Guillaume de Carayon
Executive Director
Integrated Marketing Communications Leader
- My experiences
Independant MarkCom Consultant
Freelance
Skilled Multi-tasker Consultant specialized in Integrated Marketing Communications and Design: Brand strategy, story telling, Advertising, Packaging, Retail...
Clients: ELLA K Parfums, Bleu comme Gris,
Global Business and Brand leaderWPP / Creative Transformation Company2019-2022 (USA, LATAM, Europe)Lead Global WPP Central team and local agencies (DAVID, VMLY&R, AKQA, Wunderman Thompson, Kantar, Geometry, Wavemaker) to deliver global and local strategies and creativity for integrated communications (online and offline, social media content, e-commerce, retail pos).
Reporting to WPP Danone Global Client Leader + Indirect Management of 16 local agencies.
Result: New Activia Brand Comms platform launched in 2021-2022
Clients: ACTIVIA (1,7B€) and Body Management brands.
Global Business LeaderDRAGON ROUGE / Independant Design Agency2017-2018 (APAC)Global Brand Management for JAPAN TOBACCO INTERNATIONAL Mevius brand: B2B2C Brand Strategy, Innovation, Communications, Packaging and Retail Design, Activation. In charge of the P&L, and HR recruitment.Reporting to CEO + Management team of 12 people.
Co-Founder, Chief Sales OfficerPOP-IT.IO / Digital application2016-2018Co-Founder, Chief Business Officer for digital start-up POP-IT.IOThe first visual search engine: App used as a style finder and SAAS model for fashion images performance measure and images contribution maximiser.
Executive DirectorDIADEIS SGS&Co Paris / Integrated packaging and marketing production company2013-2015 (Europe, APAC)Member of the Executive Committee : Manage sales directors of the Packaging and Edition divisions with offshore production in Mauritius. MD of the Design Agency. Steering management, profitability and clients relationships. Responsible for 35% of group turnover. P&L.
Reporting to CEO + Management of 3 sales directors and team of 15 + supervision of the production team in Mauritius.
Results: +25% in Agency turnover. Four 3-year global contracts negotiations and renewals. 3 major Premedia Diadeis clients now design agency' clients.
Creative Awards: 2014 Brand Identity Grand Prix for Orangina + 2015 Gold for Packaging Celebration for Carlsberg.
Design Agency: CARLSBERG KRONENBOURG, SUNTORY ORANGINA SCHWEPPES, UNILEVER, TETRA PAK, DANONE.
Packaging Premedia Production: L’OREAL Luxe and Active Cosmetics, COTY, BPI, DANONE, LACTALIS.
Publishing Premedia, Digital and Print management: EUROPEAN CENTRAL BANK, RENAULT, ESSILOR.
Global Account DirectorPUBLICIS Paris / Global Creative Communication group2010-2013 (EMEA)Supervised central and local communication agencies teams (client servicing, strategic planning, creative, production and finance) for Renault Group in 18 European countries and Orange Africa Middle East in 20 countries.
Responsible for managing financial negotiations between Publicis Group and Renault Nissan Purchasing Organization (ROI, KPI, productivity).
Reporting to General Manager + Management team of 4 people + Indirect of 20 local agencies.
Results: Renault Group 3-year worldwide contract renewals, team restructuring.
Constant improvement of productions resulting in 10% productivity per annum.
Creative Awards for Orange Africa Cup Of Nations "Being there" tvc (The Cresta Awards Silver, Epica Awards Bronze, Grand Prix de la Publicité, Prix Club des Directeurs Artistiques...)
Clients: RENAULT DACIA, ORANGE telecom
Deputy Managing DirectorFUTUREBRAND Paris / InterPublic Group Design group2008-2009 (Europe)Managed client servicing, strategic, design, production and finance teams to develop Brand Identity, Naming, Merchandising, Packaging and Product Design, Shop windows animations and productions. P&L.
Reporting to CEO + Management team of 20.
Result: 2008 Agency of the Year
Clients: NESPRESSO, ACCOR Pullman hotels, BMW MINI, PARKER & WATERMAN
Worldwide Business Director / PartnerTBWA Paris / Omnicom Global Creative Communication network2002-2008 (USA, APAC, LATAM, Europe)Supervised central, regional and local teams (Client servicing, strategic planning and creative depts.) to develop and implement 360° communication platforms (Advertising, digital, promotions, activation, packaging and retail design) in 4 regions and 34 countries.
