To showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Martin de Dreuille, vice-president of global marketing for Grey Goose.
What was your first-ever job?
I was a Hennessy brand ambassador for the US, based in NY. This is how I fell in love with the US and the spirits industry.
Which industry buzzword annoys you most?
I think nowadays hearing that our content is going to go viral is particularly irritating. It’s trying to get marketers to believe that they will reach millions of people, while it’s really a way to not commit to any KPIs because let’s face it, we have no clue about what’s going to go viral or not!
Who do you find most interesting to follow on social media?
You mean after Grey Goose of course? Gucci has done a fantastic job at rejuvenating the brand on their social media channels. They developed their own aesthetics, where you’re not sure if the pictures are generated by users or created by professionals. They show a high level of diversity of people, clothing and moments, making the brand more relatable and appropriate for any occasions or moments of the day. I have identified similar jobs to do on Grey Goose through the Live Victoriously platform, and Gucci is a source of inspiration.
Highlight of your career (so far?)
Joining Bacardi to lead Grey Goose in North America, then being promoted to global vice-president of the brand is certainly the highlight of my career so far. There is a handful of brands that are as desirable as Grey Goose in the world of spirits. Leading Grey Goose and having an opportunity to turn around its performance with the launch of a new platform Live Victoriously - which encourages consumers to treat themselves more often, no matter how big or small the occasion may be - surrounded by talented primos, is exhilarating.
What piece of tech can you not live without?
My Kindle. Reading is very important to me as a form of relaxation as well as for opening my horizons. I travel quite frequently and can’t always have a heavy book with me, but I can certainly carry a Kindle.
Who or what did you have posters of on your bedroom wall as a teenager?
It’s a tough question to answer while staying completely honest. I’m afraid I must admit I had a poster of an English pop singer named Samantha Fox (now I realize being bilingual in English that this is embarrassing). Easier to admit is a poster of a legendary horse named Jappeloup who won a gold medal in jumping in the 1988 Olympic games.
In advertising, what needs to change soon?
The biggest thing that needs to change is treating digital as its own marketing pillar. Digital is neither one dimensional nor a marketing program. Digital is present in every aspect of every marketing program. There is no such thing as traditional or digital media strategies anymore. There is now only one media strategy.
What is (in your opinion) the greatest film/album/book of your life?
I’ll pick the greatest film, which in my opinion is The Shining. I love it because it creates a very strong emotional reaction (and candidly, I have goosebumps writing about it now). Creating emotional connections is what I love about marketing, and what Live Victoriously aims to deliver to people.
Which industry event can you not afford to miss each year and why?
My favorite industry event is Tales of the Cocktail, the world’s premier trade conference that takes place annually in New Orleans and brings cocktail and spirits industry professionals together to highlight what’s trending and new in the spirits industry. Grey Goose works with top accounts and remarkable mixologists from all over the world, so it’s great to see everyone come together in one place to learn about what’s coming next. Vodka is such a versatile spirit that lends itself to a variety of cocktail trends, so I learn something new every year.
At last year’s event, Grey Goose launched our Great Bar Race initiative, which allows top mixologists from around the country to put their service skills to the test in a series of exciting challenges. Tied to this, we’ve created a first-of-its-kind grant in conjunction with the Tales of the Cocktail Foundation that will give back to organizations dedicated to advancing diversity and inclusion within the bartending industry.
What's the best piece of advice you have ever been given?
I’ve historically needed a lot of detailed information before making a decision, which always led me to overthink and procrastinate. I was lucky enough to get a coach for six months, and he gave me the best piece of advice – trust your instinct. As I gained more experience, I realized the right balance of insight and instinct leads to the best decisions. As the senior vice-president of PepsiCo recently put it in an interview, “consumer research without intuition will deliver just mediocrity.”
See more entries of the 10 Questions With... series here.