Inside the Culture That Turned Publicis Conseil Into a Cannes Titanium-Winning Machine
“You need to be so self-motivated to get that sort of work out into your book. Nobody is breathing down your back. There is no deadline.”
When Malobi Dasgupta joined Publicis Conseil, it was a respected agency. Under the leadership of CCO and CEO Marco Venturelli, it became a global powerhouse. Two years in a row, it was named Agency of the Year at Cannes Lions, taking home a Titanium Grand Prix for AXA’s “Three Words” campaign. This is the story of how leadership, collaboration, and deep strategy transformed an agency culture—and how you can apply those lessons to your own career.
The Leadership Shift That Changed Everything
Malobi is clear about the turning point. “Things really took the turn for excellence when Marco came at the head of the agency as the CCO and the CEO, along with our president, Agathe.” Their vision was simple: use creativity to drive business transformation. Not just better ads—better ways of doing business.
This leadership set the tone for every department. Creatives, strategists, and account teams now work together from the start. Ideas are grounded in strategy, with clients treated as partners, not just recipients of work. That partnership mindset fuels trust, making bold ideas possible.
From Competition to Collaboration
In high-performing agencies, competition can burn people out. Malobi says the secret at Publicis Conseil is a collaborative culture. “We’ve really got a collaborative culture now, rather than a competitive culture. Everyone is on board. Everyone is together on it.”
That shift matters. It means strategists dig like detectives to find insights. Creatives shape ideas that are generous, inclusive, and innovative. No one is working in silos. And because the culture is inclusive, everyone has a voice. “A good idea can come from anyone,” she says. “The value of collaboration is invaluable.”
Iteration as a Standard
One of the most important process changes is keeping clients close throughout the work. Instead of vanishing for months, teams work iteratively. This avoids last-minute surprises and ensures that by the time work is ready to present, the client is already invested.
For students and juniors, this is a reminder: the process is as important as the final campaign. Learning how to collaborate in real time will make you a better creative partner—and easier to trust with big ideas.
The Work That Wins
At Cannes, the Titanium Grand Prix and Agency of the Year awards didn’t happen by chance. Malobi points to detail, craft, and strategy as the real drivers. Every submission is scrutinized for originality, execution, and relevance.
AXA’s “Three Words” campaign worked because it was more than a message—it was a product innovation that reshaped how insurance could function. That level of thinking comes from combining insight, creativity, and the right internal culture.
Lessons for Aspiring Creatives
Malobi’s takeaways apply whether you’re chasing your first internship or leading a team:
Study the business first. Don’t just aim to shock. Look deeper at what the brand needs.
Make collaboration a priority. Be the person others want to work with.
Invest in spec work. Build ideas without client constraints to stretch your skills.
Find partners who elevate your work. A strong copywriter–art director duo can be a career advantage.
Stay a student. “I try to be this student of advertising, the student of life. It’s never finished.”
Why This Matters for You
Culture might feel like something only leadership can change, but juniors shape it too. The way you present yourself in interviews, the quality of your portfolio, and how you treat your collaborators all contribute to the work environment you’ll be part of.
If you want to work at an Agency of the Year, look for places where strategy is taken seriously, collaboration is rewarded, and leadership pushes for transformation, not just awards. Better yet—bring that mindset with you from day one.
Malobi’s advice is clear: bring curiosity, discipline, and the ability to work with others. That’s the foundation for creating campaigns worth celebrating on the Cannes stage.
Listen to the full conversation with Malobi Dasgupta on the Breaking and Entering Advertising Podcast to hear more about her career, Publicis Conseil’s process, and her best advice for breaking in.
Links to Listen and Watch this episode:
Spotify: https://open.spotify.com/show/0mlC7OWM5dTb3O8XmdzHSd
YouTube: https://www.youtube.com/@breakingenteringadvertisin6816
Apple Podcasts: https://podcasts.apple.com/us/podcast/breaking-and-entering-advertising-podcast/id1506434104
