LIBERATION is a very combative newspaper.
And has been a very peaceful project.
Today Juan Senor, our London director, was is Paris checking the last details for next Monday’s launch of the new formula of LIBE.
INNOVATION’s Javier Errea and Antonio Martin are going to be there working with the editorial and graphic team of LIBERATION.
This is an old client.
Many years ago we were hired by Serge July and Evence Coppe but at that time the new graphic formula didn’t work and Pentagram’s partner David Hillman (a real gentleman!) was unable to gain the support of the newsroom and his superb prototype died after long months of “mais oui, mais non”
I had great time in Paris working with our loved Leo Bogart and Claude Jean Bertrand. Tino Fernandez and Juan Fernando Dorrego did also an excellent work in our editorial and newsroom management audit.
Later, we were asked by Vicent Bollore, chairman of HAVAS, to develop a tentative plan to use the LIBERATION newsroom resourccs for his new TV venture Direct 8, but he couldn’t get support from the shareholders of LIBE.
And almost one year ago, the new board of directors of LIBE headed by Edouard de Rothschild, hired us again this time to produce a full graphic redesign of the paper with a new editorial formula developed after several meetings in Paris with Laurent Joffrin and his team.
L’info est un combat is the new slogan for the launch campaign to emphasise that LIBE is back to quality, punchy, investigative and non-conformist journalism of the politically incorrect.
LIBE is “chic again” and `cool again’
On Monday BMW and Trudot, two top luxury brands will have six full ad pages.
And as I said, this has been a very happy and rewarding experience.
First, because our ideas got the full support of LIBERATION.
And second, because the board of directors, the CEO Nathalie Collin, the editor, and all the newsroom have been very open minded and our discussions ended in a terrific prototype.
Our special thanks go to Stephanie Aubert and Paul Quinio, two great journalists!
And, of course, to all the INNOVATION team that I lead with Juan Senor ()UK), Javier Errea (Spain), Antonio Martin (Spain), Pablo Errea (Spain), Andrew Jaspan (Australia), Thomaz Souto Correa (Brazil), Juan Cano (Spain), Deborah Withey (UK) and Sophie Bougneres (France).
Next Monday you will see the new LIBE, but wait also for the new weekend edition and the new supplements.
We enjoyed the work in Paris.
Thanks Edouard, Nathalie and Laurent, Stephanie and Paul!
In the pictures: Juan Cano, Javier Errea and Laurent Joffrin in the hall of LIBE, in its glorious top terrace, and the fantastic view of Paris from the room where the INNOVATION team made the first presentations.
Tags: Andrew Jaspan, Antonio Martin, Carlos Soria, Claude Jean Bertrand, David Hillman, Deborah Withey, Direct 8, Edouard de Rothschild, Evence Coppe, Havas, Javier Errea, Juan Cano, Juan Fernando Dorrego, Juan Senor, Laurent Joffrin, Leo Bogart, Nathalie Collin, New Liberation, Paris, Paul Quinio, Pentagram, Serge July, Sophie Bougneres, Stephanie Aubert, Thomaz Souto Correa, Tino Fernasndez, Vicent Bollore