Marseille edit
As an expert in global communication, Eric Bonnet seizes perfectly the importance of the digital for companies. Portrait.
Having obtained a BTS in Advertising and Public Relation in Paris in 1979, Eric Bonnet started in the Public Consultancy advertising company and then has been appointed as an advertising manager in Renault group until 1983. It is thus in one of the biggest global market communication companies, Havas (formerly Euro RSCG), where he has pursued his professional career in Nice and Marseille sectors until 1992.
In 1993, Eric Bonnet established his own consultancy company, Dircom ', located in Luynes, where he works today. For about twenty years, he has taught the external communication to students of Journalism and Communication Magistery Organizations in Aix-en-Provence.
6 questions to Eric Bonnet.
1 - How would you define the communication?
I would like to say that it allows to give some value to a mark. It is what we are going to imagine so that a mark improves its image, increases its fame. It is necessary to create the mark value.
2 - What do you prefer in the communication?
What I appreciate in the communication is the fact of learning by going off to explore new markets, and always showing creativity and originality. I also like seeing the announcer’s smile who enthused in the revelation of the strategy and the unexpected idea. The possibility of changing job every 15 years also pleases me. I understand that the digital’s appearance with the transparency in front of announcers opened new perspectives and changed our way of working.
3 - What do you think of the communication on Web?
Unlike the traditional media, Web has the capacity to carry out several missions. It is the full media which allows to target in an ultra precise way and brings the proofs of real time efficiency. It is a communication medium mastered by the marks to develop the image and business.
It is also a mastered tool of the consumer who has the power to make and undo the mark reputation through the social networks, in particular. Web is a tool which did not cease growing and especially reinventing the communication.
4 – Has it just become a main advantage?
Everything depends on the importance in the relation for which the mark tries to maintain its public. For a product aiming at the fame, the traditional media remain dominating. Despite pure players, the companies which have begun on the Internet, further come back to a great media communication to continue developing.
5 – Do you have some advice for us to develop a good communication strategy?
First of all, it is necessary to know how to listen and understand well the announcer’s expectations. Moreover, be curious, show humility, know how to question and be audacious. In fact, taking risks allows to distance from competitors.
6 - Why do you teach the communication to the students of JCO Magistery? What does it bring you?
As a professional, teaching is to know how to speak clearly about what we made and tempt to do it. Thanks to my courses, I am obliged to make the permanent day before the communication evolution, which allows me to be ahead in my job.
I like to contact this generation who, for me, is fascinating. It is necessary to know that with the evolution of communication and technologies, I change my course regularly. I can thus be ahead of my competitors.
Interview by Romane Teillet and Aude Rémi