{"id":3604,"date":"2015-04-14T14:09:40","date_gmt":"2015-04-14T12:09:40","guid":{"rendered":"http:\/\/www.ferembach.com\/cestquilescreas\/?p=3604"},"modified":"2015-04-14T15:11:45","modified_gmt":"2015-04-14T13:11:45","slug":"fred-lutge","status":"publish","type":"post","link":"https:\/\/www.ferembach.com\/cestquilescreas\/redacteur\/fred-lutge\/","title":{"rendered":"Fred Lutge"},"content":{"rendered":"<p><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/lutge.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-3650\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/lutge.jpg\" alt=\"lutge\" width=\"768\" height=\"268\" srcset=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/lutge.jpg 1000w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/lutge-600x209.jpg 600w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/lutge-900x314.jpg 900w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/a><\/p>\n<p><span style=\"color: #00ccff;\">Bonjour Fred, tu es r\u00e9dacteur chez Les Gaulois, quel a \u00e9t\u00e9 ton parcours pro\/ tes \u00e9tudes ?<\/span><br \/>\nBTS Com. Sup de cr\u00e9ation. Stage \u00e0 la Young. Taf \u00e0 Publicis, Ailleurs Exactement, CLM\/BBDO, free lance, Saatchi, LEG, les Gaulois.<\/p>\n<p><span style=\"color: #00ccff;\">Depuis combien d\u2019ann\u00e9es travailles-tu dans le milieu de la publicit\u00e9 ?<\/span><br \/>\nJ\u2019ai du mal \u00e0 les compter maintenant. Disons 15. En ann\u00e9es.<\/p>\n<p><span style=\"color: #00ccff;\">Tu as h\u00e9sit\u00e9 \u00e0 faire de la pub ?<\/span><br \/>\nNon, je ne pouvais pas \u00eatre footballeur.<\/p>\n<p><span style=\"color: #00ccff;\">Tu travailles avec qui et sur quoi ?<\/span><br \/>\nJe travaille avec plusieurs DA. N\u00e9anmoins, l\u2019essentiel de mon boulot est effectu\u00e9 avec Nicolas Denis.<\/p>\n<p><span style=\"color: #00ccff;\">Parles nous de deux trois choses que tu as faites :<\/span><br \/>\nJe me suis fait toutes les marques de t\u00e9l\u00e9com, Bouygues, Wanadoo, SFR. Je suis \u00ab coupable \u00bb de beaux films (Black Warrior, Wanadoo), et des plus l\u00e9gers (C\u2019est pas fini, SFR).<\/p>\n<p><iframe loading=\"lazy\" title=\"Pub Wanadoo : bl@ck warrior_67\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/PEoxYI5LrRA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Mais j\u2019ai aussi pu toucher \u00e0 des budgets moins contraignants: Nintendo, Total, Mac\/Val, Eurostar, Nike, Oui FM, MP2013, entre autre.<br \/>\nJe garde un tr\u00e8s bon souvenir de Oui FM, car l\u00e0, il fallait vraiment se d\u00e9foncer pour sortir quelque chose (surtout vue ma culture musicale) et, je l\u2019avoue, j\u2019ai aim\u00e9 avoir la reconnaissance de Gabriel Gaultier .<br \/>\nIl y a aussi cette annonce Nintendo. A l\u2019\u00e9poque, j\u2019\u00e9tais stagiaire, j\u2019\u00e9tais tr\u00e8s fier, l\u2019annonce chope des prix dans des bouquins dont jamais je ne pensais avoir une place.<\/p>\n<p><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11127944_10152676654581761_1766734929_n.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3647\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11127944_10152676654581761_1766734929_n.jpg\" alt=\"11127944_10152676654581761_1766734929_n\" width=\"292\" height=\"385\" srcset=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11127944_10152676654581761_1766734929_n.jpg 292w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11127944_10152676654581761_1766734929_n-46x60.jpg 46w\" sizes=\"auto, (max-width: 292px) 100vw, 292px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11079845_10152676653066761_1490585796_n.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3637 size-medium\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11079845_10152676653066761_1490585796_n-466x600.jpg\" alt=\" \" width=\"466\" height=\"600\" \/><\/a><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3641\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval2-600x449.jpg\" alt=\"macval2\" width=\"600\" height=\"449\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3642\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval1-600x449.jpg\" alt=\"macval1\" width=\"600\" height=\"449\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3643\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/macval-600x449.jpg\" alt=\"macval\" width=\"600\" height=\"449\" \/><\/a><br \/>\n<a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/tournesol630.