Personal status
French
Married, 3 children
56 years old
Address in the UAE
Al Lulu Street, 68 - Villa 65
Dubai, 72800
How to contact me:
+971 55 77 42 1 24
I believe Design is more than a beautiful furniture or a stunning logo. In addition of being operational (product, graphic, retail, web design), it is at the intersection of Marketing and R&D capabilities and its role and responsibilities are a true competitive advantage as long as organizations understand and value the strategic dimension of it. It can help invent new Business Model, create meaningful Brands and deliver relevant Human Centric Innovation. Ultimately it makes people happy. That's what I have practiced during all my career and that I can help company with.
Bio
Hervé is a seasoned design manager and has over 30 years of design experience: during ten years he has been appointed as the Europe Middle-East and Africa Design Manager for IBM EMEA Headquarters in Paris. Then he moved to P&G Headquarters in Geneva as Senior Design Manager for Home Care, Dish category.
At Procter, Hervé accomplishments included: Development of the western european Dish brand architecture and design theme, successfully bringing it to shelf with positive business growth. He developed the Fairy Tale story of the UK Fairy brand and inspired the team to use the iconic white bottle as part of a heritage big idea that took the UK value share to a record high of 73%. The promotional design system he created is now rolled out all over P&G and quoted as a Best in Class case study. Herve has also led many design thinking programs to help inspire the Front End Innovation benefit areas for the R&D organization, helping to fuel the $150MM hand dish benefit pillar.
He was recognized internally with a President’s Award and externally with a Design Effectiveness award from the British Design Business Association in 2011 for the success of the heritage work on Fairy. He was then promoted to Principal Design Manager.
In his last role at Procter, Hervé was leading P&G and Teva healthcare joint venture (PGT HEALTHCARE) design capability. He also had oversight of P&G Personal Healthcare existing brands in the EMEA region while exploring Teva jewel opportunities.
Today, Hervé has relocated his consulting firm HOOKS Strategy & Innovation in the Emirates and helps public sector organization as much as private businesses embrace Design Thinking as a sustainable branding strategy and innovation tool. HOOKS counts among his clients Bulgari, Standard Cartered Bank, Kelloggs, Air Liquide, Tarkett International, Frederic Beausoleil, Edward Lifesciences, Carpool Arabia, Etihad Cargo, ENGIE or Norev to name a few. He is facilitating Design Thinking workshops, training organization on innovation as well as offering more standard Design interventions to create efficient corporate identity for instance.
Before moving to the Emirats, Hervé was a professor at EM Lyon Business School from 2013-2014. He is now a Business Catalyst at HULT International for BA, MBA and e-MBA.
Languages
English: fluent
French: mothertongue
Spanish: basic
German: notion
Skills
Adobe CC 2024
Mac and PC OS
MS Office
Work experience
HOOKS Strategy & Innovation (Since 2013).
France and Middle-East. President and founder
Innovation & Brand Strategy consulting.
Role & Responsibilities:
☉ Creation of a transformation strategy serious game: COMEX™
☉ Development of a series of masterclass on Strategy & Innovation: STIM™
☉ Brand strategy and visual identity of Bachir ice cream Middle East brand across all touchpoints with customers, including packaging and stores
☉ Design & Innovation SME: Mohammed Bin Rashid Library
☉ Digital transformation strategy project: Edwards Lifesciences
☉ Design Thinking trainings: National Bureau of Statistics, Emirates Diplomatic Academy, Standard Chartered Bank, Engie, In5
☉ Strategy projects with Design Thinking: GlobAer Partners, Bulgari
☉ Organisation and facilitation of a Design Thinking workshop for Smartworld to transform their office space into an innovation catalyst.
☉ Big Data project with Design Thinking: Edwards Lifesciences
☉ Design Thinking workshop and follow-up coaching for Carpool Arabia (start-up located within In5/TECOM incubator)
☉ Audit and organisation of Tarkett EMEA Design function. Design Thinking/Innovation training for Tarkett in France and Luxembourg.
☉ Coach Dubai start-up UVCC on Smart City industry and how to support innovation programs with Design Thinking.
☉ Organisation of several Design Thinking workshops at DSOA with Rochester Institute of Technology students.
☉ Design audit and analysis of growth opportunity for Norev (French toy manufacturer) with innovative new toy.
☉ Design of Kellogg’s snacks Western Europe headquarters in Geneva (1000m2) to accelerate innovation.
☉ Audit and organisation of Kellogg’s Design global function to drive innovation.
☉ Organisation of an inspirational outdoor activity to stimulate innovation for designers who belong to the Lunetiers du Jura corporation.
☉ Visual identity for Air Liquide Corporate foundation.
☉ Visual identity and strategy for The Welcomist.
☉ Training professionals marketers on Design Strategy and Innovation capabilities at Morgan International Education in Beirut.
☉ Teacher at EM Lyon - Innovation, Design, Entrepreneurship and Arts Master degree. Special focus on Design Thinking process to innovate.
☉ Business Catalyst at HULT International
PGT Healthcare (2011 to 2012).
Geneva. Global Principle Design Manager.
OTC industry.
Role & Responsibilities:
☉ Launch globally new Vitamins Mineral Supplement line-up targeting all life stages from Pregnant woman to Pre-teen (9 packs).
☉ Relaunch and design of Vicks existing line-up in addition of new innovation products in Western Europe, Central and Eastern Europe (25 packs).
