Francois Petavy discusses how looking at an agency as a community of creative talents is the way to produce the best work.

Francois Petavy, in his role as Chief Executive Officer for eYeka, the self-titled Co-Creation Community which leverages the creative power of 150,000 consumers, grasps the value in collaborative enterprise. In anticipation of his workshop at the Cannes Lions Festival, PSFK corresponded with Francois Petavy on why good marketers must be good listeners.

Welcome to Cannes. How do you think the industry has changed over the last 12 months? 

The ad industry has always been challenged by disruptive external forces but has remained surprisingly reluctant to reinvent itself. I have not seen much change in the industry over the last 12 months beyond market consolidation.

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