{"id":26874,"date":"2025-04-15T10:07:22","date_gmt":"2025-04-15T10:07:22","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26874"},"modified":"2025-04-15T10:09:24","modified_gmt":"2025-04-15T10:09:24","slug":"transformer-les-contraintes-en-opportunite-par-guillaume-mikowski","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/transformer-les-contraintes-en-opportunite-par-guillaume-mikowski\/","title":{"rendered":"Transformer les contraintes en opportunit\u00e9, par Guillaume Mikowski"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignright size-medium\"><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png\"><img data-attachment-id=\"26875\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/transformer-les-contraintes-en-opportunite-par-guillaume-mikowski\/guillaume_mikowski\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?fit=630%2C629&amp;ssl=1\" data-orig-size=\"630,629\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Guillaume_Mikowski\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?fit=630%2C629&amp;ssl=1\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?resize=300%2C300\" alt=\"\" class=\"wp-image-26875\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?resize=550%2C550&amp;ssl=1 550w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?resize=500%2C500&amp;ssl=1 500w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/04\/Guillaume_Mikowski.png?w=630&amp;ssl=1 630w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n&rsquo;est plus vraiment un long fleuve tranquille ! Sans doute est-il temps de revenir aux sources m\u00eames du marketing et de transformer autant de faiblesses potentielles en opportunit\u00e9s.<\/p>\n\n\n\n<p>C&rsquo;est ce dont viendront t\u00e9moigner les experts invit\u00e9s par le P\u00f4le Prospective de l&rsquo;Adetem le 14 Mai lors d&rsquo;une matin\u00e9e intitul\u00e9e : \u00ab&nbsp;Transformer les contraintes en opportunit\u00e9&nbsp;\u00bb&nbsp;; pour plus de renseignements et s\u2019inscrire, c\u2019est ici&nbsp;:<\/p>\n\n\n\n<p>En avant-premi\u00e8re, Guillaume Mikowski, CEO de Brainsonic, r\u00e9pond \u00e0 nos questions.<\/p>\n\n\n\n<p><strong>Question&nbsp;:<\/strong> <em>Rapidement, tu peux nous faire part des principales contraintes qui touchent \u00e0 ton activit\u00e9 ?<\/em><\/p>\n\n\n\n<p><strong>Guillaume Mikowski&nbsp;:<\/strong> Si on d\u00e9coupe brutalement notre activit\u00e9 en 3 grands domaines, la cr\u00e9a, le conseil et l\u2019ex\u00e9cution, on peut dire que nos principales contraintes sont d\u2019ordre&nbsp;:<\/p>\n\n\n\n<ul><li>\u00c9conomique et politique&nbsp;: si on parle politique, nous venons tout juste de subir une baisse budg\u00e9taire li\u00e9e aux d\u00e9cisions prises\u2026 outre atlantique. Quand on parle de coupes budg\u00e9taires, on peut dire que dans la com, nous sommes tristement aux premi\u00e8res loges \u2639\ufe0f.<\/li><li>Sur le plan \u00e9conomique, la d\u00e9pendance aux clients est un sujet qui me fait toujours tr\u00e8s peur, je ne peux m\u00eame pas dire combien d\u2019agences j\u2019ai vu tomber car trop d\u00e9pendantes d\u2019un budget\u2026 Chez Brainsonic nous faisons tout pour qu\u2019aucun budget ne d\u00e9passe 15% de notre marge brute\u2026 Autre sujet tr\u00e8s sensible&nbsp;: la question des appels d\u2019offres. Notre secteur n\u2019a toujours pas trouv\u00e9 le moyen de faire reconnaitre la valeur de notre travail sur les AOs. C\u2019est profond\u00e9ment injuste lorsque nous faisons face aux grosses structures qui ont les moyens de financer ces appels d\u2019offres, et c\u2019est \u00e9galement tr\u00e8s risqu\u00e9&nbsp;: au final nous sommes toujours \u00e0 quelques pas d\u2019une mauvaise ann\u00e9e, il suffit de perdre 2\/3 appel d\u2019offres majeurs en m\u00eame temps que 2 clients importants, et ton ann\u00e9e est pli\u00e9e\u2026<\/li><li>R\u00e9putationnel&nbsp;: nous sommes tr\u00e8s vuln\u00e9rables car nos m\u00e9tiers sont tr\u00e8s expos\u00e9s. Dans la cr\u00e9ation on prend des risques, et une seule campagne peut affecter durablement l\u2019attractivit\u00e9 de l\u2019agence\u2026<\/li><li>S\u00e9curit\u00e9&nbsp;: L\u00e0 on peut parler cybers\u00e9curit\u00e9 o\u00f9 notre secteur est une cible fr\u00e9quente d\u2019attaques, on peut \u00e9galement parler des risques collaborateurs, par exemple en \u00e9v\u00e9nementiel, ou les collaborateurs peuvent \u00eatre davantage expos\u00e9s sur des \u00e9v\u00e9nements que d\u2019autres \u00e0 l\u2019agence.