I started IN in 1992 with five European agencies from UK, France, wishing to help each other in the European Union. In 1998, we decided to go worldwide. At the end of 2001, 55 agencies on five continents are in the IN network.
I am already very happy to deal with some of the brands we work for in the network such as Cartier, Montblanc, Nikon, Kodak. I previously worked on Honda for 25 years and I still like this brand very much. I knew Soichiro Honda and some other brains in this tremendous company and I'll never forget their personalities.
What would you do if you weren't in marketing?
I would probably have worked in my family company. My grandfather created the Tour de France cycling race. My uncle created the famous French newspaper L'Equipe and football's European Cup. I would have been a journalist and a sports event organiser.
What was your big break?
Leaving the advertising agency business to put 100 per cent into the IN organisation business in 1996. Going from a national business to global business. It has been great.
Who was your mentor and how did this person influence you?
I spent nearly 30 years in the same Paris advertising agency - Hautefeuille SA. It was a great independent agency. President Philippe Hautefeuille was a personality, totally anti-conformist. We did some great ads. Both of us admired Bill Bernbach. We worked with him during two years on VW.
Is there a secret to your success?
In our job, I think we should never be considered as successful. If we do so, it's the beginning of the end.
How do you handle difficult clients?
All my clients became my best friends when I was working in an agency. The agency/client relationship can be compared to a marriage. Therefore, when it goes wrong, you should try to start on a new basis or divorce. It's insane to keep difficult clients. Thank God I'm not facing clients anymore. IN agencies are.
What advice would you give to the next person to do your current job?
Never lie to anybody. Don't promise things that don't depend on you. My job relies on trust between people. If people know they cannot trust you, that's the end of it.
