# GERSTIC **GERSTIC** is the **Group for Study and Research on Information and Communication Science and Technology**. It is a center of expertise and a specialized observatory under the direction of **ICAGEF** and **Groupe Afro-Médiation Inc.** The **GERSTIC** brings together multidisciplinary experts and researchers dedicated to analyzing the impact of digital transformations and new technologies on legal, economic, and social frameworks, particularly within the **OHADA** and **UEMOA** zones. ### Our Areas of Intervention The Group focuses its research and actions on the following strategic pillars: * **Digital Law and Cybersecurity:** Analysis of legal frameworks regarding data protection, electronic transactions, and the fight against cybercrime. * **Technological Innovation and Development:** Evaluation of the adoption of emerging technologies (AI, Blockchain, FinTech) and their contribution to economic growth. * **Digital Governance:** Support for public and private organizations in implementing digital transition strategies. * **Training and Capacity Building:** Organizing seminars and workshops to harmonize professional practices with international technological standards. ### Our Mission The mission of **GERSTIC** is to produce high-level scientific studies, provide strategic advice to institutional decision-makers, and promote a secure and innovative digital environment. By bridging the gap between academic research and operational realities, the Group positions itself as a key player in the modernization of African digital ecosystems.

Sylvie GAUTHIER, Vice-President of Marketing and Development at Afro-Médiation: "Nowadays, marketing is to development what the drive belt is to a vehicle."

Holding a Master 2 in Business Engineering, a DEA in Information and Communication, and a Master's in Language Sciences, with expertise in Business, Trade, and Communication, Ms. Sylvie GAUTHIER is currently the Vice-President of Marketing & Development at the major Canadian Group Afro-Médiation Inc. It is a mission she fulfills with determination and passion. "I have always wanted to make marketing my primary partner, touching everything related to human and structural development." These are the words of a woman rich in experience who is always seeking to innovate.

What were your previous positions or responsibilities before joining Afro-Médiation?

For me, the business side is only interesting if it reveals a human element. I remain involved with several organizations, even though Afro-Médiation remains my priority to this day. In the past, I served as Marketing Manager at Verizon Telecom USA, Sales Promotion and Advertising Coordinator at the Miami Herald, Environmental and Competitive Analyst for Calvin Klein beauty product distribution channels, Marketing Director at the Australian Trade Commission, and Public Information Coordinator at Food for the Poor Inc.

That is an impressive background. How long have you been working at Afro-Médiation? What exactly does your work entail?

I joined Afro-Médiation Inc. in December 2010, following the conference on "Leadership and Innovative Ideas as a Source of Success and Convincing Results" with President Bill Clinton held in Montreal in October 2010. At the end of that conference, my interest in Mr. Boubakar TRAORÉ, Founding President of Afro-Médiation, immediately took root due to his boldness and charisma. I approached him with hesitation, and we spoke for a few minutes. I couldn't help but award him the "insignia of knight of the order of merit." It was the birth of a professional "love at first sight."

In March of the following year, following a reorganization, I had the honor of being among the closest collaborators with the responsibility of Vice-President of Marketing & Development. My role consists of ensuring the quality of our offers, meeting consumer expectations, studying behaviors, examining the competition, organizing professional meetings, and conducting precise, detailed surveys of all developments, trends, and strategies to be adopted.

You have been at Afro-Médiation for two years now. How do you find the general working atmosphere in this organization? What do you like most about it?

The atmosphere is healthy, the environment is relaxed, and it is a great place to work. It is an environment of adaptation and integration that fosters real versatility and varied knowledge, as well as an excellent, effective, and distinctive sense of interpersonal skills—all within an incredible atmosphere where all values are taken into account. Boldness, initiative, determination, dynamism, and professionalism are our assets.

What are the greatest values that guide your life and your work?

Harmony, synergy, complementarity, and the knowledge of one's limits and strengths. Compared to certain previous positions, I feel truly protected here, which allows me to redefine a new identity, certainly my own.

You have cross-functional skills. Given your background and current work, how do you perceive marketing? More as a science? An art?

Rather as a concept of objective development analysis stemming from relevant techniques that correspond to real needs—needs born from personal or collective reflection and resulting from a technological, technical, or professional transfer.

That said, some still tend to focus only on the manipulative side of marketing. Your comments...

Without wishing to deny the existence of this manipulative aspect, marketing is also an instrument of information, innovation, and differentiation. In the context of Afro-Médiation, it consists of supporting the implementation of strategies, improvement plans, and training to accelerate results and promote the adoption of innovative best practices.

How exactly do you support the companies and institutions that call upon you in their marketing endeavors?

Since the foundations of our organization are aligned with essentialism, we do not wish to convince anyone to adhere to our way of doing things. Rather, it is a confrontation with other ideologies through concrete actions and innovative suggestions in total transparency. The requests we receive are analyzed under a magnifying glass to respond based on our vocation, which is not just the expectation of remuneration, but helping to achieve results.

What personal challenges would you like to take on in your position for the further expansion of Afro-Médiation?

To continue developing Afro-Médiation until it becomes a major brand, and to evolve within a collective dynamic so that we are at the forefront of the main actors for the development of future generations.

What should be emphasized most in a marketing strategy when aiming for effectiveness and efficiency?

Several elements must be taken into account, but the customer approach, learning the culture, and adopting principles remain fundamentally necessary. Nowadays, marketing is to development what the drive belt is to a vehicle.

Is it possible today to succeed in business without significant investment in marketing?

Ideologically and technically, no. But the volume of investment depends on the environment, the clientele, and the size of the company. For example, you see that many different prices are offered for plane tickets to reach the same country, and even on the same flight, depending on the airlines but also the classes.

What are Ms. GAUTHIER'S hobbies? Do you manage to find a little time to relax and break away from work demands?

In a state of focused concentration, I manage to divide my time. Reading, cycling, television, and traveling remain my hobbies. I manage to satisfy all of them without harming myself because, for me, everything that is not expressed is suppressed and ends up causing depression.

So, we can say you are serene about the future at work, with family...

My entire team and I maintain an unshakeable confidence—the confidence to share our innovation techniques and truly rewarding relationship-building skills with the vast French-speaking African community. With people passionate about the professions of conquest and contact, we are ready for all challenges and trials, and we work to maintain this cohesion of reinforcement and collective development.

Whether admitted or not, Mr. Traoré has left an indelible mark on the beginning of an era through the creation of Afro-Médiation. This is a rising tide for the happiness of Africa, the performance of companies, and the future of upcoming generations. Although bound by a certain professional ethics due to my position as Vice-President, I would be remiss to close this interview without expressing my sincere thanks to His Excellency Mr. Diabaté Daouda, Ambassador of the Republic of Côte d’Ivoire to the USA, for his support. This support, by serving as an assurance for partners and investors, will remain engraved in our ever-incomplete page of development for the African continent.

My distinguished congratulations to Ms. Catherine Walthert, our dedicated Europe delegate, for her total commitment and her fight for development.

Encouragement to GERSTIC for its initiative, which constitutes a positive step in the search for fair solutions in terms of communication. It is good to see that GERSTIC is always ready to develop and propose adapted and specific solutions. Through this group, we believe in the efficiency of a partnership and tangible benefits for Africa.

Interview conducted by Arsène Flavien BATIONO