legrandmatin

An ethno-linguist by education, Luc Basier started as a lecturer at the University ParisXIII and as a researcher for CNRS-ENS Saint Cloud (French national research center). He dedicated three years to a study of urban anthropology in an outer Paris suburb. The results of this study were subsequently published in book form, as well as a series of articles about youth culture. Luc Basier still leads weekly seminars in Urban Anthropology at the University Paris VIII.

Having taken some time out to found an independent record label, Humain Production, Luc Basier then joined ESOP, a market research company. In 1986, he moved to Publicis Conseil where he worked as a Strategic Planner, involved with prestigious and varied brands such as Galeries Lafayette, Dim, Nescafé, Gan Insurance and Castorama.

Beginning of 1991, Luc Basier joined DDB Paris. As a Senior Planner, he worked specifically for Fnac (cultural leisure superstores) in France, Belgium and for its launch in Spain, as well as for Volkswagen in France and Europe. He acquired considerable international experience working for the Mobil and Digital Europe accounts (22 countries) and as part of the UK-based BMP-DDB international team, pitching and winning, among others, IBM Personal Computer (19 countries) and Sony, for Europe.

In 1998, Luc Basier was recruited by Bruce Haines and Tim Delaney, to launch Leagas Delaney in France. A new agency of which he was co-manager, with the Creative Director as President. Luc Basier played a major role in defining the original positioning and "ideology" of the agency.

Leagas Delaney Paris Centre entered the French Market as "the English Agency in Paris". A positioning statement based both on the creative cult status of Leagas Delaney London, and on its UK rooted philosophy of Strategic Planning and Creative.

Leagas Delaney Paris Centre began with the adidas campaign for the 1998 French Worldcup Soccer Team. The agency then developed its own client portfolio, becoming within 3 years, a medium-sized agency of 40 people. LDPC pitched and won from Paris, new business such as IKEA, Clarins (worldwide) global communication, Gan Insurance, Club Internet, BMG records, or TV cable chanels such as Canal J (kids chanel), Game One (gamers TV), Planète and Eurosport News… Among other clients, the agency also contributed to launch successfully in France ING Direct Banking, in 1999, and TUI, n°1 Tour Operator worldwide, in 2003. Both 360° launches. The latest without any advertising.

The agency was named "Young Agency of the Year" in 2000 and, until 2004, received numerous Creative and Efficiency Awards for its work across all medias. Among them, a Gold Lion in Cannes, Young Guns IAA, Cresta, Epica, Eurobest and UK D&AD for the relaunch Campaign of IKEA in France, the "most awarded French Campaign for 2002", according to the Gunn Report.

Leagas Delaney Paris Centre also received 3 French Effie Awards, two of them for the successful launch of ING Direct (2000 and 2001), the third one for the international launch of ClarinsMen cosmetics (2003) and won numerous print, TV and radio awards for its work on adidas, Gan Insurance, Game one, Princess Tam Tam lingerie, ADIA temping and TUI…

Following a conflict between shareholders, January 2004 saw the unfortunate and unexpected disappearance of Leagas Delaney Paris Centre.

Beginning of 2004, Luc Basier was recruited by Ogilvy Paris as "Deputy Managing Director 360°". He worked with clients such as Nestle Waters (worldwide), IBM and Motorola (for France). He notably contributed to the gain of Cegetel Telecom and General Electric Money Bank DM&Digital accounts for Ogilvy One.

In 2007, with Anne-Cécile Tauleigne and Jean-Noël Perrin, he has launched Le Cercle de CRM Company Group/Mégalo(s).
Le Cercle is aimed at integrating Internet and e-CRM skills within Brand and Advertising cultures. CRM Company Group is the N°1 French Independant Multicanal Communication Company.


Publications

BASIER, LUC & BACHMANN, CHRISTIAN : Mise en images d'une banlieue ordinaire. Stigmatisations urbaines et stratégies de communication. Coll. Alternatives Sociales, ed. Syros, Paris, 1989, 240p.
BASIER, LUC : "Le publicitaire et la culture jeune", in Dossiers de l'Audiovisuel n°99, septembre 2001, La Documentation Française.
BASIER, LUC : "Des instructions créatives" & "Echecs et dissonances", in MScope n°8, septembre 1994, CRDP Versailles.
BASIER, LUC & BACHMANN, CHRISTIAN : "L'image sur la patate : imageries urbaines et politiques de communication locales", in Sociétés n° 20, octobre 1988, ed. Armand Colin, Paris.
BASIER, LUC & BACHMANN, CHRISTIAN : "Junior s'entraîne très fort, ou le smurf comme mobilisation symbolique" in Langage et Société n°34, décembre 1985, Maison des Sciences de l'Homme-CNRS.
BASIER, LUC & BACHMANN, CHRISTIAN : "L'étranger, l'oppression et l'imaginaire :
le cas du smurf", Actes du 3ème colloque international de lexicologie politique, E.N.S. Saint-Cloud, Septembre 1984.
BASIER, LUC & BACHMANN, CHRISTIAN : "Le verlan : argot d'école ou langue des Keums ?", in Mots n°8, mars 1984, Presses de la Fondation Nationale des Sciences Politiques, CNRS, E.N.S. Saint-Cloud, pp. 169-190.
BASIER, LUC : "La force du recadrage tranquille. Stratégies d'interaction dans le face à face télévisé du deuxième tour de l'élection présidentielle de 1981", in Mots n°7, octobre 1983, Presses de la Fondation Nationale des Sciences Politiques, CNRS, E.N.S. Saint-Cloud, pp. 51-67.