Loic Mercier

Chief Strategy Officer- TBWA\Paris

Loïc is the Chief Strategy Officer of TBWA\Paris for now 2 years, after having been the one of BBDO Paris for 6 years. He has the double culture of Ideas and Audiences, learnt in the early years of his career as senior Planner at Ogilvy&Mather and Head of Planning at Proximity Paris. He is as fluent in advertising as well as in crm, in digital as well as in retail, in social as well as in corporate and strongly believes in the power of effectiveness driven by creativity.

His center of gravity lies in managing the strategic destinies of major international accounts (Perrier, Nestlé Waters, Duracell, P&G, Peugeot, Europcar) as well as iconic local ones (WWF, Mercedes, …).

He has been a jury member in French Effie (2015 & 2022), Irish Effie (2021), Euro Effie (2014, 2016, 2020) and Global Effie (2015, 2016, 2018).

In 2017, he was tutor on behalf on Effie Worldwide for the inaugural Effie competition in Serbia and was the Jury Leader of the Euro Effie Positive Change competition in 2019.

He has won more than 15 Effies and under Loïc’s leadership, Proximity Paris was named Agency of The Year on the French Effie Awards three times in a raw.