1 00:00:01,760 --> 00:00:04,440 Speaker 1: You're listening to Math and Magic, a production of I 2 00:00:04,640 --> 00:00:11,000 Speaker 1: Heart Radio. A brand is always more than a display 3 00:00:11,000 --> 00:00:14,880 Speaker 1: off product, and this is something most of your makers 4 00:00:14,920 --> 00:00:17,880 Speaker 1: have forgotten. You know, a branch should be a statement, 5 00:00:18,239 --> 00:00:20,840 Speaker 1: It should be a persona. It should come with a purpose, 6 00:00:21,120 --> 00:00:24,360 Speaker 1: and it should be a promise. Then when you have 7 00:00:24,480 --> 00:00:28,360 Speaker 1: all that, then and only then, the single products become 8 00:00:28,400 --> 00:00:38,560 Speaker 1: a family. In the family becomes a brand. I'm Bob Pittman, 9 00:00:38,600 --> 00:00:41,200 Speaker 1: and welcome to Math and Magic. Stories from the Frontiers 10 00:00:41,200 --> 00:00:44,240 Speaker 1: of Marketing. We explore the analytical and the creative. And 11 00:00:44,320 --> 00:00:46,879 Speaker 1: today we have a Frenchman who works for an Italian 12 00:00:46,920 --> 00:00:50,040 Speaker 1: company and lives in Detroit. That in itself is probably 13 00:00:50,080 --> 00:00:53,880 Speaker 1: a podcast. Olivier Francois is the CMO of Fiat Chrysler 14 00:00:54,240 --> 00:00:57,120 Speaker 1: and the originator of one of the best repositioning marketing 15 00:00:57,160 --> 00:01:05,600 Speaker 1: lines I've ever heard, imported from Detroit. He's the creative 16 00:01:05,600 --> 00:01:09,080 Speaker 1: force behind those iconic ads that featured legends from eminem 17 00:01:09,160 --> 00:01:12,280 Speaker 1: to Clint Eastwood to Bob Dylan, and they have even 18 00:01:12,319 --> 00:01:16,240 Speaker 1: remarketed Detroit making a cool and vibrant again. Olivia speaks 19 00:01:16,240 --> 00:01:18,800 Speaker 1: at least three languages. He's a published poet, he's had 20 00:01:18,800 --> 00:01:21,280 Speaker 1: his own music company, still uses that skill as a 21 00:01:21,319 --> 00:01:25,160 Speaker 1: competitive advantage in business. He even had an export business 22 00:01:25,160 --> 00:01:28,959 Speaker 1: that included jams and skis. He has a life that 23 00:01:29,080 --> 00:01:32,560 Speaker 1: spans continents and ideas that span genres. He has a 24 00:01:32,560 --> 00:01:34,560 Speaker 1: great story about how he made the jump to the 25 00:01:34,560 --> 00:01:37,360 Speaker 1: card business, which we'll get to. I met Olivier in 26 00:01:37,520 --> 00:01:39,920 Speaker 1: Turin because I could never get in to see him 27 00:01:39,920 --> 00:01:42,280 Speaker 1: in Detroit, so I decided to stop and see him there. 28 00:01:42,280 --> 00:01:44,760 Speaker 1: He has offices everywhere, always on the go, so we 29 00:01:44,800 --> 00:01:47,520 Speaker 1: have a lot to discuss today. Welcome Olivier, Thank you 30 00:01:47,560 --> 00:01:49,720 Speaker 1: for having me. Well, we're delighted to have you. And 31 00:01:49,760 --> 00:01:51,880 Speaker 1: before we get into all the meaty stuff, we have 32 00:01:51,920 --> 00:01:54,240 Speaker 1: a little feature we start with, which is called you 33 00:01:54,480 --> 00:01:57,760 Speaker 1: in sixty seconds. This is gonna be rapid fire questions. 34 00:01:57,920 --> 00:02:00,400 Speaker 1: Don't think about it, just give us your answer. Vanilla 35 00:02:00,560 --> 00:02:02,520 Speaker 1: or chocolate, which do you prefer? There is no need 36 00:02:02,560 --> 00:02:05,600 Speaker 1: to choose, says a mix in Italy. It's called Strachatella 37 00:02:05,920 --> 00:02:10,000 Speaker 1: delicious France or Italy Italy because they invented stra New 38 00:02:10,040 --> 00:02:13,240 Speaker 1: York City or l A City, Detroit, Detroit or Turan. 39 00:02:13,440 --> 00:02:17,480 Speaker 1: I want to say, actually Miami, Okay, Motown or Hip 40 00:02:17,520 --> 00:02:20,440 Speaker 1: hop definitely Motown, but Hey is a son of Motown, 41 00:02:20,520 --> 00:02:23,160 Speaker 1: so there's two things have come together nicely. No power 42 00:02:23,200 --> 00:02:27,480 Speaker 1: boats or sailboats. Sailboats are solar power boats. Maybe zoo 43 00:02:27,560 --> 00:02:31,600 Speaker 1: Lander or Ron Burgundy, Round Burgundy da Vinci or Gala 44 00:02:31,680 --> 00:02:34,119 Speaker 1: Leo da Vinci. You know why because he was Italian 45 00:02:34,360 --> 00:02:37,400 Speaker 1: but spent most of his life in France, So double culture. 46 00:02:37,400 --> 00:02:40,959 Speaker 1: I can definitely relate to this. Imported from Detroit or 47 00:02:41,000 --> 00:02:44,640 Speaker 1: halftime in America. Important to America like me, it's about 48 00:02:44,639 --> 00:02:47,359 Speaker 1: to get harder. What secret tality you have, boy maker? 49 00:02:47,480 --> 00:02:51,120 Speaker 1: Have four boys? Favorite European city Venice, It's on the water. 50 00:02:51,360 --> 00:02:54,240 Speaker 1: I love it. Favorite American city Miami, it's on the water. 51 00:02:54,280 --> 00:02:57,600 Speaker 1: I love it. Favorite poet. So I'm hesitating between Bodle, 52 00:02:58,000 --> 00:03:00,960 Speaker 1: Shakespeare and Eminem, but we'll say Lare because I'm French. 53 00:03:01,040 --> 00:03:04,160 Speaker 1: Favorite artist. Oh okay, that's a chance to say Eminem. Then, 54 00:03:04,360 --> 00:03:08,079 Speaker 1: most prestigious award you've ever received, the high school diploma. 55 00:03:08,200 --> 00:03:10,919 Speaker 1: That was a pure miracle at the time. Historical idol, 56 00:03:11,120 --> 00:03:14,400 Speaker 1: I hate idols. No idols. If you could have one superpower, 57 00:03:14,520 --> 00:03:17,280 Speaker 1: what would it be? Get rid of the French accents 58 00:03:17,280 --> 00:03:19,919 Speaker 1: who would play you in a movie. I have no clue. 59 00:03:20,080 --> 00:03:24,440 Speaker 1: Proudest achievement marrying my wife Arianna and keep making her happy. 60 00:03:24,440 --> 00:03:28,440 Speaker 1: What's one food you'd never eat? I eat everything, spoken 61 00:03:28,480 --> 00:03:33,000 Speaker 1: like a true Italian Frenchman, a detroitter. Let's jump for 62 00:03:33,000 --> 00:03:36,320 Speaker 1: a few minutes to your big inspirational moments here at 63 00:03:36,360 --> 00:03:40,120 Speaker 1: I Heart. We have a wildly popular podcast with Ron Burgundy, 64 00:03:40,200 --> 00:03:43,160 Speaker 1: and you had a wildly successful ad campaign with Ron 65 00:03:43,200 --> 00:03:46,040 Speaker 1: Burgundy as well. Where did that come from? This comes 66 00:03:46,080 --> 00:03:48,360 Speaker 1: from the idea that I say, what makes a big 67 00:03:48,360 --> 00:03:52,680 Speaker 1: difference in marketing is authenticity. So what we always try 68 00:03:52,800 --> 00:03:57,520 Speaker 1: to do is align our brand, it's ethos, personality with 69 00:03:57,880 --> 00:04:01,120 Speaker 1: someone who embodies exactly a say, set of values. And 70 00:04:01,160 --> 00:04:04,760 Speaker 1: that was very much eminem and cross in that moment. Obviously, 71 00:04:04,880 --> 00:04:09,360 Speaker 1: to just use an example, Ron Burgundy was incredibly what 72 00:04:09,400 --> 00:04:12,000 Speaker 1: I wanted to do with Dodge at the time. Not 73 00:04:12,160 --> 00:04:16,480 Speaker 1: will fail. Literally the character we saw it was very irreverent. 74 00:04:17,080 --> 00:04:20,560 Speaker 1: It embodied exactly the personality of Dodge as I saw 75 00:04:20,600 --> 00:04:22,240 Speaker 1: it at the time. How did you put that together? 76 00:04:22,320 --> 00:04:25,400 Speaker 1: So you have this idea, did you say, wow, Ryan 77 00:04:25,440 --> 00:04:28,640 Speaker 1: Burgundy is it? Or did someone tell you about Ryan Burgundy? No, 78 00:04:28,800 --> 00:04:31,479 Speaker 1: someone told you My body, Tim Karniskis. I mean, there's 79 00:04:31,520 --> 00:04:34,039 Speaker 1: an element of American cultures that obviously do not have. 80 00:04:34,520 --> 00:04:36,760 Speaker 1: So this is a handicap. At the same time, it's 81 00:04:36,800 --> 00:04:40,279 Speaker 1: a blessing because obviously I'm open to everything, and I 82 00:04:40,320 --> 00:04:43,480 Speaker 1: have developed some antennas, you know, that allow me to understand, 83 00:04:43,520 --> 00:04:46,880 Speaker 1: to smell, to feel what's good, what's maybe not that good, 84 00:04:47,080 --> 00:04:49,960 Speaker 1: And in this case, I thought that that could be 85 00:04:50,160 --> 00:04:54,160 Speaker 1: something very innovative. You mentioned Zoolander. We also did a 86 00:04:54,160 --> 00:04:58,080 Speaker 1: Fiat campaign with Ben Steeler. It was not Ben Steeler 87 00:04:58,080 --> 00:05:01,640 Speaker 1: obviously embodying Fiat, it was their Exulander. This was an 88 00:05:01,640 --> 00:05:04,680 Speaker 1: amazing commercial. Actually it ran in the whole world. And 89 00:05:04,720 --> 00:05:07,680 Speaker 1: the beauty here is it's all about a partnership. So 90 00:05:07,880 --> 00:05:10,640 Speaker 1: these guys have a movie they want to promote, you know, 91 00:05:10,720 --> 00:05:13,680 Speaker 1: think of Fast and Furious and Vin Diesel, same story. 