François Brogi

Deputy General Manager at BETC Paris, Pantin

Paris, France

My Latest Work

SEE ALL WORK

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About me

Ce qui me fait avancer, ce sont les idées. Et la conviction avec laquelle on les porte et les défend.
Les idées stratégiques : celles qui révolutionnent un marché, celles qui changent la perception des consommateurs, celles qui transforment un business.
Les idées publicitaires : celles qui marquent les esprits, celles qui égayent notre quotidien surexposé aux messages, celles qui nous font passer à l'action.

Les belles idées sont fragiles. Et rares.

Mon travail, mon énergie et ma conviction sont au service de la création et la réalisation d'idées :
- créer les conditions de leur naissance
- les soutenir et susciter l'adhésion de ceux qui doivent les acheter, les porter ou les réaliser
- enfin, les concrétiser, notamment en fédérants des personnalités différentes autour de leur mise en oeuvre

Pire encore, il m'arrive même d'en avoir.

Skills

Sector Experience

Awards

People I worked with

Stéphane Xiberras

President - Creative director

BETC Paris

Olivier Apers

Executive Creative Director

My Work

SEE ALL WORK

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BRAND:

Paris Aéroports

AGENCY:

ARTEFACT

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BRAND:

Paris Aéroports

AGENCY:

ARTEFACT

Vendredi c’est Fajitas Party!

BRAND:

Old El Paso

AGENCY:

ARTEFACT

Lena Mahfouf x Old El Paso

BRAND:

Old El Paso

AGENCY:

ARTEFACT

Extra&Ordinary

BRAND:

Groupe ADP

AGENCY:

ARTEFACT

Extra&Ordinaire

BRAND:

Groupe ADP

AGENCY:

ARTEFACT

Les bonnes pâtes 100% Françaises 2

BRAND:

Lustucru

AGENCY:

Artefact 3000

Les bonnes pâtes 100% Françaises 1

BRAND:

Lustucru

AGENCY:

Artefact 3000

Les bonnes pâtes 100% Françaises

BRAND:

Lustucru

AGENCY:

Artefact 3000

Positions

Deputy General Manager

BETC Paris

Pantin, France

May 2008 - Present (16 years 6 months)

BOUYGUES TELECOM (since 2015)
Led and won the pitch for the agency, in 2015.
Setting up a new strategy for Bouygues Telecom: building a sustainable brand statement on the pleasure of technology (“we love technology”) when until now the brand had always been managed depending on punctual product launches and marketing innovations.
Managing all communication channels: offline, online, social media, retail, CRM.

FDJ (since 2012)
- LOTO: a strong love brand for French people. The ultimate life changer. The issue is not the brand purpose, which is clear. The issue is to recruit young people, which is harder.
- FDJ: creating and launching the FDJ Company’s new baseline « Chaque jour est une chance ». Developing communications to value the FDJ brand utility for French people and Key Opinion Leaders. In 2016, pitch won to develop the new corporate website: groupefdj.com.
- FDJ.FR: Promoting the FDJ digital services (website, applications) to support the digitalisation of the company and increase the online incomes.

CANAL+ (2008 – 2012)
Leading the brand strategy to preserve CANAL+ as the French pay TV leader.
Supporting this leadership by defending the historical key value for CANAL+: exclusivity. In sport, cinema and series. But then, exclusivity was challenged everywhere for CANAL+.
Developing a new brand purpose about creativity by launching “Création Originale” as a new way to seduce and recruit subscribers. And a new way to recreate exclusivity.
In charge of the most creative brand of the agency, with a high production rate.
Highlight: « The Closet », most awarded TV commercial in 2010.

PAGESJAUNES (2012 – 2015)
Rebooting the brand to support the drastic change of digitalisation for PagesJaunes: from a paper telephone book to a French leader in the new media.

IBIS (2013 – 2015)
Launching international campaigns, in particular digital operations like “The Ultimate Sleep”.

Other brands: Universal Mobile, iTélé, Elle&Vire, Adagio, Le Slip Français