The holy words

Target

Everybody

Objective

Be better

Strategy

Be clear

The holy words

Target

Everybody

Objective

Be better

Strategy

Be clear

Description

From a distance, one might think that our daily life looks like an eternal happy hour in search of ridiculous ideas. But the idea of remaining interesting, relevant and effective, day after day, is not ridiculous. In fact, it is particularly imposing. So much so, that we believe it is important to put rules in place to give ourselves the best chance of success. After 10 years of reflection, here are the 10 commandments to understand in order to ensure a future collaboration of at least 10 years.

01

Let us deserve trust. Before deserving trophies.

At the Olympics, we give the gold to the best. In advertising, it may be given to the runner with the best looking shoes, because beautiful shoes are cool. We are not saying that the industry has no judgment. It's just that agencies and clients are pretty good at forgetting that the world doesn't reflect them. Let's not forget who we work for after all.

02

We can tell each other everything. As long as it's not nonsense.

We may think that agencies are full of pride, but believe us: after years of starting all over again for much more bizarre reasons than our campaigns, we eat resilience for lunch. So yes, opinions on our work are always welcome, as long as they are constructive. Let's not let the mood of the day become an argument, and everyone will be better off tomorrow.

03

We don't have answers to all the questions. But for the good ones, we always figure it out.

The famous expression says it all: "Marketing is like a lottery. If we knew the winning numbers in advance, we would clearly have our feet in the sand by now". As you can see, we're not on the beach yet. But you have the humility not to know, the thirst to learn and the talent not to forget. Start packing your bags.

04

We wear many hats. But never the big head.

We don't really believe in titles. We put them on our business cards for our mothers to be proud of, but that's all. In our house, you take out the trash despite 20 years of experience and you have your say on projects even if you arrived yesterday. Taking ourselves too seriously, we leave that to others who take themselves for others.

05

Some do it cheaper. Too bad they're doing it badly.

It's amazing how everyone is a marketing expert these days. Even your 23-year-old cousin! Yeah, the one that makes nice $500 videos.
If you are even willing to shop for a surgeon at a discount, we should avoid collaborating. If, on the other hand, you appreciate and value a job well done, you will see a clear return on every dollar invested with us. No offense, cousin.

06

We don't have enough time to waste it. All our minutes are worth double.

Have you ever tried to manage traffic on a Monday morning in the city centre, when all traffic lights go off at the same time, knowing that EVERY driver has a very important appointment in 15 minutes? Come and try it. It's called "an agency". We have an incredible dedication to our work, but when we hear "faster", let's just say we want to let the traffic settle itself.

07

Good ideas do cause vertigo. The others are not up to it.

In living memory, no media has ever devoted a front page to the incredible story of a "2 for 1" banner with a bad stock photo and a customer logo inflated with helium. It would seem that to merit people's attention, new, different and relevant ideas are needed. We know that this is the kind of idea that makes your stomach hurt the day before the launch, but never forget that it's an excellent sign.

08

We are proud of everything we do. And even more of what we don't do.

For every incredible piece that is produced in the industry, there are 350 that make you want to revoke the right to vote. Not all mandates will be perfect, but at the end of the year, it takes more genius strokes than headshots into the wall. So in order to protect our mental health, it is essential to be proud of what we do. Even a butcher gets sick of making sausage.

09

You want us in your party. And you will always be welcome at ours.

Everyone says they want to be a "partner", but there are some who are less loyal than others. We're not the kind of people you just write once in a while when things are not going well. We're the one who's going to help you move even if it rains. Looking for the answers before you ask the questions. The one you'd even like to invite to your parents' house. And in exchange for that trust, we put you on our V.I.P list vitam aeternam.

10

The day we stop having fun will be our last.

Amen.

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