Marcel is a Paris-based creative agency created in 2005 under the umbrella of Publicis Worldwide. The name is a homage to Groupe founder Marcel Bleustein-Blanchet. It tends to work alongside the main agency on major clients - it is currently located in the same Champs Elysées address as Publicis Conseil - or occasionally as a conflict shop. Its brief history to-date has been eventful to say the least as a result of a series of management shuffles following its launch. Marcel was originally conceived as a vehicle for hot creative team Frederic Raillard and Farid Mokart, but they jumped ship soon after to launch their own shop, Fred et Farid. A new leadership team was recruited to replace them, and Marcel was strengthened considerably in 2010 with the absorption of the Groupe's standalone digital agency Publicis.Net to create an integrated online and offline specialist. Since 2013, the agency has also added an international presence, opening outposts in New York and Sao Paulo (Marcel Talent), Australia (the former Publicis Sydney office) and Mexico. Charles Georges-Picot is CEO with Anne de Maupeau as chief creative officer.
Capsule checked 19th October 2018
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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.
Historical snapshot information for Marcel
Recent stories from Adbrands Update:
Adbrands Daily Update 21st Jun 2019: Host nation France was a late arrival at the Cannes Lions Grand Prix party, only picking up its first top award on Thursday in the Creative Effectiveness category. Publicis-owned Marcel collected the Grand Prix for "Le Marché Interdit", a campaign for Carrefour supermarkets that highlighted the absurdities of EU laws on organic produce. The retailer created dedicated "Black Market" sites within its stores to sell cereals, fruits and vegetables grown from seeds that were not historically included in the EU's official Catalogue of Authorised Species. This lists only around 3% of the seed varieties available, predominantly patent-protected hybrids that have been expensively developed by commercial suppliers. There is nothing wrong with the majority of seeds not included in the catalogue, or with the EU's original desire to ensure food safety. However, explained the judges, "little by little, the agrochemical lobby had the catalogue rules changed so that only hybrid seeds could be eligible. In 1981, they passed a law to prohibit the sale of anything that did not fit into the catalogue. Today, it no longer serves food safety; it serves business. As a result, 90% of farmable varieties have disappeared worldwide in the 20th century, farmers have to depend on pricy hybrids patented by the agrochemical industry, and consumers are deprived of a wide range of superior produces, richer in nutrients, taste, and better for the environment."
Adbrands Social Media 7th Jan 2019: "Start Something Real". All the dials are turned up to 11 in Marcel's latest campaign for dating site Match (or Meetic as it is known in mainland Europe). The first 20 seconds are positively hyperactive in a rapid-fire debunking of all the different fakeries of modern life; followed by an even more startling change of pace and tone for the main sales message. Yet the pitch here is no less ramped-up. Judging by her enraptured gaze, our blonde protagonist is clearly in dire need of something rather more stimulating than a cup of coffee. Steady on, girls, this is a public place!
Adbrands Social Media 21st Jun 2018: Here's a sweet campaign from Marcel Paris for Nestle's Contrex mineral water. The food and beverage giant has partnered with crowdfunding site Ulule to help finance female-led entrepreneurial projects in France with up to €2,500 per idea. It's a commendable initiative, and these ladies' performances are just great. "Nothing beats the sensation of having a great idea. Apart from making it happen." You can practically see those lightbulbs going off above their heads. The member of the Adbrands team who suggested that there was something else going on here has been sent to stand in a corner for an hour in the hope that he will clean up his grubby thoughts.
Adbrands Weekly Update 1st Mar 2018: Ads of the Week: "At the Gynecologist". Nestlé crowd-sourced a selection of everyday challenges faced by heavily pregnant women in France, and then commissioned agency Marcel to bring them to life as the so-called "joys of pregnancy". They include not being given a seat on the bus, climbing stairs and embarrassing conversations in the pharmacy; but our favourite was this one, "At the Gynecologist". Nestlé's Hépar mineral water brand contains exceptionally high levels of natural magnesium, which is good for what we might delicately describe as "intestinal transit". So these ads subject different pregnant ladies to multiple indignities before they confide to camera "Oh well, at least I don't have constipation".
Adbrands Weekly Update 29th Jun 2017: Ads Of The Week: "Drama". Where else but in France would a maker of ballet shoes want - or be able to afford - a full-scale ad campaign from an agency like Marcel? Here's the first of three films from Publicis-owned Marcel for Repetto, a Parisian institution and the foremost specialist in ballet shoes and other accessories. (See the second of the films on our Facebook page). It's absolutely lovely, with a charming twist at the end. Even the most mundane of everyday problems can be solved through dance. The performer is Marion Barbeau of L'Opera de Paris.
Adbrands Weekly Update 30th Mar 2017: Ads of the Week: "Invincible". Here's a clever campaign from Marcel from Nestle's vitamin-enhanced Contrex mineral water, which celebrates the power and potential of womanhood, but also acknowledges its physical frailty. That's perhaps a slightly controversial subject, but it's executed here with style and gentle humour (and an incomparable soundtrack). "We are invincible. Nothing and no one can stop us. There are no limits to what we can achieve. We are invincible... but our bodies are not. They need minerals every day. Contrex is for your body."
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