5 Minutes with… Laurent Abesdris
Within the Canadian advertising scene, the name Laurent Abesdris carries a good bit of weight. He’s been around for a while now - 20 years - and has worked at some of the most prominent network and non-network agencies alike, from TAXI and Juniper Park to Sid Lee and J. Walter Thompson Worldwide.
However, most recently, Laurent made a splash when it was announced that after spending five years as partner and creative director at Juliet, he’d be moving onto a new role as executive creative director at Zerotrillion Toronto. This was last March, and since then, he’s been priming the team and the business to help usher in a ‘new age of fame and fortune’, both in Canada and beyond.
A strong leader who believes in an empathetic approach first, Laurent has arrived at a fortuitous time. Canadian creativity, as evidenced by the slew of awards it has received in recent years, is riding an all-time high, and Laurent is someone who knows how to win further. His list of accolades includes Cannes Lions, D&AD awards, and Clios, to name a few, and he’ll be aiming to bring this, as well as bonafide strong creative and an immense passion for the work, to the team in the months and years to come.
To learn more about the move, his career, and what’s next, LBB’s Jordan Won Neufeldt sat down with Laurent for a chat.
LBB> Laurent, you’re a well-established name within the Canadian advertising scene. Tell us about what it took to get here! How did you get started in this industry?
Laurent> I’m from the school of writers who sort of fell into the industry and turned a whim into a career. Moons ago, I wrote for my university newspaper and held communications roles in student government. Unbeknownst to me, those roles were actually my first foray into the industry.
I didn’t see writing and advertising as a way to earn a living until a friend of mine got a role at Y&R and told me to become a copywriter. I looked up ‘copywriter’ in the dictionary, liked what I read, and the rest is history.
LBB> Notably, you’ve been working since 2005 – now just shy of 20 years! How have things changed since then? And how have you kept the experience fresh and exciting?
Laurent> I still tell people it’s been fifteen years but, yeah, just shy of twenty. Bonkers, really.
The changes have been gradual but unrelenting for sure. When I started in the industry, ‘digital’ was a buzzword that most established marketers didn’t understand. That’s why I focused my attention on becoming a ‘digital copywriter’, which is a fancy term for a person focused on writing for short attention spans in digital spaces.
The idea of being a digital-focused creative disappeared rather quickly, but not before I was able to establish myself in the industry and work for some great agencies.
Interestingly, I think ‘digital’ creatives are having a renaissance of sorts, if by ‘digital’, I mean, social platform/influencer-focused creatives. They’re absolutely the present and without a doubt the future. So, things have kind of come full circle.
LBB> Building on this, you recently moved to Zerotrillion. What inspired this decision? And how are you finding things at the moment?
Laurent> Change is good. I needed it and Zerotrillion was offering it in spades. I left my role as partner and creative director at Juliet after going through an industry standard mid-life crisis. I was questioning myself, my passion for my work, and my motivation. Leaving was hard but necessary, as all important things are. Zerotrillion helped rekindle my passion for the work and I’ve never felt better about being a leader in the industry.
LBB> What are your main aims and ambitions there? Is there anything in particular you’re hoping to accomplish?
Laurent> Easy.
I’m here to usher in an era of fame and fortune for Zerotrillion in Canada and beyond.
Seriously, kinda.
Zerotrillion is young and full of potential, and I love that. Our three offices are stacked with talented folks who are eager to make their mark on the world. I’m here to turn that potential into award winning campaigns and new business wins. My goal for this year is to build at least three cases that garner international acclaim for the agency while actually moving the needle for our clients.
LBB> And how would you describe your leadership style? What should more people know about you?
Laurent> I’m an empath, so my style tends towards understanding and nurturing. I coddle a bit. I’ve been accused of caring too much. Whatever. I regret nothing.
As a young creative with a pretty debilitating anxiety disorder, I always appreciated working with creative directors who were able to make my work better without resorting to threats, insults and bullying. I also appreciated patience and understanding as I grew as a creative and as a person. Today, I aim to be the person I needed back then.
LBB> Looking back on your career, you’ve moved around a lot. How have these past experiences influenced the work you do today? Would you say there’s a benefit to having worked across so many teams?
Laurent> When I was coming up in the industry, moving around was expected. I remember someone telling me that staying in one place too long made you unappealing to future employers because it begged the question, ‘Why haven’t they been poached by now? What’s wrong with them?’.
That being said, I think moving around made me a better marketer. I chose great agencies and learned something valuable at every stop along the way. Some of those lessons were incredibly positive, others challenging, but every one of them was worthwhile.
LBB> Building on this, what are some of the most significant projects you’ve worked on in your career? And how do they reflect your creative style?
Laurent> While I was an ACD/CD at the now defunct J. Walter Thompson, I helped build the first ‘#20MinutesOfAction4Change’ campaign from White Ribbon. Loved that. I also helped pitch and launch Hotels.com, which culminated with the creation of its ‘Winter Swear Jar’. Tonally those are very different projects, but they both come from a place of honesty which is one of my strengths.
While at Juliet, I worked on a number of campaigns that I’m incredibly proud of, but I think our ‘Keeping It Real’ campaign for Nestea takes the cake for me. Funny. Smart. Well-produced. It was also my first foray in jingle writing and I loved every minute of it.
LBB> As part of all this, you’ve spent time at both network and non-network agencies. Do you have a preference between the two? And what are your thoughts on the state of the indie versus network discussion in Canada?
Laurent> Indie. It’s where the industry is heading. I’d argue the industry is already there and has been for a while. No one is clamouring to work for a network anymore, and that’s due to a number of factors. First, with the constant restructuring we’ve seen of late, there is ZERO job security with a network. Who wants to live under the constant threat of being yet another merger-driven lay off? Second, networks by their very definition value fees over creative output. That’s been evident in Canada for a long time, and it’s only exacerbated by just how incredibly creative independents have been able to be.
LBB> As someone who has stayed in Canada for his whole career, what are your thoughts on the state of Canadian advertising as a whole? Is there a great appeal that’s kept you here?
Laurent> I’ve been in the industry here for twenty years, and the creative output has gotten better with each passing minute. I think every creative considers a move at one point or another. Wanderlust is inevitable. I think what’s interesting is that Canada has become the destination for internationals, as opposed to it being the other way around. Why leave when the best work in the world is being made right here?
LBB> With all that in mind, what are the most important lessons you’ve learned in your time in the industry, and why? Is there any advice you’d readily give anyone?
Laurent> From a creative perspective, the most important thing I’ve learned is how dangerous it is to covet. Once upon a time I coveted what other people were working on, what they were producing, winning, drinking and eating while sunning on the beaches of Cannes… Letting that go made me a better creative thinker and a more decisive person.
LBB> Finally, work isn’t everything. What do you like to do outside of office hours, and what helps you destress after a long day?
Laurent> Food and travel are my outlets for sure. Often, those go hand in hand. Whether it’s a roadtrip to see a band or an adventure to somewhere distant and remote, eating and travelling really sustain me.
Also, and importantly, being a dad and husband with a beautiful family that helps me feel fulfilled and inspired.
