Dynamic Marketing Communiqué

Bonjour! Get a glimpse of chic Parisian marketing with the help of this “Marvel’s” story! [Monday: Marketing Marvels]

December 5, 2022

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.

A Note from Miles Everson:


We’re so excited to start another awesome week. We hope you are, too!

Let’s welcome the day with enthusiasm by talking about our “Marketing Marvels”—outstanding people (both fictional and non-fictional) in business and marketing. Every Monday, we feature these professionals and highlight their experiences and insights.

In this article, let’s focus on a Netflix show that tackles the hustle-and-bustle world of marketing in France.

Continue reading to know some marketing lessons you can learn from the life of the show’s main protagonist.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels


How would you feel if you’ve been assigned to move to another country for a few months or years to work as a marketer at a new firm?




That’s what today’s fictional “Marvel” felt when she was given the same responsibility. Not only did she have to adjust to her new environment and schedule, but she also had to effectively incorporate her values and principles into a new work culture.

Any ideas on who we’re referring to?

Emily Cooper (the main character of the show, “Emily in Paris”)!

Photo from Rotten Tomatoes

“Emily in Paris” is a Netflix romantic comedy (romcom) TV series created by writer, director, and film producer Darren Star.

Set and filmed in Paris, France, the show stars Lily Collins as the aspiring marketing executive Emily Cooper, an American who moves to France to provide an American point of view to Savoir, a venerable French marketing agency.

There, she struggles to succeed in her new workplace while searching for love and experiencing a culture clash brought about by her conventional Midwestern U.S. upbringing.

Also included in the cast are actors and actresses Philippine Leroy-Beaulieu, Ashley Park, Lucas Bravo, Samuel Arnold, Bruno Gouery, Camille Razat, William Abadie, and Lucien Laviscount.

The first season of “Emily in Paris” premiered in October 2020 and its second season premiered in December 2021. In January 2022, Netflix announced the series was renewed for a third and fourth season. Production for the third season began in June 2022 and is set to premiere in December 2022.

Dressing to Impress AND Getting Your Career Started on the Right Path

As an ambitious, optimistic, and confident marketer from Chicago, Cooper is tasked to revamp Savoir’s social media strategy and bring an American point of view to the floor. Her newfound journey is filled with adventures and challenges as she tries to fit in her new environment, meet new people, and adapt to cultural differences.

Despite her new colleagues being intimidating and taking advantage of her skills, Cooper is determined to give her best. Other than the hard-to-ignore attractions in the series—the Eiffel Tower, the beautiful city of Paris, chic Parisian fashion, etc.—Cooper’s endeavors are also filled with career tips and inspiration in marketing, such as:

  1. Social media is crucial in today’s marketing landscape

In the series, Cooper always makes it a point to talk about Savoir on social media and use relevant hashtags that help the brand gain more awareness and attention online. 

Additionally, her daily work adventures walk us through the importance of interacting with consumers on social media. As Cooper said: 

“To build a brand, you must create meaningful social media engagements.” 

The key takeaway from this point? 

Using social media can help you connect with your customers and boost your brand’s online presence, leads, and sales. It’s also essential to develop an appropriate brand identity online so you can reach your target audience effectively and efficiently. 

  1. Content is king

In one episode of “Emily in Paris,” Cooper told a first-party client: 

“It’s not just about followers, it is about content, trust, interests, and engagements.” 

She also described how she always double checks and optimizes the content she posts. 

In today’s age of digitalization, posting the RIGHT content has become more important than ever as most brands have a social media presence nowadays. The question is how you’ll make your brand stand out from the crowd. 

Content takes a HUGE portion of your marketing strategy. Consumers begin to form an impression about your brand once they start seeing or reading your copies or posts. That’s why you have to use this strategy properly to create an effective engagement with your target audience. 

  1. User experience (UX) is key

One of the people Cooper encountered in the series is Antoine Lambert (played by William Abadie), the owner of the fictional scents and perfumes company Maison Lavaux

When he gives one of his perfume products to Cooper, she smells it and says its scent is like poetry to her. She explains: 

“Your perfume is not how you smell, it’s how you feel.” 

What can you learn from this scenario? 

Your customers’ overall UX is what makes them repeatedly buy or use your product. It’s their experience that makes them comfortable and increases their trust in your brand. 

So, optimize your UX! Let your target market know and understand what kind of brand you are. This will help bind your customers to your products in terms of fulfilling their needs and satisfying their desires. 

  1. Thinking outside the box is important

Throughout the series, Cooper shows she has a unique way of thinking. In one episode, an art gallery showing Van Gogh’s “The Starry Night” gave her inspiration for a whole new marketing campaign for a client. 

This enabled her to add a touch of emotion to various marketing concepts and make them more relevant to consumers. As a result, the client she was working with on this project was impressed and satisfied with her ideas. 

The main lesson you can learn from this point? 

Creativity is a marketing technique. After all, originality is fueled by creativity! 

That’s why thinking outside the box can provide you with new perspectives and help you overcome mental barriers. It helps you cut through the clutters and differentiate your brand from your competitors. 

Another important theme you can learn from “Emily in Paris” is the importance of loving what you do and having fun throughout the process. It’s a show that highlights the significance of boosting your career through building good connections with people and understanding your work culture.

We hope you enjoyed reading today’s article and learning a few marketing lessons from “Emily in Paris!”

If you haven’t watched the show yet, you might want to give it a try. It will give you more insights into the glamorous and ever-changing world of marketing.

Stay tuned for next week’s “Marketing Marvels!”

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole.

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful.

Stay tuned for next week’s Monday Marketing Marvels!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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