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A Client & Agency Tour De Force

Various trade press reports suggest that there is a growing trend by clients in Europe and elsewhere, to move away from their decades long ‘agency of record’ adherence policy, to a ‘project’ model appointment strategy. This involves bringing in multiple supplier based partners to solve specific advertising communication problems a client has self-diagnosed and is in full control of prescribing what the make up ingredients of the remedy are to be.

The merits of this approach whereby the client becomes both judge and jury of its own advertising communication strategies and executions are debatable.

There is no doubt however, that the ‘agency of record’ assignment policy has produced some of the worlds best advertising campaigns and that care should be taken with ‘project’ model strategies to not throw the baby out with the bathwater.

An Agency Of Record With A Plus

 Advertising Agency BETC Paris and French Premium Pay TV Channel CANAL+, is great example of a long business partnership that has produced an array of award winning commercials with a consistency that has few rivals.

Their working relationship bears testimony to how much can be achieved when there is a solid foundation of mutual trust and respect between client and agency to become a creative tour de force of highly effective and entertaining advertising.

1. CANAL+, Best Friend

Advertising Agency: BETC Euro RSCG, Paris

Directed by Joachim Back, this amusing story is about a Christmas gift of a cute pet that literally turns out to be a big boar. It is a fun reminder to think carefully about gift choices and their consequences.

2. CANAL+, March Of The Emperor

Advertising Agency: BETC Euro RSCG, Paris

This highly amusing commercial and one of my all-time favourites, was directed by Australian duo, Gary Freedman and Jonathan Kneebone and has received countless accolades including a Cannes Advertising Festival of Creativity Gold Lion.

3. CANAL+, Versailles

Advertising Agency: BETC Euro RSCG, Paris

This much-lauded commercial was directed by Xavier Giannoli and has a surprise ending when the cause of the strange exhaling of breath is revealed.

4. CANAL+, The Wardrobe

Advertising Agency: BETC Euro RSCG, Paris

Directed by Matthijs van Heijningen, this multi-award winning commercial is an entertaining visualisation of a conjured up story.

5. CANAL+, The Bear

Advertising Agency: BETC Euro RSCG, Paris

Brilliantly directed by Matthijs Van Heijningen, ‘The Bear’ is a highly entertaining parody of a typical Hollywood Film Director. Part creative genius and part control-freak. The reason for the odd, thin shape of the bear, named Paul Bearman, is rewardingly revealed at the end of the commercial.

‘The Bear’ motivated 1.5 million views on YouTube immediately after its first airing. It received worldwide acclaim, won a Cannes Film Craft Grand Prix and became part of French popular culture.

6. CANAL+, Unicorns

Advertising Agency: BETC Euro RSCG, Paris

Brilliantly directed by Matthijs Van Heijningen, this cinematic commercial is an imaginative story of epic proportions that has been meticulously crafted for highly rewarding viewing.

7. CANAL+, Fuel For Fans

Advertising Agency: BETC, Paris

CANAL+ is the most important premium pay TV channel in France. It specialises in football event coverage and movies and has over 13 million subscribers.

Directed by Bart Timmer, ‘Fuel for Fans’ is an effective expression of the excitement a great game elicits from football lovers. It is an inventively lateral idea, visually very creative and a fun commercial to watch.