92 00:05:13,800 --> 00:05:16,720 Speaker 1: You know, they want to promote the movie. Generally, they 93 00:05:16,800 --> 00:05:20,320 Speaker 1: are producers of their own movie. So obviously there's some 94 00:05:20,400 --> 00:05:24,599 Speaker 1: interest in having a media partner. So I hire the character, 95 00:05:25,279 --> 00:05:29,719 Speaker 1: not the actor. The character. We developed a commercial. Hey, 96 00:05:29,960 --> 00:05:32,039 Speaker 1: in some cases, I think that the campaign was better 97 00:05:32,040 --> 00:05:34,599 Speaker 1: than the movie. I won't bring any name, but I 98 00:05:34,680 --> 00:05:37,520 Speaker 1: think that in some of these cases, the campaign was 99 00:05:38,160 --> 00:05:42,240 Speaker 1: probably almost overpromising. So you bring run Burgundy, end, this 100 00:05:42,320 --> 00:05:45,360 Speaker 1: is going to be your campaign. You tell people internally 101 00:05:45,360 --> 00:05:48,440 Speaker 1: in the company, I have this great idea, run Burgundy. 102 00:05:48,560 --> 00:05:51,839 Speaker 1: The people go brilliant or they go while that's risky. No, 103 00:05:52,000 --> 00:05:54,640 Speaker 1: I didn't tell anyone in the company. We just do it. 104 00:05:55,279 --> 00:05:58,000 Speaker 1: So that's the empowerment we have. F c A is 105 00:05:58,040 --> 00:06:01,040 Speaker 1: all about leadership, and lead ship is about taking your 106 00:06:01,040 --> 00:06:05,920 Speaker 1: responsibilities and obviously about accountability. If it fails, it is 107 00:06:05,960 --> 00:06:10,040 Speaker 1: your own failure. So the day I understood that it 108 00:06:10,120 --> 00:06:13,520 Speaker 1: was probably not a great idea to share ideas in advance, 109 00:06:13,640 --> 00:06:18,120 Speaker 1: was actually this important from Detroit idea Where I shared it. 110 00:06:18,120 --> 00:06:21,560 Speaker 1: It was almost my very first campaign, and I was 111 00:06:21,600 --> 00:06:25,760 Speaker 1: not totally sure, and clearly the advice were not positive. 112 00:06:26,200 --> 00:06:29,800 Speaker 1: You know, don't bring up Detroit. Detroit is not liked. 113 00:06:30,320 --> 00:06:34,719 Speaker 1: People don't connect with Detroit. That your feminism eminem is 114 00:06:34,760 --> 00:06:38,320 Speaker 1: probably a little bit controversial, and blah blah. The only 115 00:06:38,360 --> 00:06:41,960 Speaker 1: thing these advisors didn't think of telling me is that 116 00:06:42,040 --> 00:06:45,280 Speaker 1: you could not do a two minute Super Bowl commercial. 117 00:06:45,480 --> 00:06:48,880 Speaker 1: So the first part of the advice I luckily ignored. 118 00:06:49,560 --> 00:06:52,040 Speaker 1: It was probably not a bad advice it just turned 119 00:06:52,080 --> 00:06:55,640 Speaker 1: out not being what people were afraid of, you know, 120 00:06:56,080 --> 00:06:59,159 Speaker 1: math beach magic, Yes, exactly, part to predict the magic 121 00:06:59,480 --> 00:07:02,600 Speaker 1: talk about imported from Detroit, which I'm a marketer at 122 00:07:02,640 --> 00:07:05,320 Speaker 1: hard and it's one of the greatest lines I've ever heard. 123 00:07:05,560 --> 00:07:08,640 Speaker 1: Where did that line come from? So that line came 124 00:07:08,920 --> 00:07:13,480 Speaker 1: totally incidentally from a speech I came from Fiat and 125 00:07:13,520 --> 00:07:17,040 Speaker 1: I was called by our late boss, Surgeon Match to 126 00:07:17,240 --> 00:07:22,440 Speaker 1: lead Chrysler, and I was leading another European car maker there. 127 00:07:22,680 --> 00:07:26,040 Speaker 1: So we said, hey, come over, I need you for Crysser. 128 00:07:26,120 --> 00:07:28,120 Speaker 1: And the first thing we did we had to bring 129 00:07:28,160 --> 00:07:31,760 Speaker 1: new models. So um, the shortest time to market we 130 00:07:31,840 --> 00:07:35,240 Speaker 1: could think of was to take the old Sea Bring 131 00:07:36,000 --> 00:07:38,120 Speaker 1: that was not the greatest car. We had to be 132 00:07:38,200 --> 00:07:42,000 Speaker 1: totally fair fix it makes some things that would really 133 00:07:42,440 --> 00:07:45,200 Speaker 1: match the level of qualities we wanted for Crossers. So 134 00:07:45,280 --> 00:07:48,920 Speaker 1: we fixed the quality, we fixed the design. Yet it 135 00:07:48,960 --> 00:07:52,360 Speaker 1: was not a brand new car. It was a facelift, 136 00:07:52,840 --> 00:07:56,280 Speaker 1: so we named it Crossed two hundreds, which was almost 137 00:07:56,280 --> 00:07:59,560 Speaker 1: a bit overstating the newness of the car. And then 138 00:07:59,600 --> 00:08:03,400 Speaker 1: the slow that we had to launch a car was 139 00:08:03,640 --> 00:08:05,880 Speaker 1: l A. The l A Auto Show Detroit was a 140 00:08:05,920 --> 00:08:10,720 Speaker 1: bit too far ahead. LA seemed perfect. Obviously I was 141 00:08:10,760 --> 00:08:16,200 Speaker 1: so terribly ignorant of all things America. I am still ignorant, 142 00:08:16,280 --> 00:08:19,920 Speaker 1: but then it was really pathetic. So one thing I 143 00:08:19,920 --> 00:08:22,240 Speaker 1: didn't know is that the l A Auto Show is 144 00:08:22,320 --> 00:08:26,560 Speaker 1: literally the Imports Detroit. I mean, it is really where 145 00:08:26,760 --> 00:08:32,560 Speaker 1: you celebrate Japanese cars, German cars, maybe Italian cars by 146 00:08:32,559 --> 00:08:35,720 Speaker 1: the way, but for sure not a Crassler. So too late, 147 00:08:35,880 --> 00:08:39,280 Speaker 1: I'm on stage presenting my new baby. And that was 148 00:08:39,320 --> 00:08:41,640 Speaker 1: obviously one of the most important moments in my life, 149 00:08:41,640 --> 00:08:44,560 Speaker 1: because this was a question of life or death for 150 00:08:44,640 --> 00:08:47,440 Speaker 1: the whole company and not just for me. And when 151 00:08:47,480 --> 00:08:50,880 Speaker 1: I realized that l A is home of the imports, 152 00:08:51,000 --> 00:08:55,760 Speaker 1: the respect quality design and more importantly fuel efficiency. And 153 00:08:55,800 --> 00:08:58,800 Speaker 1: at the time, back in two thousand and ten eleven, 154 00:08:58,880 --> 00:09:03,800 Speaker 1: I mean, the design, we were making progress. Quality, as 155 00:09:03,800 --> 00:09:07,520 Speaker 1: I just said, we were making big strides. Fuel efficiency 156 00:09:08,200 --> 00:09:10,839 Speaker 1: not so much. But the Cross the two hundred had 157 00:09:10,960 --> 00:09:13,720 Speaker 1: something to say, so I just instinctively pitched it. I 158 00:09:13,800 --> 00:09:16,480 Speaker 1: made this up on stage. I say, hey, I know 159 00:09:16,520 --> 00:09:19,680 Speaker 1: that you guys like imports and we are in l A. 160 00:09:19,840 --> 00:09:23,120 Speaker 1: So look at this car like imported from Detroit. It 161 00:09:23,280 --> 00:09:26,160 Speaker 1: was just my ending and actually a couple of people 162 00:09:26,200 --> 00:09:28,080 Speaker 1: came and said that's would be a good line for 163 00:09:28,120 --> 00:09:29,800 Speaker 1: a not and then I thought of it, you know, 164 00:09:29,880 --> 00:09:31,440 Speaker 1: and I said, yeah, that's a good life for a not. 165 00:09:31,960 --> 00:09:36,240 Speaker 1: Then clearly the soundtrack came. I have four kids, two 166 00:09:36,280 --> 00:09:38,680 Speaker 1: of which at the time were very much into hip 167 00:09:38,679 --> 00:09:41,960 Speaker 1: hop and introduced me to Eminem, And obviously when we 168 00:09:42,080 --> 00:09:46,400 Speaker 1: started thinking of Detroit, obviously that tune came to mind. 169 00:09:46,520 --> 00:09:49,640 Speaker 1: When you have one chance, one opportunity that totally connects 170 00:09:49,679 --> 00:09:55,120 Speaker 1: together Crosser Detroit and all of America. So I was 171 00:09:55,160 --> 00:09:59,720 Speaker 1: obsessed with securing that song, which ended up being an endeavor, 172 00:10:00,080 --> 00:10:03,440 Speaker 1: says the least. Once I had the song, Eminem was 173 00:10:03,480 --> 00:10:06,280 Speaker 1: so intwigued. You know, it was never scripted to be 174 00:10:06,679 --> 00:10:09,480 Speaker 1: in the commercial. It was just kind of probably in 175 00:10:09,559 --> 00:10:11,760 Speaker 1: twigued at the same time, may be a bit scared 176 00:10:11,800 --> 00:10:16,080 Speaker 1: by rightfully, so you know, what are these advertisers going 177 00:10:16,120 --> 00:10:18,760 Speaker 1: to do with my song? I promised him that would 178 00:10:18,800 --> 00:10:22,320 Speaker 1: be probably more largely about Detroit than just about a 179 00:10:22,400 --> 00:10:26,680 Speaker 1: car for sure, or even the brand. But he came 180 00:10:26,720 --> 00:10:30,520 Speaker 1: on set and then it just magic happened. So from 181 00:10:31,080 --> 00:10:36,120 Speaker 1: six hundred cars promounts to six thousand after the commercial 182 00:10:36,280 --> 00:10:40,680 Speaker 1: that math aspect and and the magic is what happened 183 00:10:41,160 --> 00:10:45,160 Speaker 1: in the whole country because obviously the commercial resonated with 184 00:10:45,400 --> 00:10:49,679 Speaker 1: more than just Detroit, with more than just car guys. 185 00:10:49,840 --> 00:10:53,679 Speaker 1: It resonated as a message of pride for all of America. 