Connect with us

Publicité

La pub Schweppes devenue “symbole de la diversité”

Published

on

Lorsqu’en 1988, Schweppes utilise pour un spot publicitaire un titre enregistré en 1969 par Chico Buarque, la France se met à avoir des sueurs.

Il serait toutefois très réducteur de limiter cet énorme succès à la sensualité torride d’un clip qui étirait sur 2’42 les images du spot TV.

“Essa moça tá diferente” est aussi un titre magique, faussement entraînant, empreint d’une douce mélancolie : pour cause, Chico Buarque l’a enregistré alors qu’il était exilé en Italie. Quelques mois plus tôt, il croupissait dans une prison, soumis au harcèlement de la dictature militaire qui tenait le Brésil.

Avec Caetano Veloso, Elis Regina, Gilberto Gil et quelques autres, Chico Buarque est à la fin des années 60 l’un des principaux acteurs du “MPB” : un nom de code qui désigne la “musica popular brasileira”, croisement de bossa nova, de samba, de jazz et de rock, sur fond de militantisme politique. Difficile d’imaginer que tout ceci se terminerait par un clip sponsorisé par Schweppes, devenu une ode magnifique à la beauté du métissage.

Ce spot de pub ouvrira la porte à toute une série de tubes de l’été latinos, particulièrement “La Lambada”, dont les clips magnifiaient tout autant la diversité.

30 ans plus tard, en 2018, Schweppes (via son agence BETC) produit un spot anémié, indigent et aseptisé, avec le slogan lunaire “What do you expect“, sur une musique soporifique des Chemical Brothers… Qu’on en juge : https://www.buzzwebzine.fr/what-do-you-expect-mannequin-musique-pub-schweppes-2018/

Publicité

Black Lives Matter : l’agence de pub “Rosa Park”, filiale d’Havas, va changer de nom…

Published

on

Face à la tornade de critiques et accusations reçues ces derniers jours, les dirigeants de l’agence de publicité “Rosa Park”, filiale du groupe Havas, songent à trouver un autre nom à leur enseigne…

L’agence tire bien évidemment son nom de Rosa Louise McCauley Parks, dite Rosa Parks, femme afro-américaine, figure emblématique de la lutte contre la ségrégation raciale aux États-Unis, surnommée « mère du mouvement des droits civiques » par le Congrès américain. Elle est devenue célèbre le 1er décembre 1955, à Montgomery (Alabama) en refusant de céder sa place à un passager blanc dans l’autobus conduit par James F. Blake. Arrêtée par la police, elle se voit infliger une amende de quinze dollars. Le 5 décembre 1955, elle fait appel de ce jugement. Un jeune pasteur noir de vingt-six ans, Martin Luther King, avec le concours de Ralph Abernathy, lance alors une campagne de protestation et de boycott contre la compagnie de bus qui dure 380 jours. Le 13 novembre 1956, la Cour suprême des États-Unis casse les lois ségrégationnistes dans les bus, les déclarant anticonstitutionnelles.

Les dirigeants de l’agence Rosa Park prétendent cependant que le choix du nom de leur agence est le fruit d’une simple coïncidence, rien à voir avec l’héroïne américaine ! Ils précisent qu’ils sont fans de skate, en font dans les parcs, et que le prénom Rosa ajoutait une touche de féminité au nom de l’enseigne !

A titre d’information, ci-dessus une pub réalisée récemment par l’agence Rosa Park pour Monoprix… La “Salade Aleykoum”… Hey Monoprix : vous avez vraiment payé pour ça ?… 😉

Et voici le détail de l’embrouille décortiqué par un magazine de publicité américain :

French Firm Moves To The Front Of The Culturally Clueless Bus.

