{"id":67106,"date":"2019-09-05T12:50:08","date_gmt":"2019-09-05T16:50:08","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=67106"},"modified":"2019-09-05T13:00:14","modified_gmt":"2019-09-05T17:00:14","slug":"qui-est-perrier-jablonski-le-chainon-manquant-de-la-relation-agence-client","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/qui-est-perrier-jablonski-le-chainon-manquant-de-la-relation-agence-client\/","title":{"rendered":"Qui est Perrier Jablonski, le cha\u00eenon manquant de la relation agence-client ?"},"content":{"rendered":"<div id=\"attachment_67882\" style=\"width: 694px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-67882\" loading=\"lazy\" class=\"wp-image-67882\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-300x160.png\" alt=\"\" width=\"684\" height=\"365\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-300x160.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-768x410.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-1024x547.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe.png 1077w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/><\/p>\n<p id=\"caption-attachment-67882\" class=\"wp-caption-text\"><em><span style=\"font-size: 10px;\">Photo :<a href=\"https:\/\/www.facebook.com\/perrierjablonski\/photos\/p.1930805507213372\/1930805507213372\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\"> Perrier Jablonski<\/span><\/a><\/span><\/em><\/p>\n<\/div>\n<p><span style=\"font-size: 12px; color: #999999;\">3 septembre 2019<\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><span style=\"font-size: 20px;\">En 2015, Gaetan Namouric a lanc\u00e9 une agence drap\u00e9e de myst\u00e8re\u00a0: Perrier Jablonski. Le publicitaire qui a fait sa r\u00e9putation chez <a href=\"https:\/\/isarta.com\/infos\/tag\/bleublancrouge\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">bleublancrouge<\/span><\/a> avait alors l\u2019ambition de servir d\u2019interm\u00e9diaire entre les agences et les annonceurs, sentant qu\u2019il y avait une niche \u00e0 occuper. D\u00e9couverte.<\/span><\/strong><\/span><\/p>\n<p>Perrier Jablonski est une agence de publicit\u00e9 qui ne fait rien comme les autres. \u00c0 commencer par <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.perrierjablonski.com\/\" target=\"_blank\" rel=\"noopener\">son \u00e9trange site Web<\/a><\/span>, qui n\u2019en est pas un. L\u2019avez-vous d\u00e9j\u00e0 consult\u00e9 ? Il ressemble \u00e0 ce ceci\u00a0:<\/p>\n<p><img loading=\"lazy\" class=\" wp-image-67880 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-site-300x247.png\" alt=\"\" width=\"640\" height=\"527\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-site-300x247.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-site-768x633.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-site.png 850w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>Pas clair, dites-vous ?<\/p>\n<p>En lisant la conversation texto jusqu\u2019au bout, on commence \u00e0 comprendre de quoi il en retourne. Vaguement.<\/p>\n<p>Perrier Jablonski, c\u2019est l\u2019oeuvre de Gaetan Namouric, un publicitaire qui prend plaisir \u00e0 brouiller les pistes. On en prendra pour preuve des <em>meet up<\/em> organis\u00e9s autour de sujets philosophiques&#8230;<\/p>\n<p><img loading=\"lazy\" class=\"wp-image-67107 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/07\/Screen-Shot-2019-07-24-at-3.11.56-PM-228x300.png\" alt=\"\" width=\"416\" height=\"547\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/07\/Screen-Shot-2019-07-24-at-3.11.56-PM-228x300.png 228w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/07\/Screen-Shot-2019-07-24-at-3.11.56-PM.png 492w\" sizes=\"(max-width: 416px) 100vw, 416px\" \/><\/p>\n<p>Des vid\u00e9os corpos portrayant un \u00e9nigmatique personnage nomm\u00e9 Perrier Jablonski&#8230;<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/180789416?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen title=\"Perrier Jablonski en 2 minutes.\"><\/iframe><\/p>\n<p>Puis le refus d\u2019expliquer l\u2019origine du nom&#8230; (Les employ\u00e9s apprennent le sens du nom de l&rsquo;agence apr\u00e8s un an de loyaux services, a-t-on appris.)<\/p>\n<h2><strong><span style=\"color: #000080;\">L&rsquo;induction, cl\u00e9 de la cr\u00e9ativit\u00e9<\/span><\/strong><\/h2>\n<p>L\u2019homme, visiblement, aime cultiver le myst\u00e8re ! Il a cependant ouvert son jeu dans une entrevue \u00ab\u00a0scolaire\u00a0\u00bb, donn\u00e9e \u00e0 un \u00e9tudiant en journalisme \u00e9conomique.<\/p>\n<p><iframe loading=\"lazy\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/jThbWUkdkgg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Gaetan Namouric expliquait ainsi la mission de son agence :<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Perrier Jablonski est un mod\u00e8le d\u2019accompagnement strat\u00e9gique et cr\u00e9atif. Notre ambition est de cr\u00e9er une nouvelle couche entre un client et son agence.\u00a0\u00bb<\/span><\/p><\/blockquote>\n<p>Le b<span style=\"font-size: 16px;\">ut n\u2019est pas de faire le travail de l\u2019un ou de l\u2019autre, pr\u00e9cise-t-il.<\/span><\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Je me suis rendu compte, en faisant de la pub longtemps, qu\u2019il y avait un besoin d\u2019accompagner des clients pour \u00eatre plus clair dans leurs attentes, et dans ce qu\u2019ils demandaient \u00e0 leur agence.