Antoine Valton

I’m your strategist/planner for that project you need to win or get out the door:

I clarify the problem, map out possible routes, develop a sharp strategic platform, brief your creative team and help them come up with their most effective work, carefully craft the most impactful storytelling and design the strategy slides, rehearse (or coach others) and present to your client (if you want me to).

My beliefs:

> People are actually moved by emotions.

> Effective communication is based on consistency, repetition and simplicity.

> When it’s rigorously grounded in strategy, creativity is the greatest tool in the

pursuit of efficiency (NOT an end in itself).

Clients I am proud to have helped so far: Summa Branding, This is Libre, DDB Spain, MullenLowe Singapore, &Rosás…

I managed a small team of strategists. Besides enriching client projects by applying a consumer/brand lens to the delivery of media plans, our department acted as creative strategists for the Content department in charge of developing "non-traditional media" campaigns. I was also involved in "Pulsing Brands", OMD's proprietary study that monitors the meaningfulness index of +200 brands on a yearly basis.

Part of my time was spent on writing analysis reports and thought leadership articles on technology, consumer trends, or marketing/media for the agency's communications purposes.

Finally, I was in charge of most of the awards application process (selecting cases, defining structure, in some cases writing, etc.) for a number of festivals (EFKcia, PMN, etc.)

Main accounts: Pepsi, Doritos, McDonald’s, AliExpress, Beiersdorf, Navidul

Initially a senior strategist, I ended up leading the Brand Planning effort for the Madrid office. A large proportion of my time was spent on pitching for new business, and I occupied a central role in designing and delivering efficient and entertaining presentations at CMO level.

In this role and I developed a keen interest in storytelling theory, and how

narrative techniques can be leveraged by marketers and organizations

to trigger human emotions and ultimately mobilise consumers or citizens.

Surprisingly very few brands and agencies appear to have expertise in this.

Havas Creative (formerly “Havas Worldwide/EuroRSCG") is the main creative agency of the Havas group, and then was the second largest creative agency in Spain.