Fabrice Courdesses's LinkedIn Strategy…

#CannesLions 2026 🍹 Between the rosé and the main stage, someone decided to put six founders in a room and ask the questions nobody asks. Corey Ferengul moderator who's been inside this industry for…

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AdTech3 months ago

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I know the co-founders of tvScientific (Jason and David), and xpln.ai (Fabien and Thibault) quite well. I have a lot of respect for both teams as they helped move important parts of our industry forwa…

LinkedIn post image: I know the co-founders of tvScientific (Jason and David), and xpln.ai (Fabien and Thibault) quite well.

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12 days ago

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Last year in Cannes, AI was everywhere. This year, I expect another conversation to become harder to ignore. Our industry has built increasingly sophisticated systems around media, audience, attention…

LinkedIn post image: Last year in Cannes, AI was everywhere.

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Marketing Technology3 months ago

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𝗗𝗲𝗽𝘂𝗶𝘀 𝗾𝘂𝗮𝗻𝗱 𝗹𝗲𝘀 𝗲́𝗾𝘂𝗶𝗽𝗲𝘀 𝗺𝗲́𝗱𝗶𝗮 𝗽𝗮𝗿𝗹𝗲𝗻𝘁-𝗲𝗹𝗹𝗲𝘀 𝗮𝘂𝘁𝗮𝗻𝘁 𝗱𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 ? Une chose m'a marqué aux derniers Cannes Lions... Le…

LinkedIn post image: 𝗗𝗲𝗽𝘂𝗶𝘀 𝗾𝘂𝗮𝗻𝗱 𝗹𝗲𝘀 𝗲́𝗾𝘂𝗶𝗽𝗲𝘀 𝗺𝗲́𝗱𝗶𝗮 𝗽𝗮𝗿𝗹𝗲𝗻𝘁-𝗲𝗹𝗹𝗲𝘀 𝗮𝘂𝘁𝗮𝗻𝘁 𝗱𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲

13002 viral

AdTech & Marketing Analyticsabout 2 months ago

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Je faisais 2 deep-dive meeting hier avec mes équipes. 𝗠ê𝗺𝗲 𝗰𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 ! Pour 2 marques très différentes. Sur 2 environnements YouTube différents : l'un en CTV, l'autre en Social/Mobile.…

LinkedIn post image: Je faisais 2 deep-dive meeting hier avec mes équipes. 𝗠ê𝗺𝗲 𝗰𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 !

8102 viral

Digital Advertisingabout 1 month ago

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No corporate talk for this panel on how to avoid Creative fatigue and embrace Creative performance. As CXOs in the trenches, Aurélie TOUBOUL, Alban Besnier and Rui de Freitas live and practise what th…

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Marketing3 months ago

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Topics & Content Focus

Primary Topics

Creative Intelligence as a performance variable in video advertisingThe shift from exposure-based KPIs toward purchase intent and business outcomesCreative-media fit as the next frontier of AdTech optimizationData-driven integration of creative analysis into media buying systems

Secondary Themes

Attention measurement beyond viewabilityCTV, social and mobile video performanceAdTech market evolution and competitive signalsAI-enabled creative analysisPositioning VideoRunRun within the Creative Intelligence category

Industry Focus

Video advertising and programmatic AdTechCTV and digital video mediaMedia optimization platformsCreative analytics and marketing measurementB2B technology marketing for advertising professionals

Content Categories

Industry thought leadershipData-backed campaign analysisMarket trend interpretationProduct and category positioningCompany advocacy and ecosystem commentary

Performance Insights

Avg Engagement Rate

STABLE

Performance Trend

Best Performing Topics

Creative-media matching as a driver of purchase intentThe transition from attention measurement to intent measurementCreative Intelligence as a strategic AdTech market signal

Virality Signals

Shares are concentrated around posts that interpret broader market movements rather than promote the company directlyDetailed evidence and strong strategic framing outperform short promotional updatesThe strongest post combines named industry actors, a timely market event and a clear category thesisComment activity is very limited, suggesting passive consumption rather than discussion-led engagement

