[Interview] Yann, Thibault, Global Creative Directors, Ogilvy Paris

For Ogilvy Paris's Global Creative Directors Yann-Gaël Cobigo and Thibault Michal, leading global brands is a matter of mindset, not geography.

Their approach is to find a universal human insight and express it with what they call "French flair"—a unique blend of rigor, wit, and emotional resonance that connects with audiences worldwide. They spoke to Marketing Report.

Ogilvy Paris has a reputation for shaping global ideas from a local base. How do you define 'leading global brands from Paris'?

Thibault: Global brands were once built near their headquarters, but that’s less true today. Paris sits at a cultural crossroads, rich in talent and perspectives, making it ideal for ideas that resonate worldwide.

Yann: It’s not about geography but mindset. When you start from human truth rather than cultural codes, you create emotional connections that transcend borders. Whether in Paris, São Paulo or Nairobi, the goal is to express a universal emotion no one has yet voiced.

What unique perspective does Paris — and French creativity — bring to global brand storytelling today?

Yann: French creativity combines rigor—clarity, craft, structure—with irreverence—wit, sensuality, and playfulness. In a noisy world, this blend of craft and purpose is what brands crave.

Thibault: It’s what we call “French flair.” Like in rugby, it’s about spontaneity and risk-taking — the ability to adapt fluidly in an unpredictable world.

What’s the creative process like when your team builds work that must perform across very different markets?

Yann: We start with a global, deeply human insight. Then we avoid overly local references and stay alert to cultural nuances — tone, gestures, or imagery that may vary in meaning. The aim is universal emotion with room for local truth.

Thibault: Working with 80 markets risks diluting ideas through endless adaptation. The solution is a truth so strong it needs no translation. Then you must defend that intent—creativity at scale isn’t compromise; it’s protection of what makes the idea special.

Today’s creative teams are more distributed than ever. How do you build cohesion across countries and time zones?

Thibault: Start with an idea strong enough that everyone wants to be part of it. Excitement fuels energy.

Yann: Then ensure clear roles, communication, and respect. Cohesion comes from structure as much as inspiration.

What’s your approach to leadership in this hybrid, borderless creative world?

Thibault: We lead through trust—asking questions instead of imposing answers, always keeping the big picture in mind.

Yann: We also decide quickly. With dispersed teams, momentum matters more than perfection. I’d rather pivot fast than stagnate.

In a fragmented world, what makes an insight universal?

Thibault: Universal truths cut across culture—love, fear, pride, embarrassment. Everyone’s heart races when they fall in love.

Yann: True universality comes from tension, not consensus. Data shows where people gather; culture shows why it matters. The sweet spot lies in between.

Can you share an example where a local truth became a powerful global message?

Yann: “Share a Coke” started in Australia, tapping into the local love for first-name familiarity. Personalizing bottles turned into a worldwide phenomenon, localized through names and nicknames.

Thibault: Another recent example that comes to mind is “It’s Magic When the World Comes Together” (TCCC, Paris 2024). Through the French lens of the Olympics in Paris, the moment of a hug between two rivals became the simplest gesture uniting people across cultures. Something that is intrinsically linked to the French - god knows we like embracing people - became an embodiment of the Olympic spirit.

How do data, intuition, and cultural research intersect in finding universal insights?

Yann: Data is just a snapshot. The real task is decoding the feelings and shifts behind it — understanding the human reason something resonates.

Thibault: Viral ideas come from hitting emotional truth, not optimizing for reach. It starts with gut instinct, gets validated by data, and lives in culture. Creativity will always be partly irrational.

How do you nurture creativity within your teams under global pressure?

Thibault: With a network of skilled agencies worldwide, our job is mostly to listen — and ensure everyone listens to each other. Shared ideas and experiences keep creativity alive.

Yann: Ogilvy’s diversity is its strength. Giving people space to share what inspires them — their humor, culture, passions — keeps creativity fresh.

If you could redefine “global creativity” for the next decade, what would it mean?

Thibault: As AI standardizes creation, brands will need bold, audacious ideas more than ever — ones that stand out and respect the world’s fragility. The future lies in creativity that’s both daring and responsible.

Yann: As Nils Leonard said, we must “build the brands the world wishes existed.” Overuse of AI may lead to creative fatigue; the next era will rehumanize brand–consumer relationships. Global creativity won’t be redefined — it will need to mean more.