French agency: Herezie

...Agency of choice

Cast your mind back to Cannes, and you may remember something rather odd – namely 13 medieval-looking monks wandering around the Palais. That stunt was all part of the launch of Parisian newcomer Herezie, and in just six months the agency has gone from a start-up with no founding clients to a 20-strong shop.

Not surprising, considering the calibre of its partners: president and executive creative director Andrea Stillaci was behind the creative transformation at JWT Paris before becoming president of Grey Paris; general director and head of strategies Luc Wise helped to bring DDB agency Agence V to the forefront; and third partner and entrepreneur Pierre Callegari was a founding partner of Callegari-Berville.

But after years of experience in the networks, the trio decided to build their own brand. “Basically, we wanted to do something different,” says Italian-born Stillacci. He adds: “We had similar ideas, a similar vision and a similar obsession with quality, and we wanted to do something that was different – not just make another agency.”

Launched with the backing of Cheil Worldwide, the agency’s name symbolises its attitude. Based on the Greek word ‘hereticos’, which means to be able to choose, its founders wanted to challenge the traditional advertising dogma. One major point of difference is the absence of any account folk.

The agency is also involved in all steps of the process, working on everything from print to websites to point of sale, collaborating with outside experts to execute the campaigns. And the forward-thinking attitude is paying off – after just half a year, its nine clients include Nespresso, Samsung and Chevrolet.

“We are very, very happy with the results,” says Stillacci. “There are not too many start-ups here in France, and 10 or 15 years ago it would have been impossible to get brands of this size and importance knocking on the door of a start-up. But now it is much more about the attitude and what you can bring. Everybody here works really hard, but when you see that things are happening, it’s great.”

herezie.com