Jacques Seguela French advertising luminary, image maker, 'salesman of presidents' Date of Birth: 23.02.1934 Country: France

1. Biography of Jacques Seguela
2. Early Life and Career
3. Political Advertising
4. Self-Promotion and International Influence

Biography of Jacques Seguela

Jacques Seguela, a French advertising guru, image maker, and "seller of presidents," is known as a symbol of the profession of political spectacle directors. Despite not being the first political advertising specialist, America had already surpassed Europe in this field. It is possible that there are manipulators more powerful than Seguela. However, it is Seguela who has become the face of the profession, transforming democracy into an expensive show. He famously said, "Talent is a gift, success is a craft."

Early Life and Career

Jacques Seguela was destined to work in the field of pharmacology. He was supposed to mix potions in his hometown pharmacy or, at best, work in the provincial university. However, he realized that he did not want to be confined to a small-town pharmacy. Instead, he pursued a career in journalism, writing for "Paris-Match" and "France Soir." In the latter publication, he even became an editor. However, Seguela's desire to become his own boss led him to co-found the advertising agency "Euro-RSCG" with three friends in 1969. The business was new but promising, with a starting capital of only 50,000 old francs. Today, at the age of 63, Seguela is a co-owner and vice president of the eighth-largest company in the world in his field.

Political Advertising

In 1981, Seguela orchestrated a brilliant campaign by offering his services for free to three presidential candidates: Valery Giscard d'Estaing, Jacques Chirac, and Francois Mitterrand. Only Mitterrand, known as a pragmatic romantic, accepted his offer. Seguela understood that politicians were just like any other product and that packaging was more important than quality. He handed Mitterrand a fresh red rose, symbolizing socialism, poetry, romance, and love. The campaign slogan, "La force tranquille" (The Calm Strength), turned Mitterrand's age into an asset rather than a disadvantage. Mitterrand won the presidency, and Seguela earned not only money but also fame.

Seguela's work as a political consultant is not always driven by financial gain. He often offers his services for free, in exchange for influence. His time, like any high-class specialist, is extremely valuable. Reportedly, he charges $1000 per hour while working for a candidate. However, Seguela knows when to negotiate for immediate payment and when to prioritize a percentage of the profits. He sometimes suffers defeats when it comes to influencing the winning candidate.

Self-Promotion and International Influence

Seguela's advertising agency has branches in 63 countries, making him an international figure. He claims that the principles of organizing election campaigns are the same everywhere, with only varying slogans and techniques. He has successfully advised political figures in Eastern Europe, including Hungary's Jozsef Antall, Bulgaria's Zhelyu Zhelev, and Poland's Aleksander Kwasniewski. He even attempted to work in Russia during the first presidential elections but faced obstacles and returned to Paris.

Seguela has published numerous books, repeating his "golden rules" of political advertising. He strives to leave his mark on the French and global advertising industry before his retirement in 2002. Despite his successes, Seguela remains aware of his failures and the limitations of his influence. However, his mastery lies in his ability to promote himself and build his own monument through self-promotion.