Olivier François

Olivier François (October 4, 1961) is a French business executive and the current CEO of Fiat and Abarth. He was also FCA Group's Chief Marketing Officer and, as well as a member of the Group Executive Council at Fiat Chrysler Automobiles, positions he has held since September 2011. For his attention to creativity, he has been referred to as "Chrysler's Don Draper[1]".

Olivier François
Born (1961-10-04) October 4, 1961
Paris, France
Alma materDauphine University
Sorbonne University
Sciences Po
OccupationPresident and CEO Fiat Brand (current)

Head of Marketing and Communication of the Fiat Group Automobiles (Former) CEO of Lancia Spa (Former)

General Manager Citroen Italy (Former)
Spouse(s)Arianna Bergamaschi
Children4 sons

Early life and education

François was born in Paris, and graduated in 1984 from Dauphine University with degrees in management and marketing from CELSA - Sorbonne University (1986) and in Economy and finance from Sciences Po (1988). Prior to starting his career within the automotive industry, he pursued his passion for music and started his own music label in France, later going on to exploit his entrepreneurial nature by working in the export business. This passion for music,[2] together with poetry and photography, accompanies François in his career even nowadays, as witnessed by commercials and special projects in which are involved Jennifer Lopez,[3] Shaggy and Sting among others.

Career

Citroën

He entered the car business in 1990 when he was hired by Citroën, quickly climbing the ranks within the organization. In 1999, he was asked by the company to move to Denmark, where he was Managing Director of Citroen Denmark A/S. In 2001 he was appointed Managing Director of Citroën Italy.

Lancia

After 4 years as the Head of Citroën in Italy, willing for a new challenge, François was approached by the late Sergio Marchionne, then CEO of Fiat Group Automobiles, to become CEO of Lancia Automobiles SPA.

Chrysler

In October 2009, post Fiat Group receiving a 20% stake in Chrysler Group LLC, François was appointed President and Chief Executive Officer of the Chrysler brand. He was also the lead marketing executive at Chrysler Group with responsibility for marketing strategies, brand development and advertising for the Chrysler Group (Jeep, Dodge, Chrysler and RAM Trucks), as well as that of the Fiat Group Automobiles brands (Fiat, Alfa Romeo, Maserati, Abarth, Lancia).

FCA

In 2011, he was named Chief Marketing Officer of the FCA Group and Head of the Fiat Brand, as well as becoming a member of the Group Executive Council (GEC). Since becoming Chief Marketing Officer, François splits his time between Auburn Hills and FCA's Italian headquarters in Turin. As well as Chief Marketing Officer for the Fiat Chrysler Automobiles Group, he is also President of the Fiat Brand Global.

Car Models Unveiled

Under his guidance, FCA have achieved some important results: the iconic 500 enlarged its line up with 500L (in 2012) and 500X (in 2014), consolidating 500 as everlasting and iconic car.

During the 2014 Geneve Motor Show an offroad version of Panda, named Cross, was launched: this contributed to keep the model as one of the Italian most sold cars.

In 2015 the new Tipo, a compact car assembled at the Tofaş plant in Bursa, Turkey, was launched. It won the Best Buy Car of Europe Award from Autobest, voted by a panel of 26 journalists from 26 European countries.[4]

Moreover, in 2016 the 124 spider made its first appearance: it was previously seen at 2015 LA Auto Show. The two passenger roadster recalls, for name and exterior styling, the Fiat 124 Sport Spider designed by Pininfarina and manufactured from 1966 to 1985.

In 2019 the electric Fiat Concept Centoventi, translated as hundred and twenty in recognition of the company's 120th anniversary, was unveiled at the Geneve Motor Show. It “reimagines the Fiat Panda supermini as an electric car for the 21st century”.[5]

The launch of the new Panda Trussardi in September 2019, has been accompanied by an innovative communication campaign that celebrates its unique style, changing the rules of automotive communications and positioning the new car as a fashion item. Panda Trussardi features in the video clip of Ava Max's new single "Torn", and the spot is “just” a cut from the video clip. The new commercial was directed by Joseph Kahn who directed video clips for artists such as Lady Gaga, Britney Spears, Taylor Swift, Sting and Shaggy.[6]

Remarkable Commercials and Campaigns

Super-Bowl Commercials

François has often used the Super Bowl commercials renowned as one of the most expensive advertising slots in the world.

In 2011 he conceived the Eminem-starring Chrysler Super Bowl commercial "Imported from Detroit", a 2 minutes homage to the rebirth of the automotive industry within Detroit. The ad won an Emmy®-Award as “Outstanding Commercial”.[7]

In 2012 he chose Clint Eastwood for a new Chrysler campaign named “Halftime in America”, which was described by the New York Post as “one of the few touchdowns in last night’s advertising Super Bowl” and by CNN Money as “king of the Super Bowl spots”.[8]

For the 2014 Super Bowl, François employed Bob Dylan as the testimonial for the launch of the new Chrysler 200. The campaign went further than promoting the car, the brand clearly tried to establish a broader message than the fact that it is associated with Detroit.[9]

For the 2015 Super Bowl, a new commercial for Fiat 500X was launched, named “the FIAT Blue Pill” campaign. In the spot, a blue pill transforms a classic 500 into the 500X crossover. This commercial was described as “a clever and humorous way to introduce the 500X”.[10]

Other Commercials

In 2008, François dedicated a TV commercial for Lancia to Nobel Prize winners. The campaign features some of the major Nobel Prize winners including Lech Walesa, Frederik Willem De Klerk, Mikhail Gorbachev, Tenzin Gyatso XIV Dalai Lama and Aung San Suu Kyi.[11]

