Paris et la pub : ne me quitte pas…

Selon Jacques Séguéla, « la publicité française est un métier plutôt replié sur sa capitale. Les Français restent très casaniers. Aux USA, c’est le contraire, les créatifs fuient les grandes villes ». En France, si on est publicitaire, il est vraiment difficile de quitter Paris et la pub !

Selon Jacques Séguéla, « la publicité française est un métier plutôt replié sur sa capitale. Les Français restent très casaniers. Aux USA, c’est le contraire, les créatifs fuient les grandes villes ». En France, si on est publicitaire, il est vraiment difficile de quitter Paris et la pub !

« …Pour Jacques Séguéla, « la publicité française est un métier très replié sur sa capitale. Les Français restent très casniers. Aux USA, c’est le contraire, les créatifs fuient les grandes villes ». En France, quand on est publicitaire, il est difficile de quitter Paris : la réclame est née dans la Ville Lumière avec Marcel Bleustein-Blanchet en 1926. Et, depuis, c’est à Paris que chaque génération de grands publicitaires a marqué son époque. Paris et la pub sont profondément liées l’une à l’autre, leur relation est si passionnelle que pour certains, la rupture est inévitable. Car la publicité est une des activités qui focalise le plus le stress de la vie parisienne : compétition et mondanités se combinent à l’effervescence urbaine de la capitale.

Pour Cécile et Richard, il a fallu choisir entre Paris et la pub. Arrivés à la quarantaine, ce couple actif dans de grandes agences (BETC, Publicis), se sentait fatigué et triste : « Marre des incivilités et marre de la compétition, la pub, c’est un gros ‘Koh-Lanta’, la jeune garde déloge la génération qui précède… » Ils décident d’un changement en douceur : installation à la ferme, à Montfort-l’Amaury, dans les Yvelines, et repli sur des agences à taille humaine. Pas de rupture radicale, mais une vie « plus paisible »… pour continuer à exercer un métier qu’ils adorent. Un choix aussi effectué par Bernard Naville, ex-directeur de création chez CLM BBDO et McCann : après neuf ans enfermé dans 70 m2 avenue du Maine, il s’installe à Pacy-sur-Eure, en Normandie : 285 m2, 6.000 m2 de jardin. « Je me suis évadé, je respire… mais je continue en free-lance comme directeur de la création. »… »
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