Reporting to Managing Director + Management team of 6 managers + 3 hubs.
Results: New business and organic growth, including BTL, Design and Digital.
Clients: PERNOD RICARD: Chivas Regal 12yo 18yo 21 yo, Martell VS VSOP Cordon Bleu, GH Mumm + CARTIER, ST DUPONT, PIONEER, Nissan INFINITI, CANDEREL.
Regional DirectorHAVAS HONG-KONG and TOKYO / Global Creative Communication group1998-2002 (APAC)Managed and coordinated the communications of PEUGEOT affiliates and importers in Asia Pacific (11 countries) and Iran.Reporting to Global Account Leader in Paris + Indirect management of 9 local agencies.
Account ManagerMcCANN ERICKSON Paris / IPG Global Creative Communication network1997-1998 (Europe)Developed European advertising and promotional campaignsClients: RECKITT, GOODYEAR, DUREX.
Second Lieutenant / Chief of StaffUNITED NATIONS PROTECTIONS FORCES Sarajevo, Bosnia-Herzegovina1994-1996Chief of Staff to the General commanding the French Forces in ex-Yugoslavia.
Liaison Officer with the British and American forces.
Platoon leader and English teacher at the Intelligence and Languages Military School in Strasbourg.
Military service at Coëtquidan Military Officers' Academy (Promotion EOR 1994 Colonel Brunschwig).
Globe trotterSince 1986I know this is not Carbon neutral certified but, traveling and working with people around the world made me who I am today and, it also allowed me to have the chance to experience Stendhal syndrome (the subject develops an unbounded admiration for the work of art, and an impression of 'sublime' eventually overwhelms him emotionally).
- my recommendations
Iggy DIEZWPP Global Client Leader for Danone (now Chief Brand Officer at OATLY)
It is with great pleasure that I write to you in recommendation of Guillaume de Carayon. He has worked on our team for the past 3 years, and during that time I have come to consider him an exceptional professional and human being.
As global account lead for our client’s largest brand, over 2 billion US dollars in annual sales, Guillaume excelled in managing a complex network of stakeholders while ensuring perfect production and delivery of communication plans to markets. His work helped the brand turn around 4 years of decline into steady growth.
Guillaume has also been a model of professionalism to those on his team: highly engaged, resilient and standing for his beliefs when the odds are against.
Edouard PacreauRenault Group Worldwide Business Director at PUBLICIS (now Co-founder at Altmann+Pacreau agency)"Guillaume est un vrai publicitaire passionné, travailleur, courageux, de confiance et non dénué de talent, ce qui ne gâche rien !"
Fabrice PELTIERDiadeis Design Agency CCO (now Eco Designer consultant and activist)
"Guillaume est un manager à l'écoute qui sait motiver et comprendre ses équipes quels que soient leurs métiers. Il mène à bien des réflexions stratégiques sur les positionnements de marques, le design packaging, l'identité visuelle, avec une véritable connaissance des problématiques de marques Luxe, retail et FMCG.
S'il a un sens de l'organisation éprouvé, il a aussi une âme de créatif, avec un souci d'exigence et de qualité. Il comprend et challenge les créatifs pour obtenir le meilleur d'eux mêmes, toujours dans le respect des marques.
Voilà, Guillaume est plein de ressources professionnelles et surtout humaines, ce sont les raisons pour lesquelles je le recommande. Ce fût un plaisir de partager une tranche de ma vie créative à ses côtés..."
Andreas Cordt
Managing Director at PUBLICIS Frankfurt (now CEO at Innocean Germany)"Me and my team worked with Guillaume in turbulent times on a major international business. We could always rely on his well informed advice and judgement on strategic and creative client expectations. He demonstrated guts and finesse in order to convince our client for our proposals. Notably, he never loose his humor"
Johan FouriePresident at TBWA\G1 (now founder at Cubic Strategy)"Guillaume is a smart, resourceful manager, he balances administrative and organisational excellence and dedication with strong creative and conceptual flair"
Sophie GuyonCreative Director at TBWA Paris"It is a pleasure to work with Guillaume because he is very good at understanding and explaining market evolutions to get the best out of the creative people. He is very intuitive and understand creative ideas instantly. He has some kind of creative flair when working on luxury brands"
Scott CristGlobal Director at NEWELL RUBBERMAID (now brand leader at Mesh & Bone)"Guillaume and I worked together on global project for a brand re-positioning and Guillaume and his team did an excellent job on helping define our brand's new image and style guidelines. I highly recommend Guillaume for his professionalism and his attention to details...and for achieving lasting results."
