Cédric Rainotte - CV Summary

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1 Cédric Rainotte - CV Summary Personal Details Name: Cédric Rainotte DOB: 24th December 1972 Status: Married, 2 children Nationality: Belgian Languages: French (mother tong), English (fluent) & Dutch +32 (0)475/ blog: Summary A graduate from ERG Ecole de Recherche Graphique (School of Graphic Research), Cédric Rainotte has specialised in the Internet throughout his career. His career began when Cromozone, a pure web player and one of the first digital agency in Belgium, was set up in After the sale of Cromozone to Belgacom in 2001, he was appointed as Creative Communication Manager at Digital Age Design (the digital department of Belgacom, today Lbi). In 2003, he set up Barnes & Richardson, leader in Benelux in on demand applications in the field of marketing and specialised in viral marketing, which has been acquired by vision Group in 2006 (he was Chief Creative Officer (CCO)/ Head of the Barnes & Richardson Group at vision until end of 2007). In 2008, Vanksen Group has appointed Cedric Rainotte at the post of Executive Creative Director. Today, Cédric Rainotte give his expertise in 6IX*BE, the first business amplifier to work for agencies, companies & directly for some investors. * Born December 24th, 1972 in Verviers (Belgium) * : One year of study at Medina, Ohio (USA); * 1995: Completed with honours the Ecole de Recherche Graphique in Brussels (ERG); * 1995: Creation of Cromozone; * 1999: Entry of Best Of Internet into the capital of Cromozone (listed on the Brussels Stock Market); * 2001: Sale of Cromozone to Belgacom (DAD); * 2003: Creation of Barnes & Richardson. * 2003: Entry of E-MERGE into the capital of Barnes & Richardson; * 2006: Sale of Barnes & Richardson to vision (listed on the Paris Stock Market). Career History: : Founder and Vice-President of Cromozone S.A today: Manager of BWAT sprl : Creative Communication Director of Digital Age Design S.A. (today LBi) : Co-Founder & Chief Creative Officer (CCO) of Barnes & Richardson S.A today: Professor in Viral & Buzz Marketing at CAD : CCO/ Head of the Barnes & Richardson Group at vision : ECD/ Executive Creative Director at Vanksen Group 2008 Today: BCF/ Brain Cells Farmer at 6ix*be : Partner/Senior Vice President, Marketing & Communication at Borderlinx Europe S.A. Appendix: - My full LinkedIn Profil with roles & responsabilities for each position + recommandations (also available at - In the press (L Echo (fr), July 2005). More articles by seeking Cédric Rainotte in Google.

2 CEDRIC RAINOTTE Challenge Everything Summary A graduate from ERG Ecole de Recherche Graphique (School of Graphic Research), Cédric Rainotte has specialised in the Internet throughout his career. His career began when Cromozone, a pure web player and one of the first digital agency in Belgium, was set up in After the sale of Cromozone to Belgacom in 2001, he was appointed as Creative Communication Manager at Digital Age Design (the digital department of Belgacom, today Lbi). In 2003, he set up Barnes & Richardson, leader in Benelux in on demand applications in the field of marketing and specialised in viral marketing, which has been acquired by vision Group in 2006 (he was Chief Creative Officer (CCO)/ Head of the Barnes & Richardson Group at vision until end of 2007). In 2008, Vanksen Group has appointed Cedric Rainotte at the post of "Executive Creative Director". Today, Cédric Rainotte give his expertise throught 6IX*BE, the first business amplifier to work for agencies, companies & directly for some investors. Specialties - Management - Creative Consulting - Internet architecture & usability - Branding & Identity - Social Media Experience Brain Cells Farmer at 6ix*be July Present (2 years) 6IX*BE is the first business amplifier to work for agencies, companies & directly for some investors. With a clear focus on creativity & innovation in the interactive world, we work inside the companies that request our gray cells, More than an interactive agency or just another consulting group, our mission is to share with you our passion, our creativity, our experience & our network helping you grow your business to another interactive level. Our philosophy: "No bullshit", just great ideas" Page 1

3 Our missions: Creative Consulting, Spicy Brainstorms, Process Optimization, Viral & Community Marketing Recommendations, Product/Service Revolution, State of the Art Partners Seeking & Project/Team Follow-up, Brand Value Boost Up, Tender Consulting,... 1 recommendation available upon request Chief Editor at WowEffect! December Present (3 years 7 months) Ambient, Guerilla, Social Media, Viral Marketing, Buzz Marketing,... Probably the best blog to get the "Wooooooow" effect! 2 recommendations available upon request Professor in Alternative Marketing at CAD September Present (5 years 10 months) C.A.D. is a private college based in Brussels. Founded in 1961, C.A.D. is the only college in Belgium to provide an English/American-style education in the fields of design, advertising, web design and interior architecture. All courses are taught by active and eminent professionals. Managing Director at [BWAT] November Present (10 years 8 months) 4 recommendations available upon request Senior Vice President, Marketing & Communication - Partner at Borderlinx September June 2010 (1 year 10 months) Borderlinx is a global ecommerce solution providing the processes, data and systems to enable any merchant to offer a cross border service. We help shoppers worldwide to buy desired products at the best prices from US merchants with ease, safety and confidence. Conceived in 2005 and launched in the European Union in 2007, Borderlinx is a UK and Belgium based company founded and managed by logistics and ecommerce professionals. Borderlinx has established itself as one of the leaders in the field of cross border ecommerce enablement. Our strengths lie in a robust service provision backed up by strong partnerships with market leading service providers. All necessary components are included within the Borderlinx model: consolidation, concierge, U.S. Address, landed cost, shopping portal, variable last mile, solutions, marketing services, payment options/support, merchant integration,... 2 recommendations available upon request Executive Creative Director (ECD) at Vanksen Group February July 2008 (6 months) Cedric Rainotte will oversees a seasoned and vibrant team of Creative Directors and Associate Creative Directors thought the agencies of the Vanksen Group (Benelux, France, Germany, Spain, Page 2