<\/li><li>Je pourrais continuer longtemps et parler de contraintes RH (nous sommes sur des m\u00e9tiers de talents, avec des profils parfois tr\u00e8s singuliers\u2026), de contraintes l\u00e9gales (beaucoup de r\u00e8glementations dans nos domaines), de contraintes li\u00e9es \u00e0 la protection de nos cr\u00e9ations, du RGPD etc. la liste est tr\u00e8s, tr\u00e8s longue\u2026<\/li><\/ul>\n\n\n\n<p><strong>Question&nbsp;: <\/strong><em>Parfois, plut\u00f4t que de subir, on peut transformer autant de faiblesses potentielles en opportunit\u00e9s : tu as un ou deux exemples concrets de r\u00e9ussite pour Brainsonic&nbsp;?<\/em><strong><\/strong><\/p>\n\n\n\n<p><strong>Guillaume Mikowski&nbsp;:<\/strong> C\u2019est ce que nous avons toujours fait avec enthousiasme \u00e0 l\u2019agence, on a une culture du test, de la transversalit\u00e9, un management qui favorise l\u2019innovation. Un exemple qui me vient tout de suite&nbsp;: la p\u00e9riode Covid. Presque du jour au lendemain, guid\u00e9s par notre cellule \u00e9v\u00e9nementielle, on a transform\u00e9 \u2014 temporairement mais radicalement \u2014 l\u2019agence en leader des \u00e9v\u00e9nements digitaux. R\u00e9sultat&nbsp;: en un an, on a converti plus d\u2019une centaine d\u2019\u00e9v\u00e9nements physiques en formats digitaux.<\/p>\n\n\n\n<p>C\u2019\u00e9tait notre fa\u00e7on de faire face aux coupes budg\u00e9taires&nbsp;: en aidant nos clients \u00e0 r\u00e9inventer leur fa\u00e7on de communiquer avec leurs audiences. Les contraintes \u00e9taient terribles \u00e0 l\u2019\u00e9poque, mais on a su s\u2019adapter vite, et bien.<\/p>\n\n\n\n<p><strong>Question&nbsp;:<\/strong> <em>Tes clients souffrent des m\u00eames obligations :&nbsp; l\u00e0 encore, quelques exemples de r\u00e9ussite ?<\/em><\/p>\n\n\n\n<p><strong>Guillaume Mikowski&nbsp;: <\/strong>Nos clients sont pris dans les m\u00eames paradoxes que nous&nbsp;: faire mieux avec moins, parler plus fort ou en tout cas plus juste que les autres, cr\u00e9er des vraies relations dans un monde qui zappe, exister partout sans se disperser\u2026 A chaque client, un brief, des contraintes, et une r\u00e9ponse derri\u00e8re qui je l\u2019esp\u00e8re fait sens pour tout le monde.<\/p>\n\n\n\n<p>Prenons l\u2019exemple de Yomoni, pure player de l&rsquo;\u00e9pargne en ligne, qui doit faire face \u00e0 un secteur monopolis\u00e9 par les banques, aux budgets m\u00e9dias 100 fois plus importantes et aux discours tr\u00e8s conventionnels. Notre r\u00e9ponse&nbsp;: <a href=\"https:\/\/www.youtube.com\/watch?v=QR6J5dND448&amp;ab_channel=Brainsonic\">une campagne pleine d\u2019humour<\/a> avec Michel Polnareff\u2026<\/p>\n\n\n\n<p>Le r\u00e9sultat : une campagne qui percute avec une \u00e9quivalence m\u00e9dia de plusieurs millions d\u2019euros. Notre obsession, c\u2019est l\u2019engagement. Pas celui qu\u2019on mesure \u00e0 la loupe sur les r\u00e9seaux, celui qui fait que les gens se souviennent, partagent, agissent.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n&rsquo;est plus vraiment un long fleuve tranquille ! Sans doute est-il temps de revenir aux sources m\u00eames du marketing et de transformer autant de faiblesses potentielles en opportunit\u00e9s. C&rsquo;est ce dont viendront t\u00e9moigner les experts&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[168,638,658],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Transformer les contraintes en opportunit\u00e9, par Guillaume Mikowski - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/transformer-les-contraintes-en-opportunite-par-guillaume-mikowski\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transformer les contraintes en opportunit\u00e9, par Guillaume Mikowski - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Contraintes r\u00e9glementaires, environnementales, technologiques, etc. : la vie des entreprises n&rsquo;est plus vraiment un long fleuve tranquille ! 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