How do you push the boundaries of innovation marketing in one of the most high-tech industries in the world? In this episode of the Innovation Storytellers Show, we dive into this question with two remarkable guests from Airbus: Mina Bastawros, Head of Creative and Digital Marketing, and Florent Petteni, Head of A220 & A320 Family Product Marketing.
Join us as Mina and Florent share their insights on how Airbus is leading the way in innovation marketing. From embracing digital transformation to tailoring narratives that resonate with diverse audiences, they reveal the strategies that have propelled Airbus to the forefront of the aviation industry.
Mina discusses the pivotal shift towards digital interactions that began seven years ago, enabling Airbus to communicate more effectively with stakeholders and attract top talent from around the globe. He emphasizes the importance of understanding your audience’s needs and interests, a principle that modern marketers can relate to deeply.
Florent sheds light on the art of simplifying complex problems for broader audience engagement. He explains how Airbus, despite its high-tech and engineering-centric nature, has mastered the balance between maintaining technical depth and making innovations accessible and inspiring.
Through real-world examples, including a compelling sales campaign tailored to an Asian airline’s visionary owner, our guests illustrate the power of empathy mapping, persona development, and storytelling in driving successful marketing initiatives.
Tune in to learn how Airbus continues to challenge the status quo, innovate its marketing approaches, and connect with audiences worldwide. This episode is packed with valuable lessons for anyone involved in innovation, marketing, or the intersection of both.
Name: Mina Bastawros
Title: VP of Creative and Digital Marketing
Company: Airbus
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Mina Bastawros is HO Creative and Digital Marketing at Airbus, where he leads the charge in transforming and innovating the company’s marketing strategies. With over 12 years of experience in the aviation industry, Mina’s career at Airbus began in 2011 through a Graduate Programme. Since then, he has ascended through various roles, including Stress Engineer, Manager, Lead Supply Chain and Quality Manager, Corporate Founder – New Business Development, and Strategic Marketing Director before assuming his current position in 2022.
A multilingual and multicultural engineer at heart, Mina is passionate about innovation and challenging the status quo. He creates and leads impactful projects and campaigns that resonate with diverse audiences and stakeholders. Mina is known for his dedication to pushing the boundaries of traditional marketing, integrating cutting-edge technology, and maintaining a focus on inclusivity and diversity in all his projects. His contributions have earned him recognition, including the Outstanding Intrapreneur Award from the Global Intrapreneurs Institute in 2022.
Name: Florent (Flo) Petteni
Title: Head of A220 & A320 Family Product Marketing
Company:
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Florent (Flo) Petteni is leading the A220 & A320 product marketing team at Airbus. He and his team support sales campaigns around the world for the most successful aircraft product lines in the world. Passionate about aerospace, his career started more than 20 years ago and spans across different large civil & defense aerospace groups (Falcon Jet, MBDA, Airbus). He has ascended various areas of the business: airworthiness & certification, design office, flight operations, program management, innovation, and currently marketing.
Flo is a multicultural engineer passionate about aerospace, with experience in the USA and in France. He creates and leads meaningful impact for organizations through identification of development areas and disrupting the status quo to innovate and stimulate change. A natural relationship builder and team player, Flo aims to inspire and bring others along on the journey with him.