186 00:10:54,000 --> 00:10:56,920 Speaker 1: What was detroit reaction to at the whole community? I 187 00:10:56,960 --> 00:11:00,360 Speaker 1: know that a town of cars, it's the motor city. 188 00:11:00,640 --> 00:11:02,920 Speaker 1: Had they feel about it? They felt incredible. I mean 189 00:11:03,040 --> 00:11:10,600 Speaker 1: it was really our love declaration to our hometown. But really, again, 190 00:11:10,640 --> 00:11:14,560 Speaker 1: as I said before, it went above and beyond Detroit, 191 00:11:15,160 --> 00:11:18,040 Speaker 1: because all of America that didn't like very much Detroit 192 00:11:18,080 --> 00:11:20,079 Speaker 1: in that moment, I mean, they didn't like the mosest city. 193 00:11:20,520 --> 00:11:24,679 Speaker 1: People were very suspicious when it came to Detroit and 194 00:11:24,800 --> 00:11:28,040 Speaker 1: when it came to all these bankruptcies. But there was 195 00:11:28,080 --> 00:11:30,720 Speaker 1: a spirit, there was a mindset, in an attitude in 196 00:11:30,840 --> 00:11:34,959 Speaker 1: that commercial, and that's very largely due to Eminem and 197 00:11:35,000 --> 00:11:37,480 Speaker 1: to his music. The images were pretty good there, and 198 00:11:37,520 --> 00:11:40,800 Speaker 1: the images were very good to look very cool. It 199 00:11:40,880 --> 00:11:43,120 Speaker 1: made Detroit look very cool. And it's a mix of 200 00:11:43,160 --> 00:11:47,640 Speaker 1: images that some we captured that day, some we had captured. 201 00:11:47,679 --> 00:11:50,760 Speaker 1: I mean that was something we totally made up. We 202 00:11:50,760 --> 00:11:53,200 Speaker 1: were not even sure that we would even air a 203 00:11:53,200 --> 00:11:57,600 Speaker 1: Super Bowl commercial. We were a bailout company, and my 204 00:11:57,760 --> 00:12:01,720 Speaker 1: boss and our management and to the last moment, we're 205 00:12:01,760 --> 00:12:06,320 Speaker 1: assessing whether airing a big commercial during a Super Bowl 206 00:12:06,880 --> 00:12:09,600 Speaker 1: was a good thing or a bad thing. Would there 207 00:12:09,600 --> 00:12:12,960 Speaker 1: be a backlash? We had secured I sink in ninety seconds, 208 00:12:13,200 --> 00:12:15,440 Speaker 1: but that thing was just magical and beautiful as a 209 00:12:15,440 --> 00:12:18,280 Speaker 1: two minutes. So we also had to buy the extra 210 00:12:18,440 --> 00:12:22,720 Speaker 1: so a second convince the NFL to innovate because there 211 00:12:22,720 --> 00:12:25,400 Speaker 1: were no such things as a two minute Super Bowl 212 00:12:25,440 --> 00:12:29,280 Speaker 1: commercial is so um the magic almost of ignorance, because 213 00:12:29,280 --> 00:12:32,440 Speaker 1: we had really no clue that Eminem would not license 214 00:12:32,480 --> 00:12:36,319 Speaker 1: a song, that Eminem would not appear in a commercial, 215 00:12:37,000 --> 00:12:40,079 Speaker 1: and that two minutes of advertising could not fit a 216 00:12:40,160 --> 00:12:42,480 Speaker 1: Super Bowl apart. You know, so you talk a little 217 00:12:42,480 --> 00:12:46,760 Speaker 1: bit about being the outsiders you hit town, Sergio, the 218 00:12:46,760 --> 00:12:50,679 Speaker 1: whole gang from Italy. Certainly you were outsiders. Did this 219 00:12:50,800 --> 00:12:55,600 Speaker 1: commercial change who you were in Detroit to that Detroit 220 00:12:55,640 --> 00:12:58,479 Speaker 1: community or you still every bit as much an outsider 221 00:12:58,520 --> 00:13:01,080 Speaker 1: after this? When I first to town, you know, I 222 00:13:01,400 --> 00:13:06,480 Speaker 1: was in a hotel, totally stuck, snow, outside, rain, terrible weather. 223 00:13:06,960 --> 00:13:09,520 Speaker 1: I could not even totally locate Michigan on the map, 224 00:13:09,720 --> 00:13:12,600 Speaker 1: the turn on the TV, and I remember still today 225 00:13:12,640 --> 00:13:15,880 Speaker 1: the commercials. I was so shocked. You know, this one 226 00:13:15,960 --> 00:13:19,400 Speaker 1: day only sales events. We don't have such things in Italy. 227 00:13:19,440 --> 00:13:24,240 Speaker 1: I mean one day only sales event, zero down deals. 228 00:13:24,640 --> 00:13:27,800 Speaker 1: I remember sharing with my friends everywhere all these prices 229 00:13:27,960 --> 00:13:30,880 Speaker 1: ending up in ninety nine. It seemed like America would 230 00:13:30,920 --> 00:13:33,440 Speaker 1: buy anything that ended in ninety nine. So I was 231 00:13:33,480 --> 00:13:36,720 Speaker 1: totally clueless. So I first blamed it on the culture barrier, 232 00:13:36,760 --> 00:13:40,240 Speaker 1: obviously blamed it on the jet lag, but really, as 233 00:13:40,240 --> 00:13:43,720 Speaker 1: a marketer, I just realized that these guys were totally lost. 234 00:13:43,720 --> 00:13:46,839 Speaker 1: They were speaking to themselves. They didn't connect to me 235 00:13:46,880 --> 00:13:50,040 Speaker 1: because they didn't connect to anyone else. You know, when 236 00:13:50,120 --> 00:13:52,800 Speaker 1: you're in a panic mode, you lose your mind. That 237 00:13:52,960 --> 00:13:55,679 Speaker 1: is a little bit to what the whole oli industry 238 00:13:55,960 --> 00:13:58,920 Speaker 1: did back in O nine and two thousand and ten. 239 00:13:59,080 --> 00:14:02,240 Speaker 1: So then the next thing I did, I started visiting 240 00:14:02,320 --> 00:14:06,800 Speaker 1: houses and apartments. All I knew about America was New York. 241 00:14:07,280 --> 00:14:10,319 Speaker 1: I hoped that there would be some kind of Manhattan 242 00:14:10,480 --> 00:14:14,120 Speaker 1: in Detroit. I didn't know, So I asked my driver, 243 00:14:14,280 --> 00:14:18,199 Speaker 1: you know, to just take me through Detroit and let's 244 00:14:18,240 --> 00:14:21,720 Speaker 1: decide where I'm going to live. He was laughing, because 245 00:14:21,760 --> 00:14:25,520 Speaker 1: obviously there was nowhere to live. Today, the city center 246 00:14:25,800 --> 00:14:29,640 Speaker 1: is all vibrant, is amazing. Everyone wants to move downtown Detroit, 247 00:14:29,720 --> 00:14:31,920 Speaker 1: even from New York, even from New York. And that's 248 00:14:31,960 --> 00:14:35,720 Speaker 1: maybe my biggest pride. No, no, having been part of 249 00:14:35,800 --> 00:14:39,360 Speaker 1: that movement. So but now touring in a car with 250 00:14:39,440 --> 00:14:42,120 Speaker 1: this guy who had a gun next to him, because 251 00:14:42,280 --> 00:14:45,320 Speaker 1: that's how dangerous the city was at the same time. 252 00:14:45,480 --> 00:14:49,360 Speaker 1: That's just two thousand and nine nine, And it became 253 00:14:49,480 --> 00:14:52,720 Speaker 1: very obvious that this city had a story to tell. 254 00:14:53,080 --> 00:14:55,720 Speaker 1: There was a spirit, there was his mindset. There was 255 00:14:55,760 --> 00:15:00,840 Speaker 1: something so much bigger than this commercial, this cup holders 256 00:15:00,920 --> 00:15:04,000 Speaker 1: and and all this. So this is what I decided 257 00:15:04,040 --> 00:15:07,840 Speaker 1: to deliver. In marketing, it's not about shooting for the 258 00:15:07,920 --> 00:15:12,120 Speaker 1: perfect commercial. It's always about shooting for the perfect moment. 259 00:15:12,760 --> 00:15:16,880 Speaker 1: And that commercial just came at the perfect moment. So 260 00:15:17,760 --> 00:15:19,000 Speaker 1: I want to go way back. I want to go 261 00:15:19,040 --> 00:15:22,640 Speaker 1: back to your childhood. Where did you grow up? Parents, siblings? 262 00:15:23,040 --> 00:15:26,000 Speaker 1: I have one brother, my brother liked the rest of 263 00:15:26,040 --> 00:15:31,400 Speaker 1: my family before me are very serious people. I had philosophers, 264 00:15:31,560 --> 00:15:35,760 Speaker 1: I had teachers, I had artists, in my family and 265 00:15:35,800 --> 00:15:40,040 Speaker 1: my brother is a super brilliant low professor at the 266 00:15:40,120 --> 00:15:43,480 Speaker 1: University in Paris. And the one thing we never had, 267 00:15:43,520 --> 00:15:46,600 Speaker 1: and it was probably one of the pride of the family. 268 00:15:46,680 --> 00:15:51,760 Speaker 1: We never had people like me. Salespeople, the worst of 269 00:15:51,760 --> 00:15:55,360 Speaker 1: the worst marketers and car marketers is probably the worst 270 00:15:55,360 --> 00:15:56,960 Speaker 1: thing you can What do they make of your life. 271 00:15:57,040 --> 00:15:59,520 Speaker 1: I'm one of the kind of the super intellectual family. 