4 Switzerland, Thailand, Uk & USA). Cedric Rainotte will be definitely responsible for leading and directing the groups creative teams, and ultimately, for the quality of Vanksen work. He will also have a dotted line reporting relationship with any other digital creative resources in Vanksen global network, and a similar dotted-line responsibility for the quality of all digital work produced by the firm worldwide. He will be personally invested in everything the firm does in the digital space. As a key member of Vanksen leadership team and due to his experience, he will play a vital role in helping the President, COO and the group's other senior leaders define and successfully execute against the approved strategic plan and ongoing operating plans for Vanksen Group. 5 recommendations available upon request CZO (Chief Zen Officer) at My Home November March 2008 (5 months) After 5 years as head of Barnes and Richardson, I left the company this 26 October 2007 for new challenges. Now it's time to take care of me and to have some reflexion about some new exciting challenges to step in... 1 recommendation available upon request Chief Creative Officer (CCO)/ Head of the Barnes & Richardson Group at vision April November 2007 (8 months) Barnes & Richardson will officially become the buzz marketing agency of the vision group with offices and dedicated teams in Brussels, and as of April, in Paris, London and Hamburg as well. The agency will be responsible for the group's range of services (viral marketing; specific, high added value developments, etc.) and will be able to count on the vision group's current portfolio of more than 500 clients throughout Europe (Sony, Yahoo, Bouygues Telecom, Maporama, Eurostar, Orange, Celio, Disney, etc.) in order to develop itself. This will therefore complete the current range of services of the group in terms of related marketing strategy. Cédric Rainotte, co-founder and current head of Barnes & Richardson, will officially quit its post in Belgium at the end of March in order to take up the post of Chief Creative Officer and Head of Barnes & Richardson Group. He will be responsible for developing the agency at the European level. 6 recommendations available upon request Country Manager Benelux at vision May April 2007 (1 year) Cédric Rainotte Appointed Country Manager Benelux Cédric Rainotte has been appointed Country Manager Benelux of vision following the acquisition of Barnes & Richardson on 29 May Cedric Rainotte was previously Chief Executive Officer and co-founder of Barnes & Richardson. Page 3

5 A graduate from ERG Ecole de Recherche Graphique (School of Graphic Research), Cédric Rainotte has specialised in the Internet throughout his career. Hiscareer began when Cromozone was set up in After the sale of Cromozone to Belgacom in 2001, he was appointed as Creative Communication Manager at Digital Age Design. In 2003, he set up Barnes & Richardson. Barnes & Richardson is the leader in Benelux in on demand applications in the field of marketing and is specialised in viral marketing. Cédric Rainotte will develop the vision offers in Benelux and also participate in the expansion of the company in Europe. Co-Founder, Chief Creative Officer at Barnes & Richardson S.A./N.V. October April 2007 (4 years 7 months) BARNES & RICHARDSON, an agency specialising in viral marketing (buzz marketing), is working at the heart of the realities of the Internet market and implementing high added-value interactive marketing solutions for many enterprises and communication groups represented in Europe. 36 recommendations available upon request Creative Communication Director at Digital Age Design S.A./N.V. (DAD) August October 2002 (1 year 3 months) After six years of intense activity in the interactive media sphere, Cromozone has reached an exceptionnal growth level and employed about 30 people. Looking for strong synergies to reinforce its positioning, Cédric Rainotte conducted masterfully a new move and Cromozone was integrated, in augustus 2001, within Digital Age Design S.A. According to Benoit Lips, CEO of DAD, "this acquisition combines what has so far been the strengths of DAD and Cromozone. The new organization will benefit from strong synergies created by this value-creating acquisition". Cédric Rainotte, CEO of Cromozone, was also pleased with this integration: "DAD presented the best warranties and the best synergies for the long-term development of Cromozone". DAD's organization chart has quickly appointed Cedric Rainotte at the post of "Creative Communication Director". Cromozone's founder and former CEO takes the direction of the line of business "Creative communication " within DAD. 5 recommendations available upon request Founder, Chief Executive Officer at Cromozone S.A./N.V. August August 2001 (6 years 1 month) Cédric Rainotte founded Cromozone in augustus The company specialized in interactive communication has acquired a wide experience in designing Web sites, extranets and intranets and in developing multimedia solutions. Its exceptional creativity brought the company several awards in Belgium and abroad. After six years of intense activity in the interactive media sphere, Cromozone has reached an exceptionnal growth level and employed about 30 people. 14 recommendations available upon request Page 4

6 Education A graduate from ERG Ecole de Recherche Graphique (School of Graphic) - graduated with distinction Graphics, Honors and Awards - 14th International Poster Biennale Warsaw EuroBestLive 2005 (Bronze). - CyberLions. - CCB Awards Gold & Silver Award Category "Viral Marketing" Interests Theater, international travel, cycling, skiing, rally,... Page 5

7 CEDRIC RAINOTTE Challenge Everything 76 people have recommended CEDRIC "Cédric est un volcan d'idées. Il est certainement l'une des personnes les plus créatives que je connais. Un autre ROI : Rainotte On Ideas" Philippe Hoevenaeghel, Web Marketer, LBI - ex-digital Age Design (DAD), worked with CEDRIC at Digital Age Design S.A./N.V. (DAD) "Cedric is an excellent creative partner. It's an ideas tank! I think it's one of the most web/marketing-experienced talent in Belgium. Despite he is quiet experienced (read "old") he is still up-to-date in every technologic/marketing topic. He is always full of motivation, positive energy and creativity. But the best point: he can answer your mail into the 5 minutes 24/7!" Lionel Cordier, Creative Director, 1MD, was with another company when working with CEDRIC at 6ix*be "Thanks to his great, positive and refreshing energy, associated with a deep knowledge and passion of the internet, Cedric is a valuable partner who jives up your online presence and image. He'll always come up with entertaining, trendy ideas which will meet your down-to-earth objectives nicely." Audrey Benoit, was CEDRIC's client "Cédric is a stirrer. At first glance it may disturb but his talent takes the relay and impresses you. So many ideas..." Sylvain Briant, advertising & social network expert, Independant Consultant, was with another company when working with CEDRIC at WowEffect! "Une vraie rencontre enrichissante tant sur le point de vue créatif, technologique et commerciale. Cédric a su m'apporter énormément lors de notre collaboration. Il est rare de trouver des gens qui est à la fois cette dualité créative et commerciale aussi poussée. Ce fût un plaisir de travailler à ses côtés tant d'un point de vue professionnel qu'humain. J'espère sincèrement pouvoir collaborer à nouveau avec lui!" Thibaut Thouzery, Creative & sales constultant, Barnes & Richardson, managed CEDRIC at WowEffect! Page 6

