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PhD Student Turned Adman

PhD Student Turned Adman

Michael Carnevale

Michael Carnevale

October 30, 2018

We did not see that coming—but we’re glad it did.

"Those passions will feed their advertising work."

Newly appointed SVP and Creative Director of Havas Montréal, Carle Coppens, sat down with us to discuss why he chose Havas, what fascinates him, and the best headline he’s ever come up with. Warning: It’s dark but clever.

 

Tell us a little about yourself.

I’ll just give you a few bullet points. When I was PhD student, I studied industrial and organizational psychology. I got an internship at an advertising agency. Someone asked me, “What do you call this type of cookie in French?” I answered, “gaufrette,” which translates to wafer in English. Got a job in advertising. Quit my PhD program.

So, why Havas?

Havas Montréal has everything in place to do great work: ambitious clients who want to stand out, strong digital and strategy teams, an innovation center for artificial intelligence. The sparkling water dispenser also played a big role in my decision.

Other than advertising, what other industries do you find fascinating?

Woodworking.

What do you hope to teach your team at Havas Montréal?

That if they rely on advertising to satisfy their desire to create, they will be sorely disappointed. I encourage them to continue to write their screenplays, blogs, and novels, to paint, to design fashion, lamps, whatever it may be. Those passions will feed their advertising work.

"People who surprise me, who shake up my world, who move me with their work or the way they live their lives."

How do you get inspired?

People who surprise me, who shake up my world, who move me with their work or the way they live their lives.

Which people do you admire most?

Those who make things happen.

What is creativity to you?

The possibility of moving beyond all constraints.

Your best headline?

A tagline for a billboard selling pre-arranged funerals: Pay for it now. Enjoy it much, much later.

What do you hope that no one, ever, finds out?

That what I was hiding is, in fact, not all that interesting.

Your fun fact?

An association for blind people once requested that a TV ad I wrote get pulled from the air.

What are you most proud of?

Publishing a novel that is currently being adapted for the big screen.

What do you like most about your job?

When we’re working on a pitch, I feel as if the whole team is united around this common goal and that every effort is worth it when you want to win.

"Those passions will feed their advertising work."

Newly appointed SVP and Creative Director of Havas Montréal, Carle Coppens, sat down with us to discuss why he chose Havas, what fascinates him, and the best headline he’s ever come up with. Warning: It’s dark but clever.

 

Tell us a little about yourself.

I’ll just give you a few bullet points. When I was PhD student, I studied industrial and organizational psychology. I got an internship at an advertising agency. Someone asked me, “What do you call this type of cookie in French?” I answered, “gaufrette,” which translates to wafer in English. Got a job in advertising. Quit my PhD program.

So, why Havas?

Havas Montréal has everything in place to do great work: ambitious clients who want to stand out, strong digital and strategy teams, an innovation center for artificial intelligence. The sparkling water dispenser also played a big role in my decision.

Other than advertising, what other industries do you find fascinating?

Woodworking.

What do you hope to teach your team at Havas Montréal?

That if they rely on advertising to satisfy their desire to create, they will be sorely disappointed. I encourage them to continue to write their screenplays, blogs, and novels, to paint, to design fashion, lamps, whatever it may be. Those passions will feed their advertising work.

"People who surprise me, who shake up my world, who move me with their work or the way they live their lives."

How do you get inspired?

People who surprise me, who shake up my world, who move me with their work or the way they live their lives.

Which people do you admire most?

Those who make things happen.

What is creativity to you?

The possibility of moving beyond all constraints.

Your best headline?

A tagline for a billboard selling pre-arranged funerals: Pay for it now. Enjoy it much, much later.

What do you hope that no one, ever, finds out?

That what I was hiding is, in fact, not all that interesting.

Your fun fact?

An association for blind people once requested that a TV ad I wrote get pulled from the air.

What are you most proud of?

Publishing a novel that is currently being adapted for the big screen.

What do you like most about your job?

When we’re working on a pitch, I feel as if the whole team is united around this common goal and that every effort is worth it when you want to win.

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