What France’s Advertising and Marketing Community Think About Hosting The Olympics

Jérôme Denis, CEO of LA/PAC, captures a sentiment many Parisians share: a mixture of anticipation and apprehension. "Do you know France and the French spirit? It needs to start there. The Olympics have sparked, at least in Paris, a wave of discontent, complaints of all sorts, mainly related to disruptions, human and ecological costs," Denis explains. "Most advertisers and partners are international, with their campaigns managed by American or British agencies, rarely French ones. We can either regret this or ultimately appreciate being part of this great global village. Because I believe that’s the sensation associated with the Olympics beyond the French grumbling: the feeling of belonging to a vast international whole."

President and chief creative officer of Ogilvy Paris, Matthieu Elkaim, suggests a more subdued atmosphere, "Let’s be honest, we don’t feel the frenzy we could expect all around France as the Olympic Games approach. The French political situation, the different conflicts impacting Europe, the price of the tickets to attend the event, the fear of a terrorist attack… All this doesn’t help French people to enjoy the Olympic truce. And brands’ communication reflects the situation. The messages are particularly consensual, the Olympic values are well promoted, the athletes are everywhere, all of which lead to a great deal of confusion, a lack of singularity and excitement."

Sarah Louis, international strategy director at BETC Paris, highlights the dichotomy between national pride and local inconvenience, "The Olympics are returning to France after a hundred years. Overall, it is a cause for celebration, and the French are happy despite their classic protests and grumbling, as they look forward to their country's moment in the spotlight. However, Parisians also face years of renovation work, the inconvenience of steep transport price increases (doubling in cost), and the eviction of students to free up housing for athletes."

On the creative front, Vincent Garel, executive vice president and chief strategy officer at TBWA\Groupe France, notes a more intimate and sombre feeling, "Most of the brands associated with the event are treading lightly compared with the bombast, supersized spectacles, and big manifestos that have been the norm of Olympics-related marketing in the past. The scale of messaging and behaviour has gone down a few notches, and the overall tonality has too. It feels more intimate, subdued."

Whereas, Damien Guiol, chief creative officer at Change – an FCB alliance – sees the Games as a chance for Paris to shine, but acknowledges the challenges associated with putting the event on. "Ten days before the Olympic Games, Paris is emptying out. Parisians are leaving the city to make way for the world's largest sporting event. Though the city feels calm at the moment, you can feel that something is brewing. Paris is waiting, and soon, the streets will come alive."

For some, like Birth CEO Hugo Legrand Nathan, the Olympics have provided creative inspiration and motivation. He says, "Hosting the Olympic Games in France gave our company a creative input. A sporting championship of this magnitude can't leave anyone indifferent - and at Birth, the Olympics were a motto for 2024!"

Others, like Clement Martorell, managing partner and executive producer at HAMLET Paris, are disappointed with the lack of creative impact, "No [Olympic] advertisement has truly made an impact, either in France or abroad. Unfortunately, brands lack creativity when it comes to discussing the Olympics. It seems they just want to play it safe, without taking any risks."

Thomas Ramalingam, a producer at Blue Paris, addresses the logistical challenges of marketing in a climate so focused on hosting the event. "When the Olympics are hosted in Paris, non-Olympic-related productions face substantial challenges,” he says. “Many projects were ultimately cancelled due to clients' concerns about potential copyright infringements."

Finally, Augustin Penicaud, VP of Havas Play, sees the Games as a catalyst for creative excellence, "The Games serve as a tremendous source of inspiration and a catalyst for us to push our creative boundaries. This blend of global appeal and local charm is central to our strategy."

The Paris Olympics have elicited a wide range of reactions from France’s advertising and marketing community. Despite apparent creative challenges and criticisms, there is also a sense of opportunity and pride and as the Games begin and the city prepares to host the world, the next two and a half weeks will undoubtedly showcase Paris's ability to unite people through sport, culture, and shared experiences.