8 "Cedric is a brilliant, innovative and creative marketing director with an excellent sense of empathy for the needs of both internal and external customers. A fun and enthusiastic team-player." Neill O'Sullivan, Founder of Borderlinx, Borderlinx Ltd, managed CEDRIC indirectly at Borderlinx "Cedric is great at looking at the bigger picture: he understands that every marketing activity has to support business goals but is creative in the way that he achieves this." Emma Tarring, PR and communications consultant, Emma Tarring Ink., worked directly with CEDRIC at Borderlinx "I had the chance to work with Cédric at SN Brussels Airlines for several online marketing campaigns. Thanks to Cédric's expertise in this field and thanks to his professional insight and know-how of the online marketing, we have gained not only credibility of the SN brand but also customer acquisition,retention and satisfaction. Cédric contributed in the profitability of the company. I also very much appreciated his good mood and sense of humour." Silvia Payan Garcia, Customer Servicing Manager, SN Brussels Airlines, was with another company when working with CEDRIC at Vanksen Group "Well we had several contacts during several years and wat i can say is that Cedric has a perfect technical knowledge and experience with the most creative mind! Arount one concept, he is able to find a lot's of ideas of marketing and viral concepts as fast as it takes me to breath some air He is always original and innovative! You can feel his passion, his sense of humour in each discussion/meeting we had. And now is blog is a must have every morning ;-)" Olivier Guilmain, E-marketing & Business development, IPM SA (La libre et la DH), was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cédric is a great guy and a smart professionnal. It was a pleasure to work with him. He was very successul to manage Barnes & Richardson and later vision Belgium. Cédric has a very impressive skill in marketing. He is also a great creative and always thinking out the box..." Olivier Piscart, Country Manager France, vision, worked directly with CEDRIC at Barnes & Richardson S.A./N.V. "Have you ever felt this strange feeling that everybody is watching the same person during a meeting, which everyone applauds at the end of presentation, that ideas are crazy, that creativity has no limits... yes? So you've probably already met Cédric :-)" Sylvain Briant, Consultant Senior, Vanksengroup, worked with CEDRIC at Vanksen Group "Cédric succeeded in developing sales and creativity at Barnes & Richardson. Buzz marketing needs both high creativity people and efficiency. Cédric is one of them. He perfectly understood the Page 7

9 potential of every viral marketing or buzz marketing investment, and he knows how to kiss! (Keep it simple and stupid)" Vincent Morin, Sales Manager, vision, worked with CEDRIC at Barnes & Richardson S.A./N.V. "Great ideas + deep web knowledge + top marketing skills + fun & enthusiastic personality + team player spirit = Cédric I strongly recommand people to work with Cédric. It is a brilliant creative able to quickly generate an impressive numbers of ideas and concept. Very open and flexible he knows how to transform his ideas in activable marketing and digital tactics. With a great experience with the web marketing he is one of the top word of mouth marketing expert in Europe. But instead of being a diva, Cedric has a great attitude, being able to motivate & ease exchange with all the others talents of the agency. Cédric is definitely an impressive mind to work with..." Emmanuel Vivier, CEO & Cofounder, Vanksen Culture-Buzz, managed CEDRIC at Vanksen Group "You have to meet Cedric.! Always original, innovative ideas, passion, humour. Talented guy, straight to the point." Baptiste Roynette, Consultant, Vanksen - Culture Buzz, worked directly with CEDRIC at Vanksen Group "Cédric brings to the business an ideal combination of experience, skill, creativity, common sense and interpersonal excellence. His positive energy is definitely a lift for the teams and individuals he works with. I have been impressed with his ability to finely assess situations and identify adequate priorities for action that delivers value." Alex Papanastassiou, Board Member, Vanksen Group, worked with CEDRIC at Vanksen Group "Who else could have 98 ideas per minute?" Celina Barahona, C.O.O, BuzzParadise (VanksenGroup), worked directly with CEDRIC at [BWAT] "Cedric is one of those people I describe as "creative volcanoes", always up to date with the latest trends and if he doesn't generate 5 new ideas every day he must be ill. Really fun to work with him and if you ever need a viral campaign that kicks ass, don't forget to call Cedric." Bart Van Den Kieboom, Client Manager, LBi, worked with CEDRIC at Digital Age Design S.A./N.V. (DAD) "What a creative mind! But also a customer oriented way of working... Cédric is an amazing guy, always positive and really gifted for building communication strategies that make the difference..." Page 8

