Advertising legend Jacques Séguéla on creativity, disruption in adland, and why the future is the two-second spot
Jacques Séguéla, the S in Euro RSCG, is one of France’s most revered and outspoken creative figures, and the VP of global creativity of Havas.
In this Q&A with Mumbrella Asia’s editor Robin Hicks, the inimitable octogenarian talks about how creativity is changing, the impact of automation, why Asia will be the next dominant force in advertising, and why the future of the business might be the two-second spot.
Monsieur Séguéla, what’s your definition of creativity?
It comes down to a simple question. Ask a client, what does snow turn into when it melts, they will say water. But not for me – not for a creative guy. When snow melts it becomes Spring. Our job is to make water into Spring. That has been the job of creative people for centuries, and has never died.
Now more than ever creativity is necessary. Why? Because in the 20th century, the screen was the winner, and dollars followed. With buying weight you could win market share. It was not about creating market share, it was buying it. But with free access to internet, only the power of the idea can get you distribution. It’s like the idea has taken its revenge against money. A phrase I use is: Money has no ideas, only ideas make money.