272 00:15:59,800 --> 00:16:02,480 Speaker 1: I'm the one who didn't make it, you know, I'm 273 00:16:02,520 --> 00:16:05,720 Speaker 1: the one who failed, and I'm a car salesman. And 274 00:16:05,760 --> 00:16:08,760 Speaker 1: there's no way they will change your mind, which is 275 00:16:08,840 --> 00:16:11,160 Speaker 1: totally fine with me. I totally get it. They don't 276 00:16:11,160 --> 00:16:14,520 Speaker 1: think I'm crazy. I'm just probably the one who didn't 277 00:16:14,560 --> 00:16:18,200 Speaker 1: follow the his DNA. I probably have something else in 278 00:16:18,240 --> 00:16:23,040 Speaker 1: the DNA processive gene, a recessive gene. I started well 279 00:16:23,120 --> 00:16:26,120 Speaker 1: in life. I used to write poetry. Did you write 280 00:16:26,160 --> 00:16:28,800 Speaker 1: poetry as a kid or this is after school? I 281 00:16:29,040 --> 00:16:33,440 Speaker 1: did write poetry as a kid, and it sounds like 282 00:16:33,480 --> 00:16:36,360 Speaker 1: that was sort of the household DNA. This was the 283 00:16:36,440 --> 00:16:40,240 Speaker 1: household DNA. I was super intellectual. What did you learn 284 00:16:40,680 --> 00:16:44,560 Speaker 1: from childhood that you apply to marketing? As you introduced 285 00:16:44,640 --> 00:16:47,520 Speaker 1: me very generously, when a frenchman working for an Italian 286 00:16:47,600 --> 00:16:51,080 Speaker 1: car company in America. You never know totally what language 287 00:16:51,240 --> 00:16:54,600 Speaker 1: this is going to be. And what's interesting about language 288 00:16:54,840 --> 00:16:59,000 Speaker 1: is that it drives a certain type of culture. Italian 289 00:16:59,040 --> 00:17:03,000 Speaker 1: as an example, Italian is the language of music. There's 290 00:17:03,080 --> 00:17:06,240 Speaker 1: a musicality in Italian and the words of music the 291 00:17:06,320 --> 00:17:10,800 Speaker 1: language of music, allegro conbri or forte legato, crescendo. What 292 00:17:10,960 --> 00:17:14,280 Speaker 1: is French? Friend? Is all about Romans. I really think 293 00:17:14,320 --> 00:17:16,760 Speaker 1: that French is the language of love. You know, if 294 00:17:16,760 --> 00:17:21,640 Speaker 1: you think of rendezvous, escapade, managerois I'm kidding, But all 295 00:17:21,680 --> 00:17:25,639 Speaker 1: these French words that you use here in America, what 296 00:17:25,800 --> 00:17:28,800 Speaker 1: is the addition of English besides the French kiss? If 297 00:17:28,840 --> 00:17:31,800 Speaker 1: you think, what are the words that are not translatable 298 00:17:32,600 --> 00:17:36,119 Speaker 1: in any other language? Marketing? I swear I tried to 299 00:17:36,160 --> 00:17:40,440 Speaker 1: Google translate marketing and there's another word, by the way, leadership. 300 00:17:40,720 --> 00:17:44,240 Speaker 1: I tried to translate leadership. What is the concept then 301 00:17:44,520 --> 00:17:47,720 Speaker 1: in French for marketing or leadership? There is not I 302 00:17:47,720 --> 00:17:51,560 Speaker 1: mean it translates marketing even in French. It doesn't translate. 303 00:17:52,240 --> 00:17:55,320 Speaker 1: It is only in English. And I like this idea 304 00:17:55,440 --> 00:17:58,600 Speaker 1: of my triple DNA helix or at least my kids 305 00:17:58,600 --> 00:18:01,240 Speaker 1: will have the triple. So on one hand, days this 306 00:18:01,840 --> 00:18:05,680 Speaker 1: taste for Romans and philanthropy as well, you know, super 307 00:18:05,720 --> 00:18:09,639 Speaker 1: important for us French people. This openness to the world. 308 00:18:10,200 --> 00:18:13,240 Speaker 1: This is what I get from my childhood. And then 309 00:18:13,280 --> 00:18:17,040 Speaker 1: all these you know, I'm married an Italian singer, a 310 00:18:17,200 --> 00:18:20,639 Speaker 1: live in Italy, and this all this edition of the language, 311 00:18:20,640 --> 00:18:24,720 Speaker 1: of the culture, of arts, of music, of beauty, of 312 00:18:25,119 --> 00:18:28,720 Speaker 1: da Vita. And then now there is the American addition. 313 00:18:28,960 --> 00:18:33,200 Speaker 1: That's leadership, that's marketing, that's business, and I love this mix. 314 00:18:34,920 --> 00:18:37,360 Speaker 1: Just hold on a second, because we've got so much 315 00:18:37,400 --> 00:18:39,919 Speaker 1: more to talk about. We'll be back after a quick break. 316 00:18:43,720 --> 00:18:50,840 Speaker 1: Welcome back the math and magic. So after school you 317 00:18:50,960 --> 00:18:54,680 Speaker 1: actually went into it. Here you are the greatest magician 318 00:18:55,160 --> 00:18:58,400 Speaker 1: and you were a mathematician. Is that right? I wasn't data. 319 00:18:58,520 --> 00:19:01,760 Speaker 1: I t using like the least likely person to be 320 00:19:01,840 --> 00:19:04,560 Speaker 1: in data. You're turny, right. So what happened is that 321 00:19:04,680 --> 00:19:09,320 Speaker 1: needed a job badly, and I was pretty pretty broke, 322 00:19:09,600 --> 00:19:14,399 Speaker 1: and I ended up overselling myself to the first entrepreneur. 323 00:19:14,640 --> 00:19:17,760 Speaker 1: Actually I met him at the head dresser and I 324 00:19:17,800 --> 00:19:20,719 Speaker 1: tried to bullshit a lot about what I could do 325 00:19:20,760 --> 00:19:24,960 Speaker 1: in I T. Truth is I did a very short 326 00:19:25,280 --> 00:19:28,919 Speaker 1: and little internship at IBM. Not a bad one, you know, 327 00:19:28,960 --> 00:19:31,320 Speaker 1: but the kind of internship when when you make copies 328 00:19:31,359 --> 00:19:34,320 Speaker 1: and serve coffees. That's all I had done in the 329 00:19:34,400 --> 00:19:37,760 Speaker 1: I T business. I convinced him to hire me, and 330 00:19:37,920 --> 00:19:41,040 Speaker 1: guess what, it went well. Obviously I ended up selling 331 00:19:41,280 --> 00:19:45,520 Speaker 1: I T more than programming on doing anything else. But hey, 332 00:19:45,560 --> 00:19:47,960 Speaker 1: I was lucky. It went well and I had very 333 00:19:47,960 --> 00:19:50,960 Speaker 1: good years there. You then went in the music business 334 00:19:51,400 --> 00:19:53,800 Speaker 1: at your own record label. Tell us about that. So 335 00:19:53,840 --> 00:19:56,840 Speaker 1: what I love about life is when it really comes 336 00:19:56,880 --> 00:19:59,880 Speaker 1: full circle and this is really what it does. Because yeah, 337 00:20:00,080 --> 00:20:04,919 Speaker 1: biggest ambition was to either write poetry or produce music. 338 00:20:05,000 --> 00:20:07,640 Speaker 1: I mean, I can read music. I went to the conservatory, 339 00:20:07,720 --> 00:20:10,239 Speaker 1: but I'm not a great musician. To be honest, I 340 00:20:10,240 --> 00:20:12,760 Speaker 1: have a good year. I think. I started with the 341 00:20:12,800 --> 00:20:15,200 Speaker 1: ambition of being a music producer. So I started a 342 00:20:15,280 --> 00:20:19,040 Speaker 1: little label in Paris. I didn't do amazing, didn't do 343 00:20:19,160 --> 00:20:22,080 Speaker 1: horrible either. You know, I could make a living. But 344 00:20:22,160 --> 00:20:25,560 Speaker 1: in the meantime I married my first wife, who gave 345 00:20:25,600 --> 00:20:30,040 Speaker 1: me three wonderful children. And rightfully, so, you know, women 346 00:20:30,080 --> 00:20:33,639 Speaker 1: are smarter than we are and Her plan for a 347 00:20:33,760 --> 00:20:37,320 Speaker 1: family was obviously not to marry a music guy or 348 00:20:37,320 --> 00:20:40,200 Speaker 1: to provide her kids with a music producer. She wanted 349 00:20:40,200 --> 00:20:43,960 Speaker 1: a real guy, was a real job. So reluctantly, but okay, 350 00:20:44,000 --> 00:20:46,080 Speaker 1: you know, out of love, I said, okay, I'm going 351 00:20:46,160 --> 00:20:49,160 Speaker 1: to to do something else. So I applied very randomly, 352 00:20:49,240 --> 00:20:53,159 Speaker 1: to be totally honest, there was this car company around 353 00:20:53,160 --> 00:20:57,760 Speaker 1: the corner in Paris, prey prestigious, old Citroen and still around. 354 00:20:57,800 --> 00:21:01,360 Speaker 1: And so I got hired and I left my record business. 355 00:21:01,560 --> 00:21:04,240 Speaker 1: Did some very data driven by the way job. I 356 00:21:04,280 --> 00:21:08,119 Speaker 1: started in pricing, So my job was to recommend. I 357 00:21:08,119 --> 00:21:11,440 Speaker 1: didn't decide anything, but there was recommending what the ideal 358 00:21:11,520 --> 00:21:14,920 Speaker 1: pricing should be for cast, looking at the margins, looking 359 00:21:14,960 --> 00:21:18,720 Speaker 1: at the profitability, looking at the competitiveness. So a lot 360 00:21:18,760 --> 00:21:22,320 Speaker 1: of data, a lot of Lotus one to three, and 361 00:21:22,600 --> 00:21:24,919 Speaker 1: I loved it. By the way, I was absolutely a 362 00:21:24,920 --> 00:21:27,639 Speaker 1: master in Lotus one to three. And hey, I strived 363 00:21:27,680 --> 00:21:31,399 Speaker 1: in this new environment. Forgot told you about music arts. 364 00:21:31,600 --> 00:21:36,080 Speaker 1: We grew our children and Citron grew me very nicely. 