- Cultural collisions and different points of views
- Workshop 1 (am): The creative edge of multicultural teams working on a single project
- Workshop 1 (am): Creative answers to expatriate needs
- Workshop 2 (am): The art of dancing to transcribe Indian interculturality
- Workshop 3 (am): Existential migration and the end of belonging
- Workshop 1 (pm): Game-playing : the creative approach to raising intercultural awareness
- Workshop 2 (pm): Creativity in Asia: challenges and learning points
- Workshop 3 (pm): Global Mindset: the key to success in intercultural interactions
Opening conference : Cultural collisions and different points of views by Claude Chaffiotte, CEO of RMG Connect
(4 décembre 9h30 am – 10h30 am)
Biography:
Director General of RMG Connect since 2002, Claude Chaffiotte developed his advertising agency from a Customer Relationship Management (CRM) "pure player" to a 360° agency managing entire communication accounts such as that of HSBC in France or Télé2Mobile. Head of the Agency 141 France for 3 years from 1999 to 2002, Claude had before worked for EuroRSCG, one of the founders of the The Sales Machine where he was more particularly in charge of the development of the joint venture with Accenture.
Abstract:
This opening conference will focus on the history of the HSBC campaign on Cultural Collisions and Different Points of View. HSBC used an innovative intercultural approach in its advertising campaign (http://thefinancialbrand.com/2009/07/06/hsbc-brand/) to potential customers throughout the world. This campaign is based on how the same images can be interpreted differently according to different points of views and cultures. The use of powerful images and words bring a new dimension to the multi-layered way we all have of seeing the same world. Claude Chaffiotte will tell us how the ideas were found, developed and perceived depending on the different countries the campaign is used in.
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