Aicha FETOUHI

Right TV | BETC

I like to describe myself as an advertising girl, in French “une fille de pub." My career path resumes itself with three Ps: “Passion, Pugnacity and Progression.” Since my childhood, I have developed a strong passion for advertising, leaded by its most important influencers. Whether it's Jacques Séguéla’s campaign “La force tranquille”,  Jean Paul Goude’s film for Citroen, starring Grace Jones or Benoit Devarrieux’s ERAM series, these projects have only pushed me forward into following their path.

Thanks to my experiences at Devarrieux Villaret, BETC and McCann, I can say I have met many inspiring professionals such as Benoit Devarrieux (Mr. ERAM), or more recently, Fabrice Brovelli. Throughout these years I have also developed my interests towards other areas. Indeed, when travelling abroad, I had the chance to work on different artistic projects. So far, my most important experiences have been in Tokyo, where I collaborated with young aspiring directors on films and in New York, where I worked with brilliant interpreters on video clips. Furthermore, I also worked on a few TV productions.

questionnaire

1) What was your very first job? 

My first job was an activity leader, and I was a receptionist in supermarket. It was fun.

2)  Please describe, in your own words, what your job is and what work it entails. 

I’m in charge of the right or buy-out or royalties (depends) negotiation for the models, artists, musicians, director etc. All talent for commercial and print campaign. No two days are alike. One day I can work for a campaign for Canal+ with an international cast, for Evian and negotiate for Rappers Delight for example. I could be discussing with Antoines de Caunes agent or Elle Fanning's lawyers in the same day, it is so exciting!

3) How did you discover that the creative world was right for you? What was the train of events that brought you to where you are today? 

Always knew! Younger, I was captivated by Andy Warhol’s universe, and I always like the link he had with advertising. He succeded in creating a link between art and advertising. Was there a time in your life that you credit to this discovery?  I was made for it! I don’t have enough time to recall everything. Jacques Seguela for example, thanks to his books. His works confirmed/boosted my interest. I also had the chance to work with Benoit Devarrieux, known for his campaign films. And also there have been many other influences in France and NYC, and more throughout my career.

4) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

I am lucky because for all the years I've spent at BETC, not a day is similar. According to the budgets, my work goes beyond the aspect of negotiation. It is, first most, meetings but also discoveries on musical titles, personalities, methods of production, directors of the places of shooting, also regulations, new circulars or jurisprudences which necessarily influenced my work. Moreover, at present I am starting on a new project which is again going to modify my way of working :-)

5) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry success, what would it be? 

I have so many to choose! But I can talk about a personal project. I’m working with a friend who is also a director. He spent 15 years in NYC, and he’s been in Japan now for 4 years. We are working on his first film. I’m learning production, financing, how to approach the distributors and brainstorming with him about creating. In other words, I’m always learning. 

6) What social media artist are you most influenced by?

 Sorry, he isn’t from social media but without doubt my biggest influence has been Andy Warhol!!!!!!!