Adweek reported a White advertising agency in France is rethinking its name—Rosapark—after getting trashed on Twitter. The founders claim they labeled the agency in 2012, completely oblivious to the similarity to civil rights icon Rosa Parks, which ultimately underscores their collective cultural cluelessness. To add comedic value, the company boasts having an “urban” personality. And while the place insists the name is spelled as one word, the website graphics display it as two words. Regardless, Rosaparks is now debating renaming itself. Hey, why not? If Land O’ Lakes dumped the Indian Maiden, PepsiCo is retiring Aunt Jemima and companies are reevaluating Rastus, Uncle Ben and Mrs. Butterworth, surely the French firm can do the right thing. Free and friendly advice: steer clear of Sojourner Truth and Harriet Tubman. Ditto Josephine Baker, despite her ties to France. Sorry, guys, the most appropriate monickers—Cracker Barrel and Cracker Jack—are already copyrighted.

French Agency Rosapark: ‘We Will Be Rethinking the Name of Our Agency’

Exclusive: Founders “fully understand” why the name is being scrutinized

By Minda Smiley

The founders of Havas-owned Rosapark are “rethinking” the agency’s name after facing criticism on Twitter earlier this week.

On Tuesday, Nathan Young, president of 600 & Rising and group strategy director at Periscope, tweeted an image of Rosapark’s founders—all of whom are white men—with the following comment: “Advertising’s race problem in one image.”

Young’s tweet prompted a response from someone named Louis Duroulle, who—according to LinkedIn—is an account director at Havas Paris. While Duroulle’s tweets have since been deleted, he essentially accused of Young of “trash talking” Rosapark.

Later that day, Young tweeted that he’d “had a conversation with U.S. leadership” at Havas. 

“I won’t disclose details, but I did speak to several issues of importance to our members and received assurance that U.S. diversity data would be forthcoming,” he tweeted. The members he’s referring to are those of 600 & Rising, a nonprofit Young founded alongside Bennett D. Bennett earlier this month that’s dedicated to advocating for Black people in the advertising industry.

In a statement sent to Adweek, the founders of Rosapark said they “fully understand” why the name is receiving criticism.

“We are aware of the various comments on social media related to the name Rosapark, and we would like to assure you we are taking them very seriously,” they wrote. “We are sincerely sorry if the name of our agency, which we chose 8 years ago, has caused any offense. In the current climate and in light of recent world events, we fully understand why.”

They also said they are “particularly sensitive to the issue of diversity in our industry.” According to the founders, Fichteberg—who earlier this year was named president of the Association of Communication Consulting Agencies’ advertising delegation—“has put diversity at the heart of his program, which aims to profoundly transform our industry in this area.” 

“In light of the above, we will be rethinking the name of our agency,” the statement concluded. “Please rest assured that we are fully committed to this subject.”

Since its inception in 2012, the founders of Rosapark—which was named Adweek’s International Agency of the Year in 2018—have maintained that the agency was not named after Rosa Parks, the civil rights activist who famously refused to give up her seat to a white person on a bus in Montgomery, Ala.

In 2015, French publication L’ADN interviewed Chiquiar and Fichteberg. In the article, they discuss how they landed on Rosapark, explaining they were inspired by parks, skateboarding culture and the desire to add a touch of “feminine softness,” hence “Rosa.” A translated version of their comments is below:

One of Rosapark’s prerogatives is to understand the times. What it brings, what technologies can be useful for brands, decipher trends … “We try to understand people better.” A philosophy that is embodied by the agency as a whole. “The agency’s name, Rosapark, translates what we are. Urban, city children … The city has a particular rhythm: How to create a parenthesis to the frenzy?” The idea of the park is becoming a “breathing lung.” The “K” translates the skateboarding culture of the founders. And to bring a touch of more feminine softness, Rosa goes to the park. For them, there was no question of having an acronym for their agency’s name. “It prevails over egos, personalities, willingness to put themselves forward. Here, we speak with one voice around Rosapark,” Chiquiar said.

The following year, former Rosapark creative director Mark Forgan said the agency wasn’t deliberately named after Parks in an interview with the Epica Awards.

