{"id":45175,"date":"2025-07-14T17:51:50","date_gmt":"2025-07-14T14:51:50","guid":{"rendered":"https:\/\/sbs.strathmore.edu\/?p=45175"},"modified":"2025-07-16T14:16:32","modified_gmt":"2025-07-16T11:16:32","slug":"quand-la-creativite-rencontre-lobjectif-une-visite-de-samira-matthews","status":"publish","type":"post","link":"https:\/\/sbs.strathmore.edu\/fr\/when-creativity-meets-purpose-a-visit-from-samira-matthews\/","title":{"rendered":"Quand la cr\u00e9ativit\u00e9 rencontre l'objectif : une visite de Samira Matthews"},"content":{"rendered":"
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    Enseigner \u00e0 la prochaine g\u00e9n\u00e9ration de publicitaires est \u00e0 la fois une responsabilit\u00e9 et un privil\u00e8ge, surtout \u00e0 une \u00e9poque o\u00f9 le domaine \u00e9volue plus rapidement que jamais. Avec l'essor des plateformes num\u00e9riques, des contenus pilot\u00e9s par l'IA et l'\u00e9volution des valeurs des consommateurs, la publicit\u00e9 d'aujourd'hui va bien au-del\u00e0 des m\u00e9dias traditionnels. Pour r\u00e9ussir dans ce domaine, il faut faire preuve d'agilit\u00e9, d'empathie et d'une profonde compr\u00e9hension de la culture et de la technologie. Mon objectif est de doter les \u00e9tudiants non seulement des outils n\u00e9cessaires pour cr\u00e9er des campagnes convaincantes, mais aussi de l'\u00e9tat d'esprit n\u00e9cessaire pour penser de mani\u00e8re critique, s'adapter rapidement, communiquer efficacement et diriger de mani\u00e8re cr\u00e9ative dans un secteur en constante \u00e9volution. J'ai occup\u00e9 des postes de direction dans diff\u00e9rents secteurs du marketing et de la communication. Je crois qu'il est important de mettre les \u00e9tudiants de Strathmore en contact avec des professionnels de l'industrie qui peuvent montrer comment la th\u00e9orie est mise en pratique et partager des id\u00e9es pr\u00e9cieuses tir\u00e9es de leur exp\u00e9rience.<\/p>\n

    J'ai r\u00e9cemment eu le privil\u00e8ge d'accueillir Samira Matthews, l'une des directrices de cr\u00e9ation les plus accomplies d'Afrique, dans mon cours de publicit\u00e9. Avec plus de 25 ans d'exp\u00e9rience dans le domaine de la publicit\u00e9 et de l'image de marque, Samira a apport\u00e9 un m\u00e9lange rare de perspicacit\u00e9, d'humilit\u00e9 et de cr\u00e9ativit\u00e9 qui a laiss\u00e9 une impression durable sur moi et mes \u00e9tudiants.<\/p>\n

    \n

    Sa carri\u00e8re s'\u00e9tend \u00e0 certaines des agences les plus respect\u00e9es du secteur, notamment McCann Erickson, Ogilvy & Mather, Saatchi & Saatchi, Grey Worldwide, Scan Group et Hill Ayton. Tout au long de son intervention, Samira a racont\u00e9 l'histoire de certaines de ses campagnes les plus embl\u00e9matiques, d\u00e9montrant non seulement l'art qui se cache derri\u00e8re le travail, mais aussi la r\u00e9flexion strat\u00e9gique et l'intelligence culturelle qui ont permis \u00e0 chaque projet de se d\u00e9marquer.<\/p>\n<\/blockquote>\n

    Elle a parl\u00e9 de son travail sur Aquafresh All-in-One Protection, une campagne qui a d\u00e9but\u00e9 au Kenya et qui s'est ensuite d\u00e9ploy\u00e9e \u00e0 l'\u00e9chelle mondiale. Puis il y a eu Sportsman Jenga Jina, une campagne si profond\u00e9ment ancr\u00e9e dans la culture locale qu'elle a ensuite \u00e9t\u00e9 adapt\u00e9e au march\u00e9 asiatique. L'un des exemples les plus frappants de son impact est peut-\u00eatre la campagne Pilsner Lionheart, un effort de rebranding audacieux qui est devenu une \u00e9tude de cas chez Diageo Londres sur la mani\u00e8re de faire revivre une marque en d\u00e9clin.<\/p>\n

