[Interview] Mathieu Plassard, President and CEO, Ogilvy Paris

Marketing Report.One interviews Mathieu Plassard, the President and CEO of Ogilvy Paris, on how Ogilvy Paris blends creativity, culture, and technology to deliver ideas that make an impact—anchoring the agency as both a cultural tastemaker and an innovation leader for brands worldwide.

Since returning to Ogilvy Paris three years ago in the role of President and CEO, Plassard has focused on redefining Ogilvy Paris’s core expertise, accelerating transformation while preserving its strengths, and building a diverse, boundary-pushing talent bench.

The agency now boasts standout capabilities across food & beverage, technology, and a broad spectrum of industries, with a hallmark strength in cultural fluency and purpose-driven impact.

Since taking the helm at Ogilvy Paris, what have been your top three strategic priorities, and how have they evolved as the agency—and the industry—has changed?

My top priorities have been, first and foremost, to redefine a vision for the agency. This meant clearly articulating Ogilvy Paris's core expertise and competitiveness on a very challenging market, in a changing industry, and within the Ogilvy network.

Secondly, it was about accelerating transformation while keeping what was working. Don’t change for the sake of changing, but embrace transformation and take risks where needed.

Lastly, reshuffle the talent bench with people who live the Ogilvy culture and values, who are eager to change the status quo and see complexity as an opportunity. We sought out those who thrive on pushing boundaries.

This led to rebalancing local & global and being, for example, one of the top agencies within the Global WPP OpenX dedicated model for The Coca-Cola Company, contributing to key campaigns from The Olympics to Star Wars more recently. Or helping top French sport retailer Decathlon implement a winning partnership strategy for the Paris 2024 Olympics and Paralympics.

This also led to taking a leading role in innovation and creating the one-of-a-kind AI.Lab in Paris, a task force dedicated to GenAI transformation.

Finally, this led to attracting new talent: people with global & local experience, creative technologists with an appetite for AI R&D, planners obsessed by culture and sub-cultures… the kind of diverse expertise that truly sets us apart.

For the 82% of French people unable to afford tickets to the Games, Coca-Cola brought the seats to them. Over two months, stadium seats appeared everywhere across France—both physically and digitally—inviting people to scan them via the Coke App for a chance to win Paris 2024 tickets. This nationwide "easiest ticket hunt ever" spanned social media, gaming, OOH, events, and influencer and athlete partnerships, giving an entire generation the opportunity to experience the Games.

Which client sectors is Ogilvy Paris particularly strong in today, and where do you see the most potential for future expansion?

MP : Ogilvy Paris is a very versatile agency with more than 200 experts in brand-building, social & influence, PR, editorial, data, loyalty, AI, Behaviour Science, from 20+ nationalities. This breadth of expertise is a significant competitive advantage.

We love food (how couldn’t we as a French agency?) and have an exceptional portfolio of food and beverage clients for which we have developed local & global campaigns (from Perrier to Coca-Cola, from La Laitière to Milka). Our deep understanding of consumer tastes and cultural nuances in this sector is really strong.

We also love tech and innovation. From our IBM days to our foundational AI.Lab and Ogilvy One unit, we help brands and organisations transform, embracing tech, data, and innovation (Accor ALL & loyalty or L’Oréal & AI). We don't just keep pace with technology; we help our clients lead with it.

These two examples should not mask a very diverse portfolio of clients in hospitality, discount retail, dating apps, luxury, appliances or beauty. Our strength lies in applying our core capabilities across a wide spectrum of industries.

But beyond sectors, we pride ourselves in tying brands with culture. Listening carefully to conversations, identifying upcoming trends, partnering with creators, understanding deep personae and crafting messages that become conversation topics, de-multiplying their impact. That is the case with Allianz anti-cyberbullying “The other side of the Medal” and “Talk to a teen” campaigns. Or on a lighter note, with Maison Perrier & the chic sobriety movement. This cultural fluency is a differentiator of Ogilvy Paris.

Finally, we strongly believe in the role brands (and their agencies) must play in creating a positive impact on the planet and people. We work with organisations like Citéo (encouraging packaging re-use for instance), Gamm Vert (a major plant nursery retailer promoting self-production) or the World Food Program (airing a unique TV show instilling Tunisians to eat healthier). This commitment to positive impact is not just a belief; it's embedded in the work we do.

Showcasing Maison Perrier Chic in unexpected settings and leveraging the visual codes of luxury alcohol advertising, the brand demonstrates that choosing a non-alcoholic option doesn't mean sacrificing style or enjoyment. It's a statement, a chic choice that reflects a confident lifestyle that prioritises flavour and experience.

Ogilvy has invested heavily in AI innovation globally. How is Ogilvy Paris specifically incorporating AI into creative workflows, operations, or client solutions?

WPP is at the forefront of the AI revolution and has heavily invested in partnerships, solutions, and talent. WPP Open is probably the best working platform that exists today.

In parallel, we have very early embraced the transformation potential of GenAI and have invested in ideas, technology, R&D and talent to position Ogilvy Paris as the Centre of Excellence of the Ogilvy Group. The Ogilvy Paris AI.Lab is the incarnation of this vision.

We launched in 2022 the MilkmAId, re-imagining Vermeer’s famous painting and iconic spokesperson of our Nestlé client, the first advertising campaign to use AI at scale and the kick-off of our AI investment. We since had the unique opportunity to work with L’Oréal and test the exceptional power of WPP Open solutions. We produce work that combines traditional, 3D and AI in complex AI workflows; we advise and support the Ogilvy network and clients across borders (most recently in the US and the Middle-East); we train with fun allowing all staff to master innovative solutions whatever their job is; and are launching the AI Art program a unique incubator of ideas. In short, we are adopting AI in many ways and across many different parts of our business. We're not just experimenting with AI; we're actively shaping its application in creative and strategic solutions for our clients, demonstrating tangible results and leading the way for the network.

Vermeer's famous painting "The Milkmaid" portrays a dairy craftswoman preparing a recipe. The masterpiece crossed centuries, even becoming an emblematic icon behind the French favorite Nestle dessert brand, La Laitière. To extend the saga of this famous painting and its journey, Ogilvy Paris launched the first advertising using the AI tool DALL.E Out painting to expand the scene and create new imagery that keeps the original masterpiece's look and feel while telling a brand story of how pleasurable it is to take time.

Finally, what message would you offer to global or regional brands considering Ogilvy Paris as a creative and strategic partner?

Ogilvy Paris has an striking legacy of solid strategic thinking & outstanding creativity. It plays a critical role within the most creative and effective network (WARC Creative 100 and Effie index). To global or regional future clients, I would say only three things. We have a unique understanding of cultures, and how brands can be part of them. We have always anticipated and integrated tech evolutions to solve brand challenges. And we have a vision of the world that attracts the best talent and the most daring clients.

Perhaps David Ogilvy himself knew something about this unique blend and French flair. He chose France for his home!

www.ogilvy.com

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