Elevator pitch: l-to-r: Lucas Scotti; Romain Bruneau; Lena Monceau; Julia Deshayes
One of the things I’ve always admired about the French indie agency Herezie is its determination to constantly renew itself and explore different territories. It’s been consistently great at digital and social; it extended its reach as part of By The Network – a group of independent agencies – it set up an office in Milan, and it created a bespoke agency called 777 to work with Stellantis (the automotive group that includes Lancia and Fiat, among others).
All good stories. And now the latest one: four newcomers who are likely to have a strong influence on the agency’s future direction. Léna Monceau and Julia Deshayes join as Executive Creative Directors (having previously worked at agencies such as FRED & FARID and TBWA Paris); Romain Bruneau as Managing Director (formerly of CLM BBDO, Rosa Paris and Ogilvy Paris), while Lucas Scotti returns to Herezie, where he worked some time ago, as Strategic Planning Director.
Andrea Stillacci replied to some questions about the news.
How did you find this brilliant new team?
AS: Despite their young age, five years ago I already had Julia and Lena on my radar for the ECD role. They had great work on their books and we met a few times, but at that moment of the agency’s development, we decided to go for internal promotions.
Five years later I called them again. I saw their most recent campaigns, we talked about creativity, innovation, ambitions, insights and human values, and the spark turned into a beautiful bonfire. We got in touch with Romain through a mutual friend and while having an Italian espresso I realised that his strategic alter ego at Ogilvy was Lucas Scotti, a great planner that worked with us for some years. Sometimes, serendipity is the best head-hunter.
How will it change the creative direction of the agency?
What I can say is that with Julia and Lena, we’re aiming for the same stars. How to get there? It’s up to them, to their talent, to their experience, to their passion.
Romain Bruneau has been appointed as managing director, a new role at the agency. Was that to reinforce the management team in order to give you more flexibility?
Romain is the kind of leader who puts excellence, understanding and tangible added value to the forefront of his actions. It goes without saying that I will have more time to travel and to develop the business in Italy (Herezie Milan and 777), and internationally through By The Network, but I never saw him as a replacement. Romain is a drive and that makes the difference.
Planning is part of the DNA of Herzie. I noticed that Lucas Scotti has worked there before, in a different role. What makes him ideal as strategic planning director in terms of the way Herezie works?
Beyond being a bright and lovely person with restless curiosity, Lucas cares about people, praises common sense, understands brands and celebrates insights. For me, that’s the perfect cocktail for an agency like Herezie. I am thrilled that Lucas is back in the house.