365 00:21:36,200 --> 00:21:38,200 Speaker 1: You how did you progress on the company, because you 366 00:21:38,240 --> 00:21:42,359 Speaker 1: went on to run various countries for yes, So in 367 00:21:42,400 --> 00:21:45,600 Speaker 1: the first step. I had absolutely no ambition to be 368 00:21:45,680 --> 00:21:47,520 Speaker 1: totally and I still do not have a lot of 369 00:21:47,560 --> 00:21:52,000 Speaker 1: ambition besides, you know, making a living and have some 370 00:21:52,119 --> 00:21:55,480 Speaker 1: quality time with my loved ones. That's my biggest ambition 371 00:21:55,480 --> 00:21:58,119 Speaker 1: in life. But they were good enough to me, you know, 372 00:21:58,200 --> 00:22:01,879 Speaker 1: to promote me every almost every year with two years. 373 00:22:02,480 --> 00:22:06,600 Speaker 1: And at some point, after ten years of being in 374 00:22:06,680 --> 00:22:12,639 Speaker 1: this big headquarters corridors, I missed my entrepreneurship, you know, 375 00:22:12,680 --> 00:22:15,160 Speaker 1: I missed the thrill that I experienced for a few 376 00:22:15,240 --> 00:22:18,480 Speaker 1: years as a music producer. I asked if there was 377 00:22:18,520 --> 00:22:22,000 Speaker 1: some possibility of just you know, I'm managing even a 378 00:22:22,040 --> 00:22:25,479 Speaker 1: little company within the company, and that little company was 379 00:22:25,560 --> 00:22:28,560 Speaker 1: sitter in Denmark. Then I went from Denmark to Italy 380 00:22:29,520 --> 00:22:33,400 Speaker 1: and still for the same company. And in Italy I 381 00:22:33,440 --> 00:22:38,120 Speaker 1: started learning marketing because in Italy it's all about the image. 382 00:22:38,520 --> 00:22:42,240 Speaker 1: It's not about the horsepower or the spects of the 383 00:22:42,359 --> 00:22:45,560 Speaker 1: careering to buy. How are you going to look like 384 00:22:46,320 --> 00:22:48,920 Speaker 1: if you are seen driving one? In Italy is very 385 00:22:49,000 --> 00:22:53,000 Speaker 1: much about the image you're going to project. So obviously 386 00:22:53,119 --> 00:22:57,000 Speaker 1: it's terribly about marketing. And the company was not in 387 00:22:57,080 --> 00:23:00,440 Speaker 1: good shape in terms of perceived image. So we started 388 00:23:00,440 --> 00:23:03,760 Speaker 1: this work. So first, marketing costs a lot of money, 389 00:23:03,920 --> 00:23:08,040 Speaker 1: so our first had to find some resources. So started 390 00:23:08,080 --> 00:23:12,920 Speaker 1: with structuring our network, cut into a lot of expenses 391 00:23:13,560 --> 00:23:18,960 Speaker 1: and creating critical mass that could allow us to spend 392 00:23:18,960 --> 00:23:22,160 Speaker 1: on marketing. Media is one saying the message is super important. 393 00:23:22,400 --> 00:23:24,720 Speaker 1: So when it comes to the message, I started patterning 394 00:23:24,760 --> 00:23:30,080 Speaker 1: with influencers. We had Gaban as an example, patterning with us. 395 00:23:30,160 --> 00:23:32,600 Speaker 1: I had the Bob Pittman of Italy and literally the 396 00:23:32,600 --> 00:23:36,400 Speaker 1: biggest radio guy becoming an influencer for me, and it 397 00:23:36,520 --> 00:23:39,760 Speaker 1: was featured in some of our campaigns. So the whole 398 00:23:39,800 --> 00:23:43,320 Speaker 1: thing big use of radio. To the credit of radio, 399 00:23:43,359 --> 00:23:45,520 Speaker 1: there's so much you can do that you can't do 400 00:23:45,600 --> 00:23:49,119 Speaker 1: with TV or print. We did this big venture with 401 00:23:49,200 --> 00:23:52,879 Speaker 1: the radio and brought back that company, you know, to 402 00:23:53,119 --> 00:23:56,480 Speaker 1: double the market share there too. We actually almost tripled 403 00:23:56,480 --> 00:24:00,280 Speaker 1: the market share. That was pretty incredible. Now, it was 404 00:24:00,359 --> 00:24:06,040 Speaker 1: extremely facilitated by something else that's super important, which is 405 00:24:06,359 --> 00:24:10,960 Speaker 1: the domestic leader, and that was Fiat. I think of 406 00:24:11,040 --> 00:24:14,040 Speaker 1: how ironic things are, you know, And the domestic leader 407 00:24:14,200 --> 00:24:16,439 Speaker 1: was weak at the time, I mean, were was in 408 00:24:16,480 --> 00:24:19,560 Speaker 1: a very very bad shape with Surgio there, and Sergio 409 00:24:19,960 --> 00:24:23,840 Speaker 1: was not there and I was obviously managing, you know, 410 00:24:23,960 --> 00:24:29,600 Speaker 1: to conquest customers. Fiat was was kind of feeding my business. 411 00:24:30,240 --> 00:24:36,720 Speaker 1: And then one day this incredible, hyper, super charismatic guy 412 00:24:36,840 --> 00:24:39,760 Speaker 1: out of nowhere, no one knew him, and called me 413 00:24:39,960 --> 00:24:43,879 Speaker 1: to Fiat was losing one million a day. So the 414 00:24:44,119 --> 00:24:47,639 Speaker 1: first moment that was not really convinced that that was 415 00:24:47,680 --> 00:24:50,399 Speaker 1: the right thing to do for at least to my family. 416 00:24:50,680 --> 00:24:55,440 Speaker 1: You know, obviously crazy attracted by the challenge, inquibly attracted 417 00:24:55,480 --> 00:24:59,760 Speaker 1: by the character. I mean, Sergio, what a character, what 418 00:24:59,840 --> 00:25:02,280 Speaker 1: a curism, But at the same time, I was not 419 00:25:02,359 --> 00:25:04,639 Speaker 1: sure it was the right thing to do in terms 420 00:25:04,680 --> 00:25:08,440 Speaker 1: of personal life. So I turned him down a couple 421 00:25:08,480 --> 00:25:12,280 Speaker 1: of times, and then he called me a third time, 422 00:25:13,000 --> 00:25:16,640 Speaker 1: but that time followed bright treason that was so unexpected. 423 00:25:16,760 --> 00:25:20,640 Speaker 1: I had published a poetry book at some point, and 424 00:25:20,760 --> 00:25:24,360 Speaker 1: he bought that book and called again. And he wanted 425 00:25:24,400 --> 00:25:26,600 Speaker 1: me because of the book, not just because I was 426 00:25:27,680 --> 00:25:30,399 Speaker 1: a good cast salesman, and I love that thing. I 427 00:25:30,480 --> 00:25:33,879 Speaker 1: saw that was totally irresistible, and I had to work 428 00:25:34,119 --> 00:25:37,199 Speaker 1: for a person like this, what yours this? And that 429 00:25:37,359 --> 00:25:41,680 Speaker 1: was in two thousand and five, so you gotta via, 430 00:25:42,200 --> 00:25:44,680 Speaker 1: what's your first car? There? Fiat was a group with 431 00:25:45,200 --> 00:25:47,800 Speaker 1: It was not the house of brands that we have today, 432 00:25:47,960 --> 00:25:53,960 Speaker 1: but it had this little super Italian brand called Lancha. 433 00:25:54,240 --> 00:25:56,960 Speaker 1: And what I asked Sergio, I said, look, okay, I 434 00:25:57,040 --> 00:25:59,679 Speaker 1: think I'm going to join the Fiat group, but I 435 00:26:00,000 --> 00:26:03,240 Speaker 1: want to grow my knowledge of the car business. I 436 00:26:03,400 --> 00:26:07,080 Speaker 1: want to had one of your car companies. So give 437 00:26:07,119 --> 00:26:09,840 Speaker 1: me the smallest one. But I want to get into 438 00:26:09,920 --> 00:26:16,280 Speaker 1: that experience of building cars, designing cars, producing cars, not 439 00:26:16,440 --> 00:26:20,320 Speaker 1: just selling on marketing. So he gave me this very 440 00:26:20,320 --> 00:26:27,600 Speaker 1: super small Italian boutique brand called Lancha that's really very 441 00:26:27,720 --> 00:26:33,119 Speaker 1: dutcha vita, very refined, beautifully crafted, um a little carts. 442 00:26:33,400 --> 00:26:36,520 Speaker 1: There is nothing more italient than Luncha. So I I 443 00:26:36,560 --> 00:26:39,760 Speaker 1: fell in love with a brand and um. But very 444 00:26:39,840 --> 00:26:45,000 Speaker 1: quickly I realized that our cash position, we're not financially 445 00:26:45,200 --> 00:26:49,320 Speaker 1: in position to invest a lot of money, so marketing again. 