Paris, July 15th, 2019

DISKO, fast growing and multi-award winning agency with headquarters in France, counts amongst its clients big names such as Carrefour, McCormick, Warner, Crédit Agricole Immobilier, Apple, Van Cleef & Arpels and Club Med to name but a few.

The agency employs 160 people over three continents and has six offices in Paris – Montpellier – Milano – Turin – Shanghai – San Francisco. The labour is composed of 1/3 strategists, 1/3 creative and 1/3 technologists.

Hélène Ortola, DISKO’s CEO shared with TIA what has taken her to go from a masters’ degree in contemporary French literature, to leading a top digital agency.

Where does the name DISKO come from?

DISKO comes, of course, from the Disco music… which is a state of mind; a will to overcome fear and mental barriers on a fast and positive rhythm.

Can you describe your agency in three words?

Creativity, humility, enthusiasm.

How did you get started in the industry?

After doing a masters’ degree in contemporary literature and communication I started in the industry as a copywriter in agencies. For my masters I had chosen a, somehow peculiar subject: Albert Camus and the subject of death in his literary works – I was researching on the dark side of the moon.

When I finished my studies, I felt an urge to mix the power of words on a new field of creativity: the internet.

How long have you been working for DISKO?

I’ve been part of the adventure for four years.

What is it like to be a woman at the top?

There is no particular distinction because of being a woman on a high position at DISKO. I have experienced no glass ceiling to break. We are one team with no ego just guts, no matter your gender.

DISKO operates in horizontal management to promote initiative, empowerment and autonomy.

We have a responsibility to keep going on the parity road and equality. We want to recruit more women, particularly in the tech team. I’ve started the evangelism at home, teaching my daughter that mathematics were not born male, maths have no gender.

Could you name three essential things or experiences that have brought you to where you are today?

To observe and learn with humility.
To know that it’s better ask for forgiveness than permission.
To never underestimate the power of humour in a negotiation.

How do you know that you are leading, and leading well?

I know that I am leading and doing it well when I can see that our mottoes are transmitted between people here without my intervention.

To me it’s important to share the same vision with the team and carry out daily tasks with enthusiasm and humility.

Former employees who have gone into working elsewhere, often tell us that they wish to come back to us. This is very reassuring.

What inspires you in your work?

Michelle Obama… just kidding, a bit déjà-vu. From Katy Switzer (the first woman to run the Boston Marathon) to Jane Fonda or Malala Yousafzai, I draw example from inspiring and courageous women with leadership skills.

Inspiration is in fact everywhere. Big players such as Google and Facebook and entrepreneurs who dare to start a new venture and excell on their field, such as the founders of DISKO.

I also admire successful and committed brands such as Patagonia, Everlane and the young generation engaged on social and environmental fights with a great personalities such as that of the young Greta Thunberg.

What is your approach to motivating and developing talent?

Overcome fear and mental barriers. No hype, no trash, no ego, just guts! More than a motto, a state of mind.

For the second year in a row, we have been ranked by the Financial Times as one of the top 1000 fastest growing European companies: and this is due primarily to our creative and technological boldness, our ability to engage our clients in innovative ideas and projects and above all… Offer the opportunity to work for legendary brands such as Apple, Krug, Hennessy, Van Cleef & Arpels… and also new small companies with ideas and disruptive business models… all in an enthusiastic and relaxed environment.

What profession other than your own would you like to attempt?

A famous Disco singer (I have the hairstyle for that!)

What is the most exciting project you have worked on, and why was it interesting?

We are proud to work every day for iconic brands such as Apple, Van Cleef, Nature & Découvertes, Hermès, Club Med, LVMH as for new brand and business model such as Gégé… in a direct and uncomplicated relationship… Our way of working is not politically correct.

We are proud as well to launch a committed campaign. We have just been awarded at the CPS Awards and the Trophées Marketing for our Fair Friday campaign for Nature & Découvertes, a campaign that dares to stand up to Black Friday and refocus attention on the causes that matter, the erosion of biodiversity…an obvious business risk for our client who has taken it with the support and confidence of his partner DISKO.

By Geny Caloisi.
genyc@topinteractiveagencies.com

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