Fabrice Courdesses

Overall, the style is expert, didactic, and performance-oriented, but delivered in a conversational, LinkedIn-native tone.

Professional B2B marketing language (ROAS, CPM, funnel, attribution, etc.)

Clear, simplified explanations

Occasional metaphor and imagery (hamster wheel, players on a field)

A slightly motivational, future-focused framing (‘In 2025, that mindset ends.’)

French (often for deeper conceptual or thought-leadership posts)

English (often for global-forward, AI/CI angles)

It is neither dry-formal nor too casual. Think: senior consultant/CEO talking to peers, but on LinkedIn, not in a white paper.

Medium-to-high energy, but controlled.

The hook lines are high-energy, often with emojis and bold Unicode.

The body text is calmer, analytical, structured, reassuring.

Tone is confident and declarative: the author speaks with authority, not tentatively.

It often has an undercurrent of urgency (creative fatigue, missed performance, “don’t leave money on the table”) but frames it as solvable via a clearer system.

Rhetorical questions: “Et si la création n’était pas une variable fixe, mais un levier ?”

Binary contrasts: opinion-driven vs data-informed, art vs system, media vs créa, campaign vs platform.

Reframing statements: “The real win isn’t avoiding creative fatigue — it’s breaking the creative hamster wheel that fuels it.”

Aphorism-like lines: “We still treat video creative like an art project.” / “You’re not testing. You’re still guessing.”

Strong conceptual hooks: Creative Fatigue, ROI créatif, Creative Intelligence, compound effect, creative system.

Regular use of quotes (often indented with arrows) to highlight key ideas, sometimes referencing an “article in comment.”

French posts often use ‘on’, ‘les marques’, ‘les équipes marketing’, ‘les CMOs’ (more observational, systemic).

English posts often use ‘you’ in direct address (“If you’re running one-size-fits-all videos? You’re not testing.”).

‘I’ appears mainly in the bio/credibility and anecdote segments (“Je travaille depuis plus de 15 ans…”, “As CEO at VideoRunRun, I see…”).

Many direct imperatives: “Build a smart testing protocol.” / “Treat creative as a system, not a guessing game.”

Also suggestion/consideration framing: “Et si… ?” or “That’s where AI changes everything.”

Overall: reader is treated as a peer-marketer/CMO who already understands media, but is missing a framework for creative data.