For the 2014 launch campaign of the Dodge Durango, he cooperated with Paramount Pictures and Will Ferrell (as the fictionary anchor Ron Burgundy). The commercial was used as marketing campaign for the release of the film “Anchorman 2: The Legend Continues.”[12]

In 2016 he worked again with Paramount Pictures, this time cooperating with the star of the film Zoolander 2, Derek Zoolander (played by Ben Stiller) to promote the Fiat 500X. The new spot entitled "Selfie” directed by Jeff Mann was screened for the first time at the Golden Globes ceremony.[13]

The campaign went on to receive a gold award for entertainment by the Clio Awards[14]

2017 was 60th birthday of Fiat 500: to mark such a special occasion for the brand François enrolled the Oscar winning American actor and producer, Adrien Brody. The film debuted the celebrative special series, the 500 Anniversario.[15]

In 2018, under François supervision, Fiat choose Christopher Lloyd for the new 500X commercial.

He reprised his role of Back to The Future‘s Doc Emmett Brown to transport a couple from the 60s to the present days, transforming their classic Fiat into the Fiat 500X modern-day incarnation[16]

In 2019 FCA involved Sting and Shaggy for the new 500X campaign, called “Just one lifetime”, as part of brand 120th anniversary. The campaign was initially conceived as a music video treatment, and it was then re-cut as a 90-second spot.[17] The song was included in the album [‘44/876’], winning the 2018 Grammy Award, as Best Reggae Album.

Personal life

François married Italian Pop singer Arianna Bergamaschi, and has four sons: Guillaume, Arnaud, Nicolas and Alexandre.[18]

Honor and awards
  • 2012 Automotive News “Automotive marketer of the year”[19]
  • 2012 AdWeek's “Grand Brand Genius”[20]
  • 2012 AdAge's “Marketer of the year”[21]
  • 2014 Automotive News “Automotive marketer of the year”[22]
  • 2015 Forbes #4 “most influential CMO”[23]
  • 2017 Mediapost/Nielsen's “Automotive CMO of the year”.[24]
  • 2018 Billboard's Powerlist[25]

Olivier Francois on Instagram

References
  1. "Chrysler's Don Draper". 2011-12-09. Retrieved 2019-06-12.
  2. "Fiat Chrysler's Olivier François on Why Music Is 'The Best Investment' and the One Artist Who Said No (After the Ad Was Shot)". Billboard. Retrieved 2019-06-12.
  3. LLC, Chrysler Group. "The FIAT Brand and Jennifer Lopez Tie the Knot in New Music Video Production". www.prnewswire.com. Retrieved 2019-06-12.
  4. "Press Release: AUTOBEST "BEST BUY CAR" 2016 « Autobest". Retrieved 2019-06-28.
  5. "Fiat Centoventi concept previews future 'electric Panda'". DrivingElectric. Retrieved 2019-06-28.
  6. Carrera, Martino (2019-09-18). "Trussardi Debuts Customized Panda Car". WWD. Retrieved 2019-10-15.
  7. "Chrysler's 'Born of Fire' Wins Emmy for Best Commercial". www.adweek.com. Retrieved 2019-06-21.
  8. Smith, Aaron. "Chrysler is king of the Super Bowl spots". CNNMoney. Retrieved 2019-06-21.
  9. Buss, Dale. "'America's Import' Takes Over As Chrysler Theme In Super Bowl". Forbes. Retrieved 2019-06-21.
  10. "Fiat taps power of little blue pill in Super Bowl ad". Detroit Free Press. Retrieved 2019-07-13.
  11. Patrick, Aaron O. (2009-01-26). "Fiat Draws Attention to a Cause -- Along With Car". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-06-21.
  12. Buss, Dale. "How Chrysler's Francois Scored Marketing Gold In Will Ferrell". Forbes. Retrieved 2019-06-21.
  13. "Fiat's Newest Ad Star Is Derek Zoolander". adage.com. 2016-01-10. Retrieved 2019-06-21.
  14. "Zoolander 2 - Zoolander 2 + FIAT 500X". Clios. Retrieved 2019-06-21.
  15. "Fiat 500 lands in a museum and on a stamp! | Car News | Auto123". auto123.com. Retrieved 2019-06-21.
  16. "Fiat goes Back to the Future to introduce its 500X model". The Drum. Retrieved 2019-07-13.
  17. Hampp, Andrew (2019-03-12). "Songs for Screens: How Sting & Shaggy's Grammy-Winning Album Got a Second Life From Fiat". Variety. Retrieved 2019-07-13.
  18. "Arianna Bergamaschi e Olivier François, nozze da favola (veneziana)". VanityFair.it (in Italian). 2014-09-18. Retrieved 2019-06-12.
  19. "Chrysler Group Is Ad Age's Marketer of the Year". adage.com. 2012-11-26. Retrieved 2019-06-12.
  20. Staff|October 25, Adweek; 2012 .st0{fill:#F7EC13}.st1{clip-path:url}.st2{clip-path:url;fill:#020100}. "Brand Genius 2012: Olivier François, Chrysler". www.adweek.com. Retrieved 2019-06-12.CS1 maint: multiple names: authors list (link)
  21. "Chrysler Group Is Ad Age's Marketer of the Year". adage.com. 2012-11-26. Retrieved 2019-06-13.
  22. "All Stars - Olivier Francois". Automotive News. 2014-11-24. Retrieved 2019-06-13.
  23. "4. Olivier Francois". Forbes. Retrieved 2019-06-13.
  24. "Fiat Chrysler's Francois Named Automotive Marketer Of The Year". www.mediapost.com. Retrieved 2019-06-12.
  25. "Revealed: Billboard's 2019 Branding Power Players". Billboard. Retrieved 2019-06-13.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.