BENOIT DE FLEURIAN
Benoit de Fleurian is managing director at Ogilvy & Mather in Paris and is glued to the creative direction for the agency’s clients including Nestlé and Perrier. He talks brave ideas and admirable ad legends.
Image: Benoit de Fleurian/Ogilvy & Mather, Paris
At the moment I am working on...
Lots of things, but the one which is taking most of my time is helping our clients to make the most of the multiple opportunities created by the digital/social revolution.
The best piece of creative work around at the moment is...
Nike Fuel Band, because it uniquely shows how far an idea can go. Not just building a brand's image and its business, but creating new business models too.
I am inspired by...
Any idea that moves me. They drive me to put more sincerity in what I do, and what we as an agency propose to our clients. I profoundly think this industry, and the brands it promotes, are at their best when they act and think and communicate with sincerity.
The next big thing in advertising is going to be...
Useful ideas. Ideas that bring real, tangible added value to consumers' live - not just emotional. The Titanium category starts to fill up with useful ideas, but it's just the start of it.
The advertising work I wish I had thought of is...
ROM “Romanians are Smart” by McCann Erickson, Bucharest. Because it's the bravest idea I've seen in the past couple of years.
In a film about my life, I’d like to be played by...
The Jean-Paul Belmondo of Pierrot le Fou. But unfortunately, only a casting director on drugs could think of Jean-Paul to play Benoit.
This year I’ll be attending...
New Year's Eve in Kiev, Ukraine - a way for me to grow my personal cultural diversity.
MIPTV, because it's the place to network with the Entertainment industry, and Branded Entertainment is clearly for me one of the most promising new frontier of communication. Also Cannes, because there's no other place to perfect your advertising culture and have fun too.
In my industry, I admire...
All the great founders that built - and are still building - beautiful agencies that made this industry what it is. The Droga, Wieden, Crispin of this world. And of course the best of all, David.
The screen background on my mobile phone is...
A classic orange-beige-brownish pattern of the seventies
My last social media update said...
“He he he, I have the same car as Bobby Ewing. Next is taking Charlene to dinner...”
My dream collaboration is...
If everything goes right, my dream collaboration is going to come true in the coming months, fingers crossed. I cannot say more than that because the project is confidential. I can only tell you that the guys I'm hoping to work with are very, very far away from the advertising scene.
In up and coming talent, I look for...
Guys eager to explore the new territories of communication.
A piece of criticism I’ve received was...
You're too optimistic.
The last piece of music I listened to was...
Melody Gardot live at the Olympia.
ROM “Romanians are Smart” by McCann Erickson, Bucharest.
