Frédéric Josué

CEO, 18M


I run 18M, a corporate strategy consulting firm. My main clients are Ferrero, BNP Paribas, Orange and companies in the cultural industries. I am a specialist in brand communication and new technologies. I help my clients to prioritize their investments in terms of activation, by choosing the best themes, and to harmonize their actions between the different channels and target typologies. I support my clients’ business development, particularly through the use of technology to enhance the consumer experience. I am also an expert in storytelling and can write and supervise the writing of production bibles for audiovisual series.
These experiences, these connections and this constantly renewed enthusiasm for the great cultural, social and technological challenges of our time, I draw from a career of more than twenty years in the media and communication industry. I have been Executive Advisor to the leaders of the Bolloré, Havas and Vivendi groups and Head of Foresight. I led an innovation lab that funded applied research programmes at prestigious universities including Los Angeles, Tel Aviv, Tokyo and Seoul, on topics related to the future of media, brand communication and decision support tools. I have developed strong skills in startup scouting, whatever the field. I worked with Jonathan Taplin USC in the areas of brandscience as he fought against the “marketing monoculture” instilled by Google, Meta, & Amazon.
Today, I continue my reflections and research in order to anticipate what will constitute our daily challenges tomorrow. I am working on decision making in times of uncertainty, notably on the basis of artificial intelligence tools. With Alex McDowell, I am developing the World Building, a multi-scale approach to brand strategy. I teach a course at Sciences-Po Paris called Metavers, The New Logics of Engagement.


The balance of state and industrial powers, now and in the future, will be challenged and shifted by : health crises and war in Ukraine (e-commerce or energy model), industrialization of technologies by the US and Chinese giants (A.I., Cloud, 5/6G, Deep Tech, Web3), and exacerbated by societal issues (climate, social, inclusion, security).I anticipate that,
– Traditional industries will continue to be challenged by players who use user experience to
disintermediate low value-added services: transportation, education, health, defense, food,
energy, finance, entertainment;
– Decentralization will continue to make its mark in the public, political and economic sectors.
Web3, DeFi and augmented worlds will hybridize the physical and digital worlds, simplifying
experiences, bringing more transparency and equity;
– Shopping patterns will continue to be disrupted, with the home serving as a hub for food delivery,
education, training, work, sports, entertainment, health, etc;
– Technology will continue its “invisibilization”, collecting data that is huge in number and
worrisome in possible uses -eg. biometric data;
– Human resources will be looking for neuro-diverse and atypical profiles, to face the war for talent
and to accompany the evolution of heuristics and decision support systems;
– The notion of deep uncertainty and complexity will be the new normal, forcing companies to
apprehend the world with elasticity in a permanent logic of test and learn;
– Brands will have to navigate through this uncertainty, with an agility equipped with an analytical
and storytelling point of view. They will have to learn to be “anti-fragile”, a property of systems
that strengthen themselves when exposed to stress factors, shocks, volatility, noise (Antifragile:
Things that Gain from Disorder, N.N.Taleb);


Organic Media: with researcher Agnes Yun from SNU-Seoul National University
Transitioning from Web2 to a neural Web3 where brand messages are delivered through human interaction and augmented interfaces: Lien
Edison Project : with Henry Jenkins from USC-University of Southern California
Transition from an information economy to an imagination economy, tech platforms, new business models: Lien
Transforming hollywood : With Denise Mann of UCLA TFTDM:
Lecture series on the future of cultural industries and technology platforms : Lien


The Future of Transactions 2025 : Interviews with entrepreneurs, researchers, startups and
specialists in the field of retail and transaction decentralization : : vidéo 1 / vidéo 2 / vidéo 3 / vidéo 4
The Future of Work 2025 : Interviews with entrepreneurs, researchers, startups and specialists in the field of work, social and technological issues : vidéo 1 / vidéo 2 / vidéo 3 / vidéo 4 / vidéo 5
The Future of A.I. Los Angeles : Interviews with entrepreneurs, researchers, startups and specialists in A.I. and its impact on brands : vidéo 1 / vidéo 2 / vidéo 3 / vidéo 4 / vidéo 5


The demonetized cultural asset acquires value as a platform engagement tool : Lien


Daily Mars, Only Canalplay could validate such a crazy project : Lien
Times of Israel, Meet the French innovation scout who also wrote a film about terrorism : Lien
Série Canal+ FRAT (52mn) : Lien


For France Television’s Lab of innovation :
=> Internet liquide, média organique, prendre des décisions dans la complexité du métavers : Lien

For Petit Web specialized website on digital :
=> En plongée, 20 000 lieues sous les metaverses : Lien
=> Ukraine : la Première Cyber Guerre Mondiale : Lien

For the influence marketing agency Jin :
=> Le Metavers : une réalité technologique et business : Lien
=> Ukraine : quelle prise de parole pour les patrons ? : Lien

Vimeo Code : code 18M2022

My work and presentations I can offer you in a didactic language, striving to tell an exciting
story for my audience.

1-Tech-Companies supremacy, how did we get here?

The supremacy of technology companies has been built gradually since 2000. The idea is to
understand the industrial chain of events that these players, GAFA (USA) and BATX (China), have created. They first created digital media by using data to increase their consumer knowledge, and then to develop hegemonic businesses. They then invested in smart-cities, with the objective of connecting and optimizing everything, for the benefit of the consumer. An obsession: identify problems in these individuals and bring a solution thanks to a platform (web, mobile, artificial intelligence). We will see how this strategy leads to the construction of extended ecosystems, Meta Apps according to the Chinese, or Metavers according to Zuckerberg. At the end of this presentation, concepts such as ecosystems, big data, metadata, cloud, IoT, 5G, smart cities, neuroscience, decentralization of transactions, consumer engagement, UIUX-Design, etc… will be understood. The objective is to understand where the digital world is and where it is heading in the next 10 years

2-Defi (Decentralized Finance) will change the way the real economy is financed, as well as the digital economy in virtual worlds (Metavers / Meta Apps)

For almost three years, the technology press and the industry have been talking about BlockChain, decentralization and NFT. These tools, created by anti-system communities in the late 70s, bring more transparency to the economy. They help to avoid fraud, by securing raw material chains, by securing chains of rights, patents or even high value-added products (luxury, precision industry) … The idea of this presentation is to understand the origin of these technologies with Artificial Intelligence since the 50s at MIT, the concept of Machine Learning and Deep Learning associated. Also to understand simply how cryptography, blockchain, crypto-currencies, decentralized networks work… And after integrating these elements, to understand the craze for NFT, especially in Metavers.