Mathieu Plassard of Ogilvy Paris on Working in Africa

And the impact of French creativity worldwide

Mathieu is currently president and CEO of Ogilvy Paris. 

We spent two minutes with Mathieu to learn more about his background, his creative inspirations and recent work he’s admired. 

Mathieu, tell us …

Where you grew up, and where you live now. 

Paris is my hometown. These days, I’m often found between Paris and London, where my family resides. I’ve also had the pleasure of living and working in Belgium, the Democratic Republic of Congo, Kenya and South Africa.

How you first realized you wanted to work in advertising.

Culture Pub (a show on French TV dedicated to the world of advertising) was my Sunday-night ritual. While my initial career trajectory was oriented towards client-side marketing, fate (or maybe just a happy accident) intervened. Looking for an internship, I stumbled into the world of agencies. I haven’t looked back since.

A person you idolized in the industry early on.

While I don’t idolize individuals, I’ve been influenced by several key figures in advertising. Bill Bernbach and David Ogilvy (obviously) are undeniable giants, and their work has had a profound impact on me. As a Frenchman, I’m proud of the impact French creativity has on the world stage.

A moment (from college or another time) that changed your life.

Living and working on the African continent was a life-changing experience, not just for me, but for my entire family. It was challenging, requiring a great deal of resilience. But ultimately, it enriched our lives in countless ways.

A brand or marketing campaign you admire.

As someone who believes in the power of brands to influence social change, I respect and admire Carling Black Label. As South Africa’s top-selling beer, tackling gender-based violence—particularly where alcohol is a contributing factor—is no easy task. By confronting this issue head-on, the brand has demonstrated leadership and a commitment to making a positive impact. It’s not just about raising awareness. It’s about actively engaging men through a variety of initiatives, from community workshops to campaigns like “Bride Armour.”

A book, movie, TV show or podcast you recently found inspiring.

Sam Mendes’ production of The Lehman Trilogy at the National Theatre left a lasting impression. The play’s exploration of the family’s rise and fall is deeply moving, prompting reflection on ambition, legacy and the human cost of economic systems. 

Play

One of your favorite creative projects you’ve ever worked on.

“The Most Eligible Bachelor.” The challenge was immense: How do you raise awareness and funds for an endangered species in a way that captures global attention? We partnered with Tinder to create the first-ever animal profile. This unconventional approach paid off, generating significant media buzz (including Jimmy Fallon’s Late Show), and even earning Ogilvy Kenya its first ever Cannes Lion.

What you’d be doing if you weren’t in advertising?

I’d likely be an architect, combining creative vision with practical problem-solving.