10 Nils Cleworth, Consultant & Project Manager, BuzzParadise - Vanksen Group, worked directly with CEDRIC at [BWAT] "Cedric is full of great ideas!!" Filipe Dos Santos Oliveira, Consultant (New Business), Vanksen, worked directly with CEDRIC at [BWAT] "Cedric combines a perfect technical knowledge and experience (Web, Marketing innovative solutions, ) with the most creative mind I've ever had the pleasure of working with! He is able to find dozens of marketing and viral concepts in some hours (minutes) for each briefing always original and innovative ideas! His passion, his sense of humour and his likable persona make him an inspiration to work with!" Coxet Jeremy, Buzz Marketing Consultant, Vanksen, worked directly with CEDRIC at [BWAT] "CEDRIC is a creative creative genius, who never seems to be short on inspiration. We worked together as subcontractors on Belgacom project in the late 90s." Marc Verschaeren, Managing Director, Red Dog Communications s.a., was with another company when working with CEDRIC at Cromozone S.A./N.V. "In any market, you have the followers and the leaders. In the Belgian Internet microcosm, Cedric is definitely a leader, one of those guys who made the sector what it is now Cedric is a huge creative force, a real entrepreneur and an interactive enthusiast!" Fred Dorsimont, Business Development Manager / Account Manager, WDM BELGIUM, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Je n'ai eu qu'à me louer des services de Cedric." Willy Braillard, was CEDRIC's client "I met Cedric only once and have been sharig by phone, through , with him about potentiel idea implementation around Celio's project. Cedric demonstrated an incredible sens of marketing and beyond all, an ability to generate a legion of fresh idea per minute. A very exciting remembering." Bertrand Jouvenot, Marketing Manager, Celio, was with another company when working with CEDRIC at My Home "And he did order my book for the members of his board...at least he told me so ;0)" Patrick Willemarck, was CEDRIC's client Page 9

11 "I know Cedric since a while now and I have contacted recently for business matters." Xavier Pansaers, Owner, Clamentis, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric was my best manager... my first experience at Cromozone..." François Dejardin, Multimedia Developer, Cromozone, worked directly with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric was funny and creative, with a lot of energy." Catherine Schadeck, Sales & Business Development Manager, DAD, worked with CEDRIC at Digital Age Design S.A./N.V. (DAD) "Cedric, is one of the most creative man I know. His taste is perfect and I have a lot of admiration and respect for his work, and his career. If you use him as supplier for sure you will be more than happy, like I was!" Nicolas Jacobs, was CEDRIC's client "Having known Cedric in various professional contexts, I know him as being a pragmatic visionary and having a real smart attitude. Certainly an asset to any team!" Marc Van Eeckhout, Senior Account Manager, PSINet Europe, was a consultant or contractor to CEDRIC at Cromozone S.A./N.V. "Les aspects de la profession sont connus et maîtriser chez Cédric. Cela m a permit d entrer immédiatement dans les projets et de trouver une oreille attentive. Plus que cela, l expérience dans le domaine et la créativité à donner au projet un élan innovateur. Cédric pose les questions judicieuses qui ouvrent au projet des possibilités inexploitées. Souplesse et rapidité de réaction ne sont pas des mots perdus" Alain Boufler, was CEDRIC's client "I haven't had the chance to work very long with Cedric. Nonetheless I'd say that if I went on Google and typed "creativity", "energy" and sometimes "visionary" keywords, Cedric would certainly appear in the top 10 positions. Jean-Marc Rodelet" Jean-Marc Rodelet, Information Design Manager, LBI Belgium, LBI, lbigroup.be (ex DAD - Digital Age Design, dad.be), worked with CEDRIC at Digital Age Design S.A./N.V. (DAD) "I was impressed at Cedric's creativity and will to find creative solutions. given the difficult project we worked on, his input was highly valuable. He gave us great advices." Marie Hendrick, was CEDRIC's client Page 10

12 "" Luc Simons, was CEDRIC's client "Cedric is one of the smartest and most creative people have met these last years. He has consistently smart ideas and is capable to set them up. Execution is brilliant, on time and within budget. He is a 'must work with' if you like novative concepts." Arnaud Huret, was CEDRIC's client "I'm a great fan of Cedric's imagination and creative output. Cedric and his team are delivering outstanding viral actions." Elie Liberman, was CEDRIC's client "At a time no one knew about web design, Cedric invented the job and set the trend in the business for five years. He's open to change and eager to jump in the most innovative train. But being creative is not sufficient in this world, Cedric is also one of those people who can keep their promises and actually deliver." Jean-Francois Stenuit, System engineer, Interpac, was with another company when working with CEDRIC at Cromozone S.A./N.V. "Cedric, As start up in web design Cedric delivered the first websites for major organisations & company's in Belgium. Cedric definitively is a pioneer in the world of web design in Belgium. Highly skilled and a large interest in innovation he combined very early entrepreneurial ship & creativity. The same values remain today, Cedric is very effective in managing highly skilled and ambition individuals. Cedric wish you the best for the future and continue the good work. Regards. Sjoerd" Sjoerd Mentens, sales manager, belgacom interpac, worked directly with CEDRIC at Cromozone S.A./N.V. "Cedric was a perfect oriented manager who was always confident in our work and no compromising the design side." Christel Lamotte, art director, blue infinity, reported to CEDRIC at Barnes & Richardson S.A./N.V. "Cedric is a detail-oriented manager who watches the balance sheet like a hawk without losing sight of the strategic objectives." Lionel Hermans, Senior Integrator, Digital Age Design, worked with CEDRIC at Digital Age Design S.A./N.V. (DAD) "Cedric is a great guy who helped my team and my clients to better understand Viral marketing. His Page 11

