Lauren Haberfield

Lauren Haberfield

Associate Creative DirectorParis, France
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Lauren Haberfield

Lauren Haberfield

Associate Creative DirectorParis, France
About me
I knew I wanted to go into the industry 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 you could also call me a designer, a copywriter or a strategist, depending on the day. I’m very proud to have been the only woman from France to be selected in the Cannes Lions See It Be It Program – a group of 20 women from all over the world identified as the next leaders in the industry. 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.
Work history
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    Art DirectorMcCann Paris
    Paris, FranceFull Time
    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
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    M
    Art DirectorMarcel Worldwide
     - Paris, FranceFull Time
    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)
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Skills
  • Art Direction
  • Design
  • Ad Copywriting
  • Concepting
  • Creative Leadership
  • Client Presentation
  • Collaboration
Education
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    Bachelor Visual CommunicationMonash University
     - Melbourne, Australia
Awards
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    Grand Prix (corporate)Grand Prix Stratégies
    Olympique de Marseille: Controle de la poitrine
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    Merit - social mediaOne Show
    Innocence en Danger: Guilty Tags
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