Going Native: Paris

Elsa Rakotoson, EP and CEO of production company Frenzy Paris, celebrates the capital’s ‘living’ wines, fine eateries and wondrous wanderings – and swears the locals are friendlier than you’d think

What is the best thing about working in advertising in France?

The happy encounters. People who work in advertising in France have very different profiles, paths and stories, which is really enriching. Especially over the past five years as the advertising world has been changing, taking on board many new players.

And the worst thing about working in advertising in France?

The ‘bad’ encounters. Unfortunately, there are stupid people everywhere in the world.

If you are booking a hotel in Paris, where would you choose to stay?

Hotel Bachaumont in the Rue Montorgueil area is a very nice place. Located in the centre of Paris, it’s great for a night out, a drink or just coffee. If you go for a meal there, ask for Mehdi – he’s our photo producer’s husband and he’ll be delighted to greet you at the hotel’s restaurant.

What advice would you give to a visitor?

Take your time, open your eyes and be curious! The best thing to do is to just wander around the city, get lost in it and let yourself be surprised.

What’s the best French ad you have seen in the last year?

Sopalin Oh My Lord – effective, timeless and universal. That’s what advertising is. I love it. And of course, we’re also very proud of our latest commercial with agency Buzzman, The Rescuer, for Tassimo & Belvita.

Who do you/would you love to work with in the industry?

We love to work with creative agencies and directly with brands headed by creative people. We love to create – that’s the best way to develop our talents – and we believe that working in a team, where we complement one another, is better than working alone. We love solving problems and tackling challenging projects – they force you to be better, to evolve and renew yourself. And we love working with anyone that shares this point of view.

What do you miss when you’re out of the city?

My friends. Unlike common preconceptions, Parisians are lovely people!

If Paris were a product, what would it be?

You can’t sell Paris. You appreciate it and you have to deserve it!

Where is the best place to eat in Paris?

There are so many to choose from, but three great places are Le Richer and L’Office, both on Rue Richer in the 9th arrondissement, and Le 52 on Rue du Faubourg St-Denis in the 10th. These are all managed by a friend of mine, Charles Compagnon.