After two years with Levi Strauss and Co in Australia and then in France, as Marketing Manager for the Dockers© brand, Anthony took up the post of Marketing Manager for One.Tel (Iliad). During his time with this telecoms operator, he took part in several international assignments, including the launch of One.Tel Mobile in Australia. In 2000 he launched the first comparative TV advertising campaign, taking on the most aggressive marketing strategies and becoming an expert in customer acquisition.
Armed with this experience, he was taken on in 2002 as Louis-Dreyfus Communications’ Advertising Manager to reposition their recently acquired telephone operator, neuf telecom, on the ADSL market. He left neuf telecom to found My Media in December 2004.