Achieving success in the constantly evolving world of digital content and marketing depends on anticipating change, adjusting strategies, and turning challenges into opportunities for innovative growth. Loick Tanguy, who serves as the Chief Marketing Officer of What The Prod, epitomizes this innovative and visionary approach to leadership. Having worked in digital content for almost thirty years, Loick’s career reflects the evolution of the industry. His transition from traditional marketing to groundbreaking digital content strategies demonstrates a grasp of not just technology, but also the human behaviors influencing its usage.
Loick’s expertise in the field has allowed him to witness and contribute to major changes in the industry, offering valuable insights on how marketing can adapt to the evolving world it tries to connect with.
Career Milestones
Loick’s career trajectory has been anything but conventional. One of his earliest breakthroughs came during his tenure with TDK, where he worked on transitioning marketing strategies from analog recording systems to digital data supports like blank CD-ROMs. “That was when I truly grasped how profoundly digital technology would change the world,” he recalls. This understanding propelled him into roles that would allow him to explore the potential of digital content further.
Soon after, he joined Virgin to market video games on CD-ROM, like the iconic Command & Conquer, at a time when the video game industry was still in its infancy. “Everything was new, and we were learning on the go,” he says of this period, highlighting the rapid growth from startup environments to global giants like Mattel and Vivendi Universal. In these formative years, Loick saw firsthand how the industry matured, requiring new management, marketing, and content production processes to keep pace with the expanding market.
Overcoming Challenges with Innovation
Throughout his career, Loick has faced numerous challenges, but none more significant than navigating the internet crisis of 2008. As the gaming industry transitioned towards full online distribution, many projects faced delays or cancellations due to the uncertainty of the market. One notable example was the delayed release of World of Warcraft, which was affected by the shifting landscape. “We had to adapt our marketing strategies quickly, even postponing and cancelling operations to reduce risks,” he explains.
One of the key innovations he led during this turbulent time was a shift in consumer engagement. As distribution moved online, traditional marketing strategies like billboards and TV spots were no longer relevant. Loick and his teams redefined the approach, focusing on community management. “We invented the role of community managers, whose job was to actively engage with players and build relationships,” he notes. This approach has since become a standard practice in many industries, further cementing his status as an innovator.
Leadership Philosophy
Loick’s leadership style is rooted in collaboration and shared vision. He emphasizes that creativity flourishes when a team aligns behind a common idea. “There isn’t just one idea; there are many. But the idea is the one that the whole team believes in,” he explains. For him, leadership is about ensuring that everyone is not only contributing but is also united by a sense of purpose.
One of his key principles is to always ask “why” before focusing on the “how.” By pushing his teams to deeply understand the reasoning behind any marketing operation, Loick fosters strategic thinking and avoids superficial solutions. This method has been particularly effective in the complex world of digital content, where marketing is not just about creativity but also about precision and adaptability.
Moreover, Loick is a strong proponent of leveraging technology to streamline teamwork. He and his teams have been early adopters of collaborative tools like Notion and AI-based platforms to ensure seamless communication, especially when working with remote teams spread across different continents. “In content industries, we work globally, so it’s essential that our teams can share and work together smoothly, no matter where they are,” he says.
The Future of Digital Content
Looking ahead, Loick is excited by the opportunities presented by emerging technologies like AR, VR, and blockchain. He believes that the key to success lies in a transmedia content strategy, one that adapts to the diverse ways in which consumers engage with content. “With so many new channels to feed, you have to think about who you’re talking to and how,” he notes. Whether targeting VR gamers or blockchain enthusiasts, he stresses the importance of tailoring marketing strategies to fit each unique audience.
As these technologies evolve, so too will the marketing landscape. Social platforms like Telegram and Discord have already revolutionized the way brands communicate with consumers, and Loick anticipates that this will only continue as new platforms emerge. His ability to remain agile and responsive to these changes is a testament to his foresight and deep understanding of the market.
Global Insights
Loick’s extensive international experience, particularly his decade spent in Asia, has had a profound impact on his marketing outlook. Living and working in Thailand, Singapore, and Shanghai opened his eyes to the nuances of consumer behavior in different cultures. “Asia was a big shock for me,” he admits. One of his key takeaways was the importance of doing things differently. “I often tell clients: if you want to enter the Asian market, do the opposite of what you’d do in the West. You’ll make fewer mistakes that way.”
Additionally, Loick has learned to navigate the subtleties of communication in Asia, where a “yes” might not always mean “yes.” This nuanced understanding of culture has sharpened his ability to tailor marketing strategies for diverse markets. “Social networks in Asia have incredible power to influence populations,” he says, highlighting the role of platforms like Tencent and China Mobile in shaping public opinion.
Values and Inspiration
For Loick, failure is not something to be feared but embraced as a stepping stone to success. “There’s nothing wrong with trying and failing,” he says, reflecting on a lesson learned from his time in Asia. He believes that staying humble is crucial in an industry where technology evolves faster than anyone can predict.
From the early days of the NES gaming platform to today’s AI-driven games and virtual reality experiences, Loick’s career is a reminder that agility and a sense of humor are essential in keeping pace with the future.