International communication professions: from global to local

words of experts

For this mini trade fair for communication professions, we are fortunate to have two experts from the advertisers’ side: Charles Richer is Head of Social Media Strategy at RedBull et Azul Diaz is Global Sustainability Project Manager at Lancôme (L’Oréal Group).

First of all, how do you define international communication?

Azul Diaz: It is not easy to have to define such a complex area. 😊 If I had to sum it up, I would say that International communication consists in conveying a brand message to a whole range of audiences, adapting to the specificities of each one. In order to relevantly address an international audience, it is necessary to master local subtleties.

Charles Richer: Indeed, when one engages in international communication, It is about thinking about a strategy on a global level and finally adapting it to the local level. For this, it is important to know the audience and their expectations, which vary by country, region, culture, center of interest, etc.

#1 – Why did you choose Communications? What was your course?

CR : From a young age I was challenged by communication campaigns, TV commercials but also digital videos that were just beginning to emerge. For this reason, first I turned to the internet and the digital world. I started my studies with a DUT, which allowed me to know all the professions of the sector: development, creation, production, marketing, communication… And it’s the COM that naturally struck me as I’ve always had a keen interest in digital marketing. I then moved to ISCOM and then to Panthéon Assas to complete my training in communications.

ADVERTISEMENT : My background is slightly different because I didn’t choose the COM, it’s the COM that chose me. 😊 When I left high school, I did a double degree Design and International RelationsAreas that I mistakenly thought were far from communication when in fact they are an integral part of it.

After an international career, I took a gap year that led me to work in France in contemporary art. I was kind of a communications project manager and I realized that I loved this job that combines creativity and strategic business. I also came to ISCOM after my gap year.

#2 – Why and for whom do you advise international communications?

ADVERTISEMENT : Communication is a universe that has so many different subject areas. I joined L’Oréal as a make-up project manager, while today I work more in the CSR area of ​​communication. So must Be extremely curious and dynamic and not afraid to explore new topics and new horizons. A communicator must be able to be inspired by anything and touch anything.

In particular, international communication requires a great openness to the world. We must put aside all our prejudices and relearn what local realities are around the world.

CR : Absolutely, international communication required a lot of open-mindedness. This discipline enables take height. All themes are thought of in global mode but require local adaptability. And how do you adapt to the different local characteristics? By examining lifestyles, cultural codes, consumption habits, etc. This global reflection is very interesting, it brings with it a lot of humility I think.

I am also convinced that a good communicator has to be be curious about everything and feel like trying something new every day, because communication means knowing how to juggle between several subject areas.

#3 – What motivates you most in your industry?

CR : At Red Bull we sell energy cans. However, I deal very little with this part. I’m more responsible for what’s called “brand love” internally. In other words, I create digital content around the events and experiences that we develop in collaboration with athletes and artists. It is this variety of projects, encounters, target groups and challenges that I find extremely stimulating.

In one day I can go from the world of skateboarding to the world of dancing or biking to eventually end up in a hip hop project. We constantly need to learn, understand and explore new areas.

The same applies to social networks and their use, which is evolving rapidly. Today’s algorithms will not be tomorrow’s. Once again, humility and curiosity are appropriate.

In short, what excites me the most in my line of work islearn and try new things every day.

ADVERTISEMENT : innovation and change. We have the opportunity to practice a profession that is closely linked to today’s world, which is based on the reality of people’s lives and is therefore constantly changing.

It’s up to us to offer consumers new ways of living, new experiences and impactful messages… Communication is a world of creation that makes every day interesting.

#4 – What are your daily tasks and challenges?

ADVERTISEMENT : I support the brand on international CSR issues on a daily basis. How to meet the ambitions of the Lancôme brand, those of the L’Oréal Group and, more generally, the expectations of all consumers to transform the company in a more responsible way?

This means I can work with the Care Marketing team on a product development strategy one day and help spread our commitments internationally the next. Every day is a new adventure.

CR : My daily challenge? That people stop scrolling social media to think about what I want to show them. 😊 Social media requires a lot of strategic thinking before any action. How to communicate? From whom? Which social network? At what moment? Once this basic work is done, we need to produce content Tell great stories that engage our audience.

And when I talk about upstream work, we’re already thinking about our strategies for next year. Anticipation is essential on social media.

#5 – @Azul, how do you adjust to multiple time zones?

ADVERTISEMENT : If you work in an international group with teams spread all over the world, You have to know how to compromise. In order to participate in some meetings with Asia, we are starting a little earlier than usual and vice versa for California.

#6 – Can you tell us about your pride? Do you have projects you would like to share with us?

THERE : Lancôme has just taken over a 12 hectare estate in Grasse, in the south of France, a city famous for its perfumes. The idea is to master the entire value chain of our products, growing our own flowers and extracting the flavors ourselves. But how to communicate internationally about this very local project? How to capitalize on these actions around the world?

To bring this place to life for an audience that will never visit, we offer virtual reality tours. We want to make it known through the metaverse as well. It is fascinating to see that thanks to new technologies, the local can now go global. The potential of customer experience continues to increase tenfold.

#7 – How do you think communication will develop in the coming years?

ADVERTISEMENT : Exactly, Communication will evolve with these new technologies, which will affect the content as well as the form of the messages. New platforms are already changing the way we communicate. TikTok, for example, has democratized content creation. It seems to me that many things will become possible in the next few years, especially with artificial intelligence.

I would add that These changes in communication will also affect consumer expectations. I think the latter needs more security in a world where new technologies could cause communities to become isolated.

CR : Communication has always evolved and will continue to evolve. Social media has changed the way we communicate and AI will change it again. I think in the coming years the real change will be in the message. Every day we are confronted with a variety of messages, there are now inquiries everywhere and in all media. We no longer have time to understand and memorize them.

Therefore, More than ever, meaning becomes essential. The free post will disappear in favor of real background information and relevant stories.

#8 – Finally, do you have any final advice for future communicators?

CR : Be principled curiousLook at everything that is being done, and not just in communication. For example, take an interest in artists and athletes, they have become real communicators, masters of social media and know how to make themselves visible in an original way. So watch constantly and without limit. A good idea never comes out of nowhere, it results from all the inspirations you may have taken with you.

And be open, learn to gain height. To understand your audience’s expectations, you need to put yourself in their shoes and not think like a simple communicator, but how they think.

ADVERTISEMENT : Yes, really, Curiosity is the key. I would add thatyou must dare. A good communication campaign always comes from someone who dares to share their idea, dares to insist and argue. By daring, we make things happen, innovate and stand out from the crowd.

Charles Richer,

Head of Social Media Strategy at RedBull

Case studies on local and international communication

And to further deepen our look at international communications careers, let’s take a look back at some of the We Are COM team’s favorite campaigns! 😎