{"id":165,"date":"2018-04-18T11:54:10","date_gmt":"2018-04-18T09:54:10","guid":{"rendered":"http:\/\/segati.testwork.be\/?page_id=165"},"modified":"2026-06-08T15:22:14","modified_gmt":"2026-06-08T13:22:14","slug":"accueil","status":"publish","type":"page","link":"https:\/\/segati.biz\/en\/","title":{"rendered":"Accueil"},"content":{"rendered":"

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\"\"<\/div>[\/vc_column][vc_column width=”2\/3″ css=”.vc_custom_1523026027069{padding-left: 50px !important;}”][vc_custom_heading text=”Jean-Marc Segati” font_container=”tag:h2|font_size:50px|text_align:left|color:%23293844|line_height:50px” css_animation=”slideInRight” css=”.vc_custom_1523023702380{margin-bottom: 12px !important;}”]
\"\"<\/div>[vc_custom_heading text=”Strategy Creative M\u00e9dia
\nEuropean Union” font_container=”tag:h4|font_size:22px|text_align:left|color:%23a3b6c4|line_height:28px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”right-to-left” css=”.vc_custom_1780924916071{margin-bottom: 30px !important;}”][vc_column_text]jmsegati@segati.biz<\/a>
\n+32 477 37 73 64<\/a>[\/vc_column_text][vc_column_text]\"\"<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]
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[vc_row_inner][vc_column_inner][vc_empty_space height=”20px”][vc_custom_heading text=”Strategic Director” font_container=”tag:h3|font_size:16px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space height=”10px”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_empty_space height=”20px”][vc_custom_heading text=”Strategic Director” font_container=”tag:h3|font_size:16px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space height=”10px”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_empty_space height=”20px”][vc_custom_heading text=”General Manager” font_container=”tag:h3|font_size:16px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space height=”10px”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_empty_space height=”20px”][vc_custom_heading text=”founding partner” font_container=”tag:h3|font_size:16px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space height=”10px”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_empty_space height=”20px”][vc_custom_heading text=”Founding Partner” font_container=”tag:h3|font_size:16px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space height=”10px”][\/vc_column_inner][\/vc_row_inner]\t<\/div><\/div>[\/vc_column][\/vc_row][vc_row disable_element=”yes” el_class=”info-box info_founder” margin_bottom=”40px”][vc_column width=”1\/3″][vc_empty_space][vc_custom_heading text=”Associated Director” font_container=”tag:h3|font_size:22px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space][\/vc_column][vc_column width=”1\/3″][vc_empty_space][vc_custom_heading text=”Associated Director” font_container=”tag:h3|font_size:22px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space][\/vc_column][vc_column width=”1\/3″][vc_empty_space][vc_custom_heading text=”Associated Director” font_container=”tag:h3|font_size:22px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space][\/vc_column][\/vc_row][vc_row disable_element=”yes” el_class=”info-box info_partner” margin_bottom=”40px”][vc_column width=”1\/3″][vc_empty_space][vc_custom_heading text=”founding partner” font_container=”tag:h3|font_size:22px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space][\/vc_column][vc_column width=”1\/3″][vc_empty_space][vc_custom_heading text=”Founding Partner” font_container=”tag:h3|font_size:22px|text_align:center|color:%23a3b6c5|line_height:30px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” css_animation=”top-to-bottom”]
\"\"<\/a><\/div>[vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column]
<\/div><\/div>[\/vc_column][\/vc_row][vc_row padding_top=”20px” padding_bottom=”20px”][vc_column][vc_custom_heading text=”Blog” font_container=”tag:h2|font_size:50px|text_align:center|color:%23293844|line_height:50px” css_animation=”slideInDown” css=”.vc_custom_1751562126093{margin-bottom: 12px !important;}”]
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61% of people cannot name a single standout AI brand. That’s normal: technology doesn’t create brand preference.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\t61% of people cannot name a single standout AI brand. That’s normal: technology doesn’t create brand preference.<\/span>\r\n\t\t\t\r\n\t\t\t

