David Sirieix

David Sirieix is a French-born art director and marketing strategist living in New York.

Biography

David Sirieix, a "Brand Psychologist", a "Conceptor", living in New York, was a French medical student who moved to the USA in 1990. After working 5 years for the US branch of one of the largest privately owned Japanese Conglomerate (JGSA), he started his own advertising agency in 1996, without means and no connections; his start was humble, he learned the business by reading about 12 if the major books on communication. Within 12 months, Adweek put his first ad campaign in its Portfolio. The following campaign for Wilke•Rodriguez, a comparative Fashion ad campaign which created controversy and generated an enormous amount of press: "Tommy, can you hear me?" for Tommy Hilfiger, "Escape cK" for Calvin Klein and "DKNwhy?" for DKNY (Donna Karan New York). Previously, Tommy Hilfiger, was the only fashion houses to have ever attempted to run a comparative ad campaign of that scale; and Levis followed up 6 months later with same very kind of idea on a much larger national scale.

David Sirieix launched an unknown label called Weatherproof with $18M in sales into the stratosphere ($300M company); a simple one product in 40 different colors that he called "The Foul Weather Friend". The name became the #1 selling jacket in the USA within 2 years.

David Sirieix was retained to reposition the Avirex brand. He conducted the Archetype Study and repositioned Avirex from an Urban brand to an Aviation brand, as it once was, simply showcasing the Pilot in its Cockpit. The Avirex jacket was placed in the movie Aviator with Leonard DiCaprio The goal was to help facilitate the brand acquisition (that has been sought unsuccessfully for 8 years). It took only 6 months to find a buyer (Marc Ecko Unlimited) after the repositioning. He also launched the Mavi Jeans Brand and created the "Made in Maviland" ad campaign. His clients have included Pier Auge (skin care), Bank Paribas, Biche de Bere, Potovski Vodka and Sulka from the Richemont Group.

A few years after, he conceptualized Marithé François Girbaud ad campaign with an ambitious Tag line: "Bodies by God, le Jean de Marithé + François Girbaud"; his creation evolved into " The Last Supper" and then "Unified Field Theory" for Marithé François Girbaud which generated again huge controversy as it was banned after a complaint from Vatican. The advertisement was a remake of "The Last Supper" with God as a woman and supermodels. The ad was handled by Air Agency, Paris -

His agency also spearheaded the establishment of the famous European service and label: "ELU Produit de L' Année" in North America, under an undisclosed set of agreement- The licenses "ELU Produit de L' année" founded by Chirstian Lebret, a French business man, are now present in 27 countries around the world.

In 2006, David conducted 2 new archetypes studies for the Chantelle Group. He conceptualized the ad campaign for Passionata on the theme "Rocking Horse"; developed with David LaChapelle (Ice Horse) and Isabeli Fontana; he also conceptualized the ad campaign with Stephanie Seymour and Peter Lindbergh for Chantelle which was produced through a Parisian agency.

In 2008, he conducted his Archetype Study for Victorinox / Swiss Army Brand, the famous Swiss knife, luggage, watches, fragrances and clothing maker. Today his work is also helping consumers goods and service companies to remodel their communication "instinctively and logically" (the logic of instinct).

The 741 mph Archetype creative methodology is based on the archetypes of Jung and Freud, that he links with "Brands" to make them re-connect with the consumer collective unconscious and their Codes. His new consulting group 741mph put the emphasize on the Brand Core and Product Core-

Selected works

• When he got to my socks, I tell him, I'm not that kind of girl for Legale in 1997
• Body by God, Le jean de M+FG for Marithé François Girbaud in 2001
• Unified Field Theory for Marithé François Girbaud in 2006
• Rocking horse with David LaChapelle for Passionata in 2008

Sources

• http://archetypes.741mph.com
• http://findarticles.com/p/articles/mi_m0BDW/is_27_42/ai_76443156
• http://www.cbnews.fr/newsletter/1201478400 (French)
• http://www.sirieix.com/docs/press.html
• http://741mph.com/
• http://careofsoul.blogspot.com/2007_01_01_archive.html
• http://www.vanksen.fr/in-the-media/communiques-de-presse/le-show-passionata-au-crazy-horse/ (French)

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Name	Sirieix, David
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