☉ Design the identity and the new office space for PGT Healthcare joint venture to enable innovation and start-up mindset.
Procter & Gamble (2005 to 2011).
Geneva. Senior Design Manager for Dish category
FMCG category.
Role & Responsibilities:
☉ Active member of P&G Design Thinking network and facilitator of more than 25 design thinking workshops across several categories.
☉ Lead disruptive market innovation program for Homecare category including multi-functional teams
☉ Developed a global Dish Design Language (with common signature elements across cultures) applied to a global Hand Dish bottle.
☉ Led Brand Architecture and Design Theme for Fairy brand and implemented them on both Hand Dish and Auto Dish line-up.
☉ Designed and launched premium Hand Dish and Auto Dish line-up across Western Europe.
☉ Developed and created a promotion communication system throughout all tiers and all clusters of Dish portfolio.
☉ Infused design mindset within marketing and R&D teams using Design Thinking process and created more than 30 new concepts.
☉ Managed bi-annual design review within Dish care category with all business key stakeholders.
☉ Designed Homecare office space in Geneva office. Designed Innovation space at Procter&Gamble European HQ.
☉ Organized Design Day annual event with internal and external speakers addressing Marketing community.
Achieved:
☉ Implementation of Design Thinking as a key enabler for innovation process.
☉ Dish category is now the fastest growing Franchise in WE for 3 years in a row. Design is fully part of this success bringing consistency and winning at First Moment of Truth (on shelf) with new design architecture. This enabled delivering 7% growth of new consumers in the UK. Design Effectiveness Silver award from the Design Business Association in 2011.
IBM Worldwide (2005). IBM website
Paris. Brand & Identity Manager for PLM Business Unit
Information Technology industry.
Role & Responsibilities:
☉ Project management of Product Lifecycle Management Business Unit and design guides for IBM and Dassault Systems co-branded materials.
IBM Europe (1996 to 2004).
Paris. Brand Design & Identity Program Manager
Information Technology industry.
Role & Responsibilities:
☉ Managed the brand and the naming strategy as well as the merchandising programme in Europe, Middle East, Africa (EMEA).
☉ Planned deployment of IBM brand strategy across EMEA with the worldwide Brand Strategy team.
☉ Implementation of this strategy at local level (Education Tour in Europe during Marketing Kick-offs).
☉ Provided creative direction and design consultancy for all kind of marketing materials in the IMC department as well as in all the Business Units in more than 20 countries within EMEA.
☉ Selected and managed certification process of the design agencies in Europe.
☉ Built and animated a Brand, Design and Identity network internally and externally (more than 200 people across EMEA).
☉ Organized annual forum gathering all the marketing community in EMEA and including our creative agencies.
☉ Invited Vice-President from Corporate Identity and Design to explain benefit of strong and consistent brand values and purpose.
☉ Brought outside in case studies from external companies to demonstrate added value of design mindset and process.
☉ Created a quarterly electronic newsletter addressed to the BDI network to explain IBM brand strategy and including internal design led projects.
☉ Led quantitative tests for the new retail packaging system for IBM in EMEA.
☉ Implemented the e-business visual identity across Europe.
Achieved:
☉ Increased brand awareness internally among EMEA marketing leaders and teams.
☉ Enhanced impact and consistency of IBM identity across all our marketing materials.
☉ Improved management of all co-branding and co-marketing projects setting up principles and tools.
☉ Grew positive brand perception in Europe. Increased Brand values awareness among stakeholders.
Cherisey-Marchal (1995).
Paris. Artistic Director
Role & Responsibilities:
Reorganization of the studio. Management of the creative team.
☉ Projects: Marketing materials for Mitsubishi (medical equipment), Cocktel Vision (videogame), Loft design by… (pret-a-porter) and Arjomari (paper maker).
Com’in (1992 to 1995).
Paris. Artistic Director
Role & Responsibilities:
Creation of the graphic design department. Knowledge of the graphic process, computer competencies and marketing skills.
☉ Projects: Concept and design of incentive packages for Adidas, Alcatel ARE, Alcatel BSG, At&T, Barphone, Barclays, Butagaz, Crédit du Nord, Fichet and SAT. Creation of the emblem for the 10th anniversary of Microsoft France. Avicenne Hospital launch material. Visual identity for a UNESCO international exhibition.
Smart Design Inc (1991).
New York. Industrial Designer - Trainee
☉ Projects: Oxo kitchen tools, Reach toothbrushes, medical instruments, Black & Decker coffee maker.
C2E (1991).
Paris. Instore Designer
☉ Projects: P.O.P. for Clinique (cosmetics), for Play Bac (board game), for Vanderbilt (perfumes) and for Nestlé.
Logic Design (1990).
Paris. Graphic Designer
☉ Projects : Packaging for Cacharel, 3 Suisses and Brut de Mer (frozen fish).
Education
2012: Design Thinking Certificate from d.School (Stanford University)
2004: Graduated of the IBM Global Sales School.
2002: Advanced Certificate in Marketing Chartered Institute of Marketing - Manchester.
1987-91: Ecole Supérieure de Design Industriel - Paris. Graphic and product design, Design Management.
1985-87 : Science University at Paris VII - Jussieu. Atomic chemistry, molecular biology, physics and mathematics.
1985 : Baccalauréat Section D at La Rochefoucault (equivalent to A level) - Paris.