Pascal Couvry

Pascal Couvry is the founder of Madame Bovary, an agency he established in 2014 after a career in advertising, where he successively held the positions of Creative Director and Strategic Planning Director at Havas, McCann Erickson, CLM BBDO, and Publicis Consultants.

He is notably known for creating the iconic 1990s campaign for Kiss Cool candies and its legendary slogan “le double effet Kiss Cool” (“the double Kiss Cool effect”), which has since entered everyday language, as well as the RATP campaign “T’as le ticket chic, t’as le ticket choc” (“You’ve got the chic ticket, you’ve got the shock ticket”).

Drawing on his experience in both creation and strategy, he founded Madame Bovary with the ambition to bridge institutional and corporate communication, advocating for an approach based on boldness, innovation, impertinence, and lightness.

Since then, he has designed and led campaigns for major public institutions such as the French Road Safety Authority, the Government Information Service, Santé publique France, the Ministry of the Armed Forces, and the Ministry of National Education.

If he had to choose his favorite campaign, it would undoubtedly be the next one.