Aleksey FEDOROV

Strategy Brand Lead | MICROSOFT

Aleksey Fedorov is leading a Brand strategy team focusing on building and growing Microsoft's direct relationship with customers around the world through Microsoft Store experiences on Windows, Xbox, online and in physical retail. In the variety of roles over the past 5 years he created award-winning ATL, BTL, co-marketing, and experiential campaigns for Windows, Xbox and other products. Hailing from St. Petersburg, Russia, he is now living, working (and struggling in the winter months) at Microsoft's corporate headquarters in a rainy city of Seattle.

 

questionnaire

Normal
0

false
false
false

EN-US
X-NONE
X-NONE

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin-top:0in;
mso-para-margin-right:0in;
mso-para-margin-bottom:8.0pt;
mso-para-margin-left:0in;
line-height:107%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri",sans-serif;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}

1.     What was your very first job? What does it feels like to look back at it? 

 

In some way, this is my first job. At least if you call "job" a something you do full-time and make a living out of it. I started over 6 years ago at Microsoft doing audience marketing for Windows in a Russian subsidiary, with the goal of earning fans for our newly refreshed Windows 7. Feels like eternity ago. Microsoft is a start-up, so my "jobs" and roles changed much over the past years and led me to where I`m now.

However, if we are not limited by the full-time and wages moment, I`d say organizing conferences for young activists and entrepreneurs around the world - G8 Youth Summit, G20 Y Summit, etc. It's been quite tumultuous - I was in my school, doing this as a part-time, volunteering activity. We had a team of people around the world, with one person driving it. I think back then I learnt that I`m not the best project manager, but I could be a good creative person. There's definitely a lot of humility looking back there. Many ambitions, hopes.

 

 

2.     Please describe, in your own words, what your current job is and what work it entails.

 

My team defines the way customers will experience Microsoft through Microsoft Store. We drive our brand strategy, and in partnership with the design team explore and define the design systems for our first-party channels. In essence we ideate a lot on where we`ve been, where we are now, and where our customers want us to go next. Product and brand-wise. Sometimes it involves defining new customer journeys, new products or new experiences.

 

3.     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?

 

I wish there was a moment, when I put on a tiara, looked in the mirror and declared myself creative and aiming for a career in the industry. I think it`s been always a part of me - being creative-  I just never felt it`s something unique or special. It was in my school when people started telling me that my ideas are not that bad. I think it's there when I started being more attuned to these instincts and fascinated by stories about arts, culture, and yes, brands. Perhaps the defining moment was the marketing class in my school, when it finally clicked. I felt at home, like I always belonged there. From there it was pretty much defined.

 

4.   In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

 

My partner is an artist, so I`m benefitting a lot from exposure to contemporary art. Philosophy when it's presented in a comic book form, American activism, Vetements and Balenciaga, intersectionality, mass culture - I`d say these are the most thrilling and inspiring today. Anything that's tastefully provocative, seductive and in some way reductionist. Plus, LGBTQIA+ history is an ever growing source of inspiration.

 

5.   If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

 

Microsoft House at the 2014 Olympic Games is one of projects that stands out. Essentially we built a Microsoft pavilion at the heart of the Olympic village. Our central theme was "diversity" (which was quite bold at the time when Russia was beginning to create homophobic laws) and instead of doing just an expo floor, we created a town-hall where visitors could hang out, spend time, talk, chat and see themselves how diverse and different our world is. From yoga classes in the morning, to dance routines, to parties, movie shows, devices - it`s been a space where you could get a sense of belonging to something and actually belong to it.

 

Recently, I`d say brand unification for Microsoft Store was a colossal body of work. It take a lot of envisioning, collaboration and persistence to pull it through. So I feel very proud of the work the team has done and what`s coming up for us here.

 