446 00:26:49,680 --> 00:26:55,120 Speaker 1: I was given enough money to life cycle animation, refresh 447 00:26:55,200 --> 00:26:59,760 Speaker 1: the car, put the right engine, change interior, but never 448 00:26:59,840 --> 00:27:04,080 Speaker 1: to launched the next big thing. Really what changed my 449 00:27:04,240 --> 00:27:07,960 Speaker 1: life was a couple of campaigns that I did to 450 00:27:08,200 --> 00:27:12,359 Speaker 1: promote my brand. So one campaign, since I didn't have 451 00:27:12,600 --> 00:27:16,800 Speaker 1: much money, also for marketing and needed to be very noisy, 452 00:27:16,840 --> 00:27:20,240 Speaker 1: to be very loud. So one campaign was taking advantage 453 00:27:20,560 --> 00:27:25,159 Speaker 1: of the Olympic Games in Beijing, and so I was 454 00:27:25,240 --> 00:27:29,960 Speaker 1: very much leaning towards Tibet and free Tibet and stumbled 455 00:27:30,040 --> 00:27:34,840 Speaker 1: on an article about Rishard Gear, who is extremely respected 456 00:27:34,880 --> 00:27:39,520 Speaker 1: and loved also in Europe, and obviously, I mean, he's 457 00:27:39,600 --> 00:27:43,960 Speaker 1: huge there, and so I convinced him to do a 458 00:27:44,040 --> 00:27:48,200 Speaker 1: kind of a pro free Tibet commercial and that thing 459 00:27:48,320 --> 00:27:52,080 Speaker 1: went nuts, and obviously we're running it taking advantage of 460 00:27:52,600 --> 00:27:56,720 Speaker 1: the Olympics, so that was a little bit of a provocation. 461 00:27:57,200 --> 00:28:00,399 Speaker 1: I stopped airing the commercial at some point, but that 462 00:28:00,560 --> 00:28:05,200 Speaker 1: got me to something else. So the former Russian president 463 00:28:05,680 --> 00:28:08,639 Speaker 1: Gbaov called me one day. I received that call in 464 00:28:08,720 --> 00:28:14,320 Speaker 1: my office, absolutely incredible with a translator. So he heard 465 00:28:14,560 --> 00:28:19,920 Speaker 1: of this commercial, so that was pretty bold, and offered 466 00:28:20,119 --> 00:28:24,840 Speaker 1: us to supply the Nobel Laureates. So we was heading 467 00:28:25,200 --> 00:28:27,679 Speaker 1: the summit of the Peace Nobel Areate, so it just 468 00:28:28,040 --> 00:28:31,520 Speaker 1: offered us to supply them with cars for their summits. 469 00:28:31,600 --> 00:28:35,800 Speaker 1: So okay, finally love that opportunity. But that was an 470 00:28:35,960 --> 00:28:40,560 Speaker 1: a defining moment because the day before the summit, I 471 00:28:40,600 --> 00:28:43,360 Speaker 1: decided to make the travel to Paris, and the summit 472 00:28:43,480 --> 00:28:46,800 Speaker 1: was in Paris with a very light group literally two 473 00:28:46,840 --> 00:28:51,280 Speaker 1: guys and a camera, and we created a video and 474 00:28:51,360 --> 00:28:57,240 Speaker 1: advertisement leading for freedom for our San Succi, the current 475 00:28:57,440 --> 00:29:01,600 Speaker 1: Burmese leader but who had been the house arrest for many, 476 00:29:01,640 --> 00:29:06,560 Speaker 1: many years. So we created that piece with obviously complicity 477 00:29:06,760 --> 00:29:10,080 Speaker 1: of all the novel ority are all featured in a 478 00:29:10,080 --> 00:29:14,520 Speaker 1: car garbage of Dalai Lama. I think Mandela was part 479 00:29:14,560 --> 00:29:17,560 Speaker 1: of it. I mean that was pretty crazy, and so 480 00:29:17,880 --> 00:29:22,400 Speaker 1: I started running that commercial that was obviously featuring a car, 481 00:29:22,920 --> 00:29:27,120 Speaker 1: but obviously it was about something more. My boss tumbled 482 00:29:27,320 --> 00:29:29,800 Speaker 1: on it. When he called me, I immediately knew that 483 00:29:30,160 --> 00:29:33,160 Speaker 1: it would be either very good or very bad. But 484 00:29:33,320 --> 00:29:36,080 Speaker 1: it turned out very good, you know. He he literally 485 00:29:36,080 --> 00:29:39,720 Speaker 1: recognized that there was something about marketing and that we 486 00:29:39,720 --> 00:29:43,360 Speaker 1: were doing that he liked. So he created that position 487 00:29:43,880 --> 00:29:46,520 Speaker 1: of CMO that didn't exist at the time for all 488 00:29:46,560 --> 00:29:49,360 Speaker 1: of the for all of fiats. So that's Fiat Lancia 489 00:29:50,280 --> 00:29:55,360 Speaker 1: at Fromeo as Verdi our group. That's fine, So we jump. 490 00:29:55,720 --> 00:29:58,520 Speaker 1: You guys go to and you do incredible stuff and 491 00:29:58,520 --> 00:30:02,560 Speaker 1: your legendary for that period it you guys get Chrysler. 492 00:30:03,000 --> 00:30:06,800 Speaker 1: This is in the depths of the recession of two 493 00:30:06,800 --> 00:30:11,160 Speaker 1: thousand two nine. What was your original plan for Chrysler. 494 00:30:11,400 --> 00:30:13,200 Speaker 1: I mean, you guys couldn't have studied it a whole 495 00:30:13,240 --> 00:30:15,160 Speaker 1: lot other than to know it's one of the big 496 00:30:15,200 --> 00:30:21,280 Speaker 1: three in Detroit. Sergio became very quickly, extremely aware that 497 00:30:21,360 --> 00:30:26,760 Speaker 1: the biggest strength for car maker are his brands. I 498 00:30:26,840 --> 00:30:30,760 Speaker 1: think that our new CEO, Mike Manley is even more convinced. 499 00:30:31,000 --> 00:30:33,160 Speaker 1: He was running. He's still running. By the way, the 500 00:30:33,560 --> 00:30:38,440 Speaker 1: Jeep brand with incredible success and we are all fantastic 501 00:30:38,480 --> 00:30:41,480 Speaker 1: brand It is actually mix. He speaks of a house 502 00:30:41,520 --> 00:30:44,920 Speaker 1: of brands, and it is so true. The real worth 503 00:30:45,160 --> 00:30:50,880 Speaker 1: of the crosso group where it's brands. There are no cars, 504 00:30:51,680 --> 00:30:56,720 Speaker 1: not many at least, but hey, Dodge Jeep Crosser. We 505 00:30:56,880 --> 00:31:00,520 Speaker 1: spinned off the ram trucks out of Dodge in order 506 00:31:00,560 --> 00:31:05,600 Speaker 1: to give Dodge its own personality and create attracts centric brand. 507 00:31:05,880 --> 00:31:09,080 Speaker 1: So that the recipe for that, or the principles you know, um, 508 00:31:09,280 --> 00:31:12,120 Speaker 1: they're very simple. Everything you do you need to be 509 00:31:12,280 --> 00:31:17,800 Speaker 1: brand centric. It sounds obvious, but it is absolutely not. 510 00:31:17,880 --> 00:31:20,080 Speaker 1: I mean, you need to recognize the brand in a 511 00:31:20,080 --> 00:31:23,880 Speaker 1: commercial without even having to see a car and that's 512 00:31:23,880 --> 00:31:27,240 Speaker 1: what we do still today. Then the second thing, be 513 00:31:27,600 --> 00:31:32,240 Speaker 1: bald and always unexpected, always unpredictable. I mean, if you 514 00:31:32,400 --> 00:31:35,840 Speaker 1: run together with the others at the same pace, And 515 00:31:35,920 --> 00:31:38,560 Speaker 1: that was you know Alice in Wonderland, the Red Queen. 516 00:31:38,920 --> 00:31:41,880 Speaker 1: That's a metaphor from Red Queen, where you know Alice 517 00:31:41,960 --> 00:31:46,720 Speaker 1: is running together with everyone and it's like she is static, 518 00:31:47,120 --> 00:31:50,520 Speaker 1: she doesn't move. But if you run quicker than you 519 00:31:50,520 --> 00:31:52,880 Speaker 1: are going to be exhausted. So you just need to 520 00:31:52,960 --> 00:31:56,440 Speaker 1: be different, to do things differently. Uh. And we spoke 521 00:31:56,480 --> 00:31:58,840 Speaker 1: of that with Eminem was everything we did and the 522 00:31:59,600 --> 00:32:02,680 Speaker 1: third saying, and that's really something super important when it 523 00:32:02,720 --> 00:32:06,960 Speaker 1: comes to marketing. Make a connection. It sounds obvious, but 524 00:32:07,120 --> 00:32:11,640 Speaker 1: my first encounter with marketing in America the prices in 525 00:32:11,680 --> 00:32:15,480 Speaker 1: the one day sales event, this kind of pathetic marketing 526 00:32:15,520 --> 00:32:19,200 Speaker 1: looking for short term sales. They didn't connect with anyone. 527 00:32:19,440 --> 00:32:22,920 Speaker 1: They were not relatable. They were speaking to themselves, relatable 528 00:32:22,960 --> 00:32:25,840 Speaker 1: as something else. I mean, if I can relate to 529 00:32:25,920 --> 00:32:30,000 Speaker 1: your advertising message, that's probably half the battle and no nonsense. 530 00:32:30,200 --> 00:32:33,080 Speaker 1: You know, then you make a connection and last be relevant. 531 00:32:33,160 --> 00:32:38,040 Speaker 1: I mean we spoke of how the Eminem commercial was relevant, uh, 532 00:32:38,280 --> 00:32:40,840 Speaker 1: and how the moment is important to what you do. 533 00:32:41,560 --> 00:32:43,959 Speaker 1: Once again, my conviction is you need to build your 534 00:32:44,000 --> 00:32:48,120 Speaker 1: brands first before even building your products, because there is 535 00:32:48,120 --> 00:32:51,960 Speaker 1: more value in selling a product through a brand then 536 00:32:52,120 --> 00:32:55,760 Speaker 1: trying to sell a brand through its newest product. A 537 00:32:55,880 --> 00:32:59,840 Speaker 1: brand is always more than a display of product, and 538 00:33:00,040 --> 00:33:03,000 Speaker 1: this is something most of the car makers have forgotten. 