Pierre Berville: A Portrait of a Leading Figure in French Advertising

 

Pierre Berville at EFAP: A Masterclass on Careers in Advertising

How are major advertising campaigns created? What makes a creative idea powerful? How has the advertising profession evolved over the decades?

These were some of the key questions explored during a masterclass led by Pierre Berville for students in the Specialized MBA in Advertising Creation & Strategy at EFAP Paris.

Drawing on his experience as a copywriter, creative director and agency founder, he shared his insights and perspective on the transformations of the industry.

This meeting gave students a behind-the-scenes look at advertising creation through the experience of a professional who has held various positions within French advertising agencies.

It also highlights the importance of engaging with industry professionals as part of EFAP's communication programs: an opportunity to connect classroom learning with industry realities and gain a better understanding of the careers students are preparing for.

A Career at the Heart of Advertising Creativity

During the 1970s and 1980s, French advertising saw the emergence of a generation of creative professionals who profoundly transformed the way brands communicate. Among them, Pierre Berville established himself as one of the most influential copywriters of his time.

He began his career in advertising in the early 1970s before joining several renowned agencies, including Bates, TBWA and CLM BBDO. There, he developed his expertise in advertising creation, a profession that involves developing concepts, messages and taglines capable of bringing an advertising campaign to life.

Throughout his career, Pierre Berville worked with advertisers from a wide range of industries, including Vittel, Éram, EDF and Française des Jeux. Alongside art director Joël Le Berre, he also contributed to campaigns for Lee Cooper, Banga and Amora.  In 1981, he notably co-created the Myriam outdoor advertising campaign for Avenir. Built around a teasing strategy, the campaign became widely known but also sparked controversy at the time.

From Copywriter to Entrepreneur: The Many Facets of the Profession

In 1987, Pierre Berville took another major step in his career by founding the Callegari Berville agency with Pierre Callegari. This entrepreneurial venture allowed him to move from creating advertising campaigns to managing an advertising agency. His career therefore illustrates the many opportunities for professional development within the communication industry.

These different roles require a range of complementary skills: developing a creative concept, building a communication strategy, managing teams, understanding advertisers' expectations and supporting the growth of an agency.

In 2018, Pierre Berville looked back on this period in his bookJ'enlève le haut : les dessous de la pub à l'âge d'or. Through his memories and encounters, he takes readers behind the scenes of an industry undergoing major transformations.  The book also offers valuable insights into the evolution of working methods, relationships between agencies and advertisers, and the role of creativity in advertising.

Careers in communication offer numerous opportunities for those who want to bring their ideas to life. At EFAP, build your professional career path and learn alongside industry professionals.  Discover EFAP's programs and turn your ambitions into reality!