5 Minutes with… Laurent Simon
Laurent Simon’s move from VMLY&R to BMB Agency in spring 2024 represents something of a vibe shift – from chief creative officer of what recently became WPP’s (and the world’s) largest agency network to CCO of a smaller London shop, part of the Cheil family. In that context it’s easy to share in the French-born creative leader’s excitement at the prospect of turning BMB into ‘one of the most interesting agencies out there.’
He brings almost two decades of experience working in London’s agency scene, since he started his career at the famous Watford Ad School, before becoming part of his first creative duo at AMV BBDO, alongside partner Aidan McClure (now co-founder of Wonderhood Studios). Laurent and Aidan went on to join adam&eveDDB, where they quickly rose to success, creating the award-winning ‘Who Killed Deon’ campaign for the Metropolitan Police as well as iconic work for John Lewis, including ‘The Bear & The Hare’ Christmas campaign and ‘The Other Half.’
Joining BBC creative as their executive creative director in 2016 marked a new chapter in Laurent’s career, where he secured the first-ever Gold Lion at Cannes and the first D&AD Pencils for BBC Creative.
Laurent’s Christmas campaign pedigree continued through his four years at VMLY&R London, where he put his creative heft behind Boots’ festive offerings during that time, as well as guiding some laudable efforts for clients such as Stamma, the British Stammering Association.
Almost half a year into his role at BMB, LBB’s Alex Reeves caught up with Laurent to understand his ambitions for the agency looking ahead to 2025 and beyond.
LBB> Where did you grow up and what sort of kid were you? Were there any clues back then as to the career path you’d end up taking?
Laurent> I grew up in the southwest of France, in Toulouse and Bordeaux and my relentless curiosity might have been a clue to the career I’d end up leading – I was the child that exhausted my parents and teachers with endless questions.
I didn’t have any idea what I wanted to do when I grew up but I do vividly remember thinking how strange it was that adults were expected to choose and do one thing. While my schoolmates had their hearts set on being architects, doctors, astronauts or shop-keepers, I wanted to do everything.
Graphic novelist, journalist, wine-maker, pilot and scientist. The wonderful thing about being an ad creative is the opportunity to light up many parts of your brain everyday. You need to be able to think, visualise, engineer, sell, design, make, direct, tell stories, have an impact…and about pretty much any subject for pretty much anyone out there.
LBB> Why did you end up moving to the UK? And what has kept you here?
Laurent> In the mid ‘90s, my first school trip abroad was to visit London and Oxford. I hated it. Especially the weather and the food. I swore back then to never return to Blighty.
Cut to 10 years later and I fell head over heels with a girl and followed her to London. My disgust at the state of British cuisine forgotten in the face of love.
One thing led to another, one job followed the next and I find myself still here 20 years later, having worked at amazing agencies with equally amazing people. I met a northern English rose and we have a wonderful daughter together.
LBB> How did you get into advertising? Was it a purposeful decision or more of an accident?
Laurent> Probably a happy accident. I’ve always loved writing, drawing and creating but I actually studied maths and economics aged 16-18. Not because I was particularly passionate about it but because it was presented as the prestigious option – and was what most of my friends were doing. However, when the time came to pick a university degree, I just didn't quite see myself as a statistician, lawyer, or business school type. Advertising, on the other hand, sounded fun.
When I moved to London, I was lucky enough to join the Watford Course led by the incredible and unrivalled Tony Cullingham. Like so many others in the industry, he inspired a love of advertising and a drive for success in me and I haven’t looked back.
LBB> In the early days of your career, what were some projects/clients that particularly helped you to grow and understand the business?
Laurent> Watford provided great foundations to understand how to make creative work in the world of advertising. However, I really learnt about the business side of the industry when I won a scholarship after graduating from the programme. I spent a year at AMV, Mother, and BBH, mixing with and learning from giants. Working on projects and making work taught me huge amounts but above all, it was the people I worked with that blew my mind, especially as each agency had very different cultures, identities and ways of getting to great work.
LBB> Are there any lessons that you wish you'd learned earlier?
Laurent> The trick is getting people to love the work and process of getting to it as much as you do.
Without the creativity in a creative business, you’re just left with business - and that’s a lot less fun.
LBB> What's the thing you're most proud of in your career so far?
Laurent> I’m proudest of the people I have been lucky enough to lead and nurture in different roles across my career, who’ve gone on to create great work, win bags of awards, move on to bigger roles and bigger responsibilities.
LBB> What are you recently most proud of and why?
Laurent> I joined BMB five months ago and I’m proud of the team I work with right now. I’m surrounded by creative people doing good things. It’s invigorating and inherently human to work with such a tight and talented team.
LBB> What are your most exciting plans for BMB? Where do you consider it in terms of where it sits in the market?
Laurent> I’m excited at the prospect of BMB becoming one of the most interesting agencies out there. There’s definitely room and a role for a small/mid-size agency to offer something different – something that reminds us that advertising needn’t be complicated or corporate and can justify its place in people’s lives by being creatively interesting, useful, and entertaining.
LBB> What trends in the industry do you find yourself ranting about the most and why?
Laurent> We’re all working in a creative industry that spends more time creating the decks for a handful of people rather than the work for the many people out in the real world. The proportional amount of slides about work in comparison to real life work has become quite shocking.
LBB> Outside of work, what's inspiring you right now?
Laurent> ‘Blue Eye Samurai’ and my seven-year-old wide-eyed daughter.
The most resilient, curious, kind, and creative person I’ve ever met.