“The guys wanted to name it after an urban location, and they liked the idea of ‘park.’ Then they felt that ‘rose park’ or ‘rosa park’ made it feel a little less masculine since they were three guys,” Forgan said. “The link to Rosa Parks was almost incidental.”

Continue Reading

Publicité

Black Lives Matter : Publicis Groupe dédie une journée à la “promotion de la diversité”

Published

on

Arthur Sadoun, CEO de Publicis Groupe

Dans sa vidéo hebdomadaire destinée aux collaborateurs du Groupe, Arthur Sadoun, Président de Publicis, a annoncé que la jounée du 17 juin 2020 serait dédiée à une réflexion commune autour des thèmes de la “promotion de la diversité” et de la “lutte contre le racisme”. Tous les collaborateurs de Publicis à travers le monde sont tenus de participer à cette journée. Arthur Sadoun fait dans cette vidéo le constat du retard pris par Publicis dans ces domaines et s’engage à mettre en oeuvre les actions pour y remédier.

Voici le détail complet de la prise de parole d’Arthur Sadoun dans cette vidéo, telle que dévoilée par le magazine américain “AgencySpy” (en anglais). Il s’agit de la seconde réaction d’un dirigeant de grand groupe de médias, après celle de Yannick Bolloré, CEO d’Havas, la semaine dernière.

Publicis Groupe CEO Arthur Sadoun dedicated the entirety of his weekly video address yesterday to addressing issues of racism in the wake of widespread protests against racism and police brutality.

Sadoun opened the video by saying that he would like to focus on Publicis Groupe’s “U.S. family,” adding that “the truth is that it’s about every single one of us in every market.”

“In this moment of great trauma and unrest, I believe we are all Americans,” he said, explaining that “we have all been awakened by the devastating death of George Floyd” and subsequent protests across the U.S. and cites abroad.

“We are asking ourselves how and why this racism against Black people has gone unchecked for as long as it has,” he said, adding that he has spent considerable time over the course of the last week speaking with U.S. teams and witnessed their pain.

“The truth is it is very difficult to find the right words and even more difficult to take the right actions, as nothing will truly alleviate these emotions right now,” Sadoun said, a comment that comes in the wake of some Publicis Groupe employees feeling that Sadoun failed to adequately address racism in a previous video last Sunday in which he didn’t directly refer to racism, police brutality or the murder of Floyd.

Stressing that the issue of racism and injustice is far larger than any individual, Sadoun said that Publicis Groupe needs to focus on where it can make a difference.

“I’m talking about our people, you, our company, our own ecosystem” he explained, expressing the hope that by making a small contribution the company could impact the larger world. “Actions mean nothing if they don’t have real and long-term impact and this is very hard,” he said, admitting that while Publicis Groupe has developed a number of initiatives around promoting diversity and inclusion, “the results are not where we want them to be.”

“So we have to be a better industry and a better company. We actually need a fresh start,” he said, by imagining, designing and executing “new ways for Publicis to fight racism and provide more opportunities for the Black community inside our company.”

Aware of his limited perspective as a white CEO sitting in Paris, he called on viewers for help.

“It will take all of us,” Sadoun said. “The truth of our Black colleagues. The white majority that sits in our company today. Our diverse skills and talents. Our ingenuity, compassion, the resilience will help us find a solution that makes a difference. We need to make right what has been so wrong for too long,” he added.

To tackle the issue, Sadoun said Publicis Groupe will need to answer four fundamental questions: how to provide more opportunities for Black people at Publicis Groupe and its agencies, ways of fostering a culture of growth and progress leading to more Black leaders at the top levels of the company, how to ensure white employees become active partners to their Black colleagues’ success, and how to help support all minorities around the world.

“To answer these questions we will need all of you,” he said, announcing that on June 17 Publicis Groupe will host a day dedicated to finding answers to these questions, with employees in the U.S. called upon to “set the foundations for actions,” led by chief diversity officer Ronnie Dickerson and her team.