539 00:33:03,120 --> 00:33:05,880 Speaker 1: You know, a branch should be a statement, it should 540 00:33:05,920 --> 00:33:08,440 Speaker 1: be a persona. It should come with a purpose, and 541 00:33:08,640 --> 00:33:12,040 Speaker 1: it should be a promise. Then when you have all that, 542 00:33:12,640 --> 00:33:16,080 Speaker 1: then and only then, the single products become a family, 543 00:33:16,120 --> 00:33:20,040 Speaker 1: and the family becomes a brand. You've got an incredible 544 00:33:20,080 --> 00:33:25,480 Speaker 1: philosophy about advertising, You've got a history, you've got enormous experience, 545 00:33:25,880 --> 00:33:28,400 Speaker 1: and you've got an amazing team in Detroit, Susan Bruce 546 00:33:28,440 --> 00:33:31,040 Speaker 1: and all the others. Yep, you've got the idea. What's 547 00:33:31,080 --> 00:33:33,800 Speaker 1: the process? I got this aha moment and we're gonna 548 00:33:33,840 --> 00:33:36,160 Speaker 1: get this thing on the air. Oh totally. If you 549 00:33:36,200 --> 00:33:38,880 Speaker 1: take positioning as an example, you know we spoke of 550 00:33:38,920 --> 00:33:42,880 Speaker 1: important from Detroit. It's not just a line. It's not 551 00:33:43,040 --> 00:33:47,320 Speaker 1: just a tagline or punchline or it is the positioning 552 00:33:47,880 --> 00:33:53,280 Speaker 1: of Chryser because It defines specifically our market space. You know, 553 00:33:53,400 --> 00:33:57,440 Speaker 1: the quality and refinement of any important but that celebrates 554 00:33:57,440 --> 00:33:59,560 Speaker 1: at the same time the spirit of a city that's 555 00:33:59,600 --> 00:34:03,840 Speaker 1: important from Detroit. Then if I go the Brotherhood of Vessel, 556 00:34:04,440 --> 00:34:07,480 Speaker 1: what brand is that? You know, it's it's Dodge. It's obvious, 557 00:34:07,840 --> 00:34:12,120 Speaker 1: you know, Bill to Serve. It's not Dodge, that's Ramp. 558 00:34:12,160 --> 00:34:15,920 Speaker 1: And that's exactly why we separated the two brands. And 559 00:34:15,960 --> 00:34:21,200 Speaker 1: if I go Freedom and Adventure, Bob Jeep perfect you know, 560 00:34:21,280 --> 00:34:25,399 Speaker 1: mechanics of emotion, that's alpha. So that's what I call positioning. 561 00:34:25,760 --> 00:34:29,799 Speaker 1: It defines your turf. If you take Jeep, I mean 562 00:34:29,800 --> 00:34:32,479 Speaker 1: it's a quick essential because I know you love Jeep. 563 00:34:32,480 --> 00:34:36,760 Speaker 1: You know, I have Jeep wagon ears with the wood 564 00:34:36,800 --> 00:34:39,480 Speaker 1: grain on the doors and I'm still waiting for that 565 00:34:39,560 --> 00:34:41,640 Speaker 1: to come back. And my tail hatch that comes down 566 00:34:41,680 --> 00:34:44,279 Speaker 1: the back tail. Okay, the good news is it will 567 00:34:44,360 --> 00:34:47,400 Speaker 1: come back. We already said, and you won't have to 568 00:34:47,480 --> 00:34:50,319 Speaker 1: to wait for long. This morning about Jeep, by the way, 569 00:34:50,560 --> 00:34:52,879 Speaker 1: thinking of the podcast, you know, so um take all 570 00:34:52,880 --> 00:34:55,520 Speaker 1: the credit. I saw a Jeep and I realized that 571 00:34:55,719 --> 00:34:59,040 Speaker 1: really my recipe for Jeep is what I called the 572 00:34:59,080 --> 00:35:04,160 Speaker 1: triple A adventure, authenticity Americana. Talk about radio a little bit. 573 00:35:04,280 --> 00:35:07,759 Speaker 1: You've been a great user of the influencers, the on 574 00:35:07,880 --> 00:35:10,759 Speaker 1: air personalities. I remember after the Super Bowl you had 575 00:35:10,800 --> 00:35:15,200 Speaker 1: that fantastic long video of the Vikings coming to Minneapolis 576 00:35:15,239 --> 00:35:18,480 Speaker 1: and turning around, and our folks talked about it Monday morning. 577 00:35:18,800 --> 00:35:22,120 Speaker 1: To drive the views on YouTube, you suddenly tied together 578 00:35:22,200 --> 00:35:27,920 Speaker 1: a TV AD, radio and YouTube all on one campaign 579 00:35:28,360 --> 00:35:30,879 Speaker 1: that works seamlessly together. How do you think about those 580 00:35:30,920 --> 00:35:33,520 Speaker 1: pieces like that? So, yeah, there are many elements in 581 00:35:33,560 --> 00:35:36,799 Speaker 1: your question. So first I would like to touch the 582 00:35:36,880 --> 00:35:41,600 Speaker 1: people's story, you know, the endorsers, characters, and also music. 583 00:35:41,719 --> 00:35:46,279 Speaker 1: Music is super important unless you have a question, let us. 584 00:35:46,640 --> 00:35:49,120 Speaker 1: So now, people is super important. What I call people 585 00:35:49,480 --> 00:35:51,880 Speaker 1: is who you will see in the driver's seats. So 586 00:35:51,960 --> 00:35:56,720 Speaker 1: I spoke of my Italian experience. It's all about how 587 00:35:56,920 --> 00:36:00,439 Speaker 1: am I going to look like while driving a car. 588 00:36:00,920 --> 00:36:03,480 Speaker 1: So the selection of who you are going to put 589 00:36:03,520 --> 00:36:07,160 Speaker 1: behind the wheel is super super important because ultimately we 590 00:36:07,239 --> 00:36:09,759 Speaker 1: want you to be in the driver's seat, so you 591 00:36:09,800 --> 00:36:13,200 Speaker 1: need someone relatable but at the same time an aspirational 592 00:36:13,360 --> 00:36:16,279 Speaker 1: version of you. You know, the Ryan Gosling version of 593 00:36:16,480 --> 00:36:20,120 Speaker 1: Bob Pittman. You know, and so this is a little 594 00:36:20,120 --> 00:36:23,160 Speaker 1: bit how we select our endorsers and we had them 595 00:36:23,160 --> 00:36:28,960 Speaker 1: all honestly, Ron Burgundy, we had did the dre Oprah, 596 00:36:29,080 --> 00:36:32,800 Speaker 1: Lenny Kravitz, Charlie Sheen. That was one of super most 597 00:36:32,920 --> 00:36:37,919 Speaker 1: funny operations we ran with Fiat Clinti Suit obviously such 598 00:36:37,960 --> 00:36:40,800 Speaker 1: a blessing, amazing or Bob Dylan. I mean, I'm blessed 599 00:36:40,840 --> 00:36:43,680 Speaker 1: to have worked with people like this. Now, you know 600 00:36:43,760 --> 00:36:48,840 Speaker 1: what's super interesting really deep down as a marketing technique, 601 00:36:48,880 --> 00:36:52,480 Speaker 1: I hate endorsement. It's a short cut to buy recognition. 602 00:36:53,200 --> 00:36:56,239 Speaker 1: You borrow equity rather than to build it. So don't 603 00:36:56,280 --> 00:36:59,560 Speaker 1: get me wrong. My approach on endorsement is not the 604 00:36:59,600 --> 00:37:02,359 Speaker 1: tradish a way. You know, in Europe we know you 605 00:37:02,400 --> 00:37:06,480 Speaker 1: can buy anyone. You know, you have incredible American celebrities 606 00:37:06,719 --> 00:37:10,800 Speaker 1: selling express those in Germany and Italy. In France, everyone 607 00:37:11,000 --> 00:37:13,040 Speaker 1: has a price, almost everyone. I mean, that's one I 608 00:37:13,080 --> 00:37:15,919 Speaker 1: would like to always them to work with, and that's 609 00:37:16,080 --> 00:37:19,400 Speaker 1: Bruce sprincetein it doesn't have a price. Bruce sprinceteen want 610 00:37:19,440 --> 00:37:22,680 Speaker 1: and dos we know that, but it's very often about 611 00:37:22,680 --> 00:37:27,440 Speaker 1: a check book. And the use I like about endoughsters 612 00:37:27,680 --> 00:37:31,640 Speaker 1: is when they are themselves. I spoke of authenticity before. 613 00:37:32,040 --> 00:37:35,520 Speaker 1: This is exactly what I'm looking for now. If we 614 00:37:35,600 --> 00:37:38,680 Speaker 1: talk about music, that's my favorite obviously, and that's where 615 00:37:38,760 --> 00:37:41,600 Speaker 1: I said in the beginning, when it's great, when thanks 616 00:37:42,080 --> 00:37:46,279 Speaker 1: in life come full circle, I've never been dealing as 617 00:37:46,360 --> 00:37:49,759 Speaker 1: much with music as i'm today. You know, so the 618 00:37:49,840 --> 00:37:54,440 Speaker 1: failed music producer is now dealing with all the music powerhouses. 619 00:37:54,440 --> 00:37:56,360 Speaker 1: Of this maybe a secret, so I don't want to 620 00:37:56,440 --> 00:37:58,520 Speaker 1: let it out. But you said, not only do you 621 00:37:58,560 --> 00:38:01,040 Speaker 1: have a persona for every brand, but you have a 622 00:38:01,160 --> 00:38:04,080 Speaker 1: sound You have the music for every brand. Totally have 623 00:38:04,239 --> 00:38:07,560 Speaker 1: a music for every brand. I mean the soundtrack of 624 00:38:07,719 --> 00:38:11,919 Speaker 1: the brand is what I call my playlist. So I think, 625 00:38:11,960 --> 00:38:16,880 Speaker 1: to a marketer, music and radio are the most amazing 626 00:38:16,920 --> 00:38:19,799 Speaker 1: tool you can dream of, first because it helps you 627 00:38:19,920 --> 00:38:24,600 Speaker 1: carving your special place in the culture. Second because it 628 00:38:24,640 --> 00:38:27,480 Speaker 1: gets you the perfect connection with your target. And now 629 00:38:27,520 --> 00:38:31,200 Speaker 1: I'm thinking of radio as much as I'm thinking of music. 