Stephane Lecoq Puts on Smaller Shoes to Think outside the Box
Starting his career in Paris, 180 Amsterdam’s executive creative director Stephane Lecoq now finds himself at the international hub of the capital city of the Netherlands. Having created work across many brands, such as Sony PlayStation, Absolut Vodka, MTV, BMW, Nokia, Replay and Peugeot to name a few, his focus is on delivering work that resonates internationally.
With over 10 years of experience on the 180 team, Stephane tells LBB’s Nisna Mahtani how he steps into his daughter’s shoes to gain a different perspective, why capturing universal human emotions is vital and how he’s started making music to free his mind.
LBB> Leading the creative on projects for PlayStation, Replay, Peugeot and Club Med, where does your creative process begin?
Stephane> There is nothing better to start with than a long conversation full of silly questions, shared doubts and first intuitions. I really like these as I believe they help us to get rid of preconceived ideas, understand the context and ignite some early thoughts. The messier the meeting, the better.
LBB> Backtracking a little, how did you first get into the industry and were there any indications in your childhood that you’d become a creative?
Stephane> When I finished my studies, I got an opportunity to work as an assistant for a talented fashion photographer. I love photography but for some reason, something in me always wanted to start working at an ad agency, with super smart people, coming up with completely insane ideas for a brand. I’ve never regretted that choice.
LBB> What were some of the formative lessons you learned early on in your career? Have any of those stuck with you?
Stephane> Every step is a battle. Everything can collapse at any moment. So, trust your gut and never give up because you will have to convince everyone at every step.
LBB> Working across Paris and Amsterdam, what are some of the creative aspects which transcend the cultural context of a piece?
Stephane> When you work on global campaigns you realise very quickly that humour doesn’t cross borders easily. Every local culture has its own specificities but still, there are some shared emotions or human traits that touch people wherever they live.
Advertising grammar is different in every country, but great campaigns go above that. Living in the Netherlands gave me a better understanding of my native French culture and how it shaped my way of thinking and crafting. From an execution point of view, craft is definitely something that transcends cultural differences.
LBB> Can you share a recent piece of work which you are particularly proud of and give us a little bit of context behind it?
Stephane> The recent Club Med campaign, in my humble opinion, perfectly captures what the brand is and what you will experience going on holiday. As a global campaign, I believe it transcends the cultural differences I mentioned previously and resonates with a lot of people.
LBB> Where do you find your personal creative inspiration?
Stephane> Cheesy alert: I find my daughter very inspiring. Her way of thinking is always unexpected and the way she sees the world is absolutely mind-blowing.
So I’m trying to put myself in her shoes and think her way.
I also think walking is helpful to slow down and to put every thought in the right place. So, I walk around with no goals, just to think. I love that.
LBB> During your time working in the industry, what are some of the changes you’ve seen and how do you anticipate things changing in the future?
Stephane> The industry is at the forefront of cultural and tech transformations and it’s going faster and further every day. Are we going to keep up is the question. I think so.
I’ve been through the rise of social media, AR and AI or data driven marketing… and this is now the new normal. I think we will absorb the next trends that come our way and we will make sense of it. The danger for me would be to have fragmented specialists with no general vision.
LBB> What are some of the current trends you’re seeing and what do you think will be the trends going forward into the next few months?
Stephane> I believe the industry is working in cycles. The things we’re agonising over at the moment will come back. Trends are disappearing by definition. People stay. I believe in people and human emotions. The things that made me react recently were good old print ads. Their simplicity is really refreshing.
LBB> Aside from work, what other hobbies and interests take up your time?
Stephane> I’ve started to make music again, over the last few weeks, and it’s the best free zone my brain can have. I also gave myself the challenge to visit every museum in the Netherlands, which is totally non-doable by the way.
LBB> Can you share one piece of advice that you would give people who are just starting out in the industry?
Stephane> Believe in yourself, trust your guts and walk around with no goals to let your thoughts flow.
