Guillaume Martin

Guillaume Martin

Paris, France

About me

Uncovering what makes consumers tick for more than 15 years.


Head of Strategy
Pantin, France
January 2014 - Present (10 years 4 months)
Co-manage planning department (team of 20) : recruitment, training, assignment of accounts, reviews.

Lead strategy on Peugeot worldwide (brand and model launches across the network) / Canal+ pay TV / French National Lottery (Loto, Euromillions, Parions Sport - sports betting leader) / NBC Universal (13th Street, SyFy / Sixt car rental / Le Slip Français underwear.

Lead strategic thinking on new biz pitches (major wins : Euromillions, Parions Sport, Eurorepar car service).

Lead creative culture at BETC : designed and deliver internal training programs (The strategies behind the greatest work, How insights can help build better briefs, Creative judgment...) / organize BET(C) ON CANNES, yearly internal betting contest on Canneslions / deliver yearly review on Canneslions / launched “BETC Maxi Best Of” – regular creative update sessions followed by creative director’s interviews / advised ECD Stéphane Xiberras on talks on creativity ("To Hell with Logic"​ at One Show 2016).

JURY MEMBER / Euro Effies 2016, French Effies 2016
TEACHER (Account Planning)
Paris, France
2003 - Present (21 years 4 months)
HEAD OF PLANNING (promoted to Deputy Managing Director in charge of Strategies)
Boulogne Billancourt, France
January 2011 - December 2013 (2 years 11 months)
Managed a planning department of 10 people – and hired the first engagement planners at BBDO.

Led strategic thinking on all agency’s clients (Pepsico, Eurostar, EDF, Total, Aviva, etc.)
Won several new business pitches (Eurostar jointly with AMV BBDO, French national nutrition and health program, EDF corporate program "Pulse"​, Mercedes-Benz commercial vehicles).
Developed a new thinking and briefing process / engagement planning tool.
Founded a research entity (“Curiosity Shop”) offering on-the-ground consumer chronicles.
Contributed to improve BBDO’s creative credentials with popular, award-winning work on Total, Guy Cotten, The Economist, Eurostar, etc. CLM BBDO was the most awarded French agency at Eurobest 2012, and 2nd most awarded French agency at Canneslions 2013.
PARIS, France
October 2007 - December 2010 (3 years 2 months)
Led strategic thinking on clients from various sectors: media (L'Equipe sports newspaper, Lagardère group kid TV channels - Gulli, Tiji, CanalJ) / public policy (INPES National health council, ADEME Environment & energy agency, French navy recruitment) / sports (Nike, French Football Federation) / food (Lipton, Fleury Michon) / mobile phone operator (Bouygues Telecom).

Won several pitches: INPES, L’Équipe, French Navy, ADEME, Fleury Michon, French Football Federation.

Contributed to improve DDB’s creative credentials: INPES anti-smoking Attraction and Chance were awarded at Canneslions, D&AD, Eurobest / Lipton Lalo Schiffrin was awarded at Epica.
Levallois-Perret, France
January 2001 - September 2007 (6 years 8 months)
Led strategic thinking on international clients: Nestlé Waters, Ford, IBM (including reorganisation of brand portfolios).

Won several new business pitches (Vittel, Eco-Emballages, Paris 2012 Olympic bid).
Managing Director
Levallois-Perret, France


1 semester at People's University in Beijing

1999 - Present (25 years 4 months)

Master in Management (Marketing)

1996 - 2000 (4 years)
ESCP Europe is a business school with campuses in Paris, London, Berlin, Madrid, and Turin. Established in 1819, it is the oldest business school in the world. In 2012 and 2013, its Master in Management program was ranked 2nd in the world by the British newspaper, The Financial Times.

Preparatory class for business schools (Prépa HEC, option scientifique)

1994 - 1996 (2 years)

Trade Organizations

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