In an exclusive interview, BalticBest 2024 jury member and Editorial Director of EPICA Awards Mark Tungate reflects on Paris’s audacious Olympic branding strategy, underlining how bold risks and innovative measures transformed public sentiment and strengthened the city’s iconic image.
So you are a branding expert. When you look at what Paris has done, including the provocative opening ceremony and other things, what do you think is the most remarkable marketing lesson here?
Well, what’s remarkable is the complete turnaround in sentiment. Initially, Parisians were, in their typical way, quite grumpy about the Olympic Games arriving because of transport disruption and the general chaos of organizing the event. The Paris authorities, along with Emmanuel Macron, took a big gamble by turning the city into a giant sports stadium, something that had never been done before. When you saw the triathlon, for example, it was groundbreaking; a major sporting event passing through the heart of the city, with the Seine, the Eiffel Tower, and other monuments as a backdrop.
Not only was it a massive success organizationally—pulling off such a gamble—but it was also great branding for the city, showcasing its iconic sites. On top of that, the French athletes excelled, particularly in swimming, with Leon Marchand winning four gold medals. This success transformed everyone’s perspective. Parisians started to realize how fantastic it was to host the Olympics in such a beautiful city. The overall sentiment was one of unity and optimism.
It’s remarkable considering that just a week before the Games, France was experiencing significant political upheaval, with divisions between the extreme left and the extreme right. Yet, the Olympics brought the country together in a remarkable way. Even the opening ceremony was historic—it was the first time it was held in the middle of the city, on a major waterway, despite heavy rain. It was kitsch, funny, risky, and very French.
Anne Hidalgo, the mayor of Paris, and Thomas Jolly, the choreographer, aimed to do something different and incredible that pushed the values of the Paris and French brands. So far, it has been a huge success.
I think the lesson here also is that it pays off to take risks because otherwise you end up being mediocre.
Exactly. The bigger you are, the more cautious you tend to become. Paris and France, being gigantic brands, usually play it safe, aiming not to offend anyone or incur criticism, especially politicians. Anne Hidalgo, the mayor, who is quite ambitious, pushed for something spectacular due to the political implications of the Olympics. Politically, it was a statement to show that Paris is still one of the greatest cities in the world.
From the start, there was a willingness to do something remarkable to make a statement about Paris and France’s place in the world. It’s a case of “go big or go home.” There was a feeling of wanting to recapture the iconic status of Paris, especially after the setbacks caused by COVID. The Paris city authorities felt it was time to be ambitious and take risks.
But there is another challenge. Paris is still a top tourist destination in the world, and opposition to mass tourism is growing, especially in Southern Europe. So, if you take an already top brand and make it even cooler and more attractive, what happens then? This will boost Paris’s image, attracting even more people.
Yes, that could be the case. One of the things they’re trying to do is create a balance. In cities like Barcelona, housing has become a problem because much of it is reserved for tourists, forcing prices up and pushing out local residents. The city of Paris is addressing this by taxing tourist housing heavily and creating accommodations specifically for residents.
August is traditionally a month when Paris is deserted except for tourists. With the Olympic Games, even more people left the city than usual, thinking it would be overrun with tourists. Those who stayed were glad they did, as they got to experience the Games. Striking this balance will be challenging, but it’s a problem Paris has faced for years. The authorities will need to continue working on solutions to maintain equilibrium between tourism income and the city’s livability.
Let’s talk about advertising. Cannes is where you spot trends and understand what’s happening. What are the most important trends in advertising this summer?
One significant trend was the decrease in purpose-driven campaigns. While sustainability, equality, and diversity-focused campaigns are still present, they were less prevalent.
And I think I read somewhere that there were 14% less prizes awarded to purpose-driven campaigns.
It was refreshing to see more campaigns focused on traditional product-selling values, addressing consumer needs directly. This shift is partly due to the current economic climate; consumers are more concerned about immediate needs rather than broader issues.
Interestingly, Cannes introduced a humor category this year, something EPICA has had since 2014. This reflects a desire for light-heartedness and positivity after the challenging times we’ve been through.
AI was less of a focal point compared to the previous year. While still present, it was less hyped, and there was a return to traditional advertising methods. Craftsmanship and storytelling were more prominent, highlighting a shift back to foundational advertising principles.
And finally, the role of awards. Do you think this is changing? A few years ago, some agencies boycotted awards. How has the importance of awards changed in 2024 compared to the past?
Despite the proliferation of awards, agencies continue to enter them, indicating their importance. Agencies often have awards coordinators, demonstrating that awards are crucial for proving creativity. Awards help agencies showcase their creativity to clients, enhancing their credibility. They also build careers for creative professionals, serving as recognition of talent.
The controversy surrounding awards seems to have dissipated. While some agencies may choose to focus their resources elsewhere, awards remain a fundamental aspect of the industry. Clients also recognize that creativity drives success and participate in awards to celebrate innovation.
Awards offer a straightforward way to demonstrate creativity and innovation. As long as awards continue to be valued, they will remain a critical part of the advertising industry. EPICA and other festivals wouldn’t exist without the belief in the importance of awards, which has endured since their inception.
Interview was conducted by Hando Sinisalu.
EXTRA INFORMATION
- Adwards creative competition win gives you points for Baltic Agency of the Year ranking! (read more about ranking)
- Winning any prize at BalticBest and become part of shortlist gives you more points for Baltic Agency of the Year ranking!
BalticBest 2024
You can find rules HERE.
Submission deadline: 12.08.2024
Shortlist published: 21.08.2024
Live judging and awards announced: 28.08.2024
