Interview with Pierre Duprat - Director of Communication at Vinci
Can you introduce yourself briefly?
My name is Pierre Duprat, I am director of communications Vinci. I have a very classical course in the fields of communication since I have worked in agencies for ten years before being poached by one of my clients. I became deputy director of a company that was not called yet Vinci, who was one of the historical components. I became in November 2007 director of group communications with in my perimeter all the communication functions: internal, external, social communication, financial communication, all components that structure the communication for a listed group.
For today, what is a graphic designer?
The same as yesterday! This is someone who participates in this work of communication is to make the truth visible. Communication, it is anything but a lie profession, a profession where we made arrangements with the truth, a cosmetic business. Basically, the work of the communication is to be capable enough empathy to understand how these stakeholders called yesterday in advertising communication targets. The graphic designer is the one who helps the truth come out of the well and making things readable, visible, understandable to stakeholders that companies want to go. That's what I saw yesterday, that's how I see today. In one of my first jobs, my boss was proud to tell us that he had in all and for all CAP typographer and he was betting everything on typography as a structuring element of any graphic work. It's true that when I started working it was based and still I think it is something very important.
What is the role of the visual in Vinci?
Was lucky because at Vinci is a profession that is extremely practical and easy to represent. It is an extremely photogenic business and it is very easy to represent. So the visual is a very important part for us. We have very little written tradition at Vinci, which is in the vicinity and through visual representation. It may disappoint some designers because we are quite proud of what we do, we find it quite photogenic and we find that it does not need to be much changed. We often require designers to let the images speak for themselves.
What qualities and skills you are looking for in the people you work with?
Honesty. I do not believe in the idea that we - and that includes our partners - be there to disguise reality that any way. Perhaps here too it will disappoint a number of creative people who want me to say the word creativity, ability to conceptualize, but I think there are many designers who are very creative. Finally, this is not about pure creativity that the difference is, but on the ability to use this creativity to be the simplest, most straightforward is the truest possible.
What advice would you give students who wish to move towards visual communication?
It's very difficult. There are a lot of people. I think I would advise them two things. First to say that we need to work hard. To make a difference and to get to be able to express his talent while in the service of something by seeking the truth as I said earlier, this is not a gift, it's work . The second is to be true to themselves that what they believe and not to heed the advice of people like me.
What can you hang today on the profile of a young graduate?
The triggering factor is motivation. And motivation, this is not an empty concept of 80 years. It is basically the word semantics on a professional register would be used for "enthusiasm". In 80 years ELF invented one of the best signatures of the history of the pub: "passion is always right." Passion and because it is a kind of oxymoron, but when it comes to professional register, passion is just a way to express enthusiasm. And if I feel that someone's home, it's more important than reason, whether the person is the extension. Recruiting the dose of passion. There must be some sort of lightning, otherwise it does not work.
How do you see the evolution of the communications industry?
One can speak of the emergence of social media, 2.0 world. It is a vision software. In one vision hardware, one can speak of smartphones, tablets, etc. It was basically becoming more active communicators. Admittedly, the communication function is in the process of désexpertiser. There will be three types of communicating tomorrow: non-experts, who are about communicating today and that will frame these people, and then communicating that will surexpertiser, which will give the outline to follow.
Do you have a book to recommend to students?
I readily recommend them a book that risks alienating them, the latest book by an economist named Daniel Cohen. This book, Homo economicusIs very interesting because it raises questions about the fact that finally, in countries with strong economic growth, welfare declines. Basically, he wonders if the purpose is to be more and more wealthy or more happy and if it goes together. I think it gives a very interesting opening to what is played in the world today.