learn the most."

What’s the difference between performance marketing and traditional advertising?

KE: In performance marketing, we focus on the outcome; we commit to results. Always-on optimization is the key to success. Performance is a state of mind that can apply to any marketing activity, and yet it is the most obvious in digital media.

BF: Performance marketing is not about how to contact consumers as it is in traditional advertising, but about how to make them act. For example, request for interaction with the advertiser, buy, and then remain a loyal client.

What do you think is the most effective part of performance marketing?

KE: All channels can be effective depending on your performance KPI and on your industry—website, leads, and sales. What is common to all performance marketing activities is the relentless optimization to obtain that KPI.

BF: The other particularity of performance marketing is that it relies on many different channels and solutions. Every month new opportunities come. We cannot say that one is more effective than the other because our objective is to find the most adapted combination for our client’s need, depending on the specific industry and objectives.

What are you most excited for in your new positions?

KE: The diversity of the job, including client management, talent management of people from different cultures, and building and promoting exciting new solutions for the clients.

BF: I think that performance marketing is one of the areas of digital marketing where you can learn the most—from consumers, clients, collaborators, and colleagues. Doing it globally allows me to learn even more, faster.

Anything you would like to add or feel that I missed?

BF: I think it is important to conclude with the next challenges of performance marketing as we are on the eve of a new revolution. Christmas 2017 saw millions of consumers buying the newest assistant machines, such as Amazon Echo and Google Home. Thanks to these new solutions, not only will consumers search more and more for products—and buy them—just by talking with a machine, but their choice will be more and more guided by artificial intelligence that promises to precisely understand their needs—maybe even better than the users themselves. Our mission for the next months and years will be to advise our clients on how to adapt their marketing strategy to this completely new and exciting way for a brand to interact with its consumers.

As technology changes, marketing evolves. And with evolution comes adaptation and advancement. Global Co-Heads Bertrand Fraboulet and Karim Eid talk about the progression of technology—and the changes marketers can expect.

Tell us about your backgrounds.

KE: I have a digital agency background. I worked 17 years within Publicis Media in different agencies and countries on digital disciplines: media, data, technology, and client management.

Ecselis is the perfect fit for me—it is a new challenge working in a global environment while staying in Paris with my family.

BF: I have 17 years of work experience in the digital performance marketing industry. Before Havas, I contributed to the creation of NetBooster, one of the very first specialized performance agencies. Joining Havas allowed me to see the power of integrated media strategies for major French companies, and now, even more exciting—for global clients.

 

What impact do you hope to make as global heads of Ecselis?

KE: We have two objectives: Grow the Ecselis network, and build cutting-edge performance marketing solutions for our clients.

BF: I would add that given the particular scope of Ecselis—which includes all media channels with a performance-driven objective—our ambition is also to contribute to boosting all media and creative synergies to prove that content also serves performance objectives.

How do you plan to change Ecselis’ global footprint?

KE: Ecselis’ footprint today is quite solid with 610 specialists in 41 markets.

Our main challenge is to strengthen the network in terms of capabilities. We want to have a strong network that offers a complete package of performance content and e-commerce services in each market we are present in.

BF: In most of the markets, performance marketing too often means only paid search. Our aim is also to use our strength in mature markets such as the UK, U.S., Spain, and France to instill new skills, experience, and knowledge in other countries on how to diversify performance strategies, and show that performance is more than Google.

Why do you think this is important?

KE: Our industry is experiencing two fundamental changes: Consumers, in most cases, no longer accept disruptive advertising. We focus on performance content, such as SEO, local search, and native channels. In other words, we exchange valuable content for their attention. The other thing that’s important is advertisers. They are looking for partners who deliver a direct impact on their business.  

We optimize e-commerce and e-retail strategies. We become a strategic partner for our clients as we bring, measure, and optimize direct sales through paid media, such as search, affiliate, display.

BF: As Karim says, when it comes to performance marketing, our mission is not just to activate media. We must guide our clients on how to increase their business through digital by all means. When it comes to business, it is not healthy to rely only on one or just a few solutions. With our help, our clients are able to create a long-term, stable strategy in order to ensure the durability of their online model.

 

"Performance marketing is one of the areas of digital marketing where you can learn the most."

What’s the difference between performance marketing and traditional advertising?

KE: In performance marketing, we focus on the outcome; we commit to results. Always-on optimization is the key to success. Performance is a state of mind that can apply to any marketing activity, and yet it is the most obvious in digital media.

BF: Performance marketing is not about how to contact consumers as it is in traditional advertising, but about how to make them act. For example, request for interaction with the advertiser, buy, and then remain a loyal client.

What do you think is the most effective part of performance marketing?

KE: All channels can be effective depending on your performance KPI and on your industry—website, leads, and sales. What is common to all performance marketing activities is the relentless optimization to obtain that KPI.

BF: The other particularity of performance marketing is that it relies on many different channels and solutions. Every month new opportunities come. We cannot say that one is more effective than the other because our objective is to find the most adapted combination for our client’s need, depending on the specific industry and objectives.

What are you most excited for in your new positions?

KE: The diversity of the job, including client management, talent management of people from different cultures, and building and promoting exciting new solutions for the clients.

BF: I think that performance marketing is one of the areas of digital marketing where you can learn the most—from consumers, clients, collaborators, and colleagues. Doing it globally allows me to learn even more, faster.

Anything you would like to add or feel that I missed?

BF: I think it is important to conclude with the next challenges of performance marketing as we are on the eve of a new revolution. Christmas 2017 saw millions of consumers buying the newest assistant machines, such as Amazon Echo and Google Home. Thanks to these new solutions, not only will consumers search more and more for products—and buy them—just by talking with a machine, but their choice will be more and more guided by artificial intelligence that promises to precisely understand their needs—maybe even better than the users themselves. Our mission for the next months and years will be to advise our clients on how to adapt their marketing strategy to this completely new and exciting way for a brand to interact with its consumers.

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