13 in-depth experience & knowledge in this area added great value to my own business." Paul Bates, UK Country Manager, vision, worked directly with CEDRIC at vision "I worked with Cedric when he just started in the Internet business in Belgium, he designed for me the first site for the International Post Corporation, and then I worked with him while being the CTO of Advalvas and now we are working together for Brussels Airlines. Cedric's manage his highly creative team and always produce solutions that are both innovative and extremely beautiful and useful. Cedric is highly talented and creative. His sites are elegant works of art. I give him my highest recommendation." Jacques Nathan, was CEDRIC's client "Cédric has a real in-depth knowledge of the Internet and on that base he developpes great creative concepts." Patrick Steinfort, General Manager, IAB Belgium, was with another company when working with CEDRIC at Cromozone S.A./N.V. "Cedric is first of all a lot of fun but also a great professional: thinks with you and manages a whole creative project timely at a competitive cost." Laurence Fischer, was CEDRIC's client "Cedric is one the key creative person of the internet. Started with the belgian 'dinosaures' of the internet he has rapidly try to see on the internet could be a promotional and interactive media to communicate. Through his several position and experiences, he has in hands the keys to set up a high interactive solution to create interaction between your brand's objectives and your clients needs." Pierre-Philippe Hauteclair, Managing Partner, Eyeplay, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric has a very bright and adaptable personality. He has an acute ability to see creative opportunities before others, integrate all the ins and outs, and turn it into a reality." Roald Sieberath, Founder & General Manager, Medianet s.a., was with another company when working with CEDRIC at Cromozone S.A./N.V. "Cédric is really approachable and bursting with fun, new ideas all the time. His team has a great experience in creating engaging and efficient online Viral Campaigns and will find a solution for you, even if your budget doesn't stretch very far." Fabrice Biron, was CEDRIC's client Page 12

14 "Cecdric has given me some creative responses at my briefings. He can adapt himself depending from the situation." Olivier Van Cauwelaert, Managing Director, Wunderman, was with another company when working with CEDRIC at vision "Cedric is a great guy!!! You have to meet him!" Bruno van Marsenille, was CEDRIC's client "Créatif, efficace tout en combinant humour corrosif et profesionnalisme ;-)" Anthony Goret, Webmaster, FEBIAC, was with another company when working with CEDRIC at Cromozone S.A./N.V. "I met Cédric in the context of business interview (an AWT's project) and keep in touch with him since then. He makes serious, innovative and efficient work in web marketing." Christelle DARVILLE, IT Exp., AWT, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Talented guy, straight to the point. I love that!" Xavier LESUEUR, Owner, LegitiName, was with another company when working with CEDRIC at vision "Cédric is one of those rare minds who understands the heart of today's marketing, and has business sense enough to make it work for him. He's been at the heart of many of the great campaigns that are a reference to many in the marketing realm. Great personality, ambitious, honest. His counsel and ideas are always pertinent and greatly appreciated." Troy Bankhead, New Business Director, Vanksen, was with another company when working with CEDRIC at vision "CEDRIC is a creative manager who always found a relevant idea for buzz marketing campaign." Griere julien, Product Manager, vision, worked with CEDRIC at Barnes & Richardson S.A./N.V. "I know Cedric since almost 7 years and I must admit that that it was always a pleasure working with him. Cedric has created two companies and I must admit that he's also an e-serial Entrepreneur." Alain Mbange, Co-founder, Barnes & Richardson S.A, worked directly with CEDRIC at Barnes & Richardson S.A./N.V. "I have known Cédric for more than 12 years. It is somebody of professional, visionary and creative. Page 13

15 Work with him was an experiment very enriching." Sandra Van den Eeckhout Adjust, Office Manager, Cromozone S.A./N.V., reported to CEDRIC at Cromozone S.A./N.V. "I know Cedric as a colleague. He is a very determined and focused business professional with a vast amount of knowledge and also contacts. His extraordinary presentation skills are the absolute fascinating. His attention to detail and creativity allow him to solve complex business issues. He s hard working and honest. What he has achieved is impressive and I would have no hesitation in recommending him as either an employee or business partner." Bernhard Bach, Senior Sales Manager, vision, worked with CEDRIC at Barnes & Richardson S.A./N.V. "I have always been impressed by Cedric's capacity to execute so fast and efficiently all his idea's. He is definitely the most creative person who I know." Hugues Beyerman, Sales Representative, Interpac Belgium, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cédric est une personne très dynamique et fiable qui va droit au but sans perdre de temps pour les détails, très agréable de bosser avec lui!" Edouard Cambier, Owner, SeedFactory, was with another company when working with CEDRIC at Cromozone S.A./N.V. "I got to know Cedric during my years at Hi-Media, were we used Deepblueyes, one of the best tools on the market for & Sms Marketing Campaigns. Cedric is very professional and trustful, and always ready with solutions for his customers. He knows what he s talking about!" Roberto SEDDA, Quality & e-marketing Manager, Hi-Media Belgium, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cédric, my former boss back in the days at both Cromozone and then Barnes&Richardson should be called the Godfather of Interactivity or Don Creatione because of his contribution to the viral & interactive industry in Belgium. A non-stop creative galore!" Tanguy De Kelver, Sales Consultant, Barnes & Richardson, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "I worked with Cédric at Cromozone, before founding my own company Sinople. He is certainly one of the most creative persons I know. He has been an invaluable source of inspiration for all of his clients and employees, and is one of a pioneer in the interactive market in Belgium. Should you need any great and powerful idea, Cedric would be your man!" Laurent Kinet, Account Manager, Cromozone SA / Best of Internet SA, worked directly with Page 14

16 CEDRIC at Barnes & Richardson S.A./N.V. "Cedric is one of the first entrepreneurs in the interactive world. I know his work for about 10 years now. So, if somebody can tell something about experience in interactive marketing, webdesign and the future of the internet, I'm sure it's Cedric." Rien van den Bosch, Consultant, Communicreation, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric est une source d'inspiration continue avec qui on prends réellement plaisir à construire des stratégies globales et appliquées de communication, sa passion son énergie et son professionnalisme sont des attouts majeur dans la prise de décision, il est certainement un des catalyseurs qui m'ont permis de traverser avec succes bon nombre de compétitions." Charles-Louis de Lovinfosse, was CEDRIC's client "I have met Cedric several times within the IAB taskforce and also with Barnes & Richardson. Cedric has led his business pro-actively, shaping some fancy and new vocabulary terms like 'buzz marketing' and turning B&R into an icon in the Belgian interactive market." José Fernandez, Associate Partner, Citobi, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Still a pleasur to work with him" Thibaut Thouzery, Creative and Sales Consultant, Barnes and Richardson, worked directly with CEDRIC at Barnes & Richardson S.A./N.V. "I worked with Barnes & Richardson on a project which was quite complex and in which many different partners were involved, both on client side and third parties. They were able to deliver what they promised, and were able to manage the other partners in an open and transparent way. Was good working with them." Tom Himpe, was CEDRIC's client "I've met Cedric when I was working as a business lawyer at the business angel that invested in Barnes & Richardson. I've always found that Cedric is a creative GENIUS, with a remarkable sense for marketing. I m sure that in the future he will keep on amazing us with new innovative and extra boundary ventures... ;-)" Yannick De Smet, Business Lawyer, Emerge NV., was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric has a collection of dirty jokes that are instant hit at customer meetings. I know as I have been a faithful competitor for years and we have been sitting silent to common customer briefs for Page 15