Structure & Quality

Avg Length (Words)

HIGH

Depth Level

ADVANCED

Expertise Level

86/10

Uniqueness Score

Common Hooks

Contrasting an established industry KPI with an emerging oneOpening with an observation about a market transitionUsing real campaign findings to challenge conventional media assumptionsConnecting competitor or ecosystem activity to a broader strategic thesisIntroducing a counterintuitive relationship between creative and media performance

Common Endings

A strong conclusion that reframes the problem as a new industry standardA company mission or conviction connected to the market insightA forward-looking statement about where AdTech is headingA direct invitation to read a related article or consider the company's solution

Value Delivery Methods

Reframes creative from a production asset into a measurable media optimization inputDistinguishes attention, intent and outcome as different stages of advertising effectivenessUses campaign-level evidence to demonstrate that creative performance depends on placement contextExplains why AdTech platforms are increasingly adopting Creative IntelligenceTranslates company positioning into a broader industry transition

Formatting Style

Long-form analytical paragraphsShort emphatic standalone statementsHeavy use of bold emphasisArrow-led explanatory sectionsEmoji used as visual signpostsClear contrast structures such as attention versus intent or creative versus inventoryNumerical evidence and multiplier-based examples

Audience & Tone

YES

Question Usage

Response Rate

Detected Tone

Strategic industry insiderAnalytical and commercially mindedConfident category builderSmart-casual professionalEvidence-led evangelistForward-looking and conviction-drivensemi-formalfirst-person

Interaction Style

Primarily broadcast thought leadershipEvidence-led persuasion rather than conversational promptingPeer recognition and ecosystem networkingLow-volume but meaningful sharing of substantial analysesLimited direct dialogue with the audience

Community Building Signals

Publicly validates founders and adjacent companiesConnects industry developments into a shared market narrativeBuilds category awareness around Creative IntelligenceUses company and ecosystem references to establish credibility

Writing Style Patterns

Content Strategy

Hook: Contrasting an established industry KPI with an emerging oneTone: semi-formalCTA: Soft thought-leadership CTA

Writing style breakdown

I was reviewing the performance of three different video campaigns this morning. SAME OBSERVATION!

Across different brands. Across different platforms: one on YouTube CTV, the others on Instagram and TikTok.

We decided to shift our focus away from the usual metrics.

Not just View-through Rate or Attention, but actual PURCHASE INTENT.

At a similar level of Attention, only 25% to 45% of the impressions were actually driving any lift in Purchase Intent. This shift in perspective alone completely changed how we evaluated the media spend.

But the real breakthrough was something else. I expected a gap, but the scale of it is mind-blowing!

THE PERFORMANCE OF THE CREATIVE WAS ENTIRELY DEPENDENT ON THE ENVIRONMENT IT WAS PLACED IN.

For one specific creative asset, it generated 5 times more intent on CTV than on mobile.

Then, that exact same asset became the weakest performer when moved to a social feed environment.

Conclusion, it is not a question of 'better inventory' or 'better creative' in isolation.

THE X-FACTOR OF A SUCCESSFUL CAMPAIGN LIES IN THE MATCH BETWEEN CREATIVE X CONTEXT.

For awareness, the gap is small. But for performance and intent, it is the only thing that matters.

This is exactly why we are seeing a surge in platforms talking about Creative Intelligence.

They aren't just trying to make 'prettier' ads.

📌 They are trying to feed their algorithms with creative data to make better media-buying decisions.

I dive deeper into this logic in my latest piece.

👉 https://lnkd.in/example-link

Looking forward to hearing your thoughts Corey x Sarah x Marc

Fabrice Courdesses

Warm Analysis

Performance Overview

Top Posts by Engagement

Posting Patterns & Frequency

Best Performing Days

Best Performing Times To Post