“The best ideas, solutions and actions will be refined, implemented and measured,” Sadoun explained, calling it a “very important day” for the holding company in the U.S. and around the world. He also asked for all U.S. employees to take one day off before June 17 to take time to think about these issues and ways of addressing them, noting that some agencies have already provided employees with such a day.

He also noted the importance of giving all Publicis Groupe employees a proper foundation and knowledge to begin to understand the Black-American experience, noting that the diversity and inclusion team is providing a list of resources. While most of the resources are free, Sadoun also promised to refund the purchase of any which are not. He also dedicated the holding company’s next leadership Q&A session to preparing for the June 17 session.

Sadoun said that while personally the isolation of social distancing measures due to the coronavirus pandemic was difficult, the current “social crisis” is tougher, “because it is the one … we were most responsible for.”

“We see this moment clearly and we will not squander it,” he promised, “Together with all of you, we will do the right thing in our company, today and for the years to come.”

He concluded by asking everyone to stay close to their teams, check in with Black colleagues and engage in “hard and truthful conversations,” adding that the holding company is “laying the foundation for change, starting today.”

Continue Reading

Publicité

Black Lives Matter : le communiqué envoyé par Yannick Bolloré, CEO d’Havas, aux 20 000 collaborateurs du groupe à travers le monde

Published

on

Yannick Bolloré, CEO d'Havas

Face à la vague de protestation à travers le monde contre le racisme et les discriminations, de grands groupes déclarent leur engagement en faveur de cette lutte. Le magazine américain “Campaign” vient de dévoiler le communiqué envoyé par Yannick Bolloré, CEO d’Havas, aux 20 000 collaborateurs du groupe à travers le monde. Voici le texte intégrale du communiqué (en anglais) :

As a network, we represent 20,000 people in over 100 countries. Within this, there are different cultures, different languages, different skin tones. We would not exist without our villages around the world and without the people, communities and cultures that fill them.

The agency community as a whole, and our business, is far from perfect. We have much to do and learn. But what we know without question is that we stand firmly with great pride for all of our people, and our broader communities, and for their equal right to inclusion, opportunity and justice no matter their skin tone, gender, sexual orientation, religion, age, differences in ability or any other demographic factor.

North America, which represents a large part of our organization, is in pain right now. The black community and our black employees in particular are hurting deeply. There has been massive public action, including riots across the US and Canada over the last week, in response to the senseless death of George Floyd and the many others before him. Many of these cities are places where we have villages and where our employees and their loved ones work and live. Many of our employees are impacted directly, some fearing for their personal safety or the safety of their loved ones and communities. Our entire workforce globally is impacted by this as they watch these events unfold and confront these issues within their own countries. This is happening while our people around the globe continue to cope with the impact of Covid-19.

Please know that none of you are alone. Our power as a creative company is in our community, in our village. We stand together against discrimination, we acknowledge and respect each of your cultures and we state with utmost strength – black.lives.matter.

This Friday, we are going to honor a day dedicated to reflection and solidarity, echoing the actions of our great friends at UMG who are doing the same thing tomorrow. The purpose of this day is to contemplate our roles in improving racial justice and diversity in and outside of our business, to take personal action or to do whatever you feel best serves you, your personal journey, your loved ones and your communities. For those of you who are impacted directly, this day may be used to mourn and heal.

We are actively working on additional resources, programming and actions and will be sharing them both at the global and village/agency level in the coming weeks. We want to thank those of you who have reached out to support our black employees and who have acted quickly to support this cause. We need your ideas and input as we work on this as a company. Please contact your local HR leaders who have been gathering resources and ways to engage from across the business if you would like to get involved. Most importantly, your mental wellbeing is paramount during this time. If you need support, please contact your leadership and HR teams across the globe at any time as they are here to support you.

As a company, we draw strength from our diversity. We send our personal commitment to be a part of the solution and are here to listen, learn and support now and always.

Yannick Bolloré

CEO Havas Group

Continue Reading

A la Une

Copyright © 1995-2020 Club Averroes