Advertising : a world where the Lion is king

• Frédéric GERVAIS
  Artistic director, Publicis Groupe
  

Summary

Is advertising a world of unbridled imagination where any kind of boldness is allowed and where the most creative talents are at the service of their clients ? Frédéric Gervais argues that this is a misconception. In reality, it is more subtle : even though the copywriters' talent is undeniable, it is closely channelled by advertising agencies. This is often at the expense of originality. Advertising is a paradoxical world where copywriters, who are assumed to be uncontrollable, are not allowed to meet the people for whom they work, their clients. To limit the risks, a series of partitions exists between the copywriter and the client. That said, is the copywriter really interested in his clients ? Surely his objective is to be awarded a 'Lion', the ultimate reward which advertising agencies give out each year to the most creative copywriter ?

Summary translated from French by Rachel MARLIN.

• The entire article was written by Sophie JACOLIN.

To obtain this article, you can :

• download it in French (PDF help) using your password or contact ecopar@paris.ensmp.fr (Reference CR130109).

The entire article appears in French in the Journal de l'École de Paris du management N° 77.