Samuel Botton, 30, a specialist in public relations and crisis communications, has ten years’ experience in the media and consulting sectors. Having cut his teeth in major agencies and institutions, he aspires to become “the preferred communicator of the preferred communicating subject”.
Julio Rémila: How long have you been in business? Who are your customers?
Samuel Botton: STEP Conseil has been in existence for just over a year. We work with different types of customer. They range from investment funds to artists, sportsmen and women, and of course Phytocann, one of Europe’s biggest CBD producers.
You work with a lot of players in the hemp wellness sector. Is this by chance or by choice?
Serendipity, I’d say. I’d been aware of the CBD trend for several years already. I’d been approached by several brands before Phytocann, but I systematically declined as I was being asked to do “product communication”. I needed a mission with meaning and a pedagogical approach. Then Alexandre Lacarré, Phytocann’s CEO, called me through a mutual acquaintance and challenged me.
“Here I have 10,000m2 of plantations and a boss as crazy as me to have fun with.”
Since then, we’ve never let go of each other. Even today, a lot of players contact me, but I operate on the basis of loyalty and affection. And let’s be honest, no structure can match Phytocann in terms of scope. When, in just a few weeks, you’ve been featured on BFM Business, AFP, L’Express, Quotidien, Le Figaro, magazine covers… It’s clear that there’s something there. And consulting for boutiques doesn’t thrill me. Right now, I’ve got 10,000m2 of plantations and a boss as crazy as me to have fun with. I’ve been hearing about Phytocann’s PR campaign several times a week for over six months (laughs).
Do you think you’re a militant?
I don’t know… Let’s just say that I carry out my mission with the utmost seriousness and determination. I rise to the occasion when necessary and when the CBD industry is going through troubled times. Am I in favor of legalizing CBD and THC flowers? Of course you are. This is a real economic and public health issue. I’m trying to contribute in my modest way. Not always with finesse, it’s true, but at least we’re having a good laugh, shocking people and raising awareness.
Are they difficult personalities to manage?
It’s a lot easier now than when I was 23. Now I’m much more confident, experienced and in control. And above all, I can say no to whoever I want, whenever I want. Without any qualms. Of course, some personalities are more complex to manage than others, but everyone knows that there’s a limit to how far you can go. I didn’t set up STEP Conseil to be like other communications agencies who say yes to anything and everything just to secure a budget. My reputation and that of STEP Conseil are at stake. I place a great deal of importance on word of mouth and the word I give to my partners and customers.
Your best and worst memories with these customers?
The best memory with Phytocann and Alex Lacarré is the cover of Technikart. I didn’t think he’d play along so well with the photo shoot.
As for the bad memories, there are none. Some days are harder than others. There are sometimes situations that have to be dealt with in a hurry, under pressure, but in the end, that’s also why I do this job.
“at least we have a good laugh, we shock and awaken consciences”.
Who do you dream of having in your pocket?
In all honesty, I think I’ve covered everything there is to know about CBD and cannabis, and I’m very happy with Alexandre Lacarré and Phytocann. When you play for Real Madrid and you’re a reference in your sector, you don’t want to end up in a second-rate club like PSG. Well, it’s the same for the CBD industry. After that, in other sectors, I’d love to get back into the sports world or work again with a beautiful French unicorn. As for the rest, I’m open to meeting new people. As long as there’s meaning, there’ll be a subject.
What advice do you have for beginners?
Simply hard work. Even after 10 years in the business, I’m still learning every day. Don’t be afraid to walk into doors. That’s what our professions are all about. We’re working in a discipline – in communications, I mean – that requires daily mental gymnastics and a capacity for synthesis. Sprinkled with common sense and logic, of course.
What’s new?
In addition to CBD, STEP Conseil is involved in a number of causes to promote the integration of autistic people in the workplace, as well as access to healthcare for people with disabilities. It’s a complex, long and difficult battle that I’ve been living with for nearly 4 years. I’m trying to make a modest contribution because it’s a cause that moves me. As for the rest, I currently accompany more than a dozen clients on a recurring basis every month, and I always have 4 or 5 one-shot missions in rotation. Artists, investment funds, trade associations, impact companies, forward-looking businesses… there’s no shortage of subjects!
“It makes me laugh to see that some people, in dir’com’ positions, think that money solves all problems and that all you have to do is pay to be talked about.”
And tomorrow?
We’re planning lots of surprises for the coming months with Phytocann. We’ve already announced a collab with artist Vincent Faudemer on the Ivory brand. The alliance of CBD, art and WEB.3. And we’re working on a new collab with one of the biggest names on the French scene… But I’ll leave it to Alexandre-Henri Lacarré to tell you all about it when the time comes.
An anecdote to share with Zeweed?
An anecdote… Last week, I was making the rounds of the editorial offices by telephone on the subject of CBD. Of the 9 journalists I spoke to on the phone, 3 told me they’d been contacted by my competitors to get “the same story as Phytocann”, claiming they were “ready to pay whatever it takes”. It makes me laugh to see that some people in management positions think that money solves all problems and that all you have to do is pay to be talked about. That’s the logic of a marketing manager (laughs). I also see it as recognition of the work we’ve done. Everyone sees us and wants to be us, but nobody knows how to do it. I think it’s funny