Frederic WolffDeputy Managing Director at EURO RSCG Worldwide (now VP Marketing at SIG)"Guillaume' s sense of diplomacy and tenacity helped create and manage the Euro RSCG Asia Pacific network for Peugeot Worldwide. His passion for great advertising ideas enabled the best creative talents to create some of the most memorable work in the region. And he knows Tokyo's best bars and most amazing / original places"
Xavier CrespinInternational Communications Director at PEUGEOT (now MD at L'Aventure Peugeot Citroen)"Guillaume was my Asian Pacific correspondant based in Tokyo for Euro RSCG. He showed unique talent of adaptation in the most exotic region of the world. He delivered a very good job with excellent relationship level."
Kimihito Okubo
CEO at EURO RSCG Tokyo (now One Young World Japan Committee Chair)"I have worked with Guillaume de Carayon at the time he was the regional coordinator of Peugeot account, based in the EURO RSCG Tokyo office that I was in charge of. I have found him as the great talent, professionally managing mountains of multiple tasks and projects across the region, as being the business driver as well as the catalyst between central team and local offices. He is a person with strong work ethics, and helped the network to really gain the trust from the clients at each market. I believe Guillaume to be a great partner to work with."
Hugo Takacs
Account Director at TBWA (now Executive Director at Mazarine NY)
"Guillaume was my first boss in advertising and I am grateful that he believed in me and that he gave me an opportunity to work in this business in which I have made my career. I have always seen Guillaume as a mentor as someone that can be trusted as a natural and humble leader. I learned much from his professionalism and his approach to client management. I have also been fortunate to cross Guillaume as I moved agencies and found myself often working by his side. From what I have seen and experiences, Guillaume is a flexible team player who thrives in environments requiring ability to effectively prioritize and juggle multiple projects. He has a natural ability to inspire teams to participate, and mitigate conflict with co-workers. His other strengths lie in his cultural sensitivity and an ability to build rapport with a diverse workforce in multicultural settings."
General Arnold SCHWERDORFFERGeneral commanding the French Army at the United Nations Protection Forces (retired)"Détaché en ex-Yougoslavie, dans le cadre de la Force de Protection des Nations Unies depuis le 20 juillet 1995, comme aide de camp du Général commandant le contingent francais, a fait preuve de grandes qualités militaires et professionnelles.
D'une excellente éducation, animé par un ideal élevé et la volonté de remplir au mieux sa mission, a apporté avec un très bon esprit et une disponibilité de tous les instants une aide précieuse au Général.
Capable de prendre des initiatives, évoluant avec aisance en milieu international et sachant entretenir d'étroites et confiantes relations avec les unités françaises du théâtre, a conduit sa mission avec une remarquable efficacité, en s'adaptant aux évolutions rapides de situation.
En de nombreuses occasions, a montré un grand courage physique et un réel sang-froid face au danger.
Pour son comportement et son dévouement total à la mission, mérite d'être félicité."Military Medals: Médaille de la Défense Nationale, Médaille ONU FORPRONU ex-Yougoslavie, Médaille OTAN ex-Yougoslavie - my education
Post-graduate degree in Strategy and ManagementHEC and ESSEC Business Schools + University of Paris X, France
(Diplôme d'Etudes Appliquées DEA French diploma)
MBA minor in International MarketingUniversity of Texas at Austin, USA(scholarship)
Bachelor in Economics
University of Paris X, France(Maîtrise French diploma)
Google Digital Marketing CertificationGoogle Ateliers Numériques - my CREATIVE portfolioSome creative works my teams and I have managed, created and delivered
ELLA K Parfums
2023
Musc K Communications
Worked hand in hand with Sonia Constant, Ella K Perfumer and Creator, on the launch of her new fragrance Musc K: communication concept, naming, art direction...