    Samira a \u00e9galement partag\u00e9 son exp\u00e9rience avec des campagnes telles que Ribena Purple Witches, qui a \u00e9t\u00e9 reconnue comme finaliste aux MLP Pearl Awards, et Barclays Bank's Operation Kenyans for Kenyans, une campagne puissante et orient\u00e9e vers un but pr\u00e9cis qui a \u00e9t\u00e9 finaliste aux New York Festivals. Ces campagnes illustrent comment la publicit\u00e9, lorsqu'elle est faite avec c\u0153ur et perspicacit\u00e9, peut faire bouger les march\u00e9s et les esprits.<\/p>\n

    Ce qui ressort le plus, cependant, c'est la conviction profonde de Samira que la cr\u00e9ativit\u00e9 est une force au service du bien. Elle a parl\u00e9 avec passion d'une initiative personnelle qu'elle a lanc\u00e9e lorsqu'elle travaillait chez McCann : Something for Something : Look on the Bright Side (Quelque chose pour quelque chose : voir le bon c\u00f4t\u00e9 des choses). Dans un petit parking, elle a appris \u00e0 dessiner et \u00e0 colorier \u00e0 des enfants des rues \u00e2g\u00e9s de six \u00e0 treize ans. Ensemble, ils ont cr\u00e9\u00e9 des cartes de No\u00ebl qui se vendaient tous les ans et dont les recettes servaient \u00e0 financer des repas, des v\u00eatements chauds et, en fin de compte, \u00e0 placer de nombreux enfants dans des foyers pour orphelins. Des ann\u00e9es plus tard, elle a rencontr\u00e9 \u00e0 nouveau l'un de ces gar\u00e7ons, cette fois en tant que professeur d'art transmettant le don de la cr\u00e9ativit\u00e9 \u00e0 d'autres. Cette histoire, plus que n'importe quel prix ou campagne, a captur\u00e9 l'essence de ce qui motive son travail. Sa visite lui a rappel\u00e9 avec force que la publicit\u00e9 ne consiste pas seulement \u00e0 d\u00e9livrer des messages, mais aussi \u00e0 avoir un impact.<\/p>\n

    Article de Shailja Sharma, membre du corps enseignant du SBS et coach en leadership et en carri\u00e8re<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":45179,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-45175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nWhen Creativity Meets Purpose: A Visit from Samira Matthews - Strathmore University Business School<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbs.strathmore.edu\/fr\/quand-la-creativite-rencontre-lobjectif-une-visite-de-samira-matthews\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Creativity Meets Purpose: A Visit from Samira Matthews\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sbs.strathmore.edu\/fr\/quand-la-creativite-rencontre-lobjectif-une-visite-de-samira-matthews\/\" \/>\n<meta property=\"og:site_name\" content=\"Strathmore University Business School\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-14T14:51:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-16T11:16:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sbs.strathmore.edu\/wp-content\/uploads\/2025\/07\/when-creativity-meets-purpose-a-visit-from-samira-matthews-web3.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Shailja Sharma\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shailja Sharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/\"},\"author\":{\"name\":\"Shailja Sharma\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/#\\\/schema\\\/person\\\/da006a5dedcba3d001bb35d7c65682fe\"},\"headline\":\"When Creativity Meets Purpose: A Visit from Samira Matthews\",\"datePublished\":\"2025-07-14T14:51:50+00:00\",\"dateModified\":\"2025-07-16T11:16:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/\"},\"wordCount\":1778,\"image\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sbs.strathmore.edu\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews-web3.webp\",\"articleSection\":[\"News\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/\",\"url\":\"https:\\\/\\\/sbs.strathmore.edu\\\/when-creativity-meets-purpose-a-visit-from-samira-matthews\\\/\",\"name\":\"When Creativity Meets Purpose: A Visit from Samira Matthews - 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