HEAD OF SOCIAL MEDIA
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
Grand Jury member Matthieu Etienne is Head of Social Media at Publicis Conseil. As the agency’s Head of Social Media, he is working on social media strategies and activations for global brands such as AccorHotels, BNP Paribas, L’Oréal, Nestlé, Orange and more.
Matthieu’s work has been recognized by +25 awards at the Art Directors Club, Cannes Lions, London International Awards, New York Festivals, One Show… He is also a speaker at marketing and business schools, and a regular jury member at the Cristal Festival, Epica Awards…
Beside his job, Matthieu runs an advertising blog dedicated to creative agencies called "LLLLITL” which has been awarded as the “Best Marketing Blog Of The Year” at the Golden Blog Awards.
New York Festivals: What are your personal criteria for choosing award-winning work?
Matthieu Etienne: I am really demanding on the work’s capacity to be true to the brand and perfectly relevant with its DNA, background, values… Creating a great campaign is hard, but it is even harder to create campaigns no one competitor could have done.
New York Festivals: : In 3 words or less, what do you think about 6 second commercials?
Matthieu Etienne: Fascinating storytelling challenges.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Matthieu Etienne: There is a lot of commercials I admire. But my very first "Wow!" was for the YOP yogurt commercial named "You spit in your YOP" from 1996.
The idea was simple: the yogurt is so good a young boy spits in it, to protect it from being robbed by others... It was so disruptive and disconcerting it became legendary. 20 years later, kids from the 90’s still remember this commercial as a mark of this decade.
New York Festivals: Where do you see ads showing up in the future that we don’t have now?
Matthieu Etienne: In the future, self-driving cars will be one of the greatest opportunities to broadcast new kind of (branded) content. People will have more time to discover new shows, films, series, books, documentaries… I think marketers should keep an eye on this trend!
It is fascinating because it also leads to new business models in our industry: automakers are getting closer to content producers. As an example, one of the biggest French car brand just bought 40% of a historical media company…
New York Festivals: What’s the one smartphone app you couldn’t live without?
Matthieu Etienne: Twitter is definitely the app I use the most. News, music, sport, fun… To me it gathers all the apps in one place, in realtime and in a concise way.
New York Festivals: Favorite travel destination?
Matthieu Etienne: New York. Indeed, it is not very original. But I have been there many times and it is always amazing. I especially had the chance to visit a lot of advertising agencies in Big Apple, from the biggest to the youngest ones, the people and the energy are making it a great place for the industry.
Looking forward to come back to attend the 2018 NY Festivals Advertising Awards!