After second place worldwide last year, Publicis Conseil is this time crowned agency of the year at Cannes Lions, thanks to the number of points totaled. It must be said that the agency has an impressive track record with, among others, two Grand Prix for the “Cars to work” campaign for Renault in the Sustainable Development Goals category and in the Creative Commerce category. If this device hits the screen, it is firstly thanks to the strength of the creative idea which provides a solution to a large-scale societal problem: 40% of French people live in areas where there is no public transport and 54% of unemployed people refuse a job for mobility reasons. In response, Renault, in partnership with France Travail, made electric vehicles available free of charge during the trial period. Then on advantageous conditions once the person is definitively hired. The first year, 6,000 cars were offered to job seekers.
Furthermore, the distributor Darty won a Gold in the Direct category with “long-term reviews”, offering consumers the possibility of leaving ratings up to twelve months after their purchases, so that they can base themselves on a meaningful experience products, not just a few days. Darty claims nearly 4 million reviews posted on its 18,000 products in the catalog. Axa, for its part, won a Gold in the Innovation category, in line with its campaign “Being a woman should not be a risk”, by integrating domestic violence into cases where the insurer guarantees rehousing for its 3 .5 million customers who have taken out home insurance in France.
Overall, Publicis Conseil ended the week with 187 points, outperforming all other global agencies. « Avec Marco Venturelli [président et directeur de la création de Publicis Conseil]we are very moved today because this is the objective we set for ourselves five years ago, relates Agathe Bousquet, president of Publicis Groupe in France. We brought the entire agency together to tell them that we wanted to make Publicis Conseil the most creative agency in the world. The teams were a little doubtful at the time. »
Publicis Conseil is the historic agency of Marcel Bleustein Blanchet, it was founded in 1926 and will soon celebrate its centenary. This creative breakthrough for Publicis Conseil is the work of Marco Venturelli who joined the creative direction of the agency in 2019 after a career between France and Italy, in France at EuroRSCG, then the H agency and Les Gaulois, and in Italy among others at BBDO Milan and Publicis Italy. He is now also creative director of Publicis Groupe in France. “Our pride is to have succeeded in achieving this with the agency’s historic clients: Renault, Axa, Darty, BNP Paribas and Orange, concludes Agathe Bousquet. We want France and Paris to be seen as a center of creative excellence for major international brands. »