The adoption of generative artificial intelligence by marketing leadership has crossed a milestone in industrialization. But the latest study Future…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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While Asia Produces, Europe Labels<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tWhile Asia Produces, Europe Labels<\/span>\r\n\t\t\t\r\n\t\t\t

Two continents, two bets on advertising AI. And a figure that disproves both. In Vietnam, 88% of workers use AI at work. In Indonesia, 92% \u2014 the…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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Adapting a Campaign Means Redoing It<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tAdapting a Campaign Means Redoing It<\/span>\r\n\t\t\t\r\n\t\t\t

It used to be true. Yesterday. Changing country, language, format, season: each time a new shoot, a new budget, a new deadline. Back then, brands…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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AI in a Summer Suit<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tAI in a Summer Suit<\/span>\r\n\t\t\t\r\n\t\t\t

A man in an impeccable suit who reserves a table for you during your vacation. That\u2019s the AI agent according to NOS. Not a robot. Not a voice-over….<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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Now that producing costs almost nothing anymore<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tNow that producing costs almost nothing anymore<\/span>\r\n\t\t\t\r\n\t\t\t

AI has solved a problem as old as the trade: manufacturing was long and expensive. Today, a brand can roll out in one week what used to take a…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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I came across this Aperol campaign this week<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tI came across this Aperol campaign this week<\/span>\r\n\t\t\t\r\n\t\t\t

I saw this Aperol campaign pass by this week, and it made me think about a habit we marketers don\u2019t practice enough: rereading what our clients are…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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AI, it’s obvious.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tAI, it’s obvious.<\/span>\r\n\t\t\t\r\n\t\t\t

People often tell me: \u201cAI is obvious.\u201d I don\u2019t agree. We\u2019re blaming the wrong culprit. What shows up in an image generated without direction…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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Generative AI: European marketers’ top priority \u2014 but 94% of them aren’t getting the results.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tGenerative AI: European marketers’ top priority \u2014 but 94% of them aren’t getting the results.<\/span>\r\n\t\t\t\r\n\t\t\t

You have made generative AI your strategic priority for 2026? You are not alone. 34% of European marketers place it at the top of their investments….<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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Google Ads, June 2026: The AI Didn’t Fire You. It Made You Sign a Waiver.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tGoogle Ads, June 2026: The AI Didn’t Fire You. It Made You Sign a Waiver.<\/span>\r\n\t\t\t\r\n\t\t\t

It arrived quietly on June 3, 2026: the first revision of Google’s Ads terms in eight years, validated with a click by your teams. The text does not…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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AI hasn’t invented anything. Our grandmothers did it before AI.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tAI hasn’t invented anything. Our grandmothers did it before AI.<\/span>\r\n\t\t\t\r\n\t\t\t

On June 16 last, Sustainable Gastronomy Week opened, carried by the youth chapters of the World Food Forum. The theme: “Celebrating Food Heritage.”…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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In Asian B2B, patience is not a virtue. It’s a weapon.<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tIn Asian B2B, patience is not a virtue. It’s a weapon.<\/span>\r\n\t\t\t\r\n\t\t\t

I came across a study on B2B in Asia, and one idea stuck with me: we sell with numbers, we buy with emotions. Even among professionals. We pile up…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t

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Onepoint Turns Recruitment Into a Dating App<\/h3><\/a>\t\t\t\t\t\t\t\t\t\r\n\t\t\tOnepoint Turns Recruitment Into a Dating App<\/span>\r\n\t\t\t\r\n\t\t\t

The latest recruitment campaign from Onepoint is interesting\u2026 The firm borrows the codes of dating apps to talk about AI: we “match” candidates…<\/p>\nread more<\/span><\/a><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\r\n\t\t\t\t<\/div>\t\t\t<\/article>\r\n\r\n\t\t\t<\/div>\r\n