Olivier Apers joins Serviceplan Paris

Olivier Apers, who has worked at BETC for over 20 years, has become the Chief Creative Officer and Partner at Serviceplan Paris. He will collaborate with Thomas Derouault, the agency’s CEO and partner, with whom he has had a long-standing professional relationship.

Apers seeks new creative challenges

Apers said he decided to leave BETC after two decades to pursue greater independence and a new creative journey. He believes Serviceplan Paris has significant potential but has not received the attention it deserves, and his goal is to restore its creative reputation and visibility.

Creative leadership at Serviceplan

Apers emphasized that having two creative leaders at the top of an agency creates a unique dynamic. He noted that when both leaders understand and support each other, it fosters a shared vision and high creative standards, which are central to the agency's success.

AI as a creative tool

Apers acknowledged the growing role of AI in the creative industry, stating that it should be embraced rather than feared. He argued that AI is a powerful tool for producing images, content, and post-production work, but it cannot replace human creativity. He warned that without original thinking, the output would be generic and unremarkable.

Human connection at Serviceplan

Apers expressed excitement about working with the diverse talents at Serviceplan, emphasizing the importance of human creativity and individuality. He also mentioned that one of the things that annoy him is receiving emails with attachments that are parking tickets, highlighting his preference for meaningful interactions.

Work-life balance and personal life

Apers described his weekends as often involving work, particularly in the mornings when he reflects and searches for ideas. However, he spends time with his wife, whom he married over 20 years ago, and he finds it difficult to feel down under these circumstances.