Paul WAUTERS

Co-Founder & ECD | BABEL PARIS

Paul Wauters started his advertising life as a 30-year old junior copywriter, after he discovered he sucked at finance. The first two assignments in his new and exciting life got him nominated for radio and copywriting awards, and these would remain forever his favorite categories. He worked for Leo Burnett, Duval Guillaume and became creative director at Famous Brussels in 2003.  Famous became Agency of the Year 3 times in 5 years, and Paul was voted Creative of the Year. In 2009, he moved to Italy to lead the creative departments of TBWA Rome and Milan and then on to Paris, to co-found Being for TBWA. Today he is partner of the fastest growing independent agency in Paris, Babel. He has won more than 200 national and international awards and sat on the juries of Cannes Lions, D&AD, LIAA, Dubai Lynx, Sharks, Creative Club of Belgium. Outside of agency life, his creative collective has supercharged the old-fashioned radio play, turned it into a contemporary entertainment medium and even a commercial success. So far, he has published 13 best-selling audio plays and a musical. 

questionnaire

1. What was your very first job?

Financial Controller at a chemical production company. 

2. Please describe, in your own words, what your job is and what work it entails.Make the distinction between what interests people and what interests creatives in an advertising agency.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

It was a combination of being really terrible at finance and at the same time making financial people laugh with an internal newsletter that I had conceived and launched. 

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

By fighting cynicism and embracing new thinking, and staying cynical enough to be wary and critical of trends and hypes. 

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?

My audio book that became the #1 bestseller of the 60'000 books on sale at the 2017 Book Fair in Antwerp, outselling J.K. Rowling, E.L. James, Nigella Lawson, Jeff Kinney and Dan Brown. Okay, it's Antwerp, but it still felt pretty awesome.

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