Raphaël
Pizzera

Creative Director and co-founder of Inox Communication, Raphaël Pizzera is in charge of strategic developments. He is convinced that creativity is one of the answers to the equation of systemic problems (economic, societal and environmental) that companies have to face. An embodiment of design thinking, he also believes that part of the answer lies in interdisciplinarity and co-creation.

“One way of illustrating this interdisciplinarity is to look at what's going on at Bureau du 111, the structure we co-founded with other companies with whom we share the same space and the same values. Made up of a wide range of talents (scientific, organizational, strategic and creative), each person's specific view of the same problem helps to enrich the approach, making the project more relevant and the solutions more creative and innovative. A single profession cannot be expected to solve the problems of companies facing far greater challenges (societal, managerial, economic, ecological, etc.). When it comes to brand positioning, which is our area of expertise, we can't expect to solve all these issues with similar profiles.

« Whether we like it or not, we're going to have to change and be creative to make progress.»

Today, companies have to ask themselves the question: How can we develop intelligently and responsibly, while contributing to improving this world in one way or another? My firm belief is that, when you surround yourself with people with very different and complementary skills (sociologists, philosophers, economists or artists, for example), you'll come up with much more innovative ideas to answer these big questions and define an appropriate business model. It was this demand for interdisciplinarity that led to the creation of 111. Disruptive rather than incremental innovation: this holistic vision is at the origin of the project.

Why challenge this approach to brand positioning? Whether we like it or not, it's going to have to change. Our customers are now receiving requests for quotations, subject to the measures they are implementing for sustainable development. How can we continue to evolve intelligently? Why not strive for more meaning, to become first and foremost an entity that wants to be useful to progress? So we need to think about other models, and be more creative in order to move forward.