jury

Creative Technologist | GOOGLE
Creative Director | ATELIER 32
Image Director | LACOSTE
Intl Comm Director | NINA RICCI Parfums
Publication Director | STILETTO
Image Director | GQ
Executive Creative Director | BUY BBDO
Chief Mktg & Digital Officer | ROBERTO CAVALLI
Media Marketing Mgr | BORBONESE
International Communication Manager | PUIG
President | TBWA\Else & TBWA\Groupe
Creative Director | AGENCE BABEL
Marketing & Communication Manager | PANERAI
Executive Creative Director | YOUNG & RUBICAM
Image Director | DISNEYLAND PARIS
CD. & Head of Art | LOLA MULLENLOWE
Vice President | BETC
Creative Director | FAUCHON
VP Global Head of Comm | L'OREAL
Photo Director | M6
Music Creative Director | BETC
Creative Director
Marketing Director | LANCASTER
Intl & Corp Comm Director | SHISEIDO
Creative Director | PIAGET
Mktg, Digital & Comm. Dir. | SAN MARINA
Sr. Art Director | HUMAN SEVEN
Comm. & Digital Director | PACO RABANNE
Art Direction Brand Specialist | BULGARI
Communication Director | ADIDAS GROUP
Head of WW Digital Com. | SAINT LAURENT
Global Media & Advertising Director | BULGARI
Image Director | MERCURY
Marketing Director
Art Director | RENAULT
Head of Brand & Communication | CANAL+
Executive Creative Dir. | PUBLICIS CONSEIL
Global Image Director | HENNESSY
Marketing Director | CHANEL PARFUMS
Marketing Director | LONGCHAMP
Creative Director | COTY
Head of Creative | ASOS
External Communication Deputy Director | TF1
Strategy Brand Lead | MICROSOFT
Right TV | BETC
Advertising Manager | BULGARI
Executive V.P. Creative | McCANN
Art Director | CONDE NAST ITALY
Creative Director | GRENADE & SPARKS
Executive Creative director | BSUR
Chief Marketing Officer | L'OREAL
Communication Director | ZADIG & VOLTAIRE
Comm & Corporate Reputation | PIRELLI
Vice President, Marketing | ESTEE LAUDER
Digital Transformation Mktg Dir.| BNP PARIBAS
Head of Prod & Art Buying | PUBLICIS ET NOUS
Founder & President | LA CHOSE
Executive Creative Director | MAZARINE
Partner, CCO | SERVICEPLAN
Editorial Director | LOUIS VUITTON
Creative Director | WE ARE SOCIAL
Creative Director | NUXE
Communication & Social Media Dir. | SMASHBOX
Owner & Founder | LIGHTHOUSE
Associate Partner | YOU & MR JONES
Creative Director | TOMMY HILFIGER
Creative Director | BB235
Director of Photography | LE MONDE
Managing Director | AKQA
Beauty Creative Director | OGILVY & MATHER
Image Director | DESIGUAL
Image Mgr | MARTELL MUMM PERRIER-JOUET
Communication Director | VALUE RETAIL FRANCE
Communications Director | BETC
Art Director & Curator
Global Head of Communications | L'OREAL
Global VP Mktg | COTY LUXURY
Exec. Creative Dir. | WUNDERMAN
Artistic Director | AIR FRANCE MADAME
Senior Advertising Producer | DIESEL
Head of Art Buying | PUBLICIS CONSEIL
Comm Director | RELAIS & CHATEAUX
Creative Director & CEO | AL DENTE
International Marketing Dir. | KENZO PARFUMS
Head of Art | BETC LUXE
International Marketing Director | RUINART
Head of TV | JUNG VON MATT
Glbl Creative Dir | DARPHIN & ORIGINS (EMEA)
Creative Director | HAVAS
Exec. Creative Director | DLV BBDO
International Marketing Director | OVS
Digital Creative Director | PUBLICIS
Executive Creative Director | TBWA
Photo Director | WE TRANSFER
Artistic Director | EBRU PINAR
Senior Creative | ACNE ADVERTISING
Global Head of Print | BETC
Sr Vice President, Mktg | INTERPARFUMS
Marketing Manager | BIG MAMMA
Advert. Dir. | CHRISTIAN DIOR PARFUMS
Creative Director | COTY LUXURY DIVISION
Creative Director | PATRICK REMY STUDIO
Creative Director | CHRISTOPHE RENARD
Art Director | PIC
Head of Strategic Innovation | PIAGGIO
VP Creative & Design | COTY, LUXURY DIV.
Creative Director | EXHIBITION
Art Director | SHELTER GROUP
Int. Comm. Dir | ARMANI FRAGRANCES
Creative Director | AFFLELOU
Founder | YORGO & CO.
Art Director | MONCLER
Creative / Image Director | SONY MUSIC
Head of Digital Marketing | MOET & CHANDON
Head of TV Production | McCANN ERICKSON
Comm & Marketing Director | CHRISTOFLE
Communications Director | PETIT BATEAU
Co-Founder & ECD | BABEL PARIS
Communication Manager | CALZEDONIA (France)
Creative Director | PUBLICIS SAPIENT