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Communications.Management.Marketing

Truth Is Just Perception

About Christophe Lachnitt

Apologies for the self-promotion.

I am an independent consultant. I specialize in optimizing the strategy, operating model, and generative artificial intelligence adoption of communications organizations. I help my customers optimize the value of their communications operations and adapt their operating model to address the increasing complexity of balancing audience fragmentation and brand development.

During my corporate career, I managed large communications and marketing organizations in fast-paced, highly challenging environments. I served as company spokesperson during Alcatel’s strategy crisis and worst-ever share price plunge, and was then instrumental in positioning the Company as the world leader in Internet networks during and after the dot-com bubble. I led the planning, execution and tracking of Microsoft’s $100 million marketing strategy in France and the turnaround of Microsoft’s image in the country when it was the worst in the world. I revamped Naval Group’s internal communications to facilitate the Company’s transformation and created a corporate social responsibility program for which it received an award from the French Senate. I was a member of executive committees of multibillion-dollar businesses for thirteen years and worked with high-profile CEOs.

With Bill Gates – (CC) Microsoft

In 2014-2015, I had to put my career on hold for a year and a half. I underwent a spinal bone-graft surgery resulting from a near-fatal rock-climbing accident. I was bedridden, immobile for a year and then spent six months in an in-patient rehabilitation center. I learned the value of physical and emotional resilience.

A few years earlier, I had had other encounters with death, surviving several cardiac arrests. Incidentally, I have given a TEDx talk in which I explain how these unlikely experiences changed my relationship with life.

Once back on my feet after my bone-graft surgery, I reinvented my professional life and founded Croisens, a high-touch boutique consultancy firm. I help communications leaders direct their own disruption from business value assessment to change management and adoption.

My customer references include Accor, Armed Forces Ministry, Bayer, Bouygues Construction, BPCE Group, BRED, CNIL, CNP Assurances, Econocom, EDF, Elabe, Enedis, French Bank Association, Ingenico Group, Izivia, Justice Ministry, Macif, Michelin, Mobilize, Moret Industries, Nexity, Orange, Orange Cyberdefense, Petzl, Philip Morris, RTE, SCOR, SNCF, Société Générale, Sodexo, Somfy, Sonepar, Sopra Steria, SwissLife, Thales, The Good Company, Universal Music, and Worldline.

I am the author of four books:

I am currently writing a book on the impact of generative artificial intelligence on brands.

In case you are still reading, I am a guest lecturer at top business schools CELSA and Sciences Po Paris.

Climbing in Chamonix-Mont-Blanc – (CC) Marie Lachnitt

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