Client: Sonia Constant
Danone ACTIVIA
2022 - 360° Communications
Agency: David Miami
The New 2022 Activia communication highlighting that eating slowly is actually good for your digestion and your belly but also to savour the great taste of Activia. Long live Slow Eaters !
Clients: Guilherme Ferreira and Prinz Pinakatt, VP Marketing Essential Dairy & PlantChief Creative Officer: Rafael DonatoGlobal Strategy Director: Melanie Huggins
Danone ACTIVIA
2021 - 360° Communications
Agency: Wunderman Thompson Paris
We developed the follow-up of VMLY&R Madrid "When your belly is on your side, the rest follows" global communications to show how people feel full of vitality with Activia.
Clients: Guilherme Ferreira and Prinz Pinakatt, VP Marketing Essential Dairy & PlantCreative Director: Adrien MancelGlobal Strategy Director: Melanie Huggins
Danone ACTIVIA
2020 - 360° Communications
Agency: Wunderman Thompson Barcelona
With covid, we all felt overwhelmed about adapting to new routines and realized how important our heath is so, we created a campaign (tv, promo, collabs, digital content...) about the ways to power-up and get your gut ready with Activia.Clients: Guilherme Ferreira and Prinz PinakattCreative Directors: Pipo Virgos and Paco Badia
Global Strategy Director: Melanie Huggins
Danone ACTIVIA
2019 - Advertising
Agency: VMLY&R Barcelona
Launch of the new Activia Smoothie&Go advertising campaign.
Clients: Anca Stroe, Activia Global Brand DirectorCreative Director: Manu DiezGlobal Strategy Director: Melanie Huggins
JTI MEVIUS
2019 - CNY Packaging and Retail
Agency: Dragon Rouge
We developed Chinese New Year 2019 Ltd Edition communications: B2B2C design and communications strategy (advertising, packaging, retail, activation...)Clients: David Hall, Global Brand Director and Winnie Shiao, Fabrice GuerraCreative Director: Kheireddine Sidhoum
JTI MEVIUS
2018 - CNY Packaging and Retail
Agency: Dragon Rouge
We developed Chinese New Year 2018 Limited Edition campaign for AsiaPacific: Communication strategy, advertising, packaging, activation B2B2C, VR film, retail, merchandisingClients: David Hall, Global Brand Director and Winnie Shiao, Global Brand managerCreative Director: Kheireddine Sidhoum
CARLSBERG
2015 - Limited Edition Packaging
Agency: Diadeis
After the success of its previous edition, Carlsberg has created its new limited edition bottle that glows under UV light. The design balances the brand heritage and modernity. On one side, the bottle tells a story about Carlsberg origins. On the other, there is a modern and stylized hop leaf which is part of its original logo.Client: Juliette Martin, Carlsberg Senior Brand Manager and Audrey Theveniaud, Carlsberg Skoll Guiness Brand DirectorCreative Director: Fabrice Peltier
ORANGINA
2012-2014 - Brand identity & Structural Design
Agency: Diadeis
Client: Florence Burtin, Brand directorCreative Award: 2014 Brand Identity Grand PrixCreative Director: Fabrice Peltier
CARLSBERG
2014 - Limited Edition Packaging
Agency: Diadeis
Carlsberg continues its positioning both bold, chic and quirky by launching its new night bottle in association with French singer Sebastien Tellier. This limited edition aluminum bottle offers a design with dual facets : the first features an hop leaves, emblem of Carlsberg, the other reveals the creative universe of the brand and Sebastien Tellier' new album identity. With a reflective process, the night bottle lights up in the dark, revealing a new face when exposed to black light.Client: Juliette Martin, Carlsberg Senior Brand ManagerCreative Award: Gold for Packaging Celebration category and Brand Identity Grand PrixCreative Director: Fabrice Peltier at Diadeis and Valentine Reinhardt at Universal Music
ORANGE
2013 Africa Cup of Nations Communications
Agency: Marcel Publicis