jury

Creative Technologist | GOOGLE
Creative Director | ATELIER 32
Image Director | LACOSTE
Intl Comm Director | NINA RICCI Parfums
Publication Director | STILETTO
Image Director | GQ
Executive Creative Director | BUY BBDO
Chief Mktg & Digital Officer | ROBERTO CAVALLI
Media Marketing Mgr | BORBONESE
International Communication Manager | PUIG
President | TBWA\Else & TBWA\Groupe
Creative Director | AGENCE BABEL
Marketing & Communication Manager | PANERAI
Executive Creative Director | YOUNG & RUBICAM
Image Director | DISNEYLAND PARIS
CD. & Head of Art | LOLA MULLENLOWE
Vice President | BETC
Creative Director | FAUCHON
VP Global Head of Comm | L'OREAL
Photo Director | M6
Music Creative Director | BETC
Creative Director
Marketing Director | LANCASTER
Intl & Corp Comm Director | SHISEIDO
Creative Director | PIAGET
Mktg, Digital & Comm. Dir. | SAN MARINA
Sr. Art Director | HUMAN SEVEN
Comm. & Digital Director | PACO RABANNE
Art Direction Brand Specialist | BULGARI
Communication Director | ADIDAS GROUP
Head of WW Digital Com. | SAINT LAURENT
Global Media & Advertising Director | BULGARI
Image Director | MERCURY
Marketing Director
Art Director | RENAULT
Head of Brand & Communication | CANAL+
Executive Creative Dir. | PUBLICIS CONSEIL
Global Image Director | HENNESSY
Marketing Director | CHANEL PARFUMS
Marketing Director | LONGCHAMP
Creative Director | COTY
Head of Creative | ASOS
External Communication Deputy Director | TF1
Strategy Brand Lead | MICROSOFT
Right TV | BETC
Advertising Manager | BULGARI
Executive V.P. Creative | McCANN
Art Director | CONDE NAST ITALY
Creative Director | GRENADE & SPARKS
Executive Creative director | BSUR
Chief Marketing Officer | L'OREAL
Communication Director | ZADIG & VOLTAIRE
Comm & Corporate Reputation | PIRELLI
Vice President, Marketing | ESTEE LAUDER
Digital Transformation Mktg Dir.| BNP PARIBAS
Head of Prod & Art Buying | PUBLICIS ET NOUS
Founder & President | LA CHOSE
Executive Creative Director | MAZARINE
Partner, CCO | SERVICEPLAN
Editorial Director | LOUIS VUITTON
Creative Director | WE ARE SOCIAL
Creative Director | NUXE
Communication & Social Media Dir. | SMASHBOX
Owner & Founder | LIGHTHOUSE
Associate Partner | YOU & MR JONES
Creative Director | TOMMY HILFIGER
Creative Director | BB235
Director of Photography | LE MONDE
Managing Director | AKQA
Beauty Creative Director | OGILVY & MATHER
Image Director | DESIGUAL
Image Mgr | MARTELL MUMM PERRIER-JOUET
Communication Director | VALUE RETAIL FRANCE
Communications Director | BETC
Art Director & Curator
Global Head of Communications | L'OREAL
Global VP Mktg | COTY LUXURY
Exec. Creative Dir. | WUNDERMAN
Artistic Director | AIR FRANCE MADAME
Senior Advertising Producer | DIESEL
Head of Art Buying | PUBLICIS CONSEIL
Comm Director | RELAIS & CHATEAUX
Creative Director & CEO | AL DENTE
International Marketing Dir. | KENZO PARFUMS
Head of Art | BETC LUXE
International Marketing Director | RUINART
Head of TV | JUNG VON MATT
Glbl Creative Dir | DARPHIN & ORIGINS (EMEA)
Creative Director | HAVAS
Exec. Creative Director | DLV BBDO
International Marketing Director | OVS
Digital Creative Director | PUBLICIS
Executive Creative Director | TBWA
Photo Director | WE TRANSFER
Artistic Director | EBRU PINAR
Senior Creative | ACNE ADVERTISING
Global Head of Print | BETC
Sr Vice President, Mktg | INTERPARFUMS
Marketing Manager | BIG MAMMA
Advert. Dir. | CHRISTIAN DIOR PARFUMS
Creative Director | COTY LUXURY DIVISION
Creative Director | PATRICK REMY STUDIO
Creative Director | CHRISTOPHE RENARD
Art Director | PIC
Head of Strategic Innovation | PIAGGIO
VP Creative & Design | COTY, LUXURY DIV.
Creative Director | EXHIBITION
Art Director | SHELTER GROUP
Int. Comm. Dir | ARMANI FRAGRANCES
Creative Director | AFFLELOU
Founder | YORGO & CO.
Art Director | MONCLER
Creative / Image Director | SONY MUSIC
Head of Digital Marketing | MOET & CHANDON
Head of TV Production | McCANN ERICKSON
Comm & Marketing Director | CHRISTOFLE
Communications Director | PETIT BATEAU
Co-Founder & ECD | BABEL PARIS
Communication Manager | CALZEDONIA (France)
Creative Director | PUBLICIS SAPIENT