Either figures far above what we expected

He was born in the 15th century, Bertrand Suchet, forty-nine years, would have probably held a place of choice among the characters Rabelaisian, with its taste of the good food of the dive bottle and his frank talk, if not brutal, against its enemies jurors, creative sloths and other false glory... Las! Random did rise during the 20th century and, in addition to the Presidency of the DDB advertising agency, see it, for three years, hold a force with a flamboyance that disclaim is not the reins of the Art Directors Club. A professional association born in 1968, which, every year, Crown the best creations in broader areas: television, cinema, radio, digital innovation, publishing, entertainment, design...

Upon arrival, yesterday, at the 40th edition of the Art Directors Club awards a winner emerged conclusive: Orange, winner with six awards, of which one went to the very romantic film "rewind" signed Publicis, the second in the series of radio spots, and the third to the viral campaign theme that "lasted fifteen days," says Alice Holzman.Director of communication France of Orange, and has helped attract 1.5 million curious and 1 million players. Either figures far above what we expected. "With each time a creative bet. An approach "inflated" in times of crisis "We operate in a highly competitive industry where competitors are numerous and where it is imperative to emerge, reply Alice Holzman. We will not increase our advertising investments, but we let us redouble our vigilance. And each creation, we we pose the question: is this campaign really necessary "In total, are 60 awards and 26 nominations were awarded in the evening.

Lack of boldness

But winners, Orange (Publicis), Scrabble (Ogilvy France), Radio Nova (Young & Rubicam), Alka Seltzer (CLM/BBDO) or Diesel (Marcel), also rewarded, are somewhat of "aliens", proportionally, in a relatively bleak advertising landscape. In fact, crisis requires, advertisers are low profile... and flat creation. Among the most sluggish sectors, food, automotive and Insurance Bank to tailleraient a place of choice. Without that this lack of boldness is for all pay. Bertrand Suchet: "it is much harder to design campaigns that pack the public rather than the designs that they like medium, which is in itself logical." Except that the campaigns that like medium are precisely those that we seek advertisers because they generally have a minimum of risk taking. No performer. It is always sucks to say that spent money for nothing...

Morality, Bertrand Suchet has appealed to the Institute of studies Opinionway Ballester to identify the opinion of the French advertising and demonstrate, at the 40th event, that the show of good pubs is able to alter the views of the most publiphobes. First positive teaching: 1.049 individuals survey, indicates that 56 per cent of the French, against 44 say "love advertising. But not runaway for as much as 94 of them believe that "advertising is sometimes misleading", 94 that it is "sometimes misleading" and 89 that it is "too intrusive". But not psychorigidité so. "We tested 20 campaigns nominated of the Club of DA in the"print","TV and cinema films"categories and"Web"publiphobe population", said Denis Pingaud, Vice-President of Opinionway. At the end of this test, "26 of them, often antipub for older and ideological reasons, in General, less than 35 years, indicated change notice and appreciate the advertising when it is this quality." With a special predilection for "innovative and original in the form" campaigns (in 40 of cases), "highly successful in aesthetic terms" (40, again) and "particularly funny." Advertisers know now what they have to...