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3644\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/tournesol630-600x451.jpg\" alt=\"tournesol630\" width=\"600\" height=\"451\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Marseille-A-400x300-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3645\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Marseille-A-400x300-2-600x450.jpg\" alt=\"Marseille-A-400x300-2\" width=\"600\" height=\"450\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Marseille-A-400x300-3-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3646\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Marseille-A-400x300-3-1-600x451.jpg\" alt=\"Marseille-A-400x300-3-1\" width=\"600\" height=\"451\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun8-550x399.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3648\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun8-550x399.png\" alt=\"werun8-550x399\" width=\"550\" height=\"399\" srcset=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun8-550x399.png 550w, http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun8-550x399-480x348.png 480w\" sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 550px, 100vw\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun4-550x407.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3649\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/werun4-550x407.png\" alt=\"werun4-550x407\" width=\"550\" height=\"407\" \/><\/a><\/p>\n<p><span style=\"color: #00ccff;\">Tu fais quelque chose en parall\u00e8le de ton m\u00e9tier, des projets ?<\/span><br \/>\nJ\u2019\u00e9cris. Enfin je pense \u00e0 \u00e9crire. Des courts qui pourraient devenir aussi des nouvelles, des romans, une s\u00e9rie ou du papier peint\u2026 De la fiction. Rien bien concret.<br \/>\nSinon, j\u2019ai un milliard de projets en t\u00eate auxquels je n\u2019accorde pas m\u00eame une seconde pour les r\u00e9aliser.<\/p>\n<p><span style=\"color: #00ccff;\">Dans ton m\u00e9tier quel est ton meilleur souvenir ? et le pire ?<\/span><br \/>\nMon meilleur souvenir remonte \u00e0 tr\u00e8s loin. Ce fut le jour o\u00f9 j\u2019ai pu voir ma premi\u00e8re body copy dans une publicit\u00e9 pour un placement financier La Poste.<br \/>\nMon pire souvenir : Faire cette body copy.<\/p>\n<p><span style=\"color: #00ccff;\">Le truc qui t&rsquo;as fait le plus halluciner ? que tu ne pensais pas faire un jour ?<\/span><br \/>\nEtre commercial.<\/p>\n<p><span style=\"color: #00ccff;\">Quelles sont les pubs qui t&rsquo;ont le plus marqu\u00e9es ?<\/span><br \/>\nLa pub qui m\u2019a vraiment donn\u00e9 envie de faire mon m\u00e9tier est Kiss Kool, \u00ab c\u2019est frais, mais c\u2019est pas grave \u00bb. Je la regarde encore et elle me fait toujours rire.<br \/>\nJ\u2019ai \u00e9t\u00e9 aussi touch\u00e9 par les pubs de France T\u00e9l\u00e9com de l\u2019\u00e9poque de Naville et Behaeghel.<br \/>\nLa meilleure pour moi reste celle du football.<br \/>\nJ\u2019aime beaucoup aussi ce qu\u2019a fait Gabriel sur la RATP. Metro fluide, etc\u2026<br \/>\nDove Evolution reste ma r\u00e9f\u00e9rence en mati\u00e8re strat\u00e9gique juste devant IKEA lampe.<br \/>\nEt quand je me sent seul, malade et d\u00e9prim\u00e9 je me passe la pub Nike \u00ab hurt \u00bb et ensuite les pubs ESPN.<br \/>\nJe m\u2019endors avec Harvey Nichols, je me r\u00e9veil avec le placard de Canal+.<\/p>\n<p><a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Capture-d\u2019e\u0301cran-2015-04-14-a\u0300-11.59.55.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3639\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Capture-d\u2019e\u0301cran-2015-04-14-a\u0300-11.59.55-600x212.png\" alt=\" \" width=\"600\" height=\"212\" \/><\/a> <a href=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Capture-d\u2019e\u0301cran-2015-04-14-a\u0300-12.00.27.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3640\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/Capture-d\u2019e\u0301cran-2015-04-14-a\u0300-12.00.27-600x222.png\" alt=\" \" width=\"600\" height=\"222\" \/><\/a><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-3636\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2015\/04\/11128058_10152676651116761_845706234_o-1024x720.jpg\" alt=\"11128058_10152676651116761_845706234_o\" width=\"741\" height=\"521\" \/><\/p>\n<p><iframe loading=\"lazy\" title=\"Publicit\u00e9 Kiss Cool\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/0n_XS-W7_ZQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><br \/>\nhttps:\/\/www.youtube.com\/watch?v=omBfg3UwkYM<br \/>\n<iframe loading=\"lazy\" title=\"ikea lamp\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/I07xDdFMdgw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><br \/>\n<iframe loading=\"lazy\" title=\"nike air &#039;a little less hurt&#039;\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/v9xLOC5QmKM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><br \/>\n<iframe loading=\"lazy\" title=\"Closet\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/BsuPd4coXuc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"color: #00ccff;\">Il y a des mod\u00e8les de cr\u00e9atifs dans la publicit\u00e9 ? des gens qui t&rsquo;inspirent ?