630 00:38:31,239 --> 00:38:33,920 Speaker 1: I mean, that's exactly what I'm buying when I have 631 00:38:34,000 --> 00:38:38,640 Speaker 1: a radio media buy, I buy an incredibly personal connection 632 00:38:38,760 --> 00:38:42,000 Speaker 1: to the target. You got a friend, that's what are 633 00:38:42,040 --> 00:38:44,520 Speaker 1: people on the exactly what it is brand talking to 634 00:38:44,640 --> 00:38:47,760 Speaker 1: them and third, and that's maybe more for the music. 635 00:38:47,880 --> 00:38:51,239 Speaker 1: It helps you amplify the brand personality. Clearly, if you 636 00:38:51,680 --> 00:38:56,279 Speaker 1: select the right genre in a very consistent manner, it 637 00:38:56,320 --> 00:38:58,759 Speaker 1: will help you identify a brand in a commercial. That's 638 00:38:58,840 --> 00:39:02,839 Speaker 1: kind of a subconscious connection with the consumer. And by 639 00:39:02,880 --> 00:39:05,359 Speaker 1: the way, indeed I hear the music, I can tell 640 00:39:05,360 --> 00:39:08,000 Speaker 1: you which car you're talking about. You really have done 641 00:39:08,000 --> 00:39:11,120 Speaker 1: an admirable exactly. So. But what is super important, by 642 00:39:11,160 --> 00:39:13,600 Speaker 1: the way, I mean, what we try to do with music. 643 00:39:14,239 --> 00:39:17,839 Speaker 1: So obviously we partnered with many many artists. I think 644 00:39:17,840 --> 00:39:22,000 Speaker 1: the biggest achievements are when you are able to break 645 00:39:22,400 --> 00:39:25,440 Speaker 1: a new song. That's really what I like ex Ambassadors. 646 00:39:25,440 --> 00:39:30,839 Speaker 1: Ex Ambassadors as an example, with Renegade literally a song literally. Yeah, 647 00:39:30,960 --> 00:39:33,080 Speaker 1: music and marketing Day is a kind of a secret sauce. 648 00:39:33,239 --> 00:39:35,640 Speaker 1: And what's funny, by the way, Bob, is that I 649 00:39:35,680 --> 00:39:38,640 Speaker 1: came up with that thing kind of you know, I 650 00:39:38,760 --> 00:39:42,759 Speaker 1: made it up on a fire chat with you in Detroit, 651 00:39:43,000 --> 00:39:47,640 Speaker 1: um somewhere, and then I wrote it down and then 652 00:39:47,680 --> 00:39:49,960 Speaker 1: it became kind of my religion when it comes to music. 653 00:39:50,040 --> 00:39:53,120 Speaker 1: So what is it about. I think, if you really 654 00:39:53,160 --> 00:39:57,200 Speaker 1: want to connect in a very organic manner, A song 655 00:39:57,600 --> 00:39:59,920 Speaker 1: and a campaign you have to look at for l 656 00:40:00,800 --> 00:40:05,160 Speaker 1: the sound, the lyrics, the alignment with the audience, and 657 00:40:05,400 --> 00:40:08,840 Speaker 1: the following of the artists. So I mean sound is 658 00:40:08,880 --> 00:40:12,440 Speaker 1: about authenticity. The sound will make it sound deep or 659 00:40:12,520 --> 00:40:16,279 Speaker 1: Dodge or ram or crass or none of them. So 660 00:40:16,320 --> 00:40:18,960 Speaker 1: that's obviously super important to JEEP. Would be rock in 661 00:40:19,000 --> 00:40:23,520 Speaker 1: the rock, folk, whatever. Again I said authenticity, adventure, Americana. 662 00:40:24,440 --> 00:40:28,680 Speaker 1: It cannot be anything else then American. My ideal sound 663 00:40:28,680 --> 00:40:32,680 Speaker 1: for Jeep is queen meat. Imagine dragons, you know, something 664 00:40:32,760 --> 00:40:35,680 Speaker 1: very nthemic. That's the Jeep sound I'm dreaming of. And 665 00:40:35,760 --> 00:40:40,000 Speaker 1: obviously country music his home of ram, and hard rock 666 00:40:40,120 --> 00:40:42,600 Speaker 1: his home of Dodge and so on. Then, as I 667 00:40:42,640 --> 00:40:46,360 Speaker 1: said before, a good at needs to be meaningful, no nonsense, 668 00:40:46,880 --> 00:40:49,799 Speaker 1: and the lyrics are going to make it meaningful or not. 669 00:40:50,080 --> 00:40:54,160 Speaker 1: You know, I was mentioning one Republics connection or the 670 00:40:54,200 --> 00:40:59,600 Speaker 1: Renegade song that was all meaning. Then it needs to 671 00:40:59,719 --> 00:41:04,040 Speaker 1: be relevant. What made the magic of the Eminem campaign 672 00:41:04,239 --> 00:41:07,560 Speaker 1: is that obviously the lyrics and the alignment of Eminem 673 00:41:07,600 --> 00:41:11,480 Speaker 1: himself made the whole message relevant. And then, as I 674 00:41:11,520 --> 00:41:14,439 Speaker 1: said before, if you want to be relatable, you need 675 00:41:14,560 --> 00:41:17,719 Speaker 1: to think of your audience and who they relate to. 676 00:41:18,080 --> 00:41:21,520 Speaker 1: What I think is great about this coming full circle 677 00:41:21,640 --> 00:41:25,480 Speaker 1: about music is that I can totally relate to the 678 00:41:25,560 --> 00:41:29,200 Speaker 1: challenge that is breaking a new song. As a former producer, 679 00:41:29,440 --> 00:41:32,760 Speaker 1: I know how exhausting it is to promote a new tract. 680 00:41:32,880 --> 00:41:36,680 Speaker 1: Is slow, it's expensive, and it's always a very long shot, 681 00:41:37,120 --> 00:41:40,920 Speaker 1: which is exactly why the smartest labels are looking for 682 00:41:41,120 --> 00:41:44,200 Speaker 1: shortcuts and they come to us. They understand that I 683 00:41:44,280 --> 00:41:48,480 Speaker 1: will never misuse the creative work and do bad marketing 684 00:41:48,520 --> 00:41:50,439 Speaker 1: with it. But on the other hand, it's a win 685 00:41:50,480 --> 00:41:53,920 Speaker 1: win and it feels good because it's always about helping 686 00:41:53,920 --> 00:41:55,880 Speaker 1: a good cause. I mean, and that's back to my 687 00:41:55,960 --> 00:41:59,560 Speaker 1: French roots, about this romantic way to see a business, 688 00:41:59,640 --> 00:42:04,520 Speaker 1: music and culture differently worth helping. So Olivier, we've gone 689 00:42:04,600 --> 00:42:08,480 Speaker 1: full circle. We've gone from you started in music, you 690 00:42:08,560 --> 00:42:10,400 Speaker 1: had to get out of it to get a real job, 691 00:42:11,080 --> 00:42:14,600 Speaker 1: and you've come back to being this genius of marketing 692 00:42:15,080 --> 00:42:18,759 Speaker 1: and you're back to music. So let me end with 693 00:42:18,800 --> 00:42:21,120 Speaker 1: the way we always end every episode. We're gonna do 694 00:42:21,160 --> 00:42:23,479 Speaker 1: two things. It's back to math and magic. Think about 695 00:42:23,480 --> 00:42:26,239 Speaker 1: the analytical, the master of the numbers to run a 696 00:42:26,280 --> 00:42:30,839 Speaker 1: business the master of data. Who's the greatest mathematician you've known? 697 00:42:31,480 --> 00:42:35,160 Speaker 1: I would say you want Sebasin Bach. He made music 698 00:42:35,200 --> 00:42:38,480 Speaker 1: out of myth. Okay, we'll move to magic. Then, who's 699 00:42:38,480 --> 00:42:41,480 Speaker 1: the greatest magician you know? Not including you? Definitely you 700 00:42:41,520 --> 00:42:45,520 Speaker 1: want sea music out of love it? Olivier, Thank you, 701 00:42:45,680 --> 00:42:52,640 Speaker 1: thank you. Here are some things I heard in my 702 00:42:52,719 --> 00:42:56,640 Speaker 1: conversation with Olivier and Olivier's words. A brand, it should 703 00:42:56,640 --> 00:42:58,880 Speaker 1: make a statement. It should come with the purpose and 704 00:42:58,920 --> 00:43:02,560 Speaker 1: a promise to One of Olivier's tricks is to come 705 00:43:02,640 --> 00:43:05,759 Speaker 1: up with a soundtrack for every brand he manages. It's 706 00:43:05,760 --> 00:43:08,480 Speaker 1: a novel way to understand and communicate the spirit of 707 00:43:08,480 --> 00:43:12,080 Speaker 1: the brand. Three, don't run away from who you are. 708 00:43:12,480 --> 00:43:15,279 Speaker 1: Figure out how to make it work for you. Imported 709 00:43:15,320 --> 00:43:21,120 Speaker 1: from Detroit did exactly that. Thanks for listening. I'm Bob Pittman. 710 00:43:23,560 --> 00:43:26,400 Speaker 1: That's it for today's episode. Thanks so much for listening 711 00:43:26,400 --> 00:43:29,000 Speaker 1: to Math and Magic, a production of I Heart Radio. 712 00:43:29,440 --> 00:43:32,239 Speaker 1: This show is hosted by Bob Pittman. Special thanks to 713 00:43:32,320 --> 00:43:35,279 Speaker 1: Sue Schillinger for booking and wrangling our wonderful talent, which 714 00:43:35,320 --> 00:43:39,440 Speaker 1: is no small feat Nikkiatore for pulling research bill plaques 715 00:43:39,520 --> 00:43:42,920 Speaker 1: and Michael Asar for their recording help, our editor Ryan Murdoch, 716 00:43:43,040 --> 00:43:46,640 Speaker 1: and of course Gail Raoul, Eric Angel, Noel Mango and 717 00:43:46,719 --> 00:43:49,760 Speaker 1: everyone who helped bring this show to your ears. Until 718 00:43:49,800 --> 00:43:50,279 Speaker 1: next time,