The advertising world is abuzz this week as the Cannes Lions International Festival of Creativity prepares to bestow its prestigious Lion of St Mark award upon industry titan Jacques Seguela.
Seguela, a former co-vice chairman and chief creative officer at Havas SA, boasts a career that transcends mere advertising. After a brief foray into pharmacy and journalism, Seguela co-founded Roux Séguéla, a creative powerhouse that would birth hundreds of iconic campaigns.
Seguela’s fingerprints are all over landmark work. He spearheaded the groundbreaking “Produits Libres” campaign for Carrefour, and in a feat of audacious creativity, sent a Citroen AX careening down the Great Wall of China. He also holds the distinction of being the first advertiser to name a Citroen after the legendary artist Pablo Picasso.
Seguela’s influence extends beyond the realm of consumer goods. He masterminded the advertising strategies for former French President François Mitterrand, crafting the now-famous 1981 slogan “Le Force Tranquille” (The Quiet Force) – a phrase that forever intertwined advertising with French political history. He would revisit this theme seven years later with “Génération Mitterrand” (Mitterrand’s Generation).
“Jacques is an icon,” declares Philip Thomas, chairman of LIONS. “He’s bold, passionate, and endlessly creative – all delivered with a disarming warmth and humor.” Seguela, who recently turned 90, reportedly still arrives at the office daily, a testament to his unwavering dedication.
Thomas continues, “He’s been a Cannes Lions fixture for over 50 years, dating back to his 1975 Jury duty at the Venice edition where he snagged his first Lion for Aeroports de Paris. His stories and experiences are captivating. As an industry, we’re eternally grateful for his switch from pharmacy to advertising – his creativity has truly enriched us all.”
Seguela himself reflects on the ever-evolving advertising landscape. “One thing remains constant,” he muses, “advertising was, is, and always will be about the power of the idea. I’ve had the privilege of dedicating my life not to selling products, but to etching brands into eternity. That’s what truly excites me.”
Deeply moved by the recognition, Seguela concludes, “This iconic award is incredibly humbling. I share it with all the creative minds who champion their ideas, embrace optimism, and breathe life – soul, really – into the brands they represent.”
