Olivier Altmann on Life after Publicis

Last week shots announced that Publicis Conseil CCO, Olivier Altmann, will be leaving his current position at the agency to start a new independent venture – Altmann+Pacreau – with former colleague and friend Edouard Pacreau.

After 10 successful years with the group, Altmann will leave his agency and the network to start afresh, however, the COO has stated that the network will be a “sleeping partner” ready to step in and support the new company if needed:

“Altmann+Pacreau is a total independant agency. Publicis has decided to help us as a sleeping partner. We have full control of the capital of the agency but are very proud that Maurice Levy has faith in our project,” he explains.

In light of the news and future plans, here Altmann looks back to where it all began for him with BDDP & Fils, how he made a name for himself at Publicis and what his hopes are for Altmann+Pacreau and the type of work we can expect as a result.

“It’s been a long time – since I was 16 years old – that I’ve been thinking about having my name on the door. But you need to make sure you’re ready, the time is right and you have good experience. I had the feeling when I co-founded BBDP & Fils (now part of the TBWA network) in 1998 with two partners. We started with about five people and in 2004 we had grown to around 120, so it was exciting times.”

Going Publicis

Taking note of the success, Altmann was contacted by Maurice Levy, CEO of the Publicis Group, and had a very good feeling about it during their initial discussions with French creative powerhouse, Publicis Conseil. “I was 40 years old and for me it was a real challenge to make sure I was able to run flagship national or international accounts working with challenging brands.”

So, in 2004 with a feeling that it was the perfect time for change, he joined the agency and as well as being CCO of Publicis Conseil, he has also worked as global chief creative officer of the network.

“But I just turned 50 years old in May and I’m too young to be given an honorific creative job. I’m really hands on with the creatives and love trying to find big ideas with the clients, but I need a new challenge after 10 years,” he explains.

“I spoke to Maurice and he said he understood but told me it was quite brave because it’s cold outside. He asked me to let him think about it then came back and told me that Publicis is ready to offer support, but for me it’s really important to be an independent agency. Publicis is the equivalent of a sleeping partner.”

Altmann will launch the agency this summer with friend and former colleague Edouard Pacreau (pictured right, top image).

“Two is the perfect number for me; like two parts of the brain, rational and the emotional. Edouard Pacreau was my partner at Publicis for a long time on the global Renault account – he was the worldwide account director,” adds Altmann.

“We worked together for seven years and have kept in contact. I strongly believe that you cannot start an agency with someone you have never worked with. It’s too risky. You need to be sure that if you go to war, your partner will back you and vice versa.”

Altmann confirms he’ll continue in his role at Publicis until the “beginning of summer” and then the following months will be spent setting up the new office and assembling a new staff and seeking new business. Shifting the focus to the new company’s strategy, he explains that it will be built on a strong foundation.

“The industry is leading a digital revolution at the moment and I think it’s the right time to start an agency in France from scratch on a blank canvas and to go back to the roots of our job, which is creativity, and to start an agency built on ideas first. Then, and only then, we can decide the means, medium and technology to touch the consumer,” he states.

Independent attitude

Altmann says he aims to make the agency a company for the new generation and references agencies such as Droga5 and adam&eve as sources of inspiration. However, he makes it clear that Altmann+Pacreau will not be seeking to poach Publicis clients and will be built on its own business model and values.

“We have our own agenda and it’s much more important for us to develop our own growth with our own plans. I’m excited to see what this agency will be because you never know. Your clients define you and I’m excited to discover what we are according to what the market is really looking for.”

In the meantime Altmann has received supportive emails, texts and messages from Publicis clients and industry peers praising his entrepreneurial spirit and ambition in light of the slow-recovering French economy.

“In France we are not recovering as quickly as the rest of Europe but 2014 looks like it could be a year of change,” he concludes. “It’s very exciting to have the ability to propose ideas in new dimensions and in new fields such as design or events. It’s an exciting time for creativity.”

For an extended interview with Oliver Altmann - taken from shots issue 137 - click the cover image above.