{"id":8396,"date":"2020-11-15T16:19:12","date_gmt":"2020-11-15T14:19:12","guid":{"rendered":"https:\/\/www.ferembach.com\/cestquilescreas\/?p=8396"},"modified":"2020-11-15T16:38:49","modified_gmt":"2020-11-15T14:38:49","slug":"lauren-haberfield","status":"publish","type":"post","link":"https:\/\/www.ferembach.com\/cestquilescreas\/directrice-artistique\/lauren-haberfield\/","title":{"rendered":"Lauren Haberfield"},"content":{"rendered":"\n
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Hi Lauren, what’s your background?<\/strong><\/p>\n\n\n\n

I\u2019m from Melbourne, Australia which means that I take brunch very seriously, love coffee and have always worn a lot of black. I studied visual communications ending up with a bachelor of design and spent 3 years working in the Melbourne advertising scene before moving blindly 16,781km across the world to Paris. 
Very little thought went into the decision. I knew I wanted to live in Europe and not be another-bloody-aussie-in-london. I was considering Milan but the advertising scene in Paris was much more impressive.  <\/p>\n\n\n\n

Getting a job was surprisingly easy (which I now realize was very actually surprisingly rare). I landed my first job at Marcel, after contacting different CDs when I was still living in Melbourne. I interviewed with Bastian Grisolet who was ACD of the Ray-Ban team at the time and next thing I knew I was working on an award winning account under Erik Vervroegen. A few years later I followed a CD from Marcel to McCann where I worked for 3 and picked up most of my awards before moving to BETC where I am today. <\/p>\n\n\n\n

How many years have you worked in the advertising?<\/strong> <\/p>\n\n\n\n

10 years – I\u2019m not as old as you think, I started young.<\/p>\n\n\n\n

You work with who and on what subjects?<\/strong><\/p>\n\n\n\n

I work solo a lot, my favourite partners are strategists – Donya Bouzarjomehri and Antoine Pivard. I\u2019m currently working on La Roche Posay, Evian, Disneyland Paris, Aptamil and PornHub.<\/p>\n\n\n\n

Did you hesitate before deciding to work in advertising?<\/strong><\/p>\n\n\n\n

Not at all, I knew I wanted to work in advertising when I first discovered that the modern day image of Santa Claus was created by Coca Cola. I couldn\u2019t believe a brand could have that much influence and I wanted to be apart of it.<\/p>\n\n\n\n

Tell us about things you\u2019ve done :<\/strong><\/p>\n\n\n\n

Street-Vet for Purina:<\/p>\n<\/div>\n\n\n\n

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Bonjour Lauren, quel a \u00e9t\u00e9 ton parcours ?<\/strong><\/p>\n\n\n\n

Je viens de Melbourne, en Australie, ce qui signifie que je prends le brunch tr\u00e8s au s\u00e9rieux, j’aime le caf\u00e9 et j’ai toujours port\u00e9 beaucoup de noir. J’ai \u00e9tudi\u00e9 la communication visuelle avec un baccalaur\u00e9at en design puis j’ai pass\u00e9 3 ans \u00e0 travailler dans les agences de Melbourne avant de parcourir \u00e0 l’aveugle 16 781 km jusqu’\u00e0 Paris.
La d\u00e9cision a \u00e9t\u00e9 tr\u00e8s peu r\u00e9fl\u00e9chie. Je savais que je voulais vivre en Europe et ne pas \u00eatre une autre ‘Aussie’ de Londres. J’envisageais Milan mais la sph\u00e8re publicitaire \u00e0 Paris \u00e9tait bien plus impressionnante. <\/p>\n\n\n\n

Trouver un emploi a \u00e9t\u00e9 \u00e9tonnamment facile (ce que je r\u00e9alise encore plus maintenant). J’ai d\u00e9croch\u00e9 mon premier emploi chez Marcel, apr\u00e8s avoir contact\u00e9 diff\u00e9rents Directeurs de Cr\u00e9ation alors que je vivais encore \u00e0 Melbourne. J’ai pass\u00e9 un entretien avec Bastian Grisolet qui \u00e9tait ACD de l’\u00e9quipe Ray-Ban \u00e0 l’\u00e9poque, et juste apr\u00e8s j’ai su que je travaillais sur un budget \u00e0 award sous Erik Vervroegen. Quelques ann\u00e9es plus tard, j’ai suivi un DC de Marcel \u00e0 McCann o\u00f9 j’ai travaill\u00e9 pendant 3 ans o\u00f9 j’ai remport\u00e9 la plupart de mes r\u00e9compenses avant d’arriver chez BETC o\u00f9 je suis actuelement.<\/p>\n\n\n\n

Depuis combien d\u2019ann\u00e9es travailles-tu dans le milieu de la publicit\u00e9 ?<\/strong><\/p>\n\n\n\n

10 ans – mais j’ai commenc\u00e9 t\u00f4t..<\/p>\n\n\n\n

Tu travailles sur quels budgets, avec qui ?<\/strong><\/p>\n\n\n\n

Je travaille souvent seule, mes coll\u00e8gues pr\u00e9f\u00e9r\u00e9s sont les planneur.euse.s strat Donya Bouzarjomehri et Antoine Pivard. en ce moment je suis sur La Roche Posay, Evian, Disneyland Paris, Aptamil et PornHub.<\/p>\n\n\n\n

As-tu h\u00e9sit\u00e9 \u00e0 faire de la pub, tu aurais fait quoi \u00e0 la place ?<\/strong><\/p>\n\n\n\n

Aucune h\u00e9sitation, J’ai su que je voulais faire de la pub quand j’ai d\u00e9couvert que l’image actuelle du P\u00e8re No\u00ebl a \u00e9t\u00e9 faconn\u00e9 par Coca-Cola. C’etait inimaginale qu’une marque ait autant d’influence et je voulais en \u00eatre.<\/p>\n\n\n\n

Parles nous de 2-3 choses que tu as faites<\/strong> :<\/p>\n\n\n\n

Street-Vet for Purina:<\/p>\n<\/div>\n<\/div>\n\n\n

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