The Cannes Lions International Festival of Creativity has proudly announced that advertising veteran Jacques Séguéla will be the recipient of this year’s prestigious Lion of St Mark award. This accolade celebrates Séguéla’s extraordinary career, spanning over 60 years, during which he has consistently delivered iconic work for some of the world’s most renowned brands, including Air France, Apple, Carrefour, Citroën, Louis Vuitton, and Microsoft. His portfolio also boasts numerous successful political campaigns and best-selling books on advertising.
Séguéla’s journey in advertising began at the age of 25, though his initial career path was vastly different. As a Doctor of Pharmacy, Séguéla soon realized that his true calling lay elsewhere. He then embarked on a groundbreaking round-the-world trip in a French car, which inspired his first book, “The Earth in the Round,” selling 150,000 copies. His transition to journalism was brief, as he soon co-founded the agency Roux Séguéla with Bernard Roux.
The agency’s first notable project featured French President Pompidou with a Mercury engine in the bay of St. Tropez, under the headline “Grab the Express and take off.” This success set the stage for further achievements as Alain Cayzac and Jean-Michel Goudard joined the team, leading to the formation of RSCG, which later evolved into Euro RSCG.
Among Séguéla’s remarkable achievements is his work for Carrefour with the “Produits Libres” campaign and for Citroën, where he orchestrated the daring feat of sending a Citroën AX down the Great Wall of China. He also made a bold statement by naming a Citroën model after Picasso, leading to mixed reactions from the public and the art world.
Séguéla’s impact extends to the political arena, where he masterminded the campaigns of former French President François Mitterrand. His famous 1981 slogan, “La Force Tranquille,” became a significant part of French history, a feat he repeated with the “Génération Mitterrand” campaign seven years later. Over his career, he has led 15 victorious political campaigns, showcasing his passion and prowess in political communication.
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Jacques Séguéla’s legacy is a testament to creativity, innovation, and the power of advertising. His contributions have indelibly shaped the industry, making him a fitting honoree for the Lion of St Mark award at Cannes Lions 2024.
About Jacques Séguéla, Philip Thomas, Chairman, LIONS, said: “Jacques Séguéla turned 90 years of age this year, and still comes into the office every single day to work on campaigns for his clients. The word is overused, but Jacques is an icon. He is bold, passionate and creative – and all with a tremendous sense of warmth and humour. He’s been to Cannes Lions more than 50 times, his first visit being to the Venice edition in 1975, where he was a member of the Jury and won his first Lion for Aéroports de Paris. His stories and experiences are captivating. As an industry we are delighted that he made the career change from pharmacy to advertising because we have all benefited from his creativity as a result. In the meantime, he is the most charming, delightful presence and we cannot wait to honour him on the Cannes Lions stage in June.”
Commenting on being awarded the Lion of St Mark, Séguéla said: “After 60 years of festivals, I have seen this industry evolve with every decade, but one thing has never changed: advertising is, has been, and always will be about having an idea. I have had the great honour of working my whole life not to sell products, but to make brands eternal and I love it. I am incredibly moved to be recognized with this iconic award and I share it with all my fellow creatives who stand behind their ideas, choose optimism and give brands the only thing that will keep them alive – a soul.”
Jacques Séguéla will be honoured with the Lion of St Mark at the Cannes Lions International Festival of Creativity. He will also speak on stage in the Lion of St Mark seminar, where he will recite tales and lessons learnt over his illustrious career, taking place on Friday 21 June. Cannes Lions runs from 17 to 21 June, in Cannes, France. Further information on the Awards and options to attend can be found at www.canneslions.com.
About LIONS
As The Home of Creativity, LIONS powers the marketing segment of Ascential and is a destination for those in the business of creativity. As the definitive benchmark of creative excellence and with unparalleled access to insight on how it works, LIONS provides those on the journey to creative excellence all they need, at whatever stage they are at and wherever they are. Our annual five-day Festival, Cannes Lions, is the meeting place for the global creative marketing community and a celebration of the world’s most excellent and effective work.
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