Gregory
Birgé
I solve problems. Especially when the problem isn't obvious.
My work has moved between Europe and Asia, between consumer brands and technical businesses, and between the people who make things and the people who have to sell them. That mixture is the whole point: it's hard to spot a badly framed problem if you've only ever stood in one part of the building.
I'm usually brought in when something isn't moving and the reason is unclear. Sometimes the answer is a campaign. Often it's a different question.
Europe & Asia
Lived and worked in both. Not visited.
Large brands
Philips, Fuji Xerox, Pernod Ricard Asia and others, in and out of category.
On the record
Asked on air to explain shifts in business and technology.
Rooms
Comfortable with boards, engineers, finance, IT and sales floors in the same week.
- 01The brief is a hypothesis. Treat it like one.
- 02Ask who benefits from the current definition of the problem.
- 03If everyone agrees immediately, nothing has been examined.
- 04Clarity is a decision, not a writing style.
- 05Funny and serious are not opposites. Vague and serious are.