Creativity 50 2011: Alexandre Herve

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Alexandre Herve
Alexandre Herve

Alexandre Hervé, executive creative director of DDB, Paris, believes the digital revolution has drawn creative people back into the world of advertising. "Now more than ever, there are new possibilities -- new games and new styles," he said.

Mr. Hervé said the 200-person shop has a sprinkling of "French craziness": DDB created a Tropicana billboard powered by orange juice; a campaign for Bouygues Telecom that brings to life every person in your address book; and a fictitious underwater Paris-to-New York train route for rail company SNCF.

The father of three, who originally wanted to be a director in French cinema, joined DDB in 2003 after stints at Leg and Euro RSCG.

"There is a very French atmosphere at the agency, like a small village -- it's very cool to work here, and we try to preserve that," he said. "Classic old agencies are better than pure players -- young creatives come here for DDB's heritage of developing ideas in TV and print, and they try to reproduce that in new media."

But, he said, "We don't run after Facebook, Twitter and FourSquare. We try to express our ideas in the best place, even if that's radio."

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