17 years. To my amazement I always won those pitches but this is only justice as nature has been tough with me and I don't have Cedric talent to make BBQ. Seriously, someone that would let this recommendation posted on his linkedin profile must have some serious sense of humor. Which is the only thing that count in life, no?" Brice Le Blévennec, Chairman and Chief Visionary Officer, Emakina, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric is a high-class professional, with the right sense of responsability... a locomotive for any company." Francois Leens, Regional Sales Manager, Acapela Group (speech Technologies), was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "The first time i heard about Cédric was when i saw the differents work of Cromozone (a long time ago...), when i saw the quality of the team and the ambience in the team i was charmed. After DAD, came the time of Barnes & richardson, where you can still see greats works, with nice graphic touch and innovations. In this time where everyone works in web and advertising it's important to keep some references marks." Cédric Cauderlier, Owner, Vitam, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric is a leader : creative leader, human leader, business leader. He is a trust person and work with passion. I recommend him!" hervé bloch, Senior Sales Manager, vision, worked with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric is a great and charismatic figure in the Belgian internet world. He s present since the beginning and still has a genuine and smashy creativity. He's a great expert in internet solutions and marketing, he launched and succeeds in several projects. Working in collaboration with him is always pleasant, sometime funny but always full of energy." Michel Pigneret, Product Manager, Apple center Antena, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "Cedric helped me build my experience on buzz marketing. He was also a provider of smart solution by the time I worked at P1. Besides the valuable job he did, Cedric is a loyal, very creative and fast thinking person with a strong enthusiasm which inspires others." Chérine Kaynak, Business Develop. Director, PROFIRST INTERNATIONAL, was with another company when working with CEDRIC at Barnes & Richardson S.A./N.V. "I've worked with Cedric for several years and I can say that he is a very passionate, creative and Page 16

18 highly skilled professional. I can certainly recommend him to any of you who's looking for the kind of services Cedric provides." ;!Benoit David thetalentbox.com) 1400+, was CEDRIC's client "Cedric is the best expert I know about buzz marketing - and also a nice gentleman. I highly recommend DeepBlueEyes, the platform Cedric's company (Barnes & Richardson) has developed. We use it for our quarterly electronic newsletter with excellent results including detailed statistics. A fine tool offering outstanding value for money." pierre leonard, was CEDRIC's client Contact CEDRIC on LinkedIn Page 17

