Chat with Alexandre Mars CEO Phonevalley Head of Mobile Publicis Groupe

After nearly a year of trying I managed to get a great interview with Alexandre Mars from Phonevalley (bought by Publicis last year).  It has taken so long to meet as Alexandre and I we were trying for a face to face meeting – but every time I was in Paris he was around the world and every time he was in London – I was in Germany.

So, today we spent 40 minutes on the phone together and had a great chat. I haven’t written about Phonevalley since it got sold and I wanted to understand the marriage with Publicis Groupeand how successful the company was up to now.
So the interview split three ways and we started with Phonevalley
Phonevalley was a pan-European advertising agency that Alexandre began in 2001. Proceeding for sale to Publicis took place at the start of 2007 and concluded by the end of the year.
Bena: Why was Phonevalley sold?
Alexandre: There are many great local media advertising agencies, but Phonevalley was one of the first pan-European agencies. Many parties were interested in acquiring us in 2007 as mobile became more prominent but we chose Publicis because of the brand, global presence and ability to grow.
Bena: How successful was the first year with Publicis as the Head of Mobile?

Alexandre: Fantastic. We have a Glocal strategy with approximately ten countries globally. We work by ensuring that our brands and partners get the best business advice and strategy from the onset.

Bena: So business and brands are embracing mobile?

Alexandre: Well its getting better. By having a local presence in each market we can act quickly and focus on the mobile opportunity. So when or if there is a potential mobile campaign we can advise and nurture it instantly.

Bena: Do you mean simple banner campaigns?

Alexandre: Bena in some cases we can do a banner only campaign. But our success and growth and inspiration has been overwhelming. Did you hear about our Puma campaign?

Bena: I think so, do you want to give me a recap?
Alexandre: Puma is a great example of vision and creativity in the mobile advertising space. The campaign merged technology, brand identity, voice, data, barcodes into one?

Bena: Tell me more!

Alexandre: Well basically, Puma asked us to manage a campaign for the Euro 2008 in France, United Kingdom, Germany, Italy, Spain, the Netherlands, Portugal, Sweden, Poland, Czech Republic, Greece, Austria and Switzerland. Consumers had the ability to save ten phone numbers into a favourites section. This means that all these ten people had something in common –they either loved or hated a particular football team. When that team scored all ten phone numbers would ring after the goal and were open for two minutes for all of the ten friends to talk, scream, shout, sing or laugh about the goal.

Bena: Love it!

Alexandre: Yes. It shows the creative direction in which mobile is going. Banners and search is one aspect but triggers for mobile advertising are everywhere.

Bena: So just to do a quick recap. Phonevalley is now very much part of Publicis. You are the Head of Mobile and you have teams in several global centres. You are growing rapidly and richer mobile campaigns are in the pipeline. Banners and search remain vital but more creativity is often also required.

Phonevalley/ Publicis works with brands and agencies for media planning and buying but you are very aware of the creative and can either manage it or help other advertising companies to make them mobile. But saying that education about mobile also remains vital at the moment for continued success?

Alexandre: Yes. There is a shift towards mobile. The iPhone has started something and huge brands are now more welcome to opening the doors to mobile and new brand strategies. It is an exciting business and we are really happy to be part of.
 
Bena Comments: This was one of the most upbeat interviews I have had in a while. Then I read Alexandre’s bio. Yikes. He is only 33 – two years younger than me. Well – there had to be a negative in there somewhere!

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3. Phonevalley to become mobile marketing arm of Publicis
4. Phonevalley launches mobile marketing office in Russia
5. Publicis Groupe buys Performics