Joël Céré

World-leading brand specialists. Consulting. Design. Experience. Making brands more valuable and less vulnerable.

Block Meister is an intelligent art platform that helps collectors discover, buy and appreciate digital art registered on the blockchain.

Tapping into the unparalleled expertise and data from the Kantar network to help our clients drive brand growth. Projects included portfolio optimisation, category growth strategy, brand audit, Needscope studies, consumer and culture immersion and ESG initiatives for some of the World's largest and most iconic brands: Coca-Cola, Hershey's, L'Oréal Paris, DBS, Nespresso, Association of Banks of Singapore, Arla, etc...

• Global user research, proposition and communication strategy for WFLWR (Red Bull). • Differentiated product proposition and story for Electra (European EV charging point operator). • Value proposition, product and GTM strategy for a new Metaverse venture for Mai Labs in India. • Innovation pipeline ideation and process consultancy for Mondelez APMEA across 4 categories. • Culture change & transformation bootcamp for City Energy, a public-listed energy company • Go-To Market strategy and wargame for Sanofi. • Brand repositioning for Fairprice' own beverage brands • Proposition refresh for Asia for Sreda Tech, a SaaS supply-chain integrator. • Differentiated GTM strategy masterclasses and mentorship for B2B & Deeptech for StartupX. • Business strategy mentorship for Petronas' incubator's projects through StartupX. • TechLaunch judge for B2B & Deeptech startups for E-Hive, NUS. • Programs and growth strategy review committee for Kedge Design School.

Flying Fish Lab helped businesses grow through innovation. Our Controlled Disruption™ methodology delivered breakthrough solutions by combining three ways to reframe a challenge and unlock new possibilities: Outside-in, Cross-Functional Co-Creation and Silo work. Controlled Disruption™ allowed you to challenge the status quo and create a new reality in which your brand is the leader, market leader, thought-leader or both. We were experts at applying it to product innovation and brand positioning, ensuring you create disruptive opportunities with an implementation roadmap, cross-functional alignment and a lasting change of organisational mindset. Clients included: - Innovation: Mondelez, Kraft-Heinz, Coca-Cola, Unilever, Nestlé, Kellogg's, Abbott, Fonterra, Sennheiser, Barilla, etc... - Communication: Pernod-Ricard, General Mills, Abbott, AXA. - Brand Positioning: Kerry, Classic Fine Foods, Harry's, CDO. - Category Strategy: Knorr (soups). I stepped down as a Director effective 1st of April to pursue other opportunities.

On Marketing: With 2 direct reports, I led thought-leadership and content development including newsletters, case studies and white papers, the sponsorship of an award at the Cannes Lions, managing a PR agency in the UK as well as print and online ad campaigns across trade publications with a creative agency in South Africa. In addition, I created a grassroot Facebook campaign: "Roar our loud" to champion consumer creativity as a new category entry for Cannes Lions. I represented the company at several industry events, where I secured speaking slots including Cannes Lions, Spikes Asia, Content360 and more. On Insights & Innovation: I led a global team of in-house/external strategic planners, award-winning creative directors, category experts and semioticians as well as the company's marketing and PR efforts. I oversaw all projects. Occasionally I was more involved in some. These included: - Category/Product Innovation: J&J Femcare category global innovation, Global oral care product innovation Unilever, Unilever deodorant category innovation, Mondelez gum category product innovation, Temasek Holdings product innovation. - Campaign Ideation: Pantene, Kimberly Clark, Ponds, Breeze, Energizer-Schick, Dutch Lady, Nescafe, Maggi ,Pringles, Estee Lauder, Visa Paywave, Hyundai, Intel. - Content & Brand stories: Coca-Cola, SK-II, Panasonic, 3M Post-it, KLM, Japan Tourism Agency - Brand Positioning/Expression: Coca-Cola China, Lux, Kirin, Diageo Ciroc, Actimel. I have been part of the global leadership team to stir the course of the company since 2012.

• Lead brand strategist for a major brand re-positioning program for NTUC Foodfare (stakeholders mapping and CEO/Board interviews, consumer research, competitors review, workshop facilitation, brand audit and positioning, stakeholders alignment, brand KPIs and balanced scorecard…) and for an innovation project for Dell Global Design Experience group (Insights through social media, co-creation platform for idea generation).

• Due diligence on potential acquisitions and ongoing counsel on marketing and commercial strategy. • Pre-Start-up stage for Cacao Resort, a Barefoot funded venture: Business modelling for the Cacao Pearl, the World’s first non-profit luxury eco-resort on a private island in the Philippines. Set-up a global channel-led distribution network including signing-up leading luxury real-estate agency Sotheby’s in the USA, commercial strategy, positioning, brand DNA, guests experience planning and ongoing counsel on marketing/PR to reach international investors (HNWI). Featured in National Geographic Traveler, NY Times, A Place in the Sun, Frommer’s Guide, SF Chronicle… • Winner of a CNBC Asia-Pacific award for best residential development 2009 (off-plan).

Retained consultant for strategic planning/concept development for local and regional campaigns. Projects include Canon BIS B2B business enlightenment forum, short animated productions for Canon’s business solutions, campaign strategy for business/financial publication The Edge, corporate online advertising campaign for Hitachi…

New business, change and interim management. Missions included: - Successfully re-engineered and led a global media team servicing Philips to improve delivery, innovation and client satisfaction. - Led the pan-European online media team servicing General Motors in the midst of profound restructuring. - EMEA digital media strategy for the launch of the Neutrogena Wave, Clean & Clear web TV ‘s Youtube program and Disney’s Camp Rock movie. - White paper to guide digital media investment and budgets allocation across J&J’s brand portfolio and regional markets.

Electives concentration: Corporate strategy, international strategy, branding, marketing and entrepreneurship.