Lauren Haberfield

Lauren Haberfield

Art director at McCann Paris
Paris, France

About me

I knew I wanted to go into Advertising when I discovered that the modern day image of Santa Claus was created by Coca-Cola. Now it’s arguable whether or not that made the world better, but it certainly made an impact.

And so it began - starting in Melbourne, Australia and then blindly moving to Paris 5 years ago – I’ve worked on award winning international and local campaigns at Marcel, Ogilvy and now McCann Paris.

I call myself an art director because of my stubborn refusal to add ridiculous and pointless words to my job title – though in reality I do a great deal of copywriting and strategic work as well.

Even as a woman in a senior creative position, I hold the unrelenting belief that women and middle aged men can coexist in our industry. I'm determined to turn the current hype around gender equality into action, so that the next generation of kickass women can focus on something else.

I like working on social causes and one day hope to somehow make the world a better place - a real better place, not just for award shows.

Positions

Art director
Neuilly sur Cedex, France
January 2016 - Present (2 years 9 months)
Concepting and development of media agnostic campaigns with a stong emphasis on finding creative solutions through activations, digital and social media.

Development of gender equality program linked with Times Up Advertising to empower the women in the network and give them a voice.

Use of traditional medias TV, print, packaging design to launch social activations.

Collaborations with artists, photographers, directors and developers.

Development of client relationships - presentations and workshops to better understand their needs.
Emphasis on Social change work and involvement with charities.

Global Clients: Nespresso, Nestle Breakfast Cereals (including brands Cheerios, Fitness, Lion, CiniMinis), Puma, L’Oreal Paris, Innocence in Danger, Breast Cancer Foundation

Local Clients: Olympique de Marseille Football Club
Art director
PARIS, France
September 2013 - November 2015 (2 years 2 months)
Paris, France
Stong emphasis on concepting and finding creative solutions
through activations, digital and social media.

Conception and development of films, TV, print and point of sale.

Collaborations with artists, photographers, directors and developers.

Workshops with clients to help them involve in the social & digital space.

Global Clients: Ray-Ban, LensCrafters (US & China, GMO - South America, OPSM - Australia)
Art director
Melbourne, Australia
August 2011 - September 2013 (2 years 1 month)
Melbourne, Australia
Concepting and development of media agnostic campaigns with a strong focus on One to One communication using social media and digital activations.

Use of traditional media such as TV, Direct Mail and radio.

Global Clients: BMW, MINI, RSPCA, Puma, Coca-Cola

Local Clients: Myer, Bank of Melbourne, The Song Room, Calrton Football Club, AAMI

Education

Bachelor of Design, Visual Communications

2009 - 2011 (2 years)

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