19 Page: 1-JOURNAL - ECHO /07/05 Couleur: Composite Heure: 27/07/05 20:59 art & culture l'écho jeudi 28 juillet portrait Los Angeles: le «making of» du maire chronique de new york par Elodie Perrodil Passé des gangs à l'hôtel de ville, le maire de la Cité des anges a une biographie digne d'un scénario hollywoodien. mis à part les tremblements de terre et la soirée des Oscars, voilà bien longtemps que Los Angeles n'avait pas attiré tous les médias nationaux et internationaux. C'est ce qui arrive quand un fils d'immigré hispanique enfile le costume d'une vedette d'hollywood et gravit le tapis rouge de l'hôtel de ville. Antonio Villaraigosa, maire de Los Angeles depuis le 1 er juillet, n'a pas derrière lui une carrière d'acteur comme Ronald Reagan et Arnold Schwarzenegger. Sa vie fait cependant rêver les concepteurs des «télénovelas», ces feuilletons en langue espagnole appréciés des deux côtés de la frontière. Si L.A. concentre les extrêmes, alors Antonio Villaraigosa en est l'incarnation parfaite. Car le maire de la Cité des anges n'en a pas toujours été un. Plutôt mauvais garçon, il est né dans le barrio (quartier latino), de parents mexicains. Son père est alcoolique et violent. Après une enfance difficile, il est expulsé du lycée à l'adolescence. Il sombre dans l'alcool et la drogue, et est même condamné pour violence. A cette époque, il se fait tatouer sur le bras «Born to raise hell» («Né pour foutre le feu»). Son histoire commence donc mal, dans ces quartiers ghettos de l'est de Los Angeles, dont la mauvaise réputation effraie toujours tant de Blancs. Le chômage, la pauvreté, la drogue et la violence y sont monnaie courante. Enfant, le petit Antonio met du carton dans ses chaussures en guise de semelle, il est habillé de vêtements rapiécés et collectionne les petits boulots. Mais il apprend vite l'art de charmer son entourage, notamment grâce à sa mère, une personne Désormais, Antonio Villaraigosa adopte les codes de la jet-set plutôt que ceux des gangs. Il fait appel aux services d'un tailleur pour ses costumes et ne sort jamais sans veste. très affable qu'il adore. C'est d'ailleurs en suivant ses conseils, et ceux d'un prof intelligent, qu'il finit par revenir dans le droit chemin scolaire et décroche un diplôme de droit à la célèbre université de Californie de Los Angeles (UCLA). Un de ses professeurs dira de lui: «Il est brillant, distingué et impétueux.» Son large sourire et son inépuisable bagout lui ouvrent le chemin de la politique. Il entame sa carrière dans la lutte syndicale. En 1994, il est élu sous l'étiquette (Photo Bloomberg) démocrate à l'assemblée de Californie, dont il deviendra le «speaker» (président) quatre ans plus tard. Les anges de la cité infernale semblent avoir finalement décidé de se pencher sur le destin de cette ancien garnement intrépide. Le gamin de la rue réussit donc adroitement sa transition des ghettos de East L.A. au Gotha de Beverly Hills. Les allées de palmiers accrochés haut dans le ciel bleu de Californie, les étoiles du Hollywood Boulevard, les clubs branchés des plages de Santa Monica et de Malibu servent de décor à son ascension. En 2001, il est le candidat malheureux à l'élection municipale, battu par un autre démocrate, James Hahn. Le «bandillero» en a vu d'autres. Il retrousse ses manches et s'attaque à établir une coalition ralliant les électorats hispanique, juif et noir. En 2005, pour la première fois depuis 130 ans, les Los Angelanos votent en grande majorité (59%) pour un maire latino. jet-set Désormais, Antonio Villaraigosa adopte les codes de la jet-set plutôt que ceux des gangs. Il fait appel aux services d'un tailleur pour ses costumes. Il ne sort jamais sans veste, même sous 40 degrés. Ses cheveux sont impeccablement coiffés. Il se fait blanchir les dents. Consulte un spécialiste des cordes vocales pour soigner sa voix, qu'il utilise beaucoup. Il fréquente les restaurants les plus chics de la ville, apprécie le bon vin et aime à fumer le cigare. L'électorat hispanique est aux anges! L'élection de Villaraigosa est la première grande consécration du poids politique croissant des Latinos en Californie. Un Californien sur trois est d'origine hispanique. A Los Angeles, ville de 10 millions d'âmes, les Latinos représentent plus de 46% des habitants, mais un quart seulement des électeurs. «Il est facile de voir pourquoi les médias sont intéressés par l'histoire de Villaraigosa. Los Angeles est la deuxième ville du pays. C'est une occasion d'expliquer comment l'immigration a transformé cette mégapole, et par extension la Californie et les Etats- Unis. D'autant plus que le charmant nouveau maire a un large sourire et un grand sens télégénique, ce qui correspond à l'image stéréotypée de Los Angeles comme terre de palmiers, de cosmétique dentaire et de stars du cinéma», lit-on dans un éditorial du Los Angeles Time. Mais même à Los Angeles, la fiction n'efface pas la dure réalité. La mégapole souffre d'énormes maux. Sous ses faux airs de dilettante, la marmite bout. Les tensions raciales, comme en 1992, lorsque la communauté noire zoom Los Angeles, un patchwork ethnique Métropole riche, au cœur d'un Etat qu'il l'est encore plus, Los Angeles n'en est pas moins une ville inégalitaire. Dans cette immense agglomération qui s'étend sur km 2, chacun vit de façon autonome et juxtaposée. D'après le recensement de 2000, les Latinos représentent 46,5% de la population de Los Angeles (et 30,8% sur l'ensemble des Etats- Unis), alors que les Noirs n'en forment que 11%. Autrement dit, la communauté hispanique de L.A. représente la troisième plus grande concentration latino en s'était soulevée, sont toujours palpables. Avec 11% de la population vivant au-dessous du seuil de pauvreté, le dénuement des quartiers populaires de «Downtown» contraste avec l'insouciance des collines de Bel-Air, Beverly Hills et Hollywood. Les embouteillages et la crise du logement viennent compléter la face peu glorieuse de cette Mecque mythique du cinéma. Hyperactif, Villaraigosa jure qu'il n oubliera pas d'où il vient et qu'il va «assembler cette ville». La prochaine étape de sa carrière politique est évidente pour tout le monde: ce sera un affrontement électoral avec le gouverneur républicain Arnold Schwarzenegger. Qui pense encore que la politique, en Californie, ce n'est pas aussi un peu du cinéma? Amérique du Nord, après les villes de Mexico et Guadalajara (2 e ville du Mexique). La victoire de Villaraigosa est «un exemple de la puissance de deux minorités, noire et latino. Elles ont longtemps gardé leurs distances, mais elles peuvent faire pencher la balance quand elles travaillent ensemble. Seule une poignée de maires de grandes villes a joui du soutien d'une coalition noire et latino: David Dinkins à New York, Harold Washington à Chicago et Federico Peña à Denver», selon le Boston Globe. entreprendre technologie & innovation recherche série les pères de l internet Activités manufacturières high et medium-high tech En % de la valeur ajoutée totale, ,53 2,44 France 7,29 8,14 8,29 3,00 R-U Renforcer l infrastructure 2,18 2,32 Belgique par-delà le