A dash of insight,
A spark of je-ne-sais-quoi,
Success now in sight.

“A haiku is a specific type of Japanese poem which has 17 syllables divided into three lines of 5, 7, and 5 syllables. The word haiku (pronounced hahy-koo) is derived from the Japanese word hokku meaning “starting verse.”
- Wikipedia.

“A Japanese form of poetry used by lazy people.”
- Urban Dictionary.

No matter the definition, I love haikus for their ability to express complexity with simplicity.

They rely on the reader’s imagination to bring the poem to life.

I can’t, for the sake of the world’s true poets, proclaim my job to be of any form of poetry. But I do see many similarities between haikus and what my team and I do.

We strive to distil complex solutions and insights into simple, intuitive and meaningful experiences for people on X (formerly known as Twitter), on behalf of brands. 

We all love simplicity. But ironically, it’s tricky to be simple.

Blaise Pascal, mathematician and philosopher from my home country, France, couldn’t put it better: “if I had more time, I would have written you a shorter letter”.

Monsieur Pascal couldn’t be more right. People no longer have the time nor do they have the willingness to be receptive to branded messages: if 77% of Brands disappeared, no one would care.

So, let’s keep it simple, concise, and transparent, with the intent to make people care again. Let’s create ideas that are worth talking about.

And this is where working at X, home of the online public conversation, makes this mission as exciting as it is challenging. 

I’ve led on campaigns that not only had a substantial business impact and won industry awards, but also genuinely sparked conversations, within their audience and beyond.

My international experience helps me understand diverse cultures and support creative teams. I’m also an alumnus of the Cannes Lions School and a judge at Transform magazine, sharing insights on industry trends.

Oh, I also support a football team called En Avant de Guingamp. Not that you should care but if you’re still reading this, here’s a fun fact: their stadium “The Roudourou” (18,000 seats) is bigger than the town’s population (7,000 souls). That’s passion for you.