<\/span><br \/>\nLa fraicheur de Gaultier. La vision de Xiberas. L\u2019humour de DDB. L\u2019\u00e9nergie des Pixies. Zlatan.<\/p>\n<p><span style=\"color: #00ccff;\">Et en dehors de la publicit\u00e9 ?<\/span><br \/>\nJ\u2019aime beaucoup Patrick Modiano (comme beaucoup de monde d\u2019ailleurs). J\u2019aurai aim\u00e9 \u00e9crire Memento et Brazil. J\u2019aime l\u2019art moderne, mais ma culture est bien trop limit\u00e9e pour en citer un artiste ou m\u2019\u00e9tendre l\u00e0 dessus. Verratti.<\/p>\n<p><span style=\"color: #00ccff;\">Tu vois quoi comme changement entre tes d\u00e9buts et maintenant ?<\/span><br \/>\nJ\u2019ai l\u2019impression qu\u2019on a un peu perdue en fra\u00eecheur, en humour et en insolence. C\u2019est l\u2019\u00e9poque qui veut \u00e7a. J\u2019ai mal quand je vois ce qu\u2019est devenu la 4&#215;3, sans parler de la radio. Ces m\u00e9dias payent-ils l\u2019\u00e9mergence du Web ou bien la r\u00e9alit\u00e9 des annonceurs. Les deux s\u00fbrement.<br \/>\nPar contre, le web nous aura fait gagn\u00e9 de nouveaux chemins. C\u2019est bien. A nous de les exploiter au mieux. A nous aussi d\u2019en faire un m\u00e9dia aussi percutant que pu l\u2019\u00eatre la 4&#215;3.<\/p>\n<p><span style=\"color: #00ccff;\">Tu penses que le milieu va \u00e9voluer de quelle mani\u00e8re ?<\/span><br \/>\nJe ne sais pas. Mais je suis tr\u00e8s fan de ce qu\u2019a r\u00e9ussit \u00e0 faire Red Bull. Comment une boisson \u00e9nergisante est devenue la r\u00e9f\u00e9rence de l\u2019extr\u00eame. C\u2019est un mod\u00e8le \u00e0 suivre je pense : transformez le consommateur en supporter, fan, amis, l\u2019amener ailleurs\u2026 L\u00e0, tout le monde s\u2019y retrouve. Le mod\u00e8le Oasis est plut\u00f4t pas mal aussi.<br \/>\nMaintenant, il faudrait que nous arrivions, dans ces territoires de marques tendus \u00e0 l\u2019extr\u00eame \u00e0 englober la promotion et r\u00e9alit\u00e9 p\u00e9cuniaire de l\u2019entreprise sans avoir \u00e0 travestir l\u2019image construite et la perception de ce nouveau consommateur. La publicit\u00e9 pourrait tendre vers ce mod\u00e8le. (ou le fait d\u00e9j\u00e0).<\/p>\n<p><span style=\"color: #00ccff;\">Si tu commen\u00e7ais la pub aujourd\u2019hui, tu irais ou ?<\/span><br \/>\nDans une grande agence pour avoir du taf, chez J\u00e9sus ou Sid Lee pour bien le faire.<br \/>\nOu aller chez Oglivy qui semble \u00eatre une bonne passerelle vers l\u2019international.<\/p>\n<p><span style=\"color: #00ccff;\">Que dirais-tu \u00e0 un team de stagiaire qui veut percer dans le milieu publicitaire ?<\/span><br \/>\nEtre pers\u00e9v\u00e9rant. Mettre \u00ab l\u2019id\u00e9e \u00bb au dessus de tout. Faire des body copy placement financier La poste.<\/p>\n<p>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bonjour Fred, tu es r\u00e9dacteur chez Les Gaulois, quel a \u00e9t\u00e9 ton parcours pro\/ tes \u00e9tudes ? BTS Com. Sup de cr\u00e9ation. Stage \u00e0 la Young. Taf \u00e0 Publicis, Ailleurs Exactement, CLM\/BBDO, free lance, Saatchi, LEG, les Gaulois. Depuis combien d\u2019ann\u00e9es travailles-tu dans le milieu de la publicit\u00e9 ? J\u2019ai du mal \u00e0 les compter [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[6,54],"tags":[],"class_list":["post-3604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-redacteur","category-les-gaulois"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fred Lutge &#8226; C&#039;est qui les Cr\u00e9as ?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ferembach.com\/cestquilescreas\/redacteur\/fred-lutge\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fred Lutge &#8226; C&#039;est qui les Cr\u00e9as ?\" \/>\n<meta property=\"og:description\" content=\"Bonjour Fred, tu es r\u00e9dacteur chez Les Gaulois, quel a \u00e9t\u00e9 ton parcours pro\/ tes \u00e9tudes ? 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