Sang Neuf Co-Founders: Agency Interview & Photos

Sang Neuf: New Agency Challenges Convention in a Turbulent Market

A fresh advertising agency is making waves by prioritizing creative risk-taking and human-centered thinking, even as economic and technological forces reshape the industry.

In a year marked by global uncertainty, a new advertising agency, Sang Neuf, has not only launched but thrived. Founded by Teiko Mgaloblishvili, Coralie Duprat, Pierre-yves Demarcq, and Cedric Morvan, the agency is built on a defiant premise: to combat “smooth and predictable advertising.” Despite launching amidst economic headwinds, geopolitical tensions, and the rapid rise of artificial intelligence (AI), Sang Neuf has quickly gained recognition for its bold approach.

A Year of Unexpected Success

The founders openly acknowledge the challenging timing of their launch. “You had to be crazy to start an activity,” one of the co-founders stated, reflecting on the volatile market conditions. However, this perceived risk has proven to be a catalyst for success. Sang Neuf’s core beliefs – a commitment to strategic and creative originality – resonated strongly wiht potential clients.

The agency boasts a 100% win rate on private pitches and secured two significant public contracts within its first year.This early success culminated in a TopCom award for their work with client La Côte et L’Arête, a testament to their innovative approach. “We are very proud and extremely grateful for the trust that our customers have placed in us,” a company representative noted.

Did you know? – Sang Neuf’s name translates to “New Blood” in French, reflecting the agency’s commitment to fresh perspectives and challenging industry norms. The founders intentionally chose a name that signaled a departure from established practices.

AI as a Tool, Not a Replacement

Sang Neuf is embracing AI, but not as a replacement for human creativity. The agency possesses strong technical expertise in AI, especially in creative growth and execution. However, they also integrate it into their internal culture, using it for brainstorming and even recreational activities like ping-pong.

“AI has become a tool like any other,” they explain, allowing the team to streamline low-value tasks and focus on higher-level strategic and creative work. This pragmatic approach positions Sang Neuf to leverage the benefits of AI without sacrificing the human element that drives impactful advertising.

Pro tip: – To foster creativity, Sang Neuf encourages employees to engage in activities outside of advertising, believing diverse experiences fuel innovative thinking.This approach combats groupthink and promotes original ideas.

The Perils of Data Overload

A central tenet of Sang Neuf’s philosophy is a skepticism towards data-driven advertising taken to its extreme. The agency argues that an overreliance on data can stifle creativity and led to homogenous, ineffective campaigns.

“Too much data kills advertising because it locks it into a pseudo-scientific logic…and removes all spontaneity,” a spokesperson explained. Without the freedom to take risks, advertising becomes “more and more uniform and smooth, clean but not very memorable.” Ultimately, they believe that advertising that fails to resonate with audiences is a waste of resources.

Reader question: – How does Sang Neuf define “good” advertising? They prioritize work that is brave, intelligent, respectful, and ultimately, enjoyable for the viewer, even with repeated exposure.

A Vision for the future

Looking ahead ten years, Sang Neuf envisions remaining a relatively small, highly specialized agency. They plan to maintain a team of experienced professionals alongside emerging talent from diverse backgrounds. Crucially,they intend to preserve their “rebellious at heart” spirit.

Their long-term commitment is to prioritize “the courageous, intelligent and respectful thinking of those who are exposed to our work