développement des spin-offs et des start-ups se fait sentir le besoin pour des politiques de large diffusion, visant à réduire l'écart entre les recherches de haut niveau financées par les pouvoirs publics et l'incorporation par les PME de politique scientifique UE-15 high tech 7,87 3,69 nouvelles technologies. Si les PME sont une source importante de flexibilité en Europe, elles restent éloignées de la recherche au sens formel. Néanmoins, une large quantité de PME innovent, améliorant les produits et services existants pour répondre à leurs besoins singuliers. Elles prennent aussi des risques conduisant à l'introduction directe de produits et Chaque semaine, le service de la Politique scientifique fédérale met en lumière un indicateur pour la recherche et le développement dans notre pays. USA medium-high tech 11,7 2,44 All. 11,1 6,11 Finlande Source : OCDE Infographie services nouveaux pour le marché. Dès lors, le Haut Conseil propose de renforcer l'infrastructure de recherche via un ensemble d'outils propres à lier recherche, technologie, développement et innovation. Tous les types de centres de recherche doivent être encouragés à davantage de partenariat publicprivé. Le financement doit accorder la priorité à la performance, en fonction des missions spécifiques de ces centres. On peut aussi songer à l'introduction de méthodes nouvelles de financement («chèques innovation»). De plus, développer un cadre institutionnel adéquat d'aide et d'assistance aux PME dans leur trajectoire d'innovation se rapproche de l'idée des comités d'industrie. En Belgique, les centres collectifs de recherche se rapprochent fortement de ce besoin institutionnel. Ces centres font face à certains défis (élargir leur base de clients, renforcer le management «user-driven», etc.), il y a donc urgence pour renforcer leurs actions et pour créer de nouveaux moyens financiers afin de lier plus intimement les infrastructures de recherche scientifique à ces centres collectifs de recherche. Creative connection A chacun son truc et, pour Cédric Rainotte, l internet fut une opportunité d exprimer son talent créatif. Des bancs de l école à sa société actuelle, il a traversé cette décennie internet avec un mot d ordre: s amuser! cédric rainotte est avant tout un graphiste, un créatif pas effrayé par les nouvelles technologies. Etudiant à l'erg (Ecole de recherche graphique), il utilise déjà Compuserve, un des ancêtres de l'internet, dès Lors de ses études, il contacte Interpac, la filiale de Belgacom, qui était à l'époque l'une des rares sociétés commercialisant de l'accès internet. Il leur propose de (re)créer leur site web, ce qu'il fait. En 1995, son diplôme (avec distinction!) en poche, il retourne chez Interpac avec la secrète ambition d'y être embauché. Peine perdue, les responsables de la société ne sont guère enthousiastes quant à l'avenir de l'internet et a fortiori quant à l'existence d'opportunités pour le développement de sites web. Ils parviennent néanmoins à un accord qui permet à Cédric Rainotte de disposer d'un bureau et surtout des connexions de la société pour entamer ses activités. Une table, deux chaises et ce sont les début de Cromozone, une des premières «web agencies» du Royaume. Cédric Rainotte développe ses premiers sites, EuroLogos, Suzuki Belgium, etc., embauche ses premiers employés et engrange ses premiers bénéfices. Dès 1997, apparaissent les investisseurs qui commencent à s'intéresser à tout ce qui touche à l'internet. «C'est le début de l'époque un peu folle de l'internet. Tout le monde discutait avec tout le monde», s'amuse Cédric Rainotte. «Nous avons été approché par Icon Media Lab, Belgacom, Euro RSCG.» Pas vraiment motivé et jaloux de son indépendance, il laisse passer la vague jusqu'au jour où il croise Jean de Gheldere (Best Of) qui à l'époque, en 1999, voulait créer un groupe de communication 100% internet, Best Of Internet Group. biographie 1995: Diplômé de l'erg (Ecole de recherche graphique). 1995: Création de Cromozone 1999: Entrée en Bourse via Best Of Internet 2001: Vente de Cromozone à DAD Novembre 2001: Naissance du concept de la plate-forme deep[blue]eyes 2002: Création de la société Barnes & Richardson ( euros de chiffre d affaires en 2004, quatre collaborateurs) 2003: Passage en SA et entrée de e-merge (Keytrade, Ogone, DVD Post, MCube ) dans le capital de Barnes & Richardson 2005: Chief creative officer chez Barnes & Richardson Le projet se réalise, Cromozone s'intègre dans ce groupe et continue son développement pour atteindre près de 30 employés. En 2001, les choses se gâtent quelque peu avec Best Of Internet et Cédric Rainotte affiche sa volonté de racheter les parts de Cromozone détenues par le groupe. Il est rapidement contacté par plusieurs acteurs du marché, Brice Le Blévennec, Arnaud Huret, Benoît Lips, et finit par rejoindre DAD, filiale de Belgacom. Réputée pour sa créativité, Cromozone intéresse en effet beaucoup Benoît Lips, patron de DAD, qui cherche à contre-balancer l'image très technique de sa société. Les choses sont rondement menées et en moins de 30 jours, l'opération de rachat est bouclée, un record! Atteint du virus de l'indépendance et de la recherche perpétuelle du challenge, Cédric Rainotte ne supportera pas longtemps sa nouvelle situation au sein d'une structure trop lourde et trop rigide pour lui. Il quitte DAD en septembre 2002 pour exploiter seul la plate-forme deep[blue]eyes, une solution de gestion d' , SMS et autre Voice deposit qu'il avait imaginée début 2001 avec ses complices Maxence Cüpper et Alain Mbange. L'idée de ce projet était de proposer un service qui soit totalement auto-géré, un service automatique ne demandant qu'un minimum de gestion et donc pas de personnel. Impliqué à 100% dans ce projet dès son départ de DAD, Cédric Rainotte crée la société «Barnes & Richardson» qui compte aujourd'hui un staff de quatre personnes dont trois sont actionnaires! Outre la plate-forme ellemême, la société propose du service dans le domaine particulier du «Buzz marketing» qui est en fait l'utilisation à des fins publicitaires de la puissance de communication de l'internet et de l'esprit communautaire des internautes. Cette société résume assez bien le personnage Rainotte. Le nom de la société tout d'abord, «Barnes & Richardson», qui n'a aucun rapport avec les noms de fondateurs comme cela se fait généralement. Il a été choisi comme un gag avec la volonté de «faire sérieux», ce qui est effectivement le cas. Le projet lui-même, un service auto-géré que les clients louent (Photo Doc) Cédric Rainotte est chief creative officer chez Barnes & Richardson. et utilisent eux-mêmes. Le «Buzz marketing» qui demande de l'imagination et une solide expérience de l'internet. Le staff, réduit au minimum, ce qui, comme le dit Cédric Rainotte «évite de passer du temps à gérer les problèmes de voitures de société et autres chèques repas». De l'expérience, beaucoup de créativité, une solide dose d'humour et une volonté affirmée de s'amuser en travaillant. Belle combinaison! Patrick Steinfort

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