\u00a0Il y avait de la place pour un nouveau m\u00e9tier dans l\u2019industrie, et c\u2019est cette place-l\u00e0 que Perrier Jablonski voulait occuper. \u00bb<\/span><\/p><\/blockquote>\n<p>L\u2019agence, explique le publicitaire, met en application le principe d\u2019induction d\u00e9velopp\u00e9 par l\u2019ing\u00e9nieur belge reconverti \u00e0 la philosophie, <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/fr.wikipedia.org\/wiki\/Luc_de_Brabandere\" target=\"_blank\" rel=\"noopener\">Luc de Brabandere<\/a><\/span>.<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Ce n\u2019est pas dans les d\u00e9cisions logiques que <a href=\"https:\/\/isarta.com\/infos\/tag\/creativite\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">dort la cr\u00e9ativit\u00e9<\/span><\/a>, ou la prochaine grande id\u00e9e, explique Gaetan Namouric. C\u2019est en se mettant dans un autre mode de pens\u00e9e, qui est inductif, plut\u00f4t que d\u00e9ductif.\u00a0En mode d\u00e9ductif, on demande 1+1 et n\u00e9cessairement, \u00e7a donne 2. En mode inductif, on demande qu\u2019est-ce que \u00ab\u00a02\u00a0\u00bb \u00e9voque pour toi. Et on on obtient mille r\u00e9ponses diff\u00e9rentes. \u00bb<\/span><\/p><\/blockquote>\n<p><span style=\"font-size: 16px;\">L\u2019agence <a href=\"https:\/\/isarta.com\/infos\/pourquoi-les-profils-atypiques-vont-devenir-la-norme-dans-les-organisations\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">atypi<\/span><\/a><\/span><span style=\"color: #3366ff;\">que<\/span>, par cons\u00e9quent, am\u00e8ne ses clients \u00e0 se mettre en mode \u00ab\u00a0inductif\u00a0\u00bb, dans le but de d\u00e9velopper un message \u00e0 la fois \u00ab\u00a0porteur\u00a0\u00bb, \u00ab\u00a0clair\u00a0\u00bb et \u00ab\u00a0diff\u00e9rentiateur\u00a0\u00bb par rapport \u00e0 la concurrence.<\/p>\n<h2><span style=\"color: #000080;\"><strong>Le marketing de l&rsquo;avenir<\/strong><\/span><\/h2>\n<p>L\u2019hypoth\u00e8se de Gaetan Namouric est la suivante\u00a0: <a href=\"https:\/\/isarta.com\/infos\/comment-apprendre-la-creativite-les-reponses-dhelene-godin-de-la-factry\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">certaines t\u00e2ches cr\u00e9atives<\/span> <\/a>ont perdu de la valeur aux yeux des clients (\u00ab\u00a0tout le monde peut faire de la retouche photo\u00a0\u00bb), <a href=\"https:\/\/isarta.com\/infos\/tag\/agence\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">les agences<\/span><\/a> doivent donc se tourner vers le conseil strat\u00e9gique, o\u00f9 elle peut encore apporter de une valeur ajout\u00e9e.<\/p>\n<p>C&rsquo;est ce cr\u00e9neau que Perrier Jablonski avait l&rsquo;ambition d&rsquo;occuper au d\u00e9part. Qu&rsquo;en est-il, deux ans plus tard ? L&rsquo;agence a-t-elle tenu pari ?<\/p>\n<p>La r\u00e9ponse dans une entrevue \u00e0 para\u00eetre bient\u00f4t, o\u00f9 Gaetan Namouric nous parle de cr\u00e9ativit\u00e9, d\u2019innovation&#8230; et d\u2019ethnologie marketing !<\/p>\n<p style=\"text-align: center;\"><strong>D\u00e9couvrez d&rsquo;autres articles sur la cr\u00e9ativit\u00e9 <a href=\"https:\/\/isarta.com\/infos\/tag\/creativite\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">dans notre rubrique d\u00e9di\u00e9e<\/span><\/a>.<\/strong><\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_67106\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/qui-est-perrier-jablonski-le-chainon-manquant-de-la-relation-agence-client\/\"  data-item_title=\"Qui est Perrier Jablonski, le cha\u00eenon manquant de la relation agence-client ?\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-1024x547.png\"  data-item_date=\"2019-09-05T12:50:08-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>En 2015, Gaetan Namouric a lanc\u00e9 une agence drap\u00e9e de myst\u00e8re : Perrier Jablonski. Le publicitaire qui a fait sa r\u00e9putation chez bleublancrouge avait alors l\u2019ambition de servir d\u2019interm\u00e9diaire entre les agences et les annonceurs, sentant qu\u2019il y avait une niche \u00e0 occuper.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_67106\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/qui-est-perrier-jablonski-le-chainon-manquant-de-la-relation-agence-client\/\"  data-item_title=\"Qui est Perrier Jablonski, le cha\u00eenon manquant de la relation agence-client ?\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/09\/Perrier-Jablonski-equipe-1024x547.png\"  data-item_date=\"2019-09-05T12:50:08-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":64,"featured_media":67882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[175,137,3],"tags":[864,329,212,186,1176,924],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/67106"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=67106"}],"version-history":[{"count":12,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/67106\/revisions"}],"predecessor-version":[{"id":67885,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/67106\/revisions\/67885"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/67882"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=67106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=67106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=67106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}