Orange is the official sponsor of the African Cup of Nations. As long-term partner the brand is committed to supporting the games but more importantly, supporting the supporters. The film is directed by award-winning director, Drake Doremus, and the music is a reinterpretation of legendary fan anthem 'You'll Never Walk Alone' performed by Nigerian singer, Kuku.Clients: Florence Njamfa, Karine RichardCreative Awards: Grand Prix Stratégies de la Publicité, The Cresta Awards Silver, Epica Awards Bronze, British Arrows Bronze, 2013 Prix Club des Directeurs ArtistiquesCreative Director: Anne de Maupeou, Steve O'Leary, Youri Guerassimov, Gaetan du Peloux
NESPRESSO
2009 - Packaging
Agency: Futurebrand
Development for a luxury line of chocolates that aligned with Nepresso's brand positioning. Box varieties offered a collection of chocolates created exclusively by Belgian famous chef chocolatier Pierre Marcolini.Creative Director: Pierre Abel
NESPRESSO
2009 - Retail
Agency: Futurebrand
Creations and productions of specific furniture displays for the Nespresso chocolates created and produced by Pierre Marcolini.Client: Guillaume le Cunff, International Marketing DirectorCreative Director: Pierre Abel
NESPRESSO
2008-2009 - Retail Communications
Agency: Futurebrand
Creations and productions of all stores windows including Champs Elysees flagship (6-8 times a year).Client: Eva Pederzini, International Retail Marketing ManagerCreative Director: Pierre Abel
PARKER WATERMAN
2008 - Brand identity
Agency: Futurebrand
McCann Paris in association with FutureBrand, Universal McCann et Weber Shandwick (McCann World Group), responsaible for the relaunch in Europe of Parker and Waterman pens with a new brand strategy, positioning and identity.Client: Scott Crist, Global Brand Director at Newell RubbermaidCreative Director: Pierre Abel
PIONEER Kuro
2008 - Advertising
Agency: TBWA\Chiat Day
TBWA\Chiat\Day continues its anatomically disturbing campaign for Pioneer's Kuro TVs with various human/nonhuman hybrids.
The creatures are meant to signify just how visually surprising and refreshing the Kuro experience can be. There's an intricately constructed TV spot which also tries to capture the sensory experience of watching a Kuro television.
Clients: Pioneer Japan, USA and EuropeCCO: Jerry Gentile
CARTIER Love
2007 - Advertising & Edition & Digital
Agency: TBWA\
"How far would you go for love?" Cartier poses the question to the world via Cartier Love Day on June 19th 2008. Love cannot be seen though, it must be experienced. With this in mind, Cartier has prepared a wonderful message of love with the help of music, art, film and the dazzling hues of the latest Love Collection.
Client: Corinne Delattre, International Communication Director
Creative Director: Sophie Guyon
ST DUPONT
2006 - Advertising
Agency: TBWA\
Client: Corinne Delattre, Communication DirectorCreative Director: Sophie Guyon
G.H. MUMM
2007 - Advertising
Agency: TBWA\
Developed this worldwide campaign presenting Mumm’s "cordon rouge" red ribbon as a symbol for the flagship brand.
Client: Eric Benoist, Marketing Director at Martell Mumm Perrier-Joüet
Creative Director: Sebastien Vacherot
CHIVAS 18
2008 - 360° Communications
Agency: TBWA\
Ad and Packaging design for Chivas 18 Limited Edition created by Famous French designer Andrée Putman.Client: Sophie Gallois, Global Brand Director Luxury Whiskies at Chivas BrothersCreative Director: Sophie GuyonLtd Edition Pack design by Studio Putman
CHIVAS 12
2004-08 - 360° Communications
Agency: TBWA\
Chivas has changed campaigns frequently in the last 30 years. ''I think we did walk away from some of our core brand values,'' said Chris Willis, VP for marketing at Pernod Ricard U.S.A., and realize that it would be better to ''take a line of much less resistance, because we have more chance growing the brand by taking share from other whiskeys than stealing share from white spirits.'' The Chivas Life campaign offers paeans to the trappings of la vida Chivas that re-emphasize the brand name to play up its associations with the luxe life.
Client: Martin Riley, Marketing Director at Chivas BrothersCCO: Marie-Catherine Dupuy my contacts
My touch points & points of interest
guillaume_de_carayon@hotmail.com 
